Companies need to know their audience to know what their audience needs. Generation X, Americans born from 1965-1981, is a great example of a specific marketing group that must be understood to effectively engage them. The first generation to grow up with computers, brands must have a strategy that incorporates multiple media channels, including mobile, social and online video to reach this technologically savvy group. Keep in mind that Gen Xers demand authentic, relevant messaging and want their brands to demonstrate affordability and quality. Both skeptical and independent, it is important for Gen Xers that you market with integrity, give it to them straight and by all means, be quick about it.
You’re probably thinking that marketing to Generation X sounds impossible. While it’s a challenging process, it can be done successfully with the right tools and approach — Starbucks Coffee, Subway and amazon.com have each inspired brand loyalty among this complicated group. Time and again, research has shown that Gen X prefers straight talk instead of manipulation and they will jump on a great deal for a product before spending money for some expensive trend. Last but certainly not least, communication is key. Gen X does not want to feel like they are being grouped — you need to connect with them on a personal level to grab their attention. It is essential for Gen Xers to feel that they are singularly important and getting that message across will help boost your brand. When done right, X definitely marks the spot.
Sandy Keedy, President and Creative Director