Hardwood Floors April/May 2017

Marketing Across Generations (Continued)

Baby Boomers (1945 – 1964) About 76-80 million

Hardworking and loyal, Boomers tend to be “workaholics” who have sacrificed their home life for their careers. A competitive, ambitious group, they measure status and self- worth by career success and recognition. They are highly ethical, believing in equality and teamwork, and aren’t afraid to challenge authority. Boomers prefer personal interactions and face-to-face communication but also use email, juggling multiple communication modes. They are diplomatic, yet open and direct communicators who like having options. They answer questions thoroughly and expect to be pressed for details. Boomers don’t like manipulative or controlling language, and they prefer to be involved in decisions. How to reach them: • Don’t use canned, mass-marketing pitches; personalize your approach for them.

• Listen to them and focus on their wants and needs. • Provide details and explanations about your product. • Make information available online or by phone.

• Communicate clearly using product/service features and benefits. • Deliver on what you promise; service after the sale is important. • Ask them how they prefer to receive communication.

Generation X (Approx. 1965 – 1980) About 51-65 million

The first to challenge the status quo, Generation X has a steady work ethic but little loyalty unless it’s earned. They’re more tech-savvy than Boomers. Tradition, experience, status, and hierarchy matter less to them. They desire meaningful work and are very results-driven and outcome-oriented. They love to learn, are independent, and work well with others while encouraging others to think independently. As the first generation of “latchkey kids” —many the children of divorce — they are savvy, skeptical and self-reliant. They seek a good work/life balance and place a high value on time and efficiency. Gen Xers are more blunt and direct communicators, preferring straight talk that presents facts in sound bytes or bullet points. They communicate informally using their own language and idioms which they prefer to buzz words and jargon. Gen Xers communicate often and immediately, usually with digital technology. How to reach them: • Don’t try to “sell” them; rather understand their lifestyle and customize your offerings to meet their needs. Hardcore sales tactics won’t work. • They’re skeptical and brand disloyal; back up claims with research and testimonials. • Earn their loyalty; they won’t automatically give it to you.

• Mass-marketing and fake personalization won’t resonate with them. • Be straightforward, honest and sincere; make a genuine connection. • Use traditional and digital marketing; they’re well-versed in both.

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