As Boomer women (and men) grow older, their senses grow less, well, sensitive. With each physical change, Boomers will be encountering new, albeit minor, irritations—and for brands, that spells marketing opportunity.
Look for ways to adapt your products, services and environments to Boomers’ pleasure. It’s often the seemingly small detail that differentiates your product from your competitors’—and will be the deciding factor in the Boomer woman’s purchase choice.
Here are some tips for marketing to Boomer women through their senses:
- Include self-adjustable volume control on timers for ovens, microwaves and other appliances.
- Make mobile phones with more volume range in the ring-tone, so Boomer women can adjust for it in a noisy environment. Also, offer ringtones in an audio range that Boomers can easily distinguish.
- On those mobile phones above, add a flashing light option, so she can find it quickly when it’s buried in the bottom of her purse.
- In retail stores, design a “transition area” in the entrance, so people can stand there for half a tick while their eyes adjust without being in the way of your other customers.
Taste and Smell
- Push aromatherapy in more categories than just soaps and candles.
- Offer customized packages of seasonings, herbs and spices in take-along packets. Include them in packaged foods like microwave meals and sell them separately at the checkout aisle. Restaurateurs can offer a platter of condiments on tables, so customers can season to their liking—not just ketchup or salt and pepper, but horseradish, garlic powder, tarragon, fresh lemongrass, vinegar and more.
- Consider interesting shapes and textures in food, apparel, packaging and other products. Try velvet, beading, silks, satins, pebbled grains, ridging.
- In environmental designs, add elements that are warm, cool, pulsing, incorporating water, etc.
- Consider heat lamps in waiting areas such as valet parking outside of restaurants and taxi lines outside hotel vestibules.
- You know how high-end restaurants have coats and ties available for men who weren’t prepared for the dress code? Why not have pretty wraps available for women who get chilled while dining on your outdoor patio?
Balance and Dexterity
- Make sure your floors aren’t slippery, your stairs are edged in a contrasting color, and you have handrails to help with balance, especially in areas where your customer has just emerged from a more dimly lit environment.
- Make lids easier to open. Tylenol has it all over the competition with their E-Z Open Cap, which has no carton, and a “sail plane” handle which is easy to twist.