Capturing the Boomer Dollar

You will have to have been residing in a cave the last few years to not know that the Baby Boomer Generation is one of the wealthiest, most active generations yet. I am proud to be counted among that number. Another truism about my generation is that if your business reaches me, it will also reach my parents, my children and my grandchildren. I stay abreast of all of their likes and dislikes so that I can use my buying power to provide travel, entertainment, clothing and dining for them as well as for myself.

We Boomers do not belong to a generation that adheres to the concept that we have never needed that type of (technology, transportation, entertainment, etc.) before so why should we invest in it now. We Boomers want to embrace the new while at the same time retain our appreciation for the old. I want to know the terminology of the younger generation but do I want to be greeted by a “Howdy” when I walk into the establishment staffed by that generation. The answer to that is a resounding “No!”

That’s why marketing to us is not only a challenge, it can be a rewarding teachable moment. Just like when I started watching the new animated films with my grandkids. Did I go into the theater expecting to be entertained? No, of course not. Was I expanding my horizon or merely pleasing my grandkids? I will be honest and say that I was merely tagging along to play the “grandma dollar card” and see the smiles. Because I have an open mind, it was blown away by the creativity, the underlying humor, the exceptional message and also by the smiles.

That’s when I started paying attention to the markets and marketers who approached me. For instance I learned when I went into a store to purchase a new computer system that I was practically invisible. Salespeople walked right by me in an attempt to go visit with either a younger customer or go back to their station to visit with other salespeople. When I did leave the store with no computer in tow and was asked if I found everything I needed, my response was that “I would have spent a lot more money if someone had actually paid attention to me!”

Boomers are not invisible, we are on the cutting edge of technology, we are stylish, we are financially savvy and we have realized that we can’t take it with us, so we are more generous with our spending power. We will pay more for good service and we will remember the server. We will cultivate new social circles that will be multigenerational. We have a healthy admiration for the younger population and know that their future will be full of change and charged with energy and success, but are very thankful that we grew up with party lines, no remotes, no GPS systems and we learned patience when ordering items because “next day delivery” wasn’t even a concept much less a realization.

So here is my suggestion for businesses who want to romance the Boomers:
• Invite a Boomer to a training session to critique the verbal interchanges that may take place within your organization.

• Stand back and actually “look” at that market. Watch the purpose in their step, the pride in the way they carry themselves and what their eyes settle on when they enter your establishment and the expression on their faces.

• Be visible and attentive but not overwhelming.

• Anticipate some of the questions they might have and have the answers.

• Be prompt.

• Be neat.

• Smile.

• No “Howdys”.

• Don’t stand in the corner on the phone where we can see you.

• Don’t gossip about people around other salespeople because I could be that person’s mother/cousin/friend or…

• Realize that my initial visit may just be a walk through or I may have a distinct purpose, treat me the same either way.

• I would not expect you to be tolerant and appreciative of my generation if I cannot extend you the same courtesy. I am not above learning how to be a courteous consumer.

Starting Your Model Car Collection With Style

It is a human desire to embrace speed and drape themselves in style. When looking at this through the acts of human nature, purchasing luxurious homes, fast cars and wearing bling is what makes us feel we belong. In many homes however, affording the fancy clothes and the fast cars is more of a financial dream than it would be a reality.

If this sounds like you and you have champagne tastes on a Pepsi diet, then there is a solution. For those who like the fast cars and the nice things in life, collecting model cars is a solution that can fit into your budget. When it comes to model cars, Porsche diecast models are possibly the first in the series you should collect.

When it comes to collecting model cars, we are allowing ourselves to expand our imagination as well as hold on to a piece of our dreams. Even though we can’t in most cases afford to purchase and maintain a Porsche, purchasing Porsche model cars is the next best thing.

