I have learned a lot during my internship so far, but one of the most interesting things has been that our target audience is older women. So much of my education was geared toward marketing to 40 and under that this feels like new territory for me. Now I wish I could have taken a class in marketing to the baby boomers (although to be fair, at the time I probably wouldn’t have taken it). Hypothetical hindsight aside, I wish my old professors could start a class teaching the future public relations professionals that there is more than one age group out there. One statistic I read said over 75% of all UK and American wealth is now owned by those over the age of 65 and most of them are women. So while marketing to the young is very important for establish future brand loyalty, the baby boomer generation is certainly not done influencing the market.
One of my main objectives is to increase the fan club membership and while my initial instinct was to launch a Facebook and Twitter campaign, I am now looking at direct mailing and television to reach our audience. In order to reach our customers, I have had to take a step back and think about what media our customers actually use.
What other tactics do marketers use to gear messages toward mature audiences?
