I've learned through working extensively with seniors that building a relationship with one Baby Boomer likely connects you to many more. A recent study, "B2F Connections," by Weber Shandwick and KRC Research shows that companies can gain a significant competitive advantage by creating marketing programs that target Baby Boomers' expansive relationship networks.
Here's how. Boomers serve as important information sources for fellow Boomers making purchasing decisions. The study indicates that nearly six out of ten Boomers (57%) give their recommendations on products and services 90 times per year or just under twice a week. In the past year, of those Boomers who were asked by an individual to make a recommendation, the vast majority (89%) advised their friends or fellow Boomers. The study also revealed that B2F communications are circular, with almost all Boomers (93%) identifying their Boomer friends as trusted information sources.
Impressive statistics, but no big surprise. One of my most appreciated services to clients and potential clients is having a handy list of trusted referrals for workmen and household services.
No comments:
Post a Comment