Creating a collection

When it comes to these and other cars, it all comes down to creating a collection. When we put together a collection of different objects such as cars, we can tailor our likes and passions into a specific set. For example, is you like a specific year of model car you can focus on those. If you prefer a specific manufacturer, size, colour and more, all of these can be addressed when working on your model car collection.

Sharing your collection

Sharing your collection is a great way to enjoy your collection. When sharing your collection, you can do a wide range of different things. First of all you can create a room that is filled with what you collect. Your Porsche diecast models can be displayed on shelves, in glass cases and even placed in scenes that depict a great moment in your life or accentuate the model.

Telling stories

Most collectors will have a reason for their collection. The majority of people will want to tell stories of their past. For men, it is all about helping their dads work on similar cars when they were younger. For women, it may be a remembrance of their brothers or boyfriends who had one of these cars or even their own favourite car. Telling stories is a great way to have a visual to add to these stories as well as a constant reminder of pleasant events.

How to Qualify Leads at Your Events

A marketing event is an ideal way to interact one-on-one with current and potential customers. In a world saturated by digital, a marketing event creates a valuable personal relationship between your business and your ideal client.

Even better, a marketing event can do more than build strong relationships, it can help you generate leads. New leads are the lifeblood of every successful business. They strengthen your portfolio and help the business grow.

What is a qualified lead?
Knowing which attendees are qualified leads and which are just along for the ride ensures that your time and money is spent efficiently.

Identifying qualified leads lets you tailor your pipeline to those potential clients. Don’t turn someone offer by aggressively following up when a lighter touch is needed. And don’t lose out on potential customers by failing to follow up with someone who is on the fence.

So how do you tell if someone is interested? They ask a lot of questions. They opt-in to receive emails or follow up information. They post about your event or company on social media. They try hands-on demos.

Usually, the more touch-points a lead interacts with, the warmer that lead becomes. So create multiple opportunities for attendees to engage with you. That can be through presentations, demos, Q&A sessions, social media sharing, opt-ins and more.

Knowledge is power
Getting the most out of your event marketing starts with gathering as much data as possible about your attendees. Go beyond who showed up and who didn’t. Keep track of who attended which parts of the event and who was most engaged throughout the process.

The tools you use to track attendees can range from the traditional to the cutting edge. You might ask attendees to sign in to a talk or drop their business card into a fishbowl to win a prize. Or you might have attendees scan into a seminar using a barcode or enter a contest by posting to social media using your event hashtag.

Convince attendees to opt-in to follow-ups by promising to email them a link to the slideshow or similar resource. All of these tactics allow you to see who was interested in which topics. That will come in handy when you’re ready to follow up.

Start with sign-up
Start gathering information from the very first interaction. When attendees sign up for your event, they should fill out a simple form that includes such information as their name, title, company, and reason for attending.

This simple information can help you organize your follow-up later. You can sometimes see right off the bat whether that attendee will be a qualified lead.

If you’re selling to businesses, a c-suite executive from a large company is probably a qualified lead from the start. If you’re selling to individual consumers you may need to get more creative with your questions. For example, if you’re a pool company, ask if the person owns their home or is renting.

Use social media
Social media is an effective way to gauge attendee interest. Attendees who are engaged in what you have to offer may post on social media. Make it easy for them by creating a custom hashtag. You can even create photo opportunities that remind them to post their pictures.

Host a Twitter-based Q&A session. And make sure someone is manning your social media during the event to quickly answer any questions attendees may have. Monitoring engagement in this way can help you identify leads that are ready for more information.

The beauty of social media is that even people who can’t attend the event can experience it in some way. You may even find additional leads among the comments and likes from social media during the event.

The proof is in the follow-up
After the event is over, you’ll be left with a ton of information to sift through. Quickly identify your most qualified leads and rank them by level of interest. Then follow up.

Tailor your follow-up to the level of engagement and interest. A lead who shared multiple pictures of the event on social media might be a warmer lead and require a different approach than one who just dropped their business card into a raffle.