Win Big with these Marketing to Boomer Women Contest Tips

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.

This entry was posted in Advertising to Women, Events, How women buy, Marketing to Boomer Women, Women as customers and tagged , , , , , , on by .

About Marti

To The Huffington Post, she’s “the High Priestess of Marketing to Women;” to TIME magazine, “the Chief Rabbi of the Sheconomy.” Renowned business guru Tom Peters calls her “the First Lady of Marketing to Women” and says she “is one of the best presenters, male or female, I’ve ever seen.” Marti Barletta shows you how to get more customers, make more money per customer and keep customers loyal longer - simply by getting smarter about women. Her first book, Marketing to Women, is available in 19 languages,” and her latest book, PrimeTime Women, focuses in on the market’s high-spending sweet spot - Boomer women in their mid-life prime – and shows marketers how to use this prime segment’s growth, size and buying power to propel their business for the next 20 years. As the go-to authority on marketing to women, women in leadership and women’s growing role in shaping the 21st century, Barletta has been quoted on CBS, ABC, MSNBC and NPR, as well as in The Wall Street Journal, The New York Times, The Economist, USA Today, Fast Company, TIME, Business Week, Inc., and many other publications worldwide. Ms. Barletta’s consulting clients have included Diageo, Ford, Kodak, Pfizer, Volvo Worldwide and others. A popular speaker internationally, she has enjoyed rave reviews on every continent except Antarctica, including in Australia, Chile, Dubai, Japan and Sweden. She has spoken for hundreds of companies, conferences and associations; and across dozens of industries, including consumer products, financial services, travel and tourism, retail and real estate development, to name a few. She is proud to say that numerous clients have booked her for return appearances. Her dynamic style, command of her subject and passion for her topic make her a popular speaker. Audiences love her practical tactics tailored to the interests of each audience, her lively style and sense of humor, and her memorable stories about men, women and marketing. Specialties:I show you how to attract more customers, keep them longer, and earn more money from every customer simply by getting smarter about today's mightiest market - women.

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