marketing to baby boomers for death care providers

Marketing to BoomersBoomer Demographics, Internet Usage

& Digital Marketing Opportunitiesby Digital PR & Interactive Marketing Consultant

Mayra Ruiz-McPhersonof

Ruiz McPherson Communications, LLC

Boomer Demographic Overview

Older Boomers(born from circa 1946 to 1955)

Younger Boomers (born from circa 1956 to 1964)

MEET MY BOOMERS!Ramon, 1946

Alex, 1949David, Ines, 1951

Fred, 1955Maria, 1956

Sly, 1960

Ramon, 1946• Undergraduate degree• Moderately mobile

– Android• Voice mail• Checks email• Sends text messages

• Regularly online– Email

• 3 email accounts

– Social Networks• no

• Newspapers• Not any more

• Commercials/Advertisements– Online: appear to be spam– On television: not as interested

Alex, 1949• Undergraduate• No online activity, ever

Ines, 1951• Some college• Lightly mobile

– Smartphone• Voice mail• Sends text messages

• Online moderately– Email

• 1 email account

– Social Networks• Facebook (passive)

– Online Banking

• Newspapers• Hardly purchases

• Commercials/Advertisements– Online: oblivious– On television: generally receptive

David, 1951• MBA• Very mobile

– BlackBerry• Voice mail• Checks email• Sends text messages

• Regularly online– Email

• 4 email accounts

– Social Networks• Facebook (passive)• LinkedIn (professional)• Read news• Online banking

• Newspapers• Hardly purchases

• Commercials/Advertisements– Online: thinks they are spam– On television: skips, ignores

Fred, 1955• Undergraduate• Hyper Mobile

– Smartphone• Voice mail• Sends text messages• Photo & video sharing• Social networking• Business/work

– Tablet Usage• News, blog consumption• Online banking• Gaming• Music, Podcasts• Shopping• Watch TV

• Social Networking• Facebook (active)• Yelp (online reviews)

• Commercials/Advertisements– Online: do not disturb him– On television: not often

Maria, 1956• Some college• Hyper Mobile

– Smartphone• Voice mail• Sends text messages• Photo & video sharing• Social networking• Business/work

– Tablet Usage• News, blog consumption• Online banking• Gaming• Music, Podcasts• Shopping• Watch TV

• Social Networking• Facebook (active)• Yelp (online reviews)

• Commercials/Advertisements– Online: do not disturb her– On television: very receptive

Sly, 1960• High school graduate• Lightly mobile

– Flip phone• Voice mail

• Regularly online– Email

• 2 email accounts

– Social Networks• Facebook (participative)

– Online polls

• Newspapers• Purchases 1-2x a week

• Commercials/Advertisements– Online: ignore, skip– On television: receptive

Internet Population by Generation• According to Forrester

Research’s annual benchmark tech study:– 46 to 64 year olds now spend more

money on technology than any other age group

– They also continue to be the fastest growing demographic for social media

– Boomers are also quickly catching up to younger generations when it comes to early adoption of new technology.

• Based on Deloitte’s annual media research:– An estimated 66 percent of

Boomers use text messaging to stay in touch. That’s about 20 percent less than younger generations, but well over twice the percentage of the 64-and-older set who text.

The chart to the right shows the popularity of internet activities among internet users in each generation.

Popular Online Activities • Get news• Buy products • Participate in online auctions• Do job-related research• Do quick-info searches • Belong to an online group • Do quick searches about “someone you know or might meet” • Get political information • Check the weather • Do online banking • Make online donations

Generations Online 2010 Summary

Boomer Internet Use Intensifies2000• 24% online average per day• 5% online several times a day• 20% go online from time to time

just for fun

2002• 34% say it would be "very hard"

to give up internet• 33% say "very hard" to give up

their cell phone

2008• 42% say it would be "very hard"

to give up internet• 46% say "very hard" to give up

their cell phone

2010• 69% online average per day• 36% online several times a day• 47% go online from time to time

just for fun

Social Networking Usage for 50-64 & 65+ Demographic

Boomers & Technology• Boomers are ready for more technology

– They’re actually more likely than those 18-49 — by a margin of 59% to 55% — to agree with the statement:“Technology will help me live a fuller life.”

• Boomers’ ideas for new technology center around health, communications and the home– Favorable towards ideas for more home automation

• Boomers still see room for improvement in communications• CONLUSIONS

– It’s a mistake to view the boomers as a generationwhose technology habits will remain fixedgoing forward

– Boomers have a dynamic, thoughtfuland ever-changing relationshipwith new technology

– Boomers view world ahead with great enthusiasm and just a touch of cautionSource: Boomers and Technology: An Extended Conversation ; a study sponsored and prepared by AARP and Microsoft — October 2009

NOTEWORTHY CONSIDERATIONS

Boomer Marketing FundamentalsBoomer Marketing Online

Boomer Marketing Fundamentals• Recognize fragmentation

– Understand the boomer demographic is diverse and fragmented

• Do NOT underestimate value of professional marketing services– Strong branding and identity– Aesthetic image and commercial presentation– Impactful copywriting and messaging

• Effective headlines, catchy titling, strong captions

• ALWAYS add your web site address to all marketing materials– Plan for “site first, call last” behavior

• Typography– Small print loses, big type wins

• Favored message themes– Problem solving– Cost savings

Boomer Marketing Online• Identify your ‘micro-segment’ online

• Digital-social integration– Identify opportunities for extending message, reach– Use as a complement to existing marketing activity to augment outreach

• Beyond the Boomers– Plan for “site first, call last” behavior

Not online Below average online usage

Moderateonline usage

Above average online usage

Hyper online usage

“Piggybacking”Online

OTHER INTERNET USERS CAN HELPTO “CARRY” YOUR MESSAGE FORWARD

Boomers who ARE online

Media, reporters, bloggers

Community groups & members

Services & retailers

Interested third parties

Online: Lowest Common Denominator• Identify ways to maximize the lowest common denominator

Not online Below average online usage

Moderateonline usage

Above average online usage

Hyper online usage

WEB TECHNOLOGIES & CAPABILITIESWeb Programming & Site MaintenanceDatabase Development, ConsultingSocial Media Integration & TechnologyCustom Application DevelopmentContent Management SystemsWeb Development Strategy & ConsultingMobile Apps for iPhone, BlackBerry, MoreShopping Carts & Electronic CommerceCloud Computing & Hosting

WEB DESIGN & CREATIVE SERVICESCustom Interface Design, UsabilityWordPress Blogs & CustomizationHTML, CSS templates, Usability, WireframesDesigns for Digital Downloads, PDFs, eBooksEmail Newsletter & Advertising DesignBranding, Identity & Presentation DesignVideo Editing, DVDs, MultimediaCreative Direction and ConsultingCustom Illustration & Artwork

MARKETING, PR, SOCIAL MEDIA Digital Marketing Strategy & ConsultationPR 2.0, Press Releases, Publicity OutreachSocial Media Engagement & InfluenceMobile Marketing Strategy & ExecutionContent Development & StrategyBlogging, Ghost blogging + Blogger RelationsEmail Marketing, Campaign DevelopmentAdvertising & Media PlacementSearch Engine Optimization

RUIZ MCPHERSON COMMUNICATIONS, LLC | 13800 COPPERMINE ROAD, SUITE 350 | HERNDON, VA 20171 | @ruizmcpherson | @mayraruizwww.ruizmcpherson.com | facebook.com/RuizMcPherson | 703.798.2619 | mayra@ruizmcpherson.com

MAYRA RUIZ-MCPHERSONDigital Marketing Strategist