Marketing Tips to Reach Each Generation

I am a GenXer, a middle-child wedged between Baby Boomers and Millennials. I embody most of the Gen X characteristics including hard working, independent, resourceful, and self-sufficient. Sadly, my generation is also known as the forgotten generation when it comes to marketing.

Few companies specifically target Generation X in their marketing efforts. Yet, if companies don’t speak to me in a way that I will listen, I won’t stand up and take notice of what they are offering.

Marketing is not a one size fits all program. Effective marketing takes knowing how to talk to each generation so they will listen. Following are some tips to effectively reach each generation with your marketing messages.

Baby Boomers

Born between 1946 and 1964, this generation makes up a significant portion of the purchasing public. Baby Boomers have longer attention spans than younger generations. After all, they did not grow up with the Internet and technology at their fingertips.

Baby Boomers are still tuned in to traditional marketing methods. As a result, radio and television ads and print ads in newspapers and magazine speak to this generation. In marketing to Baby Boomers, you can go into more depth with your information and even feature longer videos. Keep in mind that Baby Boomers are nearing or in retirement, so two big messages that this generation tunes into is how they can enjoy their leisure time and how they can save money to stretch their retirement funds.

Generation X

This generation, born between 1965 and 1980, is all about bargains. These people want to save money, time, and effort. So, in reaching this generation, offer coupons and ways for them to obtain your books and products without much effort or time invested on their part. This is a cross-over generation that can be reached through both traditional marketing and online marketing.

Millennials

Born between 1981 and 1997, this generation is on the cusp of surpassing Baby Boomers as the nation’s largest living adult generation, according to population projections from the U.S. Census Bureau. This is the texting generation. In fact, 100 percent of Millennials who own a smart phone communicate via text.

Millennials want content that is relevant and authentic. They like customized messages, not generic messages. Word-of-mouth is a driving influencer in Millennials purchases. Social proof—others talking positively about a product—is extremely important to this group. So, be sure to include testimonials in your marketing messages.

Generation Z

These are the new kids in town—those born after 1997. While young, this group is still a powerful buying force. These individuals are true digital natives. They have grown up with technology at their fingertips. This generation prefers to communicate through images rather than text. They are huge YouTube users. Use of video and images must be prominent in your marketing to reach this generation.

Generation Z is also the least churched generation in American history. This generation has grown up in a post-Christian, post-modern environment where many of them have not even been exposed to Christianity or to church.

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Three Tips for Selling Books to Millennials

Maybe you are wondering “Why so much emphasis on Millennials?”

Millennials, those born between 1980 and 2000, form the biggest generation in U.S. history, even larger than the Baby Boomer generation. Millennials are moving into their prime spending years, and, as such, command a good percentage of purchases, including book purchases. Therefore, it is important to understand what drives this generation and how to best reach them with your marketing message.

Do you want to sell your books to Millennials? Then consider these three characteristics of this generation and adjust your marketing accordingly.

1. Millennials are readers.

Reports from the NEA (National Endowment for the Arts) and Pew Research reveal that individuals aged 18 to 35 outmatch other age groups in the number of books purchased and read each year. Millennials are also more likely to visit a library than other generations. A study by Pew Research found that 53% of Millennials used a library or bookmobile in the previous 12 months.

This is good news for authors. However, just because Millennials read does not mean that they will read your book. Keep in mind that Millennials are also socially conscious. They aren’t so much concerned about the product, they want to know the back story. When marketing to Millennials share with them the back story to your book. Hook them with the uniqueness of your book and its message and how it relates to the things they are most concerned about.

2. Millennials are social.

This generation is connected via social networking sites such as Instagram, Snapchat, and Facebook. This is their primary means of communication. This generation knows what their peers are reading and purchasing. Social influence is a big factor in what Millennials choose to purchase.

However, Millennials are not fans. They want to be active participants. They want to be part of the conversation and have influence. To reach this group, you need to show up where they hang out on social media. Join the conversation and invite them to interact with you. Respect their intelligence and ask for their input.

