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1 Marketing that Reaches All Ages and Generations December 4, 2012 45 Years 13,000 Studies
1
Marketing that Reaches All Ages and Generations
December 4, 2012
45 Years
13,000 Studies
2
40+ Years of Travel
Category Clients
Target Marketing
Demo Segments
Young Millennials
Gen X Families with kids
Gen X Couples
Boomers/Empty Nesters
Silent/Retirees
Grandparents
GLBT
African-Americans
Hispanic/Latino
Life Style Segments
History Lovers
Romantic Escapes
Golf Enthusiasts
Thrill Seekers
Hunters/Fishermen
Arts and Craft Explorers
Sports & Entertainment
Family Reunions
Urban Explorers
Target Marketing
Demo Segments
Young Millennials
Gen X Families with kids
Gen X Couples
Boomers/Empty Nesters
Silent/Retirees
Grandparents
GLBT
African-Americans
Hispanic/Latino
Life Style Segments
History Lovers
Romantic Escapes
Golf Enthusiasts
Thrill Seekers
Hunters/Fishermen
Arts and Craft Explorers
Sports & Entertainment
Family Reunions
Urban Explorers
If not 2 or 3 targets, the
common default answer:
18-49 Adults “Families with Kids”
U.S. Population
Source: U. S. Census
360 Million
2030
311 Million
Today
3
Trend
Spotting
8,000 Consumer
Interviews/Month
The
Future
Generational
Lens
Cultural &
Societal
Trends
Demographic
Trends
2032 2012
Profound
Transformative
Industry
Changing
Revolutionary
Permanent
Global
4
The Age Shift Demographic Destiny
+33% 136.7 million
+12% 154.3 million
18-49
50+
136.9 million
103.2 million
The Age Shift is on…
2012 2032
Source: US Census
89%
In the U.S.
the population over age 65
will grow from 40 million today to
72 million by 2032
10,000 Boomers per day
for the next 20 years
5
At the same time:
Birth Rates
have
Globally
The Population Age Pyramid
Old Age
1981 vs. 2041
Old Age
6
So which generations should we target? MORE OR Young
Adults
Older
Consumers
Generations & Travel
Travel Marketing Across Generations
Understanding Generations
“Ageless” Travel Marketing
1
3
2 What is a
Generation?
7
Age cohort: 15-to-20 year span
Born on the leading and trailing edge - “cuspers”
Big events create the “bookends”
What is a Generation?
1909-28 1929-45 1946-64 1965-82 1983-01
58,000,000
44,000,000
76,000,000
62,000,000
80,000,000
Greatest Silent Boomer Gen X Millennial
94 75 57 39 20
Born in the U.S.A
1909-28 1929-45 1946-64 1965-82 1983-01
10,000,000
28,000,000
76,000,000 75,000,000
81,000,000
Greatest Silent Boomer Gen X Millennial
94 75 57 39 20
Current U.S.
Census Data
Cohort Period
Age
8
Climax of personal development
75+ Reconcilia-tion (making sense of life)
Ironic: There’s some good in every bad, some bad in every good – c’est la vie!
Different Seasons, Different Reasons
Source: Ageless Marketing
Stage: Age: Life Focus: Modus Operandi:
Initial personal development
Birth-25 Play (learning)
Fantasy: Everything will generally work out in my favor
Social/ vocational development
25-50 Work (becoming somebody)
Romantic: The world is my oyster; I can make anything work my way
Inner self/ spiritual development
50-75 Work-Play (search for meaning)
Reality: Not as good as I thought; who am I, what’s my life purpose?
Spring
Summer
Autumn
Winter Climax of personal development
75+ Reconcilia-tion (making sense of life)
Ironic: There’s some good in every bad, some bad in every good – c’est la vie!
Different Seasons, Different Reasons
Source: Ageless Marketing
Stage: Age: Life Focus: Modus Operandi:
Initial personal development
Birth-25 Play (learning)
Fantasy: Everything will generally work out in my favor
Social/ vocational development
25-50 Work (becoming somebody)
Romantic: The world is my oyster; I can make anything work my way
Inner self/ spiritual development
50-75 Work-Play (search for meaning)
Reality: Not as good as I thought; who am I, what’s my life purpose?
