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Title: Marketing to Generation X and Y
Author: Michael Fleischner
Article:
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 <a href="http://www.marketingscoop.com"
target="_blank">http://www.MarketingScoop.com</a> for further
details, FREE Marketing resources, or more FREE articles.
About the author:
Michael Fleischner is a <a href="http://www.marketingscoop.com"
title="Marketing Expert">Marketing Expert </a> with more than 12
years of marketing experience. For additional marketing
resources, <a href="http://www.marketingscoop.com"
title="Internet Marketing secrets">Internet marketing
secrets</a>, and more free marketing articles, visit
http://www.marketingscoop.com.
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