T.P.R. Episode 12 - The big 3 generations: what to consider when targeting these audiences


Sam: Today, we're going to be talking about marketing to different audiences, specifically different generations of ages, age brackets of humans that populate the United States of America. An article from "Smart Hustle" states that there's 80 million millennials. The most educated, and the laziest generation of them all. Grown up in technology, and they have ... The largest group, and they will soon pass, or they already have passed baby boomers as the largest group, as the largest demo, age demo.They're unpredictable, millennials are unpredictable. They're not always brand loyal, and they're as comfortable buying on Amazon, online, making an e-commerce purchase, as they are going to the store and making a purchase off the rack.

Looking at millennials and understanding kind of what I just threw out there about the millennials generation, when it comes to marketing, what platforms do you think are the most successful to advertise on to reach millennials in this audience?

Nelson: I think, I mean the best platforms to reach millennials right now, it would definitely be Instagram, I think is the number one platform. 

Sam: IG.

Nelson:  Then after that, it's Snapchat, and then I think after that is YouTube. Exactly in those words, yeah.

Mikhail: Wow, that was a curve ball.

Sam: You just blew my mind right there.

Nelson: Yeah. I think if you're talking about marketing products and things like that, YouTube's a great place because a lot of the like YouTube stars today have loyal followings.

Sam: How to videos and ...

Nelson: Not only that. If they're doing Vlogs, and a lot of them to MailTime and things like that, so you're sending products, and they're doing reviews of products to a loyal fan base who will spend 10 minutes watching a video of you, of your day, so I think it's a great place to start. I also think if you're quick on the gun, you need to jump to news and social media platforms right away.

Sam: Okay.

Nelson: Because a lot of younger generation will try new platforms before the older generation gets there. We've seen that with Snapchat. Guys like DJ Khaled made a huge splash by doing that, because he was one of the first, like older entrepreneurs to get on the platform and kill it, just with knowledge and experience.

Sam: What do you think?

Mikhail: Where to market to millennials?

Sam: Well, I mean yeah.

Mikhail: Yeah, I think that those are some really great places to do it. I also, for me personally, I would say Instagram, Snapchat. YouTube kind of threw me for a loop.

Sam: It makes a lot of sense, a ton of sense.

Mikhail: Yeah. I also, I think that there's a lot of millennials still on Facebook, to be honest with you.

Sam: Yeah. Maybe not as engaging as much, but they're scrolling through the feed.

Mikhail: They're definitely scrolling through the feed, and I think that adverting and marketing to them for brand awareness is definitely something that would be good on Facebook as well as Instagram Stories, man. Like so it's a little different, right? Instagram Stories is crazy.  Now like when Instagram Stories comes up and I know it's an ad, I'm watching the whole thing through and it's crazy. It's like you're watching TV. I mean, you are essentially watching TV, but it's like you're watching TV so Instagram Stories for brand awareness, I think is excellent.

Nelson: They took it out from like having to scroll now, they did. You just sit there and watch. You don't even have to like move anything.

Sam: Just, "Next, next, next, next."

Nelson: So native.

Mikhail: Yeah.

Nelson:  It's brilliant. I think, even going back to how do you target? I think like social retargeting is the biggest thing for millennials, because then you're in their space. It's not banner ads or anything like that. It's directly native.

Sam:Yeah, that's so key, so I mean Instagram Stories, Facebook's got Facebook Stories?

Mikhail: Facebook has Facebook Stories but that ...

Sam: No. Get out of there?

Mikhail: Yeah. I don't see a lot of people using it.

Sam: Because I feel like Facebook has so much to offer, it's like another thing. It's kind of an interesting play on their part.

Mikhail: I think it was literally a kick in the shins. I really think it was like that. I really think it was like that. It's like, "Hey, by the way, I took your girl, like for this Instagram Stories. Oh, and I'm going to get your mom's phone number too and get her pie," Right? Like that's crazy."

Sam: Brutal.

Mikhail: Yeah, you know what I mean?

Sam: Mike. Wow, okay. Okay, so that's cool. Looking at the Gen X'ers, so this is 1965, born from 1965 to 1983. Gen X demographic covers 65 million Americans, okay? This generation is important to target because these individuals are at the peak of their earning and their spending capacity. That's they're in their spot where they've got dough, dough to splurge. While they weren't born in the Internet era, they use smart phones. Everyone ... My parents use smart phone, my parents are in the baby boomers, but so they're older and that's a testament to the adoption of the use of mobile technology. That this generation does, Gen X'ers, they don't want to follow trends or styles. They're not as easily convinced. With both millennials and Gen X'ers on social media, They're there.

 What do you think is the big difference between the two when it comes to advertising and the platform used, and kind of the ad dollars and targeting that is spent on different platforms there?

Mikhail: Well, are we talking about just social media or like the Internet in general?

Sam: We're talking about advertising in general, yeah.

Mikhail: Okay, so for-

Sam:I mean not just social.

