Page 77 - Social Media Marketing

Catering to Marketplace Diversity 57

developing your marketing materials or sales presentations, keep
the following in mind:

• Appeal to the Boomers' boldness. They like to be known for
their sense of independence.

• Highlight the time- and effort-savings of your products and
services. Boomers tend to have lots of money, but little time
to enjoy it. They are more willing to purchase products and
services that save them time and effort.

• Keep your presentations simple and to the point. Don't over-
whelm boomers with the details.

• Present technology as a tool and not an end in itself. Boomers
are not impressed by the power of technology, but rather by
how that power can improve their lives.

• Boomers tend to care what other people think of them. Al-
though they may not readily admit it, possessions, status, and
appearances matter to them.

• Remain flexible. Quoting company policy as the reason why
you cannot do something carries no weight and is likely to
work against you. You need to have a good reason for why
something is the way it is.

• Make the most of word-of-mouth advertising. Boomers put a
lot of faith in what their peers have to say about a particular
company and the products and services it offers.

• Be yourself. Boomers prefer someone who is genuine over
someone who is simply trying to sell them.

Generation X ("Baby Busters"): 1965-1976

Unlike the Silent Generation that grew up in a somewhat stable
and secure environment, those from Generation X (Gen Xers) have
experienced a great deal of change and instability. They face a
future in which the survival of their jobs, social security, and
even the environment are in question. They rely on technology for
solutions and answers.