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Marketing to the Baby Boomer Generation is a smart move. This is a much sought after demographic for many reasons. You may already have some success marketing to Baby Boomers, but you could have even more success with a little adjusting. Why? This is a huge demographic encompassing everyone born between 1946 to 1964. With that many age groups, how do you focus your target audience? You need to narrow this group to get real market appeal.

From data supplied by the US Census Bureau, we know that we have a huge population of aging Americans. When we take this group of people and put them all together in a single demographic, we are causing a marketing nightmare. How can you market to “Boomers” as if they are all the same age when the period in history that we refer to spans almost two decades?

Consider that in the year 2010, people born during the baby boom were anywhere from 46 to 64 years old. That difference in age is a difference in life experience – that can be considered an entire generation, and often is.

Do you market to a 46 year old or a 64 year old? I can tell you that the thought process, the wants, and the needs of a person in their 40′s is vastly different from someone in their 60′s. If you simply search the term “baby boomer” and market to whoever pops up, you haven’t narrowed your market to a specific audience.

If I search a website that says they have products for “baby boomers,” and I find out that their products are luxury cruises for retired people with time on their hands and money to spend, I will be upset, or maybe even insulted, if I am 46 years old. I may have kids at home yet, am working two jobs just to save money for the kids’ college, and am as far away from time or money for a luxury cruise than you can get!

If I click on a website that uses the general term “boomer” in their marketing vernacular, and the products they sell are anti-aging creams and serums, which age group are they targeting? In my 40′s I may have bought up every anti-aging cream on the market, but folks in their 60′s may be not as interested in anti-aging lotions and more interested in moisture and sun protection.

It’s time to get to know your market. Perhaps you need to drop the whole “baby boomer” reference in your marketing strategy. What target are you trying to sell to? What age group will your product benefit? It’s fine to use the term Boomer when referring to nostalgia, but not when referring to a product. Who is your audience?

So, yes, use the term Baby Boomer Generation when you want to talk about something from your past… a little nostalgia is great. But, when your product will help someone in their 40′s, it may be wrongly marketed to someone in their 60′s.

If your product is designed to help someone find Medicare supplement insurance, don’t accidentally scoop up an audience in their 40′s and 50′s by your marketing strategy. Your business, and your integrity, could suffer if you lose credibility with any age group. You don’t see AARP sending out those letters until the year you turn 50, do you!

Many people who write blogs are told to “write to one person” to keep their writing honest and real. The same phrase applies to marketing – “Market to one person.” You know your audience. Don’t try to sell to everyone in some demographic that was chosen through some fluke of history. If you choose your one person and speak directly to that person at that age, your product, and you, will be trusted and believed. You may even get some great customers in the deal!

Now, it’s time for action. Drop your Baby Boomer references from your marketing, replacing them with your real target audience. Don’t lump together the 40 year olds, 50 year olds, and 60 year olds in the same group. If you don’t have the one magic product that appeals to all age groups, then don’t market to all age groups. Treat us Boomers like the individuals we are – you might just find some loyal friends and customers here if you do!

The baby boomer generation spans almost two decades – so find out who exactly you’re marketing to! Learn what makes us Boomers tick, and much more with a visit to RemarkableWrinklies.com.