Did you know that the type of promo that will resonate with your customers the most might depend on what generation they’re a part of?

That’s right - the way that promotional products are received and valued can vary widely depending on the generation of your target audience. Despite being incredibly broad groups that contain a wide range of personalities and demographics, generational cohorts share important life experiences that have significant impacts on the way they interact with the world - including how they interact with brands!

Impactful Pens

From Baby Boomers to Gen Z, and even the emerging Gen Alpha – each cohort has unique preferences, habits, and expectations when it comes to branded merchandise. While some will prefer promotional items that are practical and useful, others want to see them as an extension of a brand’s values and identity. Still, others might be more interested in the latest tech or the most cutting-edge designs. That’s why it’s crucial for marketers to carefully select promotional items that align with the lifestyle and expectations of each generation, ensuring maximum engagement and brand recall.

Throughout this Generational Marketing series, we’ll take a peek into the minds of the various generations to get a good understanding of how they engage with advertising, specifically with promotional products. What types of items resonate with these consumer groups? How do they perceive promotional giveaways in today’s marketing landscape? How can businesses tailor their strategies to maximize impact to generational cohorts?

Understanding generational differences can help you create smarter, more effective, and targeted marketing campaigns - so, to kick off this series, let’s dive into the world of Baby Boomers!

Baby Boomers

Generally considered to be born between the years of 1946 and 1964, Baby Boomers account for a huge portion of the population. Baby Boomers have been in the working world for a long time, and many are already retired or approaching retirement. Boomers also tend to live in small households, as their children have already grown up and left the nest. Their sheer size, their lengthy careers, and their shrunken households (among other factors) mean that Boomers have massive buying power - as well as some leisure time on their hands.

As the oldest group included in this series, Boomers are also the least familiar with modern technology. However, they have largely adapted to the times, taking part in online shopping, mobile phones, and social media. While many Baby Boomers can be found on Facebook, this group can be most effectively reached through traditional media channels like television, radio, and print ads. Despite their growing presence online, Baby Boomers still value personal interactions and trust brands that engage with them through familiar and credible sources.

As consumers, Baby Boomers seek value in brands. They appreciate a good deal and will often remain loyal to brands that they perceive to meet their needs, providing good value at a fair price. They are a no-nonsense generation that appreciates straightforward and simple advertising. Baby Boomers are quite receptive to promotional products as a form of advertising. In fact, nearly half of Boomers who own promotional products have kept some of them for more than a decade! When it comes to product preferences, ‘traditional’ promotional gifts like mugs, hats, and pens tend to be very successful among this cohort - especially when they meet their practical needs in some way.

How we’d use promo to market to them:

Boomers are motivated by good deals and simple advertising and are likely to be loyal to the brands that they like. To reach this group, we would develop a structured loyalty program that incorporates branded gifts and in-store discounts as rewards. This kind of approach incorporates valuable in-person interactions and will demonstrate the value your business offers through great deals and useful gifts in addition to the products or services your Boomer audience knows and loves you for!