How to Attract Baby Boomer Dollars

America’s baby boomers are 79 million strong and control more than $2 trillion in annual spending. While much of the advertising industry is chasing the 18- to 25-year-olds, your garage-door business can’t afford to overlook the baby boomers.

What do I know about baby boomers? I’ve been targeting the boomers with garage-door ads on TV for years. I am a baby boomer. I play in a ’60s rock ‘n’ roll band that appeals to boomers (called The Victas), plus I’m creating a TV show for and about baby boomers entitled “Rock Till Ya Drop.” The baby boomers are America’s largest population; they have money to spend, and they are homeowners.

Who are the baby boomers? Those born between 1946 and 1964 are baby boomers. That means you want to target people in the age range of 40 to 60. This group represents 27 percent of the total population and 70 percent of the nation’s wealth. They are the largest generation in the history of America. Today’s baby boomers like to have fun; they grew up on rock ‘n’ roll and spend their money on traveling, dining and improving their lifestyle. They live an active lifestyle, and they are willing to invest in making their homes more livable and attractive — and many own more than one home. This is a perfect market for your garage-door business to go after.

How do you reach them? Advertise on classic rock and select country radio stations. Make sure you look at the radio station’s ratings for this age group. On TV, you can reach the boomers by advertising on local news and the morning shows like “Good Morning America,” the “Today” show and CBS’s “The Early Show.” On cable TV, a channel known as TV Land attracts boomers with shows like “All in The Family” and “Hogan’s Heroes.” There’s also The Retirement Living Channel and various home-improvement shows that appear on HG TV and other networks.

TV is to boomers what the cell phone is to teenagers. Baby boomers grew up watching TV. Many saw the first TV shows on sets with rabbit ears, and the shows were broadcast in black and white. The boomers will continue to use TV as their primary medium as long as there are shows that appeal to them. That said, baby boomers do use the Internet and often e-mail to communicate. Make sure you are building an e-mail database and promote your Web site in all of your advertising.

The message of value is important. I suggest you create ads that speak directly to the baby boomers. By all means, avoid calling them seniors; baby boomers do not consider themselves to be old. Instead, create ads that talk about value and products that last longer. Promote how a new garage door will improve the curb appeal of a home. Many of the boomers are on their second or third home, and they understand the importance of investing in their property.

Use music that boomers will identify with. Boomers were born to be wild. They grew up with bands like The Beatles and The Rolling Stones. They love ’60s and ’70s rock, classic cars and Harley motorcycles. I have seen first hand, performing with my band, that boomers want to dance and relive their youth by listening to music that brings back memories. For your advertising, use licensed music that emulates the sound and fun of that era.

Get involved in events that attract boomers. In your area, you’ll find local festivals, restaurants and events that attract people 40-plus in age. Perhaps you can sponsor a local band that plays classic rock ‘n’ roll. As a promotional vehicle, choose a van manufactured during the ’60s or ’70s. Promote garage doors that will appeal to boomers, such as the carriage doors.

This is an opportunity for you to target your advertising dollars more effectively and to receive a far better return for your investment. Go after America’s largest and most wealthy population — the baby boomers.

E-mail herb@herbgross.com or call 704-846-0199 for free advertising tips. Join his e-mail club by visiting www.herbgross.com. You can also learn more about Gross at www.theinvictas.com and www.rocktillyadrop.com.