This is the third in a three-part blog series on the event-going habits of Baby Boomers. Check out the previous installment on Baby Boomer characteristics that drive event attendance here.
We already know that Baby Boomers go to more events per year than millennials — and have more to spend. Now that you’re convinced driving Baby Boomer attendance could help sell out your next event, it’s time to get started. But how do you attract the surprising life of the party to your party?
Check out the full infographic on marketing to Baby Boomers below.
Marketing to Baby Boomers is easier than you think
If you want to market to Baby Boomers, but you aren’t sure how to reach them, rest assured: you can find them online.
As our new infographic (at the bottom of this post) details, nearly half of Boomers find out about live experiences through online search. Almost half of that discovery is on search engines like Google, and another third of event discovery is on ticketing platforms like Eventbrite.
Surprised? Don’t be. Nearly all of Boomers spend at least five hours per week online, and more than half of Boomers are online more than 20 hours per week.
Boomers aren’t chained to their desktop computers, either. They’re surfing the web on the go. 61% of Boomers spend time on iPhones, and 45% of them use tablets. That means it’s vital that you choose a mobile optimized ticketing website. It should be as easy as possible for even the least tech-savvy individual to make a purchase.
In fact, a Nielsen study shows that Boomers account for a third of all online users and social media users. 34% of Boomers say they use social media to connect with younger generations, and your event can be their real-life opportunity to do just that.
As the infographic shows, marketing events on social is an effective strategy: nearly a quarter (24%) of Boomers have found out about an event on social media.
Don’t forget to take advantage of the online addiction Boomers share, either. Place ads strategically on social media, and target local search terms for SEO.
The simplest way to market to Baby Boomers is to make your event great
It may sound obvious, but the best way to draw Boomers to your event is to make your event great. 68% of Boomers still find out about live events through word of mouth, whether that communication is in person or online.
That means the most important step in marketing to Baby Boomers is creating an event that’s good enough to buzz about. They’re especially drawn to dating and social events, so adding a mixer to the agenda, or marketing one of your events as a “singles” or “family” night will up the appeal.
Boomers are on the lookout for great experiences, so appeal to their “bucket lists.” Advertising to Baby Boomers is most effective when you remind them of all the experiences to come. That’s why 20% of Boomers say they’ve experienced FOMO — and why they hold so much potential as your next target audience for marketing.
To find out how to increase your attendance and profits by attracting Boomers to your event, check out our full report on how to market your event to Baby Boomers.
