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November 2003 · Thankful for You
 to this month's edition of M45 Momentum, a monthly e-newsletter for the business community featuring tips, trends and trivia from the experts at M45 Marketing Services.
In the U.S. the holiday season starts off with Thanksgiving, a time for families and friends to come together, give thanks, share a meal, and then shop. ![[Cornucopia Graphic]](http://www.m45.biz/clients/momentum/graphics/cornucopia.jpg "[Cornucopia Graphic]") In that spirit, we'd like to express our gratitude to you, our clients and friends, for the opportunities and trust and communication you give us all the time. Happy Holidays to you and yours.
We encourage your feedback! Send comments and story suggestions to info@m45.biz. Having trouble with the formatting? An HTML version of this newsletter is always available at www.m45.biz/resources/momentum/11_2003.asp. |
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Gift giving shows your clients how much you valued their business during the last year, and how much you will appreciate their continued support in the future. Knowing proper etiquette is critical, and the following pointers are suggested:
- Check ahead - Ask what the client's policy is toward receiving gifts, and avoid the embarrassment of your client having to refuse your gift.
- Be sensitive - Stay away from gifts with religious connotations as not everyone celebrates Christmas or Hanukkah.
- Personalize - Try including a handwritten note that mentions something from the past year that's particular to each recipient. The personal touch gets remembered.
- Stand out - Separate yourself from the pack with creative packaging, especially if the gift is more traditional.
(Source: "Holiday gifts: A delicate business," Incentive, 10/02)
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Today's marketing strategies are missing the mark when trying to reach the Baby-Boom generation. Most marketing plans are aimed at the 18 to 34 age group. By age 50, Boomers have reached a wall of marketing indifference. However, this is a group that could offer major opportunities. They're "trading up" (not more but better); they seek both style and comfort.
There are several basic tactics to remember when targeting the "Baby Boomer" population.
- Appeal to the Boomers' self-image - Focus on their issues, which include grooming and personal appearance, financial planning, and travel and leisure time.
- Watch your language - They do not want to be referred to as "seniors" or "aging." Most boomers see themselves as 10-20 years younger than they are.
- Straight talk - Give them the details and let them make the decision. Give them the information and don't try to spoon-feed it to them. Remember that this is the group who led the demonstrations in the '60s and have spent their lives getting what they want.
- Be comprehensible - They do not respond well to over-promotion or hype; they are their own "no-spin zone."
Remember that the professionals of M45 Marketing Services can help you research your demographic group and develop a customized marketing and communications plan to reach your target population.
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By 2005, 13% of the U.S. population will be "First-Wave" Baby-Boomers, comprising a $1 trillion market. Interestingly, women over 50 will be 51% of the population, but will make 80% of the spending decisions.
(Source: "First Wave Boomers: Is Your Marketing Plan Ready?" Find/SVP)
![[Generations Graphic]](http://www.m45.biz/clients/momentum/graphics/generations.gif "[Generations Graphic]")
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Hollywood has its Golden Turkey Awards: the list of the worst movies, actors, scenes and so on ever to grace the silver screen. And in the world of marketing we have a few turkeys of our own. Who will ever forget the immortal words of Arthur Carlson of "WKRP in Cincinnati" after a bungled Thanksgiving promotion? "As God as my witness, I thought turkeys could fly." It was not a pretty sight.
So, how do you recognize—and then prevent—a turkey?
Make sure that the entertainment doesn't overshadow the message. "Oh, that was such a great commercial. I have no idea what it was about, but it was so cute!"
Make sure you are reaching your demographic audience. Don't buy MTV time if you're selling Geritol™.
Do some research, hold a focus group, let a smaller group of people tell you what they think before you invest time and money doing what may be the wrong thing!
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![[Turkey Cartoon: 'You can’t escape the Holidays.']](http://www.m45.biz/clients/momentum/graphics/turkey.jpg "[Turkey Cartoon: 'You can’t escape the Holidays.']")
You can’t escape the Holidays.
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M45 Marketing Services
524 West Stephenson Street, Suite 100
Freeport, IL 61032
815-232-2121 - Phone
815-297-0166 - Fax
www.m45.biz
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