Marketing

Can Baby Boomers Be Marketed Successfully?

The Baby Boomer generation is too large of a marketing sector to be ignored. The largest generation thus far these 78 million people can and should be marketed. Unfortunately, only 10% of all marketing dollars are spent on this sector. Much of the efforts for many businesses go towards Generation Y (those who were born between 1979-1994); however, the people with the most disposable income are those who were born between 1946 -1964 and therefore, marketing departments are finally beginning to realize a shift in effort needs to be made immediately. Businesses should be putting more emphasis into marketing to those who have the most to spend and the time to spend.

Baby boomers represent 42% of all US households and control 50% of all spending. 1 Businesses should be working towards tailoring their marketing efforts to receive as much of the dollars as they can. By ignoring Baby Boomers, their market share will shrink instead of grow, as the baby boomer population is large in comparison to Generations X and Y and Seniors. Coupled with the fact that by the year 2010 one-third of the U.S. population will be over 50, therefore businesses not strategic in their plans to target the 50+ market are slowing suffocating their income potential. 2

The key to success in marketing the Baby Boomer generation is know what they want. Research shows that real estate sales and services; financial services; anti-aging and personal enrichment products; retirement recreation; and home health care are important to Baby Boomers. All of these services and products can and should be marketed to the Baby Boomers generation with emphasis on choices and selections in each category.

However, to make the process better, you can list out the benefits of the products and test it for yourself before going ahead with the project and putting it up for sales. Free sales tracking software allows you to manage leads and increase sales for no cost and this helps in increasing the fan base for the products.

To be successful, marketers must pay close attention to the five Cs, which are community, connections, continuity, contribution, and creativity. 3 People in the Baby Boomer generation may have lost certain identities. (For example, with their children grown, they are no longer active in PTA.) They are looking to connect with others who share their values and beliefs, and businesses can use this fact in their marketing efforts by creating affinities such as travel groups and passport savings clubs. It is important to use their language when speaking to them, using words that resonate with them such as “balance life and work” and “never too late.”3 Baby Boomers want to continue to grow and learn; they do not want to be labeled as old. They also want to feel like they can make a difference in the world. An example: A bank in Florida recently advertised that for every new account opened, they would donate $100 to the charity of the customer’s choice, a great way for Baby Boomers to help the community while filling a personal banking need. Baby Boomers want to be able to create their own packages to meet their needs instead of being marketed to as a homogenous group. Instead of offering a single vacation destination with an all inclusive package, a business would be better off offering a list options from which the customer can choose. By serving the needs of the Baby Boomers and focusing marketing efforts on Baby Boomers, businesses will achieve higher profits because Baby Boomers represent the most lucrative marketing sector thus far. Ignoring this fact will prove to be extremely detrimental to the overall financial success of a business.

BusinessGuideInternet And Businesses OnlineMarketingSocial Media

How Young People Can Build a Business Through Myspace Or Facebook

Watch out, forty-somethings. The new generation of business builders has come across a new marketing tool, and they’ve found it in the likes of social networking sites such as MySpace and Facebook. If you’re a young person looking to market a new idea, product, or service and want to get the word out, you can use these tools to make contacts that will not only draw attention to your business’s Web site, but will also bring in “residual” contacts. Read below for tips on how to get started.

First, make sure that your MySpace or Facebook business page mirrors your business Web site’s themes. Of course, you can’t actually conduct business on your social networking page, so make your blog a representation of your company, rather than a selling source. Create a logo, motto, and color scheme that can be used for both your real Web site and your MySpace/Facebook business page(s) so that visitors can learn to recognize your brand. This will further legitimize your online presence, which is crucial for the survival of any online business.

Next, don’t be afraid to go modern with your MySpace or Facebook page, even if it does represent a serious business for you. While you should be aware of what pictures, comments, and phrases are completely inappropriate and have no place on your business blog, you can play with colors and backgrounds just a bit. It doesn’t have to be plain and boring. Make your page fun to visit. Add a song and a video clip to liven things up and keep visitors coming back. While you may sign up solely for the purpose of business networking, you have to give others a reason to actually want you on their friends list. Most MySpace and Facebook users are younger (in their twenties and thirties), so appeal to their tastes and interests in order to create a loyal following.