Mikhail: For the Gen X'ers, I mean for Snapchat and Instagram Stories, I doubt it would be as effective. In fact, I also feel as if just Instagram feed ads would probably be pretty ineffective as well. Where we do see a lot of success is Facebook, Google, depending on what it is, obviously. There's still a lot of Google searches happening there.

Also, email marketing is somewhere to really focus, I think, for Gen X'ers. I think they go through their email a lot more intently than millennials do. Making sure that you're still focusing on that as a medium to sell a product or offer them something is something that would really be effective.

Nelson:  Yeah, definitely. Then on Facebook, I think they're more willing to share their information, and more willing to engage with the information itself. Then another opportunity is Facebook groups and things like that. Then also ...

Mikhail: Oh yeah.

Nelson:  Giving out like contests. If the amount of moms that stay at home that share like a Facebook content is ... A Facebook contest is crazy. I remember, for one client that we had, we were giving away two copper mugs, value, five bucks. We got like, maybe somewhere in like 50,000 views.

Mikhail: Yeah.

Nelson: It was just insane. We didn't put any money behind it. Just the mugs sold themselves.

Mikhail: It was crazy.

Nelson: It was pretty crazy. I think another thing with Gen X is more in nostalgia brands. They have opportunity to retarget because there's a lot of loyal fans there. I think if you hit them on the head and you drive that car a little bit more, it will definitely go far-

Mikhail: Dude, isn't that crazy? The nostalgia. It's funny, when we were going, doing pre-production for this, I remember thinking like Oreos and even you go to Target or something like that, and there's a whole section of like back in the day stuff. Where it's like Lincoln Logs are there, I'm like, "Dude, I want to buy my kids Lincoln Logs."

Nelson: Yeah.

Mikhail: I don't have kids and I still want to buy them Lincoln Logs.

Nelson: Yeah, when I go to buy my daughter toys and stuff, in the back they have classic games ready to go. Already, but not just like games where you used to open up, have plastic pieces and stuff like that, they're done like really well. They're like these things that have been built by like little men or something.

Sam:  Are they called elves?

Nelson:I guess.

Sam: Baby boomers, my mom, my dad, 1946 to 1964, 76 million consumers representing this particular category, this demo age. These guys are focused, they brought up, this arguably the best generation, Hard work, individualism, social activism. They value trust, they value loyalty, the sense of community. Many baby boomers are retired and will be retiring soon, but according to "Across the Ages" report, boomers are the most likely to begin bargain hunting.

Nearly 28.9 percent of baby boomers say they only buy clothing when it's on sale, a larger share than any other group. These two generations, the baby boomers and the Gen X'ers, they're pretty, they're on social media very heavily. My 92-year-old grandmother has a Facebook page, she likes and comments on my stuff every week. Baby boomer generation didn't grow up in the technology with apps, but in a lot of cases, this media is carrying over because there's a lot of necessity to use these applications, right? That's kind of changing.

 As far as the need is concerned, it's like they're being kind of forced in to do it, but with the size of the phones, right, and with the ease of the use and sort of the interfaces now, really popular. Like really right now in design, big bold lettering, Big buttons, icons, very sort of easy consume, and the larger screens are really kind of opening it up and allowing the older generations to really adapt this technology quicker, just that the user interfaces are really easy to use. What kind of strategies do you think are important to use when marketing to the baby boomer, a.k.a, the best generation?

Nelson: I think baby boomers in general, when you're really thinking about it, are a lot more simpler, so there's a lot of long videos that could be published on Facebook, especially. I think they're more willing, like we were talking about Gen X on email. Baby boomers are more likely to read 80 percent of their email, so they're more likely to target from social medial, go in, signup for your newsletter, and want to learn more about discounts and sales and things of those natures.

Mikhail: Yeah, I think something that we've seen ... I'm sorry, remind me the age bracket for ...

Sam: 1946 to 1965 ... Born in 1946 to 1964.

Mikhail:Okay, so were going to about 50 plus, right?

Sam: If I'm doing my math correctly, that's ...

Mikhail: Sorry, it's

Nelson: Carry the one.

Mikhail:  52? It's so hard without my iPhone calculator.

Sam:  No, it's 53. It's 53, and between 53 and 73.

Mikhail: It's funny, I don't associate it with a name now. I've been so into like Facebook ads and everything else. I get to pick the demographic. It doesn't say like ... You know what I mean?

Sam:  Yeah.

Mikhail: Then, once you say like, "53 plus," I'm like, "Oh yeah, that's actually performing really well."

Sam:  Well, there is a few other, I think there's a few different ways that you can categorize the age groups. I think there's a couple of different ways to do it. This is just the year that we're born we're going by. I think there's varying degrees, interpretations.

Mikhail:  Like there's behavioral stuff too I think, right?

Sam:  Well, yeah, I don't know ...

Mikhail:   Anyways,

Sam:  Well ...