3. Millennials are bargain shoppers.

Millennials get marketing. They grew up with it. They are smart and don’t fall for the usually marketing tricks. Millennials want bargains. Over half (57%) compare prices while shopping. This generation wants maximum convenience at the lowest cost. After all, they have huge student loan debt.

When selling your books to Millennials, offer them a bargain. Give them a coupon or discount that they can make use of.

Have you had success in reaching Millennials? If so, I would love to hear what has worked for you.

Related Posts:
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Photo courtesy of Zachary Nelson.

Are Millennials Buying Your Books?

By 2020, Millennials will account for 30% of retail sales in the United States. Studies show that Millennials read books. In fact, 88% of Millennials read a book in the past year, and they are twice as likely to read a print book over an ebook.

As a publisher or author, knowing how to market to Millennials is becoming increasingly important as they begin to take up a larger share of purchasing power. The infographic below can help you learn more about the Millennial mindset and how to effectively market your books to this group of consumers.

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A Tool to Help You Reach More Millennials

The Bible is the world’s best-selling and most widely distributed book. It is also the most translated book in the world, having been translated into 531 languages with 2,883 languages having at least some portion of the Bible.

Now a group of devout Christians has developed a new translation of the Bible. In an effort to reach more millennials with God’s word. This group has translated the King James Version (KJV) of the Bible into emoticons and emojis. Yes, you read that right. The Bible is now available in Emojis.

Bible EmojiThe complete emoji Bible is available on iTunes for $2.99. However, the creators of this Bible translation have made their Bible Emjoi Translator available for free to everyone on the Internet. The website, www.BibleEmoji.com, allows users to put in a Bible verse and receive that verse translated to “emoji awesomeness” instantly.

Of course, all the words in the Bible cannot be translated into Emoji’s since there is a limited number of Emojis (see Can Emojis Help You Reach More People?). The authors of this new translation say that about 10 to 15 percent of the translation is in Emojis while the rest is in regular, old alphabet characters.

While some people may think that this new Bible translation is over–the-top or even sacrilegious, I think it is a tool that authors and publishers can use to reach more Millennials in their marketing efforts.

If you have a Christian book, especially a nonfiction book that uses God’s word, you can use an Emoji-translated Bible verse in your marketing materials and online posts to grab this younger generation’s attention and direct them to your books.

Go ahead, try the Emoji Bible Translator out at www.BibleEmoji.com, and have some fun!

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Millennials: A Substantial Market

Ever wonder why you hear so much about the Millennial generation? It’s because they are the nation’s largest living generation. The Millennials (those ages 18 to 34) are larger than the Baby Boomer generation. There are only 76 million baby boomers, but 87 million Millennials.

millennials-are-still-reading-and-using-libraries

Not only are Millennials, as a group, larger than Baby Boomers, they also read more. A Pew Study found that 88% of Americans under 30 read a book in the past year, compared with 79% of those age 30 and older.

Since this generation reads and is the largest living generation, it is important to know how to market to this group. Unless you are strictly writing to the older generation, Millennials play a large piece in your book sales. Knowing how this generation operates is important in tailoring your marketing efforts to meet their habits and desires.

Publishing Technology recently completed a survey of 1,000 Millennials in the United Sates. Here are some of the study’s findings:

Reading
Millennials are almost twice as likely to read a print book over an ebook. This finding squares with a recent Pew report that showed that 69% read a print book, while only 28% read an ebook.

Buying Books
Physical shopping is still big for Millennials. Only 40% reported buying books from online retailers. A larger percentage preferred to buy from bookstores (52%) or use the public library (53%).

Learning About Books
The number one way that most people hear about books is through word-of-mouth. This is true for Millennials. 45% of respondents in the survey reported that they learned about new books offline. However about 34% reported that they heard about new books mostly on social media and through website browsing. Only 22% discovered new books while browsing libraries and bookstores.

Surprisingly, for a group of people born and raised in the “digital age,” Millennials read more print books than is often assumed in the publishing world. Interestingly, Millennials appear to be the very “fluid” in their reading—reading whenever and wherever they like, regardless of format or platform.

In your marketing efforts, don’t assume that Millennials are more likely to read an ebook over a print book. The research just isn’t supporting that idea.

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