Age Appropriate: Effective marketing across age groups

by Karen Gamba, CMO and Co-Founder of The ExV Agency

Having a clear understanding of how to offer a quality service that has an appeal for customers across different age groups is important for growing profits, but how does this cross-board appeal fit into your marketing strategy and overall brand image?

It is important to understand and identify the right messaging in your marketing for the age groups you are targeting, to make sure you are not missing the mark. While it may take additional effort, there are some ways to maximize your marketing to reach a wider audience without harming your brand.

1.?????Use multiple communication channels to connect with audiences: Some customers enjoy an old-fashioned “brick and mortar” feel or “tangible brochure” to enhance their experience. Consider 'pop-up shops' or events to offer potential customers an in-person experience (and use sustainable, recyclable products if you are creating brochures or giveaways – a sustainable approach is always appealing). Other customers may connect more with social media messaging, Tik Tok video content or podcasts.

2.?????Identify the age groups you can easily connect with: This is not just about appealing to, e.g. "Baby Boomers" or "Millennials", this is about doing the research and taking a strategic approach to who your targeted audiences could be. Conduct focus groups or surveys to identify who your service or product appeals to. Take a look at your oldest market group as well as your youngest market group and see what needs they might have in common to help you better align your services across these groups.

3.?????Evaluate the benefits of marketing across age groups: Make sure there is a benefit to approaching various audiences. Is there true opportunity to expand sales by targeting various age groups? Can you easily adapt your service or product to click into the specific needs of the audiences you are targeting without confusing or diluting your brand? While asking yourself these questions, it is important to continue to establish your product with audiences that are already loyal to you - don't be too eager to depart from the customers that keep you successful (not without a proper game-plan anyway).

While a more mature audience might be interested in a product or service that has longevity, a younger group may look for disposable or sustainable solutions. Do not take on too much for the sake of scaling without a specific and strategic plan that can break you into new markets. Consider your options carefully and continue to research areas of opportunity across ages groups, cultures and other demographics.

?The ExV Agency is a marketing and PR Agency with offices in New York, Hong Kong and Atlanta. Find out more at:?www.exv-agency.com