Spring
Summer
Autumn
Winter
Behavior oriented to needs of the social self
Behavior oriented to needs of the inner self
Age
Cohort Period
Time Period: 1970’s
“News” was
broadcast
live daily at
6:30pm
9
Time Period: Today
“News” is
available
everywhere
instantly Period
Age
Cohort
Generational
Values
Culture’s Impact
Defining
Events
Who We
Are
Dedicated
Loyal
Practical
Dependable
Generational Values
Dedication and Sacrifice
Hard work
Patience
Respect for authority
Duty before pleasure
Honor
Culture’s Impact: Silent Generation (1929 – 1945, 67-83 years old)
Defining Events
Great Depression
The New Deal
Lindbergh’s Flight
Gone with the Wind
Pearl Harbor
WWII
Hiroshima
10
Generational
Values Personal Gratification
Entitlement
Control
Work Ethic
No to Status Quo
Optimism
Defining Events Birth of TV Prosperity Cold War
Political Assassinations Watergate
Rock ‘n Roll Growth of Suburbia
Women’s Lib Civil Rights
Vietnam
Culture’s Impact: Boomers (1946-1964, 43 to 66 years old)
Driven
Transformational
“Self” Centered
Risk-takers
Skeptical
Independent
Task-driven
Generational
Values Technosavvy
Think Globally
Self-reliance
Diversity
Pragmatic
Culture’s Impact: Gen X (1965-82, 30-47)
Defining Events Watergate
Single parents
Latchkey kids
MTV
AIDs
Computers
Challenger
Glasnost
Berlin Wall
Ambitious
Co-dependent
Tenacious
Generational Values Confidence plus
Civic duty
Achievement
Hyper connected
Multi-tasking on steroids
Fearless
Culture’s Impact: Millennials (1983-2001, 11-29)
Defining Events Internet Chat
School violence
Over-involved parenting
Multi-culturalism
World Trade Center attacks
Gulf War
Iraq
Recession
Technology ++
Generations & Travel
Silent
Outlook
Cognitive Stage
Motivation
Travel ‘Tude
Medium
Older Adult
Irony/Reward
Self-Actualized
Pragmatic
Experts
Radio/Print
Earned It
Midlife
Balance/Reality
Self
Optimistic
Self, Web
TV
WIIFM
Young Adult
Work/Idealized
Family
Skeptical
Friends, Web
Computer
Family
Youth
Play/Fantasy
Collective
Confident
Co-dependents
Mobile
Social
Orientation
Boomers Gen X Millennial
Influencers
Life Stage
11
Generations & Travel
Travel Marketing Across Generations
Understanding Generations
“Ageless” Travel Marketing
1
3
2
n = 1,634
Top Vacation Attributes by Generation
Millennials Gen X Baby Boomer Silent/GI
1. Warm, sunny
beaches
Warm, sunny
beaches Good place to relax Good place to relax
2. Good place to relax Great for families Warm, sunny
beaches
Warm, friendly
people
3. Great for families Good place to relax Warm, friendly
people
Warm, sunny
beaches
4. Interesting cities Warm, friendly
people Great for families
Great for scenic
drives
5. Has amusement/
theme parks
Great for walking/
strolling about
Great for scenic
drives
Interesting small
towns/villages
6. Warm, friendly
people Interesting cities
Great for walking/
strolling about Not too crowded
7. An exciting place Not too crowded Not too crowded
Great for walking/
strolling about
What exactly does
“Good Place to
Relax” mean to each
Generation?
n = 1,634
Top Vacation Attributes by Generation
Millennials Gen X Baby Boomer Silent/GI
1. Warm, sunny
beaches
Warm, sunny
beaches Good place to relax Good place to relax
2. Good place to relax Great for families Warm, sunny
beaches
Warm, friendly
people
3. Great for families Good place to relax Warm, friendly
people
Warm, sunny
beaches
4. Interesting cities Warm, friendly
people Great for families
Great for scenic
drives
5. Has amusement/
theme parks
Great for walking/
strolling about
Great for scenic
drives
Interesting small
towns/villages
6. Warm, friendly
people Interesting cities
Great for walking/
strolling about Not too crowded
7. An exciting place Not too crowded Not too crowded
Great for walking/
strolling about
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Implication
Let consumers
define “relax”
Enjoy:
I’ve earned it
Experience:
For me
Enrich:
For family
Engage:
Me & more
Over-arching Travel Attitude:
Now you’re a Generations Travel Expert
Silent
Outlook
Cognitive Stage
Motivation
Travel ‘Tude
Medium
Midlife
Balance/Reality
Self
Optimistic
Experience
Self, Web
TV
WIIFM
Young Adult
Work/Idealized
Family
Skeptical
Enrich
Friends, Web
Computer
Family
Youth
Play/Fantasy
Collective
Confident
Engage
Co-dependents
Mobile
Social
Orientation
Boomers Gen X Millennial
Influencers
Life Stage Older Adult
Irony/Reward
Self-Actualized
Pragmatic
Enjoy
Experts
Radio/Print
Earned It
© 2012 Boomer Project LLC. All rights reserved. For more information, visit boomerproject.com.
Now you’re a Generations Travel Expert
Silent
Outlook
Cognitive Stage
Motivation
Travel ‘Tude
Medium
Midlife
Balance/Reality
Self
Optimistic
Experience
Self, Web
TV
WIIFM
Young Adult
Work/Idealized
Family
Skeptical
Enrich
Friends, Web
Computer
Family
Youth
Play/Fantasy
Collective
Confident
Engage
Co-dependents
Mobile
Social
Orientation
Boomers Gen X Millennial
Influencers
Life Stage Older Adult
Irony/Reward
Self-Actualized
Pragmatic
Enjoy
Experts
Radio/Print
Earned It
© 2012 Boomer Project LLC. All rights reserved. For more information, visit boomerproject.com.
But you need to learn one
more thing so you can truly
leverage “ageless” marketing
13
Generations & Travel
Travel Marketing Across Generations
Understanding Generations
“Ageless” Travel Marketing
1
3
2 Marketing to Older Consumers can
work to attract younger consumers,
but the opposite is not true.
A New Rule?
Ways to Reach All Ages
Focus less
on
“ideal” marketing
Focus more on
“universal” marketing
Place
Personality Benefit
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Universal Truth
1. Sell the Place, not the specific
consumer. Let the consumer
determine their own emotional
benefits and reasons to visit. Place
Personality Benefit
Universal Truth
2. Sell the Benefit(s). Just remember that
even something as simple as “you can
relax here” has different meanings to
different generations.
Universal Truth
2. Sell the Benefit(s). The emotional
benefit should connect with the
place, but doesn’t have to do so
literally.
15
Place
Personality Benefit
Universal Truth
3. Sell Your Personality: Stand for some-
thing and let those who share your
attitude, vision, values, personality,
etc., come to you.
Universal Truth
3. Sell Your Personality: Stand for some-
thing and let those who share your
attitude, vision, values, personality,
etc., come to you.
Universal Truth
If possible, bring it all together:
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Place
Unique to Virginia
Personality
We’re about Relationships
Benefit
Connectedness- to people and
things you love
Develop a
Universal
Marketing Strategy
That can reach
deep across
all travelers,
all generations,
all consumers
Marketing Takeaway
