Marketing To Generation X

Marketing to​ Generation X
If you're trying to​ market to​ adults who are now in​ their thirties,​ then you​ need to​ understand the​ best method for reaching generation X .​
Who is​ Generation X? Gen Xers were born between 1965 - 1976 and make up about 17% of​ the​ U.S .​
population .​
As a​ whole,​ this group is​ both independent and skeptical,​ existing in​ the​ shadow of​ Baby Boomers .​
As this group moves into their mid 30s and 40s,​ Gen Xers are establishing themselves as​ consumers who are starting families and buying homes .​
Gen Xers grew up with recessions,​ single-parent households,​ cable TV,​ the​ Internet and other personal technology .​
Consequently,​ this group consumes media differently than earlier generations .​
Communicating with them through traditional marketing channels can be difficult .​
So,​ how can you​ reach these groups,​ communicate your message,​ and get them to​ take action? the​ answer is​ more traditional than you​ think .​
In combination with online marketing,​ direct mail is​ one of​ the​ most powerful ways to​ market to​ Gen X .​
According to​ a​ recent study conducted by InnoMedia,​ NuStats,​ and Vertis,​ 86% of​ Gen Xers bring in​ the​ mail the​ day it's delivered .​
Furthermore,​ 68% of​ Gen X retail direct mail readers have used coupons received in​ the​ mail .​
Gen X consumers rate 75% of​ the​ mail they receive as​ valuable .​
To reach Gen X with direct mail,​ there are number of​ basic marketing practices you​ should keep in​ mind .​
Before discussing these tips,​ keep in​ mind that your direct mail efforts can be supplemented with online marketing in​ the​ form of​ targeted site advertising,​ key word buys,​ or​ perhaps giving consumers a​ reason to​ visit you​ online via email (contests,​ sweepstakes,​ discounts,​ etc.).Direct Mail is​ most effective when you​ understand your audience,​ time your campaign appropriately,​ provide a​ compelling offer,​ and develop a​ relevant message .​
Knowing your audience is​ essential for the​ success of​ any direct marketing campaign .​
Having information about Gen Xers in​ general terms is​ a​ place to​ start,​ but you​ need to​ dig deeper and develop a​ fuller understanding of​ the​ segment .​
You should know what motivates them,​ what their greatest pains are,​ their latent needs,​ and what products or​ solutions they currently use .​
Once you've gotten to​ know your audience,​ other marketing criteria can fall into place .​
Communicating your message at​ the​ right time can make all the​ difference in​ your marketing results .​
For example,​ selling tax software immediately after April 15th won't produce the​ results you're looking for .​
Therefore,​ you​ need to​ have an​ understanding of​ your audience's timeline and when they are in​ the​ market to​ buy your product or​ service .​
Be sure to​ reach them with enough time to​ respond to​ your offer,​ but don't leave it​ open ended .​
Many consumers need a​ reason to​ buy,​ especially Gen Xers who are normally skeptical .​
Your offer should provide some benefit to​ the​ buyer as​ well as​ provide some level of​ comfort in​ moving forward with a​ purchase .​
This can be in​ the​ form of​ a​ satisfaction guarantee or​ something similar .​
One great technique is​ to​ place your offer on​ the​ outside of​ the​ envelope that contains your marketing materials .​
This can help to​ differentiate your mail and get your envelope opened by prospects .​
Your message needs to​ resonate with prospective buyers .​
Do you​ understand their needs? Have you​ communicated benefits as​ well as​ features? Are you​ solving a​ problem for them? Have you​ provided a​ simple,​ yet compelling message? Many direct marketers talk about the​ long letter versus the​ short letter .​
There are a​ number of​ studies that validate the​ use of​ both long a​ short letters in​ a​ direct marketing pieces .​
As long as​ your message resonates with buyers,​ it​ doesn't matter how long it​ is​ .​
Be sure to​ test your messages on​ an​ ongoing basis .​
If you're marketing to​ Generation X,​ use direct mail in​ your marketing mix .​
Individuals in​ these groups respond to​ direct mail .​
Keep in​ mind however,​ that a​ direct marketing piece should be supplemented with other forms of​ marketing - Internet marketing,​ search engine optimization,​ advertising,​ etc .​
Direct mail is​ your key to​ success with Generations X when used as​ the​ main vehicle of​ your marketing campaign.

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