3 Tips to Market Effectively to the Unique Demographic that is Generation X
Generation X is one of the smaller generations, but overlooking them in favor of larger generations such as the Baby Boomers and Millennials can be a costly mistake.
Gen X is known for their brand loyalty but also their purchasing power. Gen X actually accounts for 31% of total U.S. income, not to mention that their average income is higher than the national average and the averages for the other generations!
Here are 3 tips to help you market more effectively to this powerful generation.
1 | Meet Them Where They Are Online
Marketing to Gen X should include social media. However, you want to reach out to them on the platforms they use most. You are more likely to find this generation hanging out on Facebook, engaging with family and friends, as well as Youtube, searching for entertainment and information. Paid advertising can be a part of your digital marketing strategy, but don’t neglect organic content. Provide them with value-rich, educational, and informative content that will help build trust and loyalty with this demographic.
2 | Don’t Neglect Traditional Advertising Channels
Being sandwiched between the traditional generation of Baby Boomers and the more tech-savvy Millennials can create exciting opportunities for omnichannel marketing. Don’t neglect traditional advertising and marketing channels, which can help you reach this generation in multiple ways. Direct mailers and even newsletters (which are now considered a more traditional advertising method) can both be effective with this generation.
3 | Offer Rewards and Loyalty Programs
Take advantage of Gen X’s brand loyalty by offering a rewards and loyalty program to your patients. Some ideas include:
- A loyalty discount on one regular exam
- Reward points for visits that they can use as a discount on a service of their choice
- A discount for referring a friend on their next appointment
Final Thoughts
When marketing to this generation, make sure that you customize your strategy and message to them. This generation is in the prime of their spending years so use target copy and images. You want to make this generation feel like they aren’t being forgotten or overlooked. By following these three tips, you’ll be able to strike an effective balance between the Gen X/Boomer and Gen X/Millennial poles that can help you market to this unique generation.