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How to connect with boomers: Servant Marketing

One approach is to understand and build your campaigns upon the principles of “Servant Marketing” (always putting the customer’s needs first). The idea of Servant Marketing is a concept derived from the term “Servant Leader” first coined in 1970 by Robert K. Greenleaf in The Servant as Leader. It focuses primarily on the growth and well-being of people and the communities to which they belong. It is also similar to Customer-focused marketing defined by Dr. Peter Fader, author of Customer Centricity, as offering customers a consistently great and relevant experience across all touch points.

While traditional marketing generally involves the accumulation and exercise of power over the consumer by those at the “top of the pyramid,” (or message masters) Servant Marketing is different. The Servant Marketer shares power, puts the needs of customers first and helps people develop and perform as highly as possible. Becoming a Servant Marketer requires fashioning your messages to reflect as many of the following approaches as appropriate:

Reflect your product or service as a gateway to meaningful (life) experiences and aspiration fulfillment
Connect your brand with core Underlying Motivating Values i.e., the need for individuality and connectedness to others (relationships), purpose, adaptation and preservation of well-being that are the fountainhead of all behavior
Echo images/copy used reflecting who Baby Boomers want to be not who they are
Reinforce your product or service as being in touch with your Baby Boomer customer’s values and motivators and that you want relationships them
Reflect your product or service as providing/supporting a sense of purpose to a Baby Boomer’s life
Reflect your product or service as offering control and meeting desires for a simpler and balanced life
Reflect your product or service as offering novel experiences to help maintain a sense of vitality
Reflect your product or service as offering opportunities for learning for pleasure, personal growth and improved skills
Reflect your product or service as offering productive pursuits and self-expression to achieve a vibrant physical and mental self

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