When it comes to retail marketing, adopting different strategies depending on which demographic you want to target is certainly good advice. After all, you don’t want to send out A4 portrait brochures and other PR material to groups that won’t respond well. What a waste of time!
To help you work out which channels to adopt for which group, Yes Lifecycle Marketing has just published a white paper on shopper behaviour, featured by Small Biz Trends.
For Millennials, those aged between 22 and 37, personalising your communications is a must, focusing on the likes of loyalty rewards and both price and quality where your products are concerned.
When marketing to older groups, such as those aged between 38 and 52, you’d perhaps be wise to send out emails to connect with them most effectively. The study found that 59 per cent of this age group prefer this for marketing and communications, with social media and online display ads of less importance.
And for Baby Boomers, those over the age of 53, direct mail will really come into its own. It was found that 59 per cent value both email and direct mail, compared to 19 per cent that care about social media marketing.
But just because you’re focusing on direct mail doesn’t mean you can’t make your missives highly interactive. Consider, for example, using QR codes on leaflets that then direct people to your website where they can see and buy your products. Or perhaps go for a custom-folded brochure to create interest immediately.