Don’t Assume All Buyers are the Same

To assume that buyers within a close age range have a lot in common is incorrect

To assume that buyers within a close age range have a lot in common is incorrect. More than likely, the wants, needs, and abilities to pay between them are completely different.

The gap shrinks as a generation ages, but if we lump them together for marketing purposes, then there is a good chance that the efforts will not properly connect with either end of the generation. The only thing that they may share is the label of their generation that they were given as a result of when they were born.

While the two ends of a generation are different, they have some similarities that define them that cannot be ignored. If you want to market to a millennial, for example, it typically won’t be via print advertising, as their content is generally derived from some kind of mobile device. They don’t watch a lot of commercials, as most of their television viewing is done on their own time via one of the internet content service providers such as Hulu, Amazon Prime, or Netflix

Let’s generalize where we can, though. Consider how and where a certain group of people buys things. As for millennials, it is primarily internet-based. So, while they may visit brick-and-mortar stores occasionally, this is an immediate gratification generation that thrives in simplicity. They respond best to what they can order easily with the fewest clicks and stored payment options. They like to buy what their peers do. They gauge the importance of a product by its popularity and how it fits into their world of social networking. They like products that contribute positively to society, even if the contribution is as simple as a donation to a cause with every purchase.

We can go on and on here, but the message that should resonate is that we constantly need to prepare for our potential buyers. We have looked at some small examples that trigger the buying habits of future decision-makers, now we must continue to study this in earnest. Once we understand what makes them tick, we can then react in a way that allows us to take the steps necessary to remain relevant to our potential audience.

Eric Priceman Victory

Eric Priceman

Eric Priceman is President of Victory. In his almost three decades in the awards and engraving industry, he has traveled extensively, both domestically and internationally, visiting customers and suppliers. He is happy to share his unique perspectives of the industry, both past and present. Please feel free to contact Eric by email at [email protected] or by phone at 773-637-7777 ext. 228.

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