Pitch Points That Work (and Not) for Boomer Consumers

As both a journalist and a marketing vet, I spend some time watching sales pitches lobbed at people my age. At the same time, I am watching our evolving sense of identity as the gray on our heads grows more dense.

 

A recent piece aimed at ad pros by Robin Raff at MediaPost explores selling health care to Boomers. I found this angle a bit ironic since the larger question in Boomer health today is how the almost-aging can access decent service at decent rates, not what it takes to make us want it. But it was interesting to see what she thinks will be motivational, since ad types still seem conflicted about how to sell into the Boomer niche.

Below is my own rendition of some of the"pitch points" on which she and I agree along with some added thoughts from me:

• Self-Reliance
  Boomers may like hearing advice, but they don't want to be told what to do, Robin and her sources suggest.

This gets a "bingo" from me. Boomers don't like to feel like sheep, even when they appear to be moving in herds.

Cost and Convenience
Show Boomers how you will save them time and/or money, the author offers next.

As both a journalist and a marketing vet, I spend some time watching sales pitches lobbed at people my age. At the same time, I am watching our evolving sense of identity as the gray on our heads grows more dense.

 

A recent piece aimed at ad pros by Robin Raff at MediaPost explores selling health care to Boomers. I found this angle a bit ironic since the larger question in Boomer health today is how the almost-aging can access decent service at decent rates, not what it takes to make us want it. But it was interesting to see what she thinks will be motivational, since ad types still seem conflicted about how to sell into the Boomer niche.

Below is my own rendition of some of the"pitch points" on which she and I agree along with some added thoughts from me:

• Self-Reliance
  Boomers may like hearing advice, but they don't want to be told what to do, Robin and her sources suggest.

This gets a "bingo" from me. Boomers don't like to feel like sheep, even when they appear to be moving in herds.

As both a journalist and a marketing vet, I spend some time watching sales pitches lobbed at people my age. At the same time, I am watching our evolving sense of identity as the gray on our heads grows more dense.

 

A recent piece aimed at ad pros by Robin Raff at MediaPost explores selling health care to Boomers. I found this angle a bit ironic since the larger question in Boomer health today is how the almost-aging can access decent service at decent rates, not what it takes to make us want it. But it was interesting to see what she thinks will be motivational, since ad types still seem conflicted about how to sell into the Boomer niche.

Below is my own rendition of some of the"pitch points" on which she and I agree along with some added thoughts from me:

• Self-Reliance
  Boomers may like hearing advice, but they don't want to be told what to do, Robin and her sources suggest.

This gets a "bingo" from me. Boomers don't like to feel like sheep, even when they appear to be moving in herds.

That also gets a big "aye" from me. Most Boomers love a good bargain, especially today.

But note to any merchant tempted to bait and switch: We will take the time to verify the bargain is real. (See also next item.)

More for Less
Many Boomers now feel less affluent, but they don't want to feel like paupers. Pride in smart choices counts even when the price tag is less, Robin said.

Amen to that also from me. Case in point: Target and Ikea may already be as popular with retiring Boomers as they are with college kids. Related point: Boomers may identify more with the culture of their kids than the culture of their parents since the kids are still in the nest, or not so long out of it.

Connections and Community
Robin suggests that advertisers help Boomers connect with each other in online communities or at offline events.

"I heard it on the grapevine" still says it in one sense for us. We listen to our trusted friends. But my Gen is also especially sensitive to shilling and fakery. Unless your enthusiasm is authentic, please don't try to persuade me.

And while you are at it, if selling to Boomers specifically, check that your "new" tip is not already obvious to informed consumers. Boomers think they invented the Internet as we know it, and in many ways they actually did.

Show as Well as Tell
Many Boomers are hands-on consumers who will wish to try before they buy, Robin suggests.

I am not sure how this applies to her points about health care, but I do agree in general.

People my age are often cynical idealists. We have seen too many promises broken in high places to trust any authority instantly. But, as idealists, we are also inclined to expect the best until given a reason to be suspicious. So if you want build trust with us, make it easy to verify.

To this list, I would next add a point that looms even larger for me:

 

• The Long and Lively Thing
  Our parents matured with a whole different sense of aging.

After a life spent in harness, most of our parents yearned to go fishing or cruising, whereas we who were never so good at marching in time now want even more engagement with meaning.

Where they hoped to start slowing it down, we hope to keep using what we have learned and learning more again. While retirement for the 'rents meant seeking more comfort and ease, my Gen is not so sure we want to kick back (its own irony in this economy). Instead we have high hopes of living long while keeping it lively. 

Overall, as a group, Boomers tend to find change and challenge invigorating, while our parents endured enough stress in their youth to last for a lifetime. Where our elders often sought to minimize conflict and stress, we Boomers have been less likely to flinch at breaking some eggs on the way to an omelet. 

Thus the difference in outlook is not only about what happens when gray hair turns white; it represents a cultural shift from one generation to the next.

Opposite Sets
In some ways, our parents and we were molded to thrive with opposite skill sets.

As survivors of a real Depression and a real World War, our parents, the "Greatest Gen," brought out their best by facing large burdens squarely. We sorely needed those steady hands when faced with mortal threat from East and West. But Boomers raised in less trying times brought out our best by innovating past old obstacles. For us, the largest challenge has been remaining sane in the face of  rapid change.

In brief, my Gen has been rewarded less for being steadfast and more for invention and flexibility. Now we hope to apply the same sort of spirit to aging and longevity. And whatever the specifics turn out to be, it's a safe bet that we will season the whole experience with our own brand of relish.

So the real bottom line for me?  Madison Ave. will find it hard to pitch Boomers if all they are selling is a new set of tires for Daddy's old car.

We may not yet know what we want for our own elder phase, much less what the times will ask of us. But as a generation best known for change, we are pretty confident that it will be different.

More for Less
Many Boomers now feel less affluent, but they don't want to feel like paupers. Pride in smart choices counts even when the price tag is less, Robin said.