We’re in the middle of our discussion on marketing to affluent clients.  Last week we talked about two growing trends with boomers that are completely different than the previous generation of those at or nearing retirement. To review see that post below.  Today we’ll move on to media and boomers.

By media, I mean a couple different things.  First, the way the perceive media and they’re preferred standard, and second, the media we use to reach them (email, snail mail, web etc)

First, as most of you may know (heck, a lot of you are boomers.  It is a little funny reading about you?), boomers are a reading group, and in particular print media like newspapers, magazines, trade journals, etc.  What does this mean for you as a marketer?  It means they are still a prime group for good, long copy direct mail, which is what I teach on these tips.  Will everybody read long copy?  Of course not.  But most will, and those with money certainly will, so why not use it!

Second, in our own testing we’re finding that there is no drop in response with DVD and CD with boomers as compared to younger generations.  So while they (you?) are primarily a reading group, there is no bias towards current technology when you market to them. 

Lastly, the internet.  While the internet is not the #1 information gathering media for boomers, it’s moving that direction.  In a 2008 study, 44% of boomers still prefer TV for their source of news and information.  However, 22% say they turn to the internet, a growing number for sure. 

Here’s the downer…  That same study says that they open less than 30% of their email…

…But open over 65% of their direct mail!

So if you’re not using direct mail to reach the affluent boomers and relying only on email, you are missing a valuable sales media.