BUSINESS EDU
A Generational Approach to Marketing by Cathryn Castle Garcia , Owner, ClearStoryCoach.com, The Azores
N O MATTER WHAT we’re selling, the most im- portant question we must ask ourselves is, “Who’s buying?” This is a big question. With a lot of different answers. And it’s why a one-size-fits-all marketing
and well-organized experiences. They often buy travel paired with the chance to learn a new skill or experience something meaningful, like volunteering on ecotourism projects. They’re tech savvy, but their media habits can differ sub- stantially from younger consumers. Marketing to Boomers A Boomer considering scuba diving wants assurances: Can I trust you? Will I be comfortable? Are your instructors experienced? Is this trip well organized? These questions should be answered prominently in your marketing. When marketing to people in their 60s and 70s, try these tips: Lead with expertise and trust. Show instructor qualifica- ▪ tions, experience, safety practices, equipment-mainte- nance standards and customer testimonials. Make travel part of the story. Don’t simply advertise a ▪ destination and price; sell the organized, comfortable ex- perience. Make information easy to find. Provide clear trip infor- ▪ mation covering costs, accommodations, transfers, diving requirements, equipment and what is included. Use testimonials strategically. A testimonial from some- ▪ one of a similar age can answer the question: “Do people like me do this?” Don’t abandon traditional marketing. Email, print pub- ▪ lications, direct mail, telephone conversations and per- sonal relationships can still play an important role. Generation X (1965-1980) Gen X sits between the enormous Baby Boomer and Mil- lennial cohorts, but its members occupy a fascinating life stage. They’re mid-40s to early 60s and may be established
plan isn’t a good fit for your dive business. One helpful way to create a targeted marketing plan is to group potential clients by generation, then craft a message specific to that age range and life stage. First, What Exactly Is a Generation? A generation is a group of people born around the same period of time, who
Think of generational marketing as a starting point for asking better questions: Where does this person look for information? What builds their trust? What motivates them?
share a similar life stage. These people have likely experienced similar cultural, economic, technological and social events that shape their world view and personal habits. And purchasing decisions. Generational boundaries are rough guidelines rather than hard-and-fast distinctions. It’s not about assuming that every person from each generation wants the same thing. Think of generational marketing as a starting point for asking better questions: Where does this person look for in- formation? What builds their trust? What motivates them? What makes them hesitate? And what kind of message will make scuba diving feel relevant to their life? Let’s look at four generations that represent important op- portunities for dive centers today. Baby Boomers (1946–1964) Baby Boomers are an enormous and economically important consumer group for dive centers because Boomers tend to be in a life stage where they have more free time and financial resources to travel and pursue personal interests. Boomers generally place a high value on reliability, personal service, safety and comfort, and quality. They expect timeliness
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