Direct mail marketing is more effective when you know your target. Whether it is a different gender, generation or personality type, designing your mail piece with your target audience in mind makes for a more effective response.
People see products and services and their value through filters of their own lifetimes and lifestyles. This makes consumers seek information in very specific ways. They have specific needs, wants, and expectations of your product or service based on those generational backgrounds.
Various dates are associated with these generational labels and can vary depending on who you talk to. For the purposes of this discussion the age brackets will be based on the Strauss-Howe generational theory. They formed the framework for their theory in their 1991 book Generations which tells the American history story based on generational biographies going back as far as 1584. I will discuss 4 specific groups, who make up 86.5 % of the population. You need to know more about these personality types for direct mail marketing because they like to receive information differently. Knowing what they are looking for helps get your mail opened and responded to.
Matures - born between 1925 and 1942. They are also known as the Silent Generation or the Greatest Generation. They define themselves by family. They are devoted to things beyond themselves and are rooted in "old-fashioned values". They grew up getting their information through print and radio and value those as sources of information. They were formed by war and economic depression. They prefer face-to-face communication. For direct mail marketing, they prefer expert testimonials or testimony from their friends. Quote other matures or persons respected and known by this generation as reputable. They are 9% of the population
Baby Boomers - born between 1943 and 1960. This generation is the original "yuppies" (Young Upwardly Mobile Professionals). They define themselves by their work and accomplishments. They are the least patient of the generations and want things immediately. They are too busy to read lengthy materials. In their need for information immediately, you must design direct mail marketing with the ability to quick scan. Convenience services and anything that saves them time is a key to gaining their trust and attention. They are the "me" generation so make your marketing materials about "your wealth", "your time" or "your retirement". They want to know what is in it for them. They are also the largest on-line consumer base. They are 21.5% of the population.
Generation X - born between 1961 and 1981. This generation is also known as the Baby Busters, Slackers, and Latchkey Kids. They saw the technology boom starting with cable television and cellular telephones. They are skeptical. They were most likely raised by absentee parents. They are independent and diverse. They are not as brand loyal and you must constantly be striving to gain their attention. They want direct communication and communicate what is real and authentic about your business. Don't make your direct mail marketing flashy or over- promise what you won't be able to deliver. They won't give you a second chance at earning their business. They are more dependent on email as a method of communication so multi-channel marketing is a must to reach this generation. Direct mail that drives them to the net for more information is perfect for their style of communication. PURL's (Personalized URL's) would be a great direct mail marketing enhancement for this generation. They are 30% of the population.
Generation Y- born between 1982 and 2003. This generation is good at multitasking because they have grown up doing one thing while managing to listen to their iPod's, look at their Kindle's, and texting their friends. It is just who they are. The rise of this strongly progressive generation has brought society into a mocial era (mobile, social, local, email). They are technology driven and have not known life without it. They try to focus on work-life balance and are generally more collegiality educated than their other generational counterparts. They are fanatically loyal to brands and brand image. They live life at a fast pace and expect products and services to match this pace. For direct mail marketing it is important to tie in consumer recommendations, quotes, testimonials, and product reviews. Get their permission to send them coupons, notifications, and information that they want and you will literally be in their pocket as they take your business experience through their phone. They are 26% of the population.
Direct mail marketing remains as effective today as it has been for the past century, and it adds credibility to multi-media marketing campaigns. Generational marketing when used properly can reach the diverse people who use your good or service. Knowing more about your client base makes you a much savvier marketer and in the end produces the greatest results.
I understand how to measure effectiveness in direct mail marketing, and I know how difficult it can be to find a direct marketing company that will work with you to create success. At Premier Advantage Marketing, our clients' success is our first priority. Whether your goal is to sell more products, build stronger relationships, or feature new services, we can help you achieve your goals. Contact us today to find out more how generational marketing can be included in your marketing model.
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