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 If you're trying to market to adults
who were born between 1965 and 1994, then you need to
understand the best method for reaching generation X and
generation Y.
Who is Generation X? Gen Xers were born between 1965 -
1976 and make up about 17% of the U.S. population. As a
whole, this group is both independent and skeptical,
existing in the shadow of Baby Boomers. As this group
moves into their 30s and 40s, Gen Xers are establishing
themselves as consumers who are starting families and
buying homes.
Who is Generation Y? Individuals born between 1977 - 1994
are considered Gen Yers and make up about 25% of the U.S.
population. This group is generally idealistic,
optimistic, and patriotic. They consume media in extremely
fragmented ways, representing the next big wave in our
demographic makeup.
Gen Xers and Gen Yers have a number of things in common.
Both groups grew up with recessions, single-parent
households, cable TV, the Internet and other personal
technology. Consequently, these groups consume media
differently than earlier generations. Communicating with
them through traditional marketing channels can be
difficult. So, how can you reach these groups, communicate
your message, and get them to take action?
The answer is more traditional than you think. In
combination with online marketing, direct mail is one of
the most powerful ways to market to both Gen X and Y.
According to a recent study conducted by InnoMedia,
NuStats, and Vertis, 87% of Gen Y and 86% of Gen X bring
in the mail the day it's delivered. 73% of Gen Y and 68%
of Gen X retail direct mail readers have used coupons
received in the mail. Gen X and Y consumers rate 75% of
the mail they receive as valuable.
To reach Gen X and Y with direct
mail, there are number of basic marketing practices you
should keep in mind. Before discussing these tips, keep in
mind that your direct mail efforts can be supplemented
with online marketing in the form of targeted site
advertising, key word buys, or perhaps giving consumers a
reason to visit you online via email (contests,
sweepstakes, discounts, etc.).
Direct Mail is most effective when you understand your
audience, time your campaign appropriately, provide a
compelling offer, and develop a relevant message.
· Audience. Knowing your audience is essential for the
success of any direct marketing campaign. Having
information about Gen Xers or Yers in general terms is a
place start, but you need to dig deeper and develop a
fuller understanding of the segment. You should know what
motivates them, what there greatest pains are, their
latent needs, and what products or solutions they
currently use. Once you've gotten to know your audience,
other marketing criteria can fall into place.
· Timing. Communicating your message at the right time
can make all the difference in your marketing results.
Selling tax software immediately after April 15th won't
produce the results you're looking for. Therefore, you
need to have an understanding of your audience's timeline
and when they are in the market to buy your product or
service. Be sure to reach them with enough time to respond
to your offer, but don't leave it open ended.
· Offer. Many consumers need a reason to buy, especially
Gen Xers who are normally skeptical. Your offer should
provide some benefit to the buyer as well as provide some
level of comfort in moving forward with a purchase. This
can be in the form of a satisfaction guarantee or
something similar. One great technique is to place your
offer on the outside of the envelope that contains your
marketing materials. This can help to differentiate your
mail and get your envelope opened by prospects.
· Message. Your message needs to resonate with
prospective buyers. Do you understand their needs? Have
you communicated benefits as well as features? Are you
solving a problem for them? Have you provided a simple,
yet compelling message? Many direct marketers talk about
the "long" letter versus the "short"
letter. There are a number of studies that validate the
use of both long a short letters in a direct marketing
pieces. As long as your message resonates with buyers, it
doesn't matter how long it is. Be sure to test your
messages on an ongoing basis.
If you're marketing to either Generation X, Y, or both,
use direct mail in your marketing mix. Individuals in
these groups respond to direct mail. Keep in mind however,
that a direct marketing piece should be supplemented with
other forms of marketing - Internet marketing, search
engine optimization, advertising, etc. Direct mail is your
key to success with Generations X and Y when used as the
main vehicle of your marketing campaign.
Michael Fleischner is the founder
and President of MarketingScoop.com. He has appeared on
major media including the TODAY Show, Bloomberg Radio, and
more. With more than 12 years of marketing experience,
Michael has developed major brands as well as a variety of
businesses in need of leading marketing programs. Visit http://www.MarketingScoop.com
for further details, FREE Marketing resources, or more
FREE articles.
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