4 Tips to Help you Market Better to Gen X
There’s a lot of brouhaha between the generations. Most notably the “animosity” between Baby Boomers and Millennials. But we aren’t here to discuss the “Okay, Boomer” trend.
No. We are here to look at an often forgotten generation. But ignore this demographic at your own risk.
Even though Gen X is one of the smallest generations in the U.S., they do make up a large portion of the purchasing power. So not tailoring your marketing to reach this key demographic can really put a drag on your marketing success.
This generation is sandwiched between the Baby Boomers and the Millennials. This helps them to be able to understand points of view from both of these generations, making them extremely adaptable.
Gen X is also known as the “latch key kids” because they were one of the first generations to have both parents working. They would often come home to an empty house. This makes Gen X very self-sufficient. However, they have also learned from the mistakes of their parents and are very family oriented. Their push for a better work-life balance has benefited us all.
But how do you tailor your marketing message to have the biggest impact with these big purchasers? Let’s take a look at some ideas on how to do just that.
Personal and Authentic
Many in Gen X feel overlooked by brands and marketers. This means you are really going to need to tailor your message to their interests in order to make a big impact. But it goes beyond microtargeting by interests; you also need to be authentic. The discerning Gen X will be able to tell if you aren’t being authentic. So stay true to your brand and don’t pretend to be something you aren’t.
Nostalgic and Tech Savvy
Gen X is both nostalgic and tech savvy. On one hand, they love to look back on their childhood. For example, AARP has been putting their Instagram account to good use by highlighting famous Gen Xers, using Gen X slang, and celebrating Gen X cultural touchstones, like the 35th anniversary of Ferris Bueller’s Day Off. Try incorporating a bit of nostalgia into your marketing campaigns, like mentioning a throwback. This will touch their heartstrings and any good marketer knows that most purchasing decisions are emotional decisions, not logical ones.
On the other hand, this generation is very tech savvy. For example, this generation watches both traditional television and digital video. Because they have a foot in both houses, this gives you an opportunity to reach them across multiple platforms. When it comes to the digital side, the two top platforms that have their hearts are Facebook and YouTube, so try focusing your efforts there to reach them. In fact, according to one study, Gen Xers spend about 3 hours on a mobile device daily.
Gen X loves to search online before making a purchase. They will research businesses, compare prices, and track down bargains and coupons online first. Make sure that your online ratings are good and respond to any negative reviews appropriately. Also offer deals and coupons to Gen Xers to encourage them to make a purchase.
Gen X is a powerhouse of a demographic. Because they bridge the gap between two large generations that are very different, they give you many more unique opportunities to market to them. Remember to be authentic, personable, and throw in a dash of nostalgia and special deals for this savvy group.