Next, start building your friends list and get your name out there on every single profile possible. Never assume that anyone will just find your business blog on their own. Make a high number of targeted friend requests every day and only make those requests, at first, to those who will add to the professionalism of your blog and will introduce you to other potential customers/readers. In other words, if you are selling ebooks on business finance, do a quick search for business women and men. After you have a good arsenal of targeted friends (at least 30), you can start building your list with reckless abandon. Be sure to visit your targeted friends’ pages for your referrals rather than randomly clicking profiles. Those are the individuals who will have common interests and backgrounds with your targeted friends, and who will be more likely to add you to their lists. Another tip to keep in mind is to only send friend requests to those who are online at the time. Many people will check a MySpace or Facebook page only once every few weeks, but still others are addicted and check every single day (often several times a day). Increase your chances of acceptance by targeting online users.

Next, follow up on accepted friend requests every single time. Each time you are accepted as a friend or that you accept a friend request, place a “thanks for the add” comment on your new friend’s profile page. Why? Because you aren’t likely to be at the top of any friend lists as a business blog, meaning you won’t be visible to visitors on your friends’ pages unless they just happen to check out the “all friends” link. If you leave a comment, however, all new visitors will see your name for quite some time on that profile. Keep it short and professional, and be sure to include your entire business name in the message.

Next, be a “real” friend. Don’t just leave one “thanks for the add” comment” and be done with it. Leave a real compliment or a greeting every once in a while (once a month per profile is more than enough). Comment on their blogs or updates to their pages. They will often return the favor. This, again, will further legitimize your online presence. When new visitors to your page see favorable comments about you, they will be more likely to trust you and your business.

Next, create a way to capture the email addresses of your MySpace or Facebook page visitors. Most social networking sites will allow you to copy code for a sign-up form of some sort into your page so that visitors to your blog can sign up for a newsletter, report, ebook, etc, that you are offering. Do be sure that you clearly state what the sign-up form is for and how often you will be contacting your readers. Otherwise, your send-outs can be reported as spam, which can mean the end of your business.

Finally, create search engine-friendly blogs and add their links to Google and other search engines. Write down a few keywords and phrases that your potential customers or readers might type into a search box, and create informational blogs for them. Be sure to add your business name and Web site at the bottom of each blog.

The most important aspect of using social networking sites such as MySpace or Facebook for creating a new business is being able to relate to other users (which is what makes this marketing technique work so well for younger entrepreneurs). You absolutely must give visitors something to come back for. Keep your profile updated, make changes every so often, and be willing to put in the hard work that it takes to make contacts one-by-one. It takes a little time, but with a bit of patience you may find that social networking sites are the future of low-cost marketing for this generation. Likewise Facebook, the account can be created on the Instagram. The person can buy instagram views at reasonable rates for providing the fame to the account.

BusinessGuideMarketingPromotionTips & Tricks

Quick, Easy, and (Relatively) Cheap Ways to Promote Your Business

  1. Business cards: Create a one-sentence explanation of your business or product, and have it printed on the card along with the name of your business and contact information. Print these yourself if money is really tight, but it is always better to have professionally printed cards. Your card represents you. Often it makes a first impression on your behalf. Make sure it delivers the message you want clients and potential clients to get.
  2. Send press releases to your local newspapers and regional magazines. There are numerous resources on the web to help you learn to write a press release.
  3. Offer yourself as a speaker to groups and clubs that are appropriate. This establishes you as an expert in your field, and exposes your name and your company’s name to a wide audience of people who might not know about you otherwise. Remember – you aren’t there to give them a sales pitch, but to give them information. If your business is a flower shop, you might offer a quick how-to in floral arranging. Tell an anecdote about getting started in the florist business (so they’ll know you are in the business), and leave a few business cards behind.
  4. Join business and professional organizations. You can learn a lot from other businesspeople. In addition, your professional acquaintances may open up promotional opportunities you wouldn’t otherwise hear about.
  5. Send out letters, notes, postcards, newsletters, or catalogs. Send these to clients, potential clients, friends, family, and groups who might be interested in what you have to offer.
  6. Provide free giveaways with your company info on them. Try to make these tie in to your business or product. For example, if you have a computer-related business, you might give away mouse pads with your company name and information. A bookstore owner might offer bookmarks with the store name and address. Write and print a brochure or booklet with helpful tips related to the area your business covers.
  7. Give free samples, consultations, or trials. This may seem like working without pay, but in fact it can be a very profitable investment. The potential client risks nothing and if that client does decide to purchase the product or hire a firm, she will be more likely to buy from or hire you simply because she is familiar with you.
  8. Contribute to charities. (a) It enhances your reputation. (b) Members of the organization will want to return the favor by using your services. (c) It’s tax deductible. (d) It’s the right thing to do.
  9. Run ads. Advertise your business in local papers, but don’t overlook the exposure you’ll get from other sources such as brochures and program books for local ball games or dance recitals.
  10. Have your own website. If possible, have your own domain name (not as expensive as you might think) it will be more convenient too, if we look for specialize in Website Design and Performance Marketing for Medical practices company. You’ll want to be sure the website has a professional look, so do some research. Log on and take a look at what similar businesses are putting on the net. If you have a good eye for design, you may want to create your own website. If that’s more task than you want to take on, you can probably find a young genius at your local high school or college who would appreciate the opportunity to start a business of her own.
Marketing

