Mix It Up & Don’t Put All Your Eggs In One Basket!
The “Baby Boomer” generation is a very large generation as they represent babies born after the world wars from 1946 to 1964.
Although this is considered one generation, those at the front end of the baby boomer generation tend to be marketed to like you would the generation before because they grew up using traditional media. Towards the back end of the baby boomers, you find the first group to embrace today’s technology in a big way.
While someone born in the late 1940’s may not be using email very frequently, or on Google searching for products and services, a boomer born in 1960 very likely would.
So, the key to marketing to baby boomers is not to have all your eggs in one basket. Spread your marketing budget across multiple media.
Baby boomers still read the newspaper, they still respond to direct mail, they watch TV and listen to radio. Even within these media you should spread your budget across 2 or more. Don’t put all your eggs in one basket. In addition, Boomers also surf the web and communicate by email. Consider all these as viable options to reach boomers, and more.
Baby Boomers have also embraced social media. As one striking example, consider that the fastest growing demographic segment among Facebook users is women over the age of 55.
So, to get the most out of your “Baby Boomer” marketing internally focus on some direct mail & email marketing (besides what you do to market them while they are actually in your practice). For external marketing newspaper advertising will reach them & maybe flyer drops too. For most practices TV & radio ads is too expensive & the ROI for short campaigns are just not there. Don’t forget the online marketing, your website & Facebook business page are important.