Sep 25, 2023
With host retail coach Wendy Batten
https://wendybatten.com/176/
Show Notes
We all know that differences exist across generations, but have you
given any thought to how those differences could impact your
marketing? Today on the podcast we are going to dive into just
that: generational differences among our customers and how we can
market differently to ensure we are serving all of our customers
without leaving money on the table.
This question came up in my
Level Up Mastermind
retail group recently and as a group we did some digging. Today I’m
sharing some research and findings with you all. If you are
interested in learning more about the group, you can check out my
website
here.
How to Market to Different Generations
Here are some notes about each generation: where they are in life,
what they respond to, what they are looking for, etc.
-
Gen Z
– (ages 12-26 currently) – Gen Z spans a wide age range, but the
older bunch is at the age where they are getting their first
apartment, buying their first home, getting married, etc. They will
tell you that they have a short attention span. This group (more
than others) responds to short form video (TikTok) -
Millennials
– (ages 27-42 currently) – Millennials have a busy lifestyle. They
are often parents of young children. A few things that characterize
their shopping experience are frictionless buying, connection to
community, loyalty to brands they love, driven by peers (reviews).
Surprisingly, Millennials are still listening to the radio. They
love curbside pickup and Instagram buying – anything that makes
life easier. -
Gen X
– (ages 43-58 currently) – Gen X shares characteristics of both
Millennials and Boomers. They are totally loyal to brands they love
and expect great customer service. Traditional marketing typically
still works amongst Gen X (value added, coupons, discounts etc.)
They are a very nostalgic bunch and often purchase from Facebook
ads. -
Boomers
– (ages 59-75 currently) – Surprisingly, Boomers are the best at
opening emails. They are very brand loyal and not motivated by
FOMO, meaning last minute or exclusive deals won’t speak to them.
Boomers love online ordering and still purchase gift
certificates.
How to Make Sure You are Serving Multiple
Generations
Some follow-up questions to think about as you listen:
1.
Who in your community does your shop serve?
2.
Who do you want to serve?
3.
Who actually lives in your community?
4.
Who is buying for whom and how does that affect your
marketing?
5.
What can you offer in your shop that crosses multiple
generations?
6.
If you serve a specific generation, what can you do to serve the
generation coming up behind them?
Be sure to stay open and curious about your marketing strategy and
how you can market your business across generations. For example,
if your ideal customers are primarily Gen Z, how are you reaching
Boomers when they are looking to purchase gifts for this younger
generation?
Related podcasts we think you’ll like:
Episode 31:
7 Tactics to Attract Foot Traffic to Your Brick and
Mortar
Episode 79:
Your Competitive Advantage Over Amazon
Episode 82:
5 Steps to Simplify Your Content Planning
Episode 101:
Making Email Marketing Fun with Kate Doster
About your host, Retail Coach Wendy Batten
In case we haven’t met yet, I’m Wendy, a small business coach and
founder of
the Retailer’s Inner Circle,
where I help other independent shop owners
learn how to gain the right business skillsets to see more profits,
paychecks, and joy
as they navigate running their retail business.
Through online classes, business coaching programs, speaking, and
a
top-ranked podcast,
I’ve helped hundreds of retailers around the globe reclaim their
dream and see the success they want from their beautiful shops. My
signature private coaching community,
The Retailer’s Inner Circle,
has helped retailers around the world build their retail business
skill sets and confidence.
I am proud to have been featured in several major publications,
including my own business column in What Women Create magazine. I
have been privileged to be a guest on top-ranked podcasts and
sought-after as a guest speaker and teacher for several brands,
associations, and communities that are passionate about the success
of independent retailers.
When I’m not coaching, you will find me either DIYing and
renovating my very imperfect old crooked cottage by the sea in the
UNESCO World Heritage town of Lunenburg, NS, or blogging about our
travel and RVing adventures and the weird fun things we get up to
in our coastal village. I’d love to invite you to check out one of
my
free resources for real retailers
at
https://wendybatten.com/free-resources/
For more support from Wendy
Retailer’s Inner Circle – Join Wendy inside the best retailer’s
community
Wendy’s FREE Resources for shop owners
Hang out and connect with Wendy on IG
All of Wendy’s programs and services for shop owners can be
found
HERE.
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