Baby Boomers, Gen X, Millennials, Gen Z. You likely have members (or will soon have members) of all four generations. And as you know, each generation is different. Baby Boomers have different likes, goals, and preferences than Millennials.
What does that mean for your association or chamber of commerce? Well it means that in order for your communications to be effective, a little segmentation is a must.
Segmenting your audience by generation and then marketing to those segments accordingly is what’s referred to as generational marketing.
To appeal to each generation in your marketing efforts, check out the quick tips below!
For your Baby Boomer Members…
(Years: 1946 - 1964)
Focus on the upsell: Baby Boomers have more disposable income than other generations, particularly Millennials and Gen Z. Though many of them are retiring and may be leaving your organization, for those still left and active, try offering add-ons or upgrades. Upsell, if you can! For example, when marketing your annual conference, try marketing a VIP conference pass (if you have one) to your Baby Boomer members. They’re the ones who, more than likely, have a little extra money to spend.
For your Gen X members…
(Years: 1965 - 1980)
Send coupons: Gen X-ers were in the midst of trying to build their careers when the Great Recession hit. For that reason, they’re a little cautious of spending and know the importance of saving. And speaking of saving, this is a group who’s beginning to save for retirement. So, to get them to engage more with your association or chamber of commerce, try sending coupons when you can and when it makes sense. A discount on your upcoming webinar or monthly breakfast could inspire them to take action.
For your Millennial members…
(Years: 1981 - 1996)
Leverage testimonials: When Millennials are looking for something - even if it’s just a place to eat - they more-times-than-not turn to their network. They don’t always trust what companies say, but they do trust word-of-mouth. When promoting your organization’s offerings - whether it’s your membership as a whole or a specific event - rather than you selling it, have others help you sell it. Use testimonials on your website, in your emails, and on social media. You may even want to revisit your referral program (or create one, if no such thing currently exists). Word-of-mouth marketing is always powerful, but it’s especially powerful for this generation.
For your Gen Z members…
(Years: 1997 - 2015)
Utilize high quality visuals: Gen Z is by far the most tech-savvy generation. While Millennials grew up with phones in their pockets, Gen Z-ers grew up with smartphones in their pockets. They’re used to browsing different websites and scrolling through social media daily. That said, since they are exposed to quite a bit of online content on a day-to-day-basis, make sure YOURS stands out by utilizing high-quality visuals - in your emails, on social media, etc. This is the best way to grab Gen Z-ers attention. You may even want to experiment with memes, too!
The differences between generations is fascinating - at least for me! If you’re interested in learning more about each generation and how to best engage with them at your association or chamber, check out our free guide below!