Businesses these days are always looking for ways to attract millennials and Generation Z. This is understandable since these two generations have undeniable buying powers. But why only focus on the younger generations when their predecessor also has a vast purchasing power?
According to statistics, there were 65.17 million Gen-Xers in 2019. If you fail to market to generation X, you could already be losing a considerable amount of revenue. But what does it take to attract this generation and make them stay loyal to your brand?
A Mix of Online and Digital Marketing
Generation X is sandwiched between two big generations. They understand both generations and, in a sense, they are a mix of the two. Those born earlier may have the preferences of Baby Boomers while those born later in the generation are more like the millennials. This means, like millennials, they appreciate online marketing efforts but still value offline advertisements. This makes Generation X a complicated mix, which often scares marketers away.
If you wish to attract Generation X consumers, then your offline marketing strategy should always compliment your online efforts. This is to make sure you get to grab the attention of both older and younger Gen-Xers. Remember that they are the generation who also research before buying. But since they already have lots of experience, they crave authenticity and personalization. Keep these in mind and you can surely win the hearts of Generation X.
Phone Calls and Emails Please
Generation X doesn’t mind communicating via phone. Recent research shows 44% of Generation X prefers phone calls. They believe phone calls are more direct, professional, and efficient. At most, it only takes a single phone call to ask questions and receive answers. And if you are to cater to this generation, then be sure your customer service is fast and efficient when answering both mails and phone calls.
If you are catering to an international audience, give your Generation X consumers a break by making life easier for them. Aside from letting them know the best emails to reach you, treat them with cheap or better yet, free alternatives when calling you. Your Gen X customers from another country can quickly keep in touch if you invest in a virtual 01202 number.
Incorporate nostalgia and make it personal
Gen X has been alive for more than half a century and experienced many things already. It only makes sense to incorporate nostalgia when trying to get their attention. Researchers claim nostalgia drives consumers to buy from brands. Think of the music, advertisements, famous people, and even past events they can easily recall during their time.
Give them something that will remind them of how their life used to be, how carefree they were before, or even what problems they encountered which shaped them into the person they are now. If you manage to make your ads personal and nostalgic, you will surely spark their attention and your efforts will be awarded.
Educating yourself on what your target customers want and need is the best way to win in the marketing game. Harnessing the power of Generation X can help you bring more success to your business. With a bit of research, you will soon find out how to best cater to them. In Gen X consumers’ case, nostalgia, personalization, phone calls, and emails as well as a mix of online and offline marketing efforts are what matters the most.