Mikhail:  For 50 plus, what we've actually tried based off actually what Nelson said too is they're a little bit more patient, and they'll sit through a whole video. What we've actually tried and gotten pretty good results from are, one, Facebook Canvas ads, which are really cool. Like they'll actually open ... Like you tap on it, it opens up and immerses your whole screen ...

Sam:  It's a great ad product.

Mikhail: Dude. It's so sweet.

Sam: It is awesome.

Mikhail: I even, like I click on them and I get really excited when it's a Canvas ad.

Sam: They're so cool. They are really cool.

Nelson:  It's just not enough, that's what I feel like.

Sam: Yeah.

Mikhail: Because they take time. It takes time to do them.

Sam:  You have to build a, it's a specific ... You build like entire campaigns using that ad format.

Nelson:   Yeah.

Mikhail:  Right.

Sam: Like you can't-

Nelson:  It's a full storyboard.

Sam: Yeah, you take elements of that, and use the creative and things like that in other ad formats, but the mobile Canvas is very unique.

Mikhail: Dude, it's cool. In addition to that too, you were talking about bigger screens. It's like the video ads too, I think the creative is very important here because I think that ... I hate to generalize this, but I do feel like a lot of baby boomers will still be wowed by how something appears on their phone. Whereas, for us it's ...

Sam: Wow.

Mikhail: You know what I'm saying? Whereas like, for example, like people who are doing ... This is for all the videographers and cinematographers. Like it was they used to be adamant about doing a landscape video, but now everybody's doing vertical 916, right? It's when somebody does a video like that, and they actually film it, and it immerses your whole screen, that is something that captures somebody's attention.

I think you're much more likely to capture the attention of a baby boomer and Gen X, in that format as well, to watch an entire thing, and then hit them with an offer at the end. I think that will work well. It's the same concept, the reason I brought that up with the Canvas ad is because the Canvas ad does that too. You can swipe back and forth, and it's an immersive experience for somebody. Your conversion rate might be a little bit lower, but their quality of the lead is going to be a lot better. 

Sam:  That is really interesting. That kind of brings me into this new spot where we're focusing on, with a couple of our clients, in sort of the healthcare and the in-home care services, geriatric care that's kind of taking place here in our ... It's getting really popular. Taking care, like having your ... Growing old is a part of the human condition. There's this negative connotation associated with being put into a home.

 There's this really desperate need for like disruptive service providing in technology that's used to really sort of enhance this and make it a lot better. We know that social media marketing continues to increase in its popularity, but in a new retirement home, if let's say a new retirement home company is trying to market their new opening, and they want to fill their rooms, fill their beds.

 Their target audience is going to be in that baby boomer and a little bit older generation. Even some of the Silent Generation too as well. What do you think a company like this would need to do to be successful in advertising their retirement home?

Mikhail: Well, you're absolutely right. I think one of the biggest issues is like there is a negative connotation to being put in a home type of thing. One of the biggest things is, because producing the content and giving an inside view of what it is like inside any facility or any brand is so easy to do, the nursing homes and the retirement homes should really make an effort to go live on Facebook, to go live on ...

Maybe not Instagram because it's not baby boomers, but go live on Facebook. Show the recreation, do tours with the people who actually work there, the nurses the Director of Staff Development, the DONs, that type of thing. Actually go and talk about their facility, how they're better. Do that in live format.

Sam: Yeah.

Mikhail: Then take that live video and you can then use Ad Spend to target the people that you actually want address.

Sam: Don't use a stock image.

Mikhail: Yeah, don't use a stock image.

Sam: Show your facility so that people know what the experience is like.

Mikhail: Focus a lot on reviews too, I think is a really big thing. Especially as ... Soon it's going to be, knock on wood, soon it's going to be like us who are already familiar with social media and how digital platforms work. It's like there's a whole thing, it's building trust that way, you got to be ahead of the game a little bit.

 I think Facebook Live, and doing live feeds and candid videos often to gain trust with the potential patient's family or resident's family and the nursing home is clutch in that spot.

Nelson: Yeah, I think you're right about the Facebook Live. Then I would also say you do Instagram Live and you take the audience from there, because I think that you also have to target their kids essentially, because they're a lot of decision makers in those situations. Because they feel like if they can't take them in, then they want to make sure that it's a safe place, safe spot for their parents. I definitely, I like the live portion because you build trust.

Mikhail:   Yeah.

Nelson:  You're not afraid to show any flaws if you do have them, it's all right there, and I think that's a good way to go.

Mikhail: Yeah. 

Sam:  Excellent guys. Well, right on. Well, we hope that you were able to take a lot from this episode. We love talking about the different generations. We have a lot of different generations within our clients, and our clients' clients, and our audiences range and we hope that you were able to kind of take a lot from really targeting some of these different audiences. We love everybody of all ages here at Replay, the Collective Marketing Agency.

 You just watched and listened to an episode of "The Production Room," brought to you by Replay, the Collective Marketing Agency. I'm your host, Sam Smith, and until next time, don't stop growing, folks. Don't ever, ever stop. 


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