Mature Marketing Links of the Week: Booze and Brands
Happy Monday! This week the mature marketing stories that generated the most interest are brought to you by the letter “B”. Have something to share? Please be sure to note in the comment section – we’d love to hear from you.
MOST SHARED: An apple a day keeps the doctor away. Some say this is the secret to longevity, others say a cup of coffee a day. But if you ask Pauline Spagnola, a Pennsylvania resident who just turned 100, what her secret is she will tell you something different. According to a recent article Pauline shared that her secret to a long, happy life is… “a lot of booze”. Happy Birthday Pauline.
MOST CLICKED: When it comes to brand loyalty, Gen X is the most loyal but Gen Y will soon position themselves as the biggest spenders. This, according to an article in The Sydney Herald regarding how different age cohorts respond to brand marketing.
The boomers are entering retirement largely healthy, energetic and cashed-up. They are spending money on meaningfully connecting to themselves, their family and friends. Excited by travel and technology, they refuse to be defined by their years, creating the notion of agelessness.
The article highlights research by a British trend forecaster who noted consumer trends by generation. Additional insights include:
* Gen Y consumers are poised to overtake Boomers as the biggest spenders. They also expect brands to engage with them digitally.
* Generation Jones is described as “cautious spenders” who gravitate towards brands and products that are sustainable.
* Gen Xers are the most brand loyal and place high importance on value for their money (meaning they are always looking for a deal).
What does this mean for mature marketers? It is important to understand the desires and motivators of your target marketing, regardless of their generation. This understanding will help you effectively foster brand loyalty and maximize your marketing dollars.