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Welcome to The Ruth Klein Report, your source for
timely, accurate news on business and consumer trends, smart marketing,
time management and productivity tips that will grow your business and
your "lifestyle profits."
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ISSN
1800-3234
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Feature
Article: Generational Marketing...How To Do It Right!
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November
2006
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Employee Motivation Tip: A
Simple Equation for Success
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Vol.
I, Issue 2
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Ruth Recommends: The Easy & Inexpensive Way to Stay in
Contact with Your Prospects and Clients.
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Published monthly.
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Ask
Ruth: I met and then exceeded
my own goals. Now what?
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Please add rklein@ruthklein.com to
your white list or address book in your
e-mail program, so that you have no trouble receiving future issues!
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Sign me up
for this Ezine!
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Welcome! This has been a whirlwind year with three books
coming out... Time Management Secrets for Working Women; The Everything Guide to Being a Sales Rep and The De-Stress Diva in the Kitchen. They all
speak to the busy person who wants to market themselves and/or their
business in the most effective and productive way...while still having a
life!
Many of you will be very pleased to hear that I am
listening to you - you have asked for years that I teach a seminar on
writing a book, an e-book or create information products such as CDs and
DVDs. Well, I have finally created the seminar. In fact, it is going to
be my first ever Writer's "Action" Book Camp.
It's scheduled for December 10 & 11, 2006 in
beautiful Santa Monica.
Within 48 hours you will have a working title of your book and chapter
titles; have an action plan to complete your book; or for those of you
who already have books published and don't know where to go from here to
make loads of money and other information products...I'll show you my
blueprint for media contacts and marketing your book. I'll show you my
recording studio and how you can set up one in your home office very
inexpensively.
I'll show you the NEW Business Model for Marketing -
whether it's your book, ebook, CDs or your business. I will share with
you Online & Offline marketing that works by someone who is using it
now!
Attention: Dream Maker's Circle Mentees:
You get into my
entire program for 50% off the regular price! Check it out here.
Hope to see you there on Dec. 10 & 11 - There's very
limited seating!
Here’s to your business success working smarter
with less effort. The Quantum Leap to higher profits and productivity
with less feelings of overwhelm is just a short read away!
Ruth Klein, M.S. Clinical Psychology
Marketing & Communication Strategist &
Productivity Coach, Owner of the award-winning boutique firm, The
Marketing/Time Source and author of the best-selling book, Time
Management Secrets for Working Women: getting the most out of each day (Sourcebooks).
Other books include The Everything Sales Rep Guide (Adams, Fall
2006 Release) & De-Stress Diva™ in the Kitchen (GG
Publishing).
Copyright c 2006 Ruth Klein. All rights
reserved.
Check out our “Time
Management Secrets” Radio Show
Check out our new Blogs: Marketing & Productivity
Tips and De-Stress Diva Tips.
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GENERATION MARKETING...
How to Do It Right!
By Ruth Klein
Marketing & Communications Strategist, Business Consultant,
Speaker and Productivity Coach
M.S. in Clinical Psychology
Gaining new expertise in generational marketing is the smartest way to
attract and retain new categories of customers and/or clients for your
products or services. Generational marketing literally is an alphabet soup
of Generation X, Y, and other age-related segments of today's marketplace.
Generation Y is the popular moniker for the 80 million
people born between 1978 and 1999. Generally, they are tech-savvy and
process information quickly. They identify closely with brands, but are not
as loyal to their workplace, having been raised on the fact that people
already do or will change jobs more often in this era than in any previous
period of time. They do value integrity and responsibility. They grew up
using computers, and thus respond strongly to Internet campaigns.
Bottom Line: A sophisticated Internet presence
(using Web sites, podcasts and visual Web products) will impress those
most, and also will offer you 24/7 access to this market. Get your brand
out there, online and offline, to build recognition for a market that will
pay attention - especially if you "think outside the box" to set
yourself apart from other brands. Generation Y applauds innovation.
Generation X applies to the 51 million people born
between 1965 and 1977. Because many were raised as latch-key kids by
single, overworked parents in households with tight budgets, they tend to
be more frugal than Generation Y or the vast population of Baby Boomers.
They also are not counting on Social Security to fund their retirement, so
they are prone to think about saving more than spending. Keep this in mind
when setting your price for products and services you design to appeal
specifically to this market. Generation X in general places a high value on
education and knowledge.
Bottom Line: They are independent and
self-reliant, so don't count on brand prestige alone to court them. Provide
lost of accurate information with your product or service to get their
attention, and let them know why your products and/or
services are such a good value!
Baby Boomers are that vast population of 78
million-plus people born between 1946 and 1965. As a group, they are more
prone to impulse buying, so think flash, fun and out-front placement of
your products. Each spends an average of $41,000 annually on cars,
recreation, education, insurance and apparel. Of the Boomers, 28 million
are empty-nesters, so children's goods an services won't appeal as strongly
to this group, unless they already are grandparents. They tend to have a
Peter Pan mentality about aging, so appeal to their youthful and
adventurous side. They want goods and services that will have them time,
increase their energy and lower stress.
