How boomer women buy
According to authors Lisa Johnson and Andrea Learned, women shop in a process that involves consulting friends, comparison shopping, checking reference sources, and getting validation from experts and as well as word of mouth sources.
Jonhson and Learned say:
So when designing a marketing campaign for a financial product or service, plan it for the women’s constituents as well. Position your services and offers on how they’ll benefit others in her life as well as her.
Online surveys gauge women’s interest
Because boomer women are turning to the Internet for comparison shopping for financial products and services, online surveys can be a worthwhile exercise to gauge interest in a particular product.
Online research should:
Research efforts shouldn’t ask for unnecessary personal information, include long surveys, or provide incentives that are worthless.
If you put the time and energy into a survey, make sure the incentive matches the credit union’s image.
“Marketing to Baby Boomers” is available free to CUNA Marketing and Business Development Council, $50 for nonmembers.
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