10 Tips For Packaging That Sells Products To Boomers

Boomers are a prime and growing target audience. Does your product speak to them? Does your product's packaging compel them to buy it? If not, you are missing a very important market segment. According to Rick Adler, founder of The Senior Network: "Simply based on population growth trends, if a product is marketed to the 50-plus audience and maintains its market share, it should increase in sales by 35 to 50 percent in the next 20 years. Conversely, a brand targeted at the zero to 50 age groups will be flat in sales."

These 10 tips are adapted from DESIGN YOUR PACKAGING FOR THE ULTIMATE TARGET AUDIENCE - BOOMERS

1. Don't associate boomers or over those older than 50 generation with being old.

Boomers view themselves as younger than they are (typically by 20 years). Whether you use the word, "boomer," "senior, "over 50," or "aging," this group doesn't want to be referred to as old. Avoid using the "over the hill" context. Use words that are not considered negative. Gone are the days of over 50 being considered close to the end of life. You're not old. You are in the prime of your life.

In surveying my audience I asked what name they preferred to be used as a reference. The 50+ age range prefers to be called:

· mature
· boomer
· older
· senior
· golden

2. Make it easy to use.

Emphasize convenience or ease-of-use. Boomers are busy people--making their lives easier or more simplified is important. They like to spend time on activities like cooking. They just don't want to spend a lot of time getting things together to do it.

3. Make it easy to read.

How important is the label's readability?

70% Very Important
8% Somewhat important
4% Not at all important

"We are not illiterates. Just make sure we can see what we are buying." They size of type and the readability of packaging was the #1 packaging problem issue cited by the over the 50 crowd. Even with glasses many times the product labels are difficult to read. Make no mistake; Boomers will be reading it to make an informed decision

4. Keep the product secure.

By product security I mean that there is no evidence of tampering or indication that the product has been opened in any way. This is going to be a huge issue in the future. With the advent, of 9/11 food security has become paramount.

How important is product security/integrity?

72% Very Important
18% Somewhat important
2% Not at all important

5. Create relevance.

Use role models or visuals that represent the audience. Having a 20 year old touting the latest benefits means nothing. Conversely, having a 50+ year old speaking to her daughter or granddaughter creates relevance.

6. Don't use celebrity endorsement.

Do celebrity endorsements influence your purchasing decision?
2% Yes 98% No
Wow. Think of all the wasted money.

Do endorsements from a senior organization such as AARP influence your purchasing decision?

14% No 86% Yes

So the bottom line is don't use celebrities. Think of all the money you will save. Do use AARP and similar organizations to tout the product.

7. Make it easy to open.

Does ease of opening influence your decision?
48% Yes
54% No

Ease of opening was considered a problem after they tried to open the package. Unfortunately, many of the reasons a package is difficult to open is because of external influences, tamper evident, theft, counterfeiting and product integrity.

8. Keep it simple.

The same features that make packages kid-friendly should make it easier for many adults to utilize. What they want you to know about the package: Make it easy to handle
Use color coding to differentiate products in a family
Need easy opening packages

9. Use language that connects

Use language that connects with boomers. In most cases, they are educated, literate and informed. Communicate with them as such. Hip hop and other "in "style messages create a negative image rather than a positive one.

10. Forget about age

Does age matter? How important is the designation that the product is for those older than 50?

14% Very Important
16% Somewhat important
60% Not at all important

So don't categorize the product is one created for those over 50.

However you reach out and connect with boomers through product packaging, it's important to visualize this market as vital, active people. Eliminate the old stereotypes that we grew up with of people over the age of 50. Create significance by using images of people who realize they have the best years of their lives ahead of them.

Got packaging problems? I can help. I teach people how to package products consumers will buy. I make it easy to answer your problems with email and voice consultation. Get advice from the top expert in consumer packaging. To order the full report Design Your Packaging For The Ultimate Target Audience - Boomers email the Packaging Diva @ PackagingDiva@aol.com

---

The Marshall Plan -- Or, Customer Aftercare: How To Spend Less & Sell More

My wife likes to shop at the local Safeway. Is... Read More

How to Use Direct Response Post Card Decks as a Valuable Market Research Tool

Market research specialists have discovered a new tool which enables... Read More

Making the Intangible Real

How do you make the intangible real? How do you... Read More

How to Set Up & Organize Your Customer Mailing List For Optimum Results

Your list of customers who have previously bought from you... Read More

How to Use Your Newsletter to Research Your Market

A few decades ago, in the early days of automatic... Read More

Dont Advertise Your Business - Market It!

Too many business owners believe that marketing their business means... Read More

Great Marketing is Like Making a Great Movie

KNOW YOUR AUDIENCEThe Oscars will be handed out soon, and... Read More

Business In 2010: A New Face of Marketing

The term "internet marketing" was virtually non-existent a short 8... Read More

Ten Amazing Ways To Increase Attraction at a Trade Show

These ideas are for anyone that has a small budget... Read More

The Art of the Business Card

Use a business card as a note pad for recording... Read More

Are You Losing Business?

As a small business owner, you are grateful for all... Read More

5 Tips to Heat Up Your On-Line Marketing Using Off-Line Tactics

The internet of course brings a huge arena of marketing... Read More

4 Dynamic Marketing Tactics

Some of the simplest marketing tactics often produce the most... Read More

6 Article Marketing Smarts: How To Get More Reprints And Exposure

Article marketing is the latest buzzword for marketers... Read More

5 Ways to Market for Immediate Results

Sales are down, and I need more customers now! Sound... Read More

Make Your Prospects Say Yes!

6 Secrets to Stellar Sales PresentationsEvery sale is won or... Read More

Network Your Way to Success- 12 Tips to Jumpstart Your Business

Lots of people network but few reap the rewards of... Read More

Everything Youve Ever Learned About Marketing Is Wrong

Everything you've ever learned about marketing and advertising is WRONG.... Read More

Marketing On The Cheap: Speak Out!

No matter what business you are in, you probably have... Read More

Always Sell To New Eyes And New Ears

One of the hardest things for you to do as... Read More

Get FREE Web Tips From Your Competition

I knew this one would get your attention. How can... Read More

The 7 Commandments of Marketing

Marketing is the key to success with any business, online... Read More

Have Something Good To Say

If you don't get this right, you can just forget... Read More

Importance of Endorsements And How To Use Them

Customer endorsements are an inexpensive and easy sales tool, particularly... Read More

Build a Dynamic Business - 10 Steps to Start You Off

It's where your employees are in a 'special place' when... Read More

How To Create Urgency So People Buy Now

..products or services now. They may not revisit your web... Read More

Getting the Maximum Marketing Mileage Out of Your Nametag

As a small business owner, you must always explore creative... Read More

Your Marketing ? From The Couch To The Cash Register

When you put time or money into any marketing plan,... Read More

Marketing And Patience

"Get your positioning and your programs implemented properly, and the... Read More

My Product is Obviously Better ? Why isn?t it Selling?

The movie, "Field of Dreams" opens with a farmer standing... Read More

Build Your Business Through Networking

Here's one of the most important success principles you'll ever... Read More

Explode Your Sales With Free & Exclusive Content

Offering free and exclusive content to ezine publishers and webmasters... Read More

Cause-Related Marketing

Altruism. Corporate responsibility. Philanthropy. These are often used to describe... Read More