Bottom Line: They boost more college degrees
than previous generations, so don't talk down to this market in your
advertising copy. And don't assume that all are in love only with the
Internet; also include offline approaches in marketing to this age group.
And never, ever use the word "aging" in your advertising; they
will buy into hip nostalgia, but not into aging.
Seniors are those people born before 1946. Did you know
that 25 percent of all toys sold are sold to Seniors? They are very health
conscious, having boosted their numbers over the decades because of the
medical advances that help people live longer. They lived through the Great
Depression, World War II and numerous economic ups and downs, so appeal to
their desire for good value. They tend to shop carefully, and tend to care
less about shopping for clothing as fun. It's just another necessity, so
don't count on appealing to the fun of shopping to this market. They likely
are the last generation to have pensions to count on, so there is more
disposable income there that won't be available to future generations as
they approach retirement.
Bottom Line: Think smart, practical and
sensible with this market. Seniors are millions of dollars strong and hold
a vital buying power in today's marketplace. They also tend to be very
loyal customers.
Next issue I'll talk about the Millennial Generation
and about the Three Specific Types of Baby Boomers and
how their buying habits are affected.
For more information on how to implement Generational
Marketing for your business, please contact Ruth: rklein@ruthklein.com.
WANT TO USE THIS
ARTICLE IN YOUR E-ZINE OR WEB SITE? You are welcome to use this article in your e-zine
or on your Website, but only by including the following credit in its
entirety: “The Marketing & Communications Strategist &
Productivity Coach” Ruth Klein, publishes the monthly online
newsletter, The Ruth Klein Report: Business Marketing and
Productivity Success Strategies, with more than 7,000 subscribers.
If you’re ready to make the Quantum Leap in your business, learn
profitable marketing strategies, increase your productivity, work smarter
with less effort, make more money and have a more balanced and fun life,
get your FREE tips now at www.ruthklein.com
The Marketing/Time Source
101 Ocean Ave.
Suite F-501
Santa Monica, California 90402
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Marketing & Productivity Column
Question:
Dear Ruth: I'm in the hospitality business and followed your advice
to organize and prioritize from your book, Time Management Secrets for
Working Women.
P.S., I'm male, and my
colleagues kidded me when they first saw it on my desk. They were asking
to borrow it after I exceeded our sales goals for the quarter. My
question is, where do I go from here? I don't want to just sit on my
laurels and miss future opportunities. What do I do next?
Tim Saunders, San Antonio,
Texas
Answer:
Everyone is capable of exceeding their expectations. When you do, go back
over your first round of ideas and strategies --your personal business
plan--and increase your goals by 50 percent. When you have focus and a
smart road map to get there, your persistence, motivation, discipline and
new skills will take over from there. You may want to check out my new
book, The Everything Guide to Being a Sales Rep which
discusses step by step ideas on how to Think Big and Do It!"
Please feel free to email me any of your questions and I will
answer them in this newsletter or on my radio show: Time Management Secrets for Your Work Life, Family Life,
Personal Life, Financial Life and Love Life.
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A Great new Sales Book to Successfully Sell Your
Products, Services and Yourself!
We're all in sales! Either we are selling a product or a service, or
we are selling ourselves as an employee, manager, entrepreneur or
executive. My newest book, The Everything Guide to Being a
Sales Rep, is a one-stop guide to being the best sales rep
you can be! How your goal-setting and mindset are directly related to
your paycheck.
The book's detailed chapters address goal-setting, managing your
schedule, adopting a "positive mind," identifying your
marketing, networking and building lasting business relationships, why
people love to buy, solving customers' challenges, negotiating, closing
sales, organizing, ethics, using the Internet to bring in more
sales...and much, much more!
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Ruth Klein holds a
Master’s Degree in Clinical Psychology and is the president of the
award-winning boutique firm, The Marketing/Time Source, a
performance strategic firm providing online & offline marketing,
communications, time management & productivity, sales coaching from
C-level Executive to Small Businesses, Consultants, Speakers and
Professionals. Ruth founded the firm over eighteen years ago and has
become nationally well-known for her reliability, motivation and
double-digit results for her clients.
Check out my three most recent books:
Time Management Secrets for Working Women
(Sourcebooks; second printing within twelve weeks of published launch
date; translated in Chinese, Portuguese and Russian)
De-Stress Diva ™ in the Kitchen: Quick, Easy
& Healthy Recipes (GG Productions and can be marketed
as a fundraiser for non-profit organizations.)
The Everything Guide to Being a Sales Rep (
Adams - Available in book stores NOW.
Look for my new CD Series Manage Your Time/Market Your Business
(January 2007 launch date)
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