Thursday, October 12, 2006

Brush, floss, and market

It's always interesting to see how professionals in other fields approach marketing. Dental Economics has a nice piece on marketing to patients based on the generation they're a part of including Matures, Boomers, Gen X, and Gen Y. The characteristics of the groups are described along with customized marketing tips for each. For Gen Y patients, for example, the author advises, "Gen Y patients do not want to be instructed on what to do, but steered through the decision-making process. Help guide them through it, while appealing to their search for passion and identity. As they begin taking ownership of their health, provide them with enough information to make educated decisions." Many tips are general enough that they have some applicability to the library community as well, but you'll want to take them with a grain of salt since the author is pushing her wares throughout this article and there are no references listed. Nevertheless, it's a good starting point for thinking about marketing focused on particular age groups.

Update: I found this in yesterday's New York Times: Not Getting Older, Just More Scrutinized provides an in-depth look at Baby Boomers and the challenges advertisers face in reaching them - a great read.

Update #2: USA Today reports on Gen Y: Gen Y sits on top of consumer food chain.

Categories: resource_roundup | tips_to_try

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