"X" Marks the Spot

Tips for marketing to Generation X

Generation X, born between 1965 and 1976, may not match baby boomers in numbers, but they're a worthwhile target nonetheless. A recent survey of marketing experts ranked Gen X the second most important marketing demographic behind boomers. Why? As 30- and 40-somethings, they are entering their peak earning years. Also, Gen X has a higher average income than baby boomers or Generation Y, and they spend the most money on holiday shopping, with an average of $778. Use these three marketing techniques to appeal to Gen Xers:

1. Direct mail. Eighty-six percent of Gen Xers bring in their mail the day it's delivered, a recent survey found, and 68% have used coupons that they've received in the mail. They tend to respond to shopper loyalty programs through direct mail, and they're even more likely to participate if the rewards are somewhat flexible. For example, if you own a beauty supply store and send an offer for a free gift with a purchase through direct mail, give your customers the option of a free shampoo, lipstick, or nail polish.
2. Email. When asked, Gen X is the most likely segment to provide email addresses to businesses. They are also more likely to click on links embedded in an email, and 90% of Gen Xers use the Internet, compared to 79% of baby boomers. Whether this group is purchasing online or in person, chances are high that they use the Internet to look for and research their purchases beforehand. If you use email as part of a marketing campaign, be sure to include links to the landing pages of your products or services.
3. Word of mouth. This generation was raised with a broader definition of "family" than earlier generations, and they're more likely to take consumer advice from friends and relatives as well. They've seen every advertising trick in the book used on boomers, and they trust word-of-mouth tactics over traditional marketing methods. You can get Gen Xers talking about your company by hosting special events, offering special promotions, or creating online videos. If you own a pizzeria, for example, you could host a contest through your social media page or website by having customers create their "perfect" pizza. When the contest is over, feature the winning creations in your restaurant for a limited time to keep the buzz going.