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How can you create a product marketing campaign that appeals to all generations?

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How can you create a product marketing campaign that appeals to all generations? This is a common challenge for many marketers who want to reach a wide and diverse audience. Different generations have different preferences, values, and behaviors when it comes to buying and using products. However, there are also some commonalities and trends that you can leverage to craft a compelling and inclusive message. In this article, you will learn some tips and best practices for creating a product marketing campaign that resonates with all generations.

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Steve Wimmer

Helping study sponsors fill clinical trials faster | Outsider Perspective + Insider Impact | The only BD professional…

1 Understand your target segments

The first step is to understand who your target segments are and what they want from your product. You can use various marketing research methods, such as surveys, interviews, focus groups, or online analytics, to gather data and insights about your potential customers. You should segment your market based on relevant criteria, such as age, income, location, lifestyle, needs, pain points, goals, motivations, and behaviors. You should also identify the key characteristics and preferences of each generation, such as Baby Boomers, Generation X, Millennials, and Generation Z.

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Wabiner Douglas Ferrinho

LinkedIn Top Voice | Marketing | Consumer Behavior | E-commerce | Leadership | Entrepreneurship | Digital Business | Growth Hacking | Product Head | Innovation | Ux Design | ForbesBLK
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Understand your target segments using surveys, interviews, and analytics to gather data and insights. Segment with relevant criteria, considering age, income, lifestyle, needs and preferences of each generation (Baby Boomers, Generation X, Millennials, Generation Z).

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Dr. Archana K.
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1. By including their demographic in it either in the form of actors or characters or even thought process. I can relate to someone like me better than anything else! 2. Understand your audience, speak with each generation to understand what matters to them, what they care about and what they are passionate about 3. Smart implementation - have a smart strtegy to implement your plan. Who is your audience, what is your product and how does it cater to that segment. 4. Market research and data always is a strong tool to help buid a strong foundation for the campaign 5.If possible include people from these demographics during campaign design.

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2 Highlight the benefits and value proposition

The next step is to highlight the benefits and value proposition of your product for each segment. You should focus on how your product can solve their problems, meet their needs, or improve their lives. You should also communicate how your product is different from or better than your competitors. You should use clear and concise language that speaks to each generation's values, aspirations, and emotions. For example, you can appeal to Baby Boomers by emphasizing quality, reliability, and trust; to Generation X by emphasizing convenience, flexibility, and personalization; to Millennials by emphasizing social impact, authenticity, and innovation; and to Generation Z by emphasizing fun, creativity, and diversity.

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3 Choose the right channels and formats

The third step is to choose the right channels and formats for delivering your product marketing campaign to each segment. You should consider where and how each generation consumes information, engages with brands, and makes purchasing decisions. You should also consider the type and amount of content that each generation prefers, such as videos, images, blogs, podcasts, or infographics. For example, you can reach Baby Boomers through traditional media, such as TV, radio, or print; Generation X through email, webinars, or social media; Millennials through social media, mobile apps, or online reviews; and Generation Z through video platforms, gaming platforms, or influencer marketing.

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Steve Wimmer

Helping study sponsors fill clinical trials faster | Outsider Perspective + Insider Impact | The only BD professional you don't hide from at conferences
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Don't choose the right channels, this is based on a myopic view of how humans work and a misunderstanding of what matters in marketing. TikTok is a great example: Their 65+ user base in the USA is 1.8% which is paltry and would instantly turn off the "strategic channels" crowd. Framed another way: 2.5MM adults 65+ use TikTok in the USA, and most brands that cater to them won't advertise there. TikTok becomes a fantastic play because the competition for attention is reduced. Assuming that the goal of the campaign is anything beyond "an impression" then companies should be optimizing for outcomes (clicks, conversions) which come easier when attention costs less. As long as your offer HAS multi-generational appeal, just put it out there

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4 Test and optimize your campaign

The final step is to test and optimize your campaign based on the feedback and results from each segment. You should measure the performance of your campaign using relevant metrics, such as awareness, reach, engagement, conversion, retention, or loyalty. You should also collect and analyze the feedback from your customers using various tools, such as surveys, ratings, reviews, or social media comments. You should use the data and insights to identify what works and what doesn't for each generation and make adjustments accordingly. You should also keep an eye on the changing trends and preferences of each generation and update your campaign accordingly.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you create a product marketing campaign that appeals to all generations?

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1 Understand your target segments

2 Highlight the benefits and value proposition

3 Choose the right channels and formats

4 Test and optimize your campaign

5 Here’s what else to consider

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