When marketing to baby boomers, website owners have an ideal niche to work in. Once you identify the core needs that baby boomers have, it's easy to get them to open their wallets to pay for your solution.

Of course, you should always recognize that baby boomers are not one big monolithic group and that you must think about this when you are marketing to baby boomers. Site owners should think about what segment of the population they are actually targeting.

Some of the reasons for marketing to baby boomers are:

1. There's a lot of them. This generation got its name because of the number of babies born in that era. If they are marketing to baby boomers, providers are reaching a huge audience.

2. They have a lot of spending power. Baby boomers are in their prime earning years or beginning to retire. This often means that they have a lot of disposable money that they can spend on things that they want.

3. They are willing to try new brands. When marketing to baby boomers, information shows that they are not as brand-loyal as other generations. They are likely to try your product if they think it can help.

Action Steps
The best contacts and resources to help you get it done

Attend a conference to learn about marketing to baby boomers

If you're interested in marketing to baby boomers, help is not far away. You can attend a conference where speakers will discuss current trends in advertising and other demographic information that can help you expand your business.

I recommend: The What's Next Boomer Business Summit is a yearly conference that discusses ideas for marketing to boomers. JWT Boom is an advertising agency that specializes in the boomer market. They also periodically hold a conference.

Hire a marketing firm to help form a plan for marketing to baby boomers

If you are marketing to baby boomers, directory listings, such as those in the Yellow Pages, will only take you so far. Search for a qualified marketing firm to take your business to the next level. These firms have the data you need to create an effective plan.

I recommend: Coming of Age can help you design an advertising plan based on consumer spending habits. Brent Green and Associates can also help with a variety of advertising plans, including direct marketing and public relations. Their site is robust, with plenty of information to get you started.

Save money on marketing to baby boomers by purchasing reports

If you have a limited budget, you may not be able to hire a marketing firm to take care of all your advertising. You can save money by purchasing market reports that detail demographics and spending behavior. With this information, you can more easily market your product.

I recommend: Packaged Facts offers several market reports related to baby boomers. MarketResearch.com has reports that come from a variety of sources.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  If you are a small business owner marketing to baby boomers, you may find that you have a hard time competing with large companies and their large budgets. If you are struggling, try to pick a smaller segment of the market to focus on.