Page 75 - Social Media Marketing

Catering to Marketplace Diversity 55

selling it to someone you understand. When you are looking to ex-
pand your markets, however, it often helps to gain an understanding
of people from different generations.

In the following sections, I describe the general characteristics of
each generation you are likely to encounter.

GI ("Greatest") Generation: 1901-1924

People in the GI Generation lived through World War I, World War
II, and the Great Depression. Instead of sitting back and assuming
everything is going to be okay, they tend to hope for the best and
plan for the worst.

Most people in this generation are frugal, so they focus on quality
and value. They want to be sure they are getting the most and best
product for their money. In addition, most people in this age group
are living on fixed incomes. They are very sensitive of their need to
make their money last as long as they do. They do not want to have
to rely on someone else.

Silent Generation: 1925-1945

People of the Silent Generation grew up between World War II and
the Vietnam era-a period generally marked by peace and pros-
perity. Because of this, the Silent Generation has been labeled the
generation of the "withdrawn, cautious, unimaginative, indiffer-
ent, unadventurous, and silent." They value hard work, family, and
security above all else and tend to be conservative.

When approaching clients and prospective clients from the Silent
Generation, keep the following in mind:

• Schedule face-to-face meetings rather than trying to sell over
the phone or online.

• Address clients formally, as Mr., Miss, or Mrs. followed by their
last name, unless they tell you otherwise.

• Focus on value. Make sure your clients are getting the best
products and services for their money and that they know it.