25 August, 2010
Marketing to Grumpy Old Men--Part 2
As promised, here goes the second part of the revealing briefing put together by Bob Bly (to read the first part check out my August 11, 2010 post).
When marketing to men over the age of 50 (also known as “GOM”-Grumpy Old Men), there are several things you should keep in mind in order to ensure the effectiveness of your promotion efforts.
4. GOM ARE FRUGAL
Like many other consumers, GOM like sales, discounts and bargains. They also enjoy free gifts, bonuses, premiums and other free offers.
Tip: Always stress money savings and special offers when marketing to GOM. Describe the savings as dollars instead of percentages (e.g. “save $10” instead of “10% off”)
5. GOM ARE READERS AND INFORMATION SEAKERS
GOM are a generation raised before the Internet and personal computers eroded the human attention span. They seek information on which to make important purchase decisions and will read long text to get the facts they need
Tip: Do not rely on the power of your brand to make the sale. Give GOM content—facts, information, statistics—that prove your product’s superiority.
6. GOM PREFER CLEAR AND READABLE DESIGN
Since vision impairments increase with age, it pays off to invest some time designing your marketing materials, when targeting the over-50 market.
Tip: Maximize the contrast between the typography and the background. Use larger font size (12 points is preferred), avoid ornate typefaces and overuse of italics. Smaller paragraphs work better and more spacing between lines enhances readability.
Even if you don’t apply ALL of these tips, each one of them will get you a step closer to success when marketing to GOM.