Promotional contests can really win big in marketing to Boomer women. Here are three insights on incentive programs that resonate with this promising market. Boomer women have “been there, done that” and are jaded on the promise of t-shirts and ball caps. It’s time to break through the promotional clutter and offer incentives uniquely motivating to Boomers.
Change the Prize Structure to Encourage More Boomer Women Word of Mouth
Rather than have one big prize (a new car!) and then a bazillion small prizes (free product samples, keychains, pens), consider spreading the wealth out across the top tier of prizes and offering fewer trivial, lower-level prizes. The goal is to give as many people as you can something “talk-worthy” rather than throwing your money into low-value prizes that aren’t worth mentioning. The costs can be exactly the same, but the prize structure is flatter and more interesting to consumers.
Entice Boomer Women with Experiences, not Clutter
Instead of products or price discounts, offer experiences interesting to Boomer women. They are in the prime of their lives and have time to be adventurous. She doesn’t want another knickknack to sit on the shelf. She wants to live life to the fullest. And if she can share that experience with friends, the reward will be valued even more. Spa services, dance lessons, NASCAR rides, day trips and wine tastings are all shareable experiences that might appeal to your particular Boomer women target. Get creative!
Random Acts of Kindness vs. Organized Incentives
Sometimes, a “surprise and delight” campaign can be more effective at helping you reach your marketing goals than an organized contest or event that’s heavily promoted. For example, the Peapod delivery person once surprised me with a lovely bouquet of red roses. “Wow,” I said, “They’re beautiful. Unfortunately, I didn’t order any roses, so they must be for someone else.” Turns out, because it was Valentine’s Day, Peapod had decided that all customers receiving orders that day would be surprised with flowers. It wasn’t an incentive or a reward that I claimed for ordering more or ordering sooner. It was a sweet surprise, totally unexpected and forever remembered.