Tips On Creating Engaging Mobile Websites For Pharma Marketers

The world of pharmaceutical advertising and marketing always brings with it its own set of unique challenges… and designing a mobile site is no different. Here are some tips to help with the process.

Looking back, I feel it’s safe to think of 2011 as the year of the mobile website. At least, it was for me. I had the opportunity to be the User Experience Design lead on the creation of a pharmaceutical product’s mobile website. Remember the Mark Twain saying, “I would’ve written you a shorter letter but I didn’t have the time”? Well, when creating a mobile site less is definitely more.

Tips On Creating Engaging Mobile Websites For Pharma Marketers

Having a mobile presence for pharmaceutical products that are optimized for smartphones to engage the public is almost a requirement today. According to the Manhattan Research 2011 Year in Review 61 million consumers are using mobile devices for health, and smartphone consumers are twice as likely to use mobile websites rather than apps for health-related information.

Regardless of the industry, the objective of any mobile site is to be as intuitive and informative as possible. Crafting a site that is agile, engaging, and relevant requires a creative team to focus on only the most important information and actions. To do this, you need to find the right blend of relevant content with the user experience. Every piece of imagery, audio, video, and a copy is thoroughly thought-out, evaluated, re-evaluated, and then re-evaluated again to see how it relates to the whole experience. This basic formula is “the secret sauce” of a successful pharma mobile site.

With an artfully designed mobile site, a user is engaged and thinking only about the information they came for, not the mobile site navigation.

Mobile users are like information-seeking ninjas. Engage them with what they want fast or they leave as quickly as they arrived. Our multi-disciplinary team created the site by keeping the client’s objectives and the user experience always at the forefront. Here are a few helpful findings from our process. Think of it as Developing Pharma Mobile Sites 101.

The Content:

  • Use only easily digestible information and use no content of questionable value.
  • Base the content on data, and use site analytics to determine what people want.

The Design:

  • Keep the interface simple and intuitive.
  • Use high contrast visuals to keep the information legible.
  • The site’s navigation layers should be wide rather than deep—with relevant options near the top level of navigation.
  • Design a flexible layout from the beginning.
  • Prototype, evaluate, and re-evaluate. Rinse and repeat.

The Experience:

  • Don’t make the user think. Users should be able to find the information they want quickly and easily.
  • Use rich media and videos whenever possible. It’s more engaging and less work for the visitor than reading.

The Creation Process:

  • Take other mobile sites into account but don’t copy them. They may have done something right but use informed common sense to evaluate them and learn from their successes and failures.
  • It is an iterative process. Evaluate and re-evaluate. Rinse and repeat.
  • Create a finished product and don’t leave important elements until the next time the site is updated.

Tips On Creating Engaging Mobile Websites For Pharma Marketers

It’s important to have the first launch to be a quality-finished product. Don’t fall into the trap of saying, “It’s the web we can just change it later.” Just because online assets can be updated quickly doesn’t mean you should plan to put up a lower quality or incomplete site with the thought that it will be “fixed” in the next update. Taking a bit of extra time to develop a quality site the first time around can save time and effort down the road—especially when you consider the lengthy approval processes that pharmaceutical websites can require even for small changes. Updates to the site can then be strategic improvements based on the current data from the visitors using the new site rather than crutches to prop up a site that just limps along.

In 2012 the landscape will continue to change as mobile and tablet users evolve. One thing that won’t change is the challenge of presenting relevant information in an intuitive experience. It’s not rocket surgery, but it does take a commitment to have the user experience is baked into the mobile site from the beginning.

What was your most engaging experience on a mobile site?

Or better yet, what was your most frustrating mobile experience?