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Everyone (hopefully!) brushes their teeth.
And the top two brands of toothpaste have a combined market share of over 70% for a reason.
It's because these sophisticated consumer product companies recognize the importance of generational marketing.
Understanding how to appeal emotionally to each demographic AND how best to reach them are crucial engagement considerations for every company marketing to multiple generations.
Crest, manufactured by P&G, is a perfect example.
Around since 1955, Crest has a broad range of products that cater to different needs such as whitening, sensitivity, and, cavity protection.
And they market their products differently to each generation by tailoring their marketing strategies in some of the following ways:
𝐁𝐀𝐁𝐘 𝐁𝐎𝐎𝐌𝐄𝐑𝐒
P&G recognizes this group values health and wellness. They focus on more traditional media such as television and print ads emphasizing Crest’s benefits to oral health. They also partner with dentists and oral health experts to showcase the science behind the product and appeal to this group’s desire for evidence-based information.
𝐆𝐄𝐍 𝐗
The smallest of all generations is often referred to as the neglected middle child. They’re extremely busy being at the height of their careers while simultaneously navigating the dual responsibilities of raising children and caring for aging parents. P&G’s messaging to this time-squeezed cohort emphasizes convenience and efficiency.
𝐌𝐈𝐋𝐋𝐄𝐍𝐍𝐈𝐀𝐋𝐒
P&G recognizes this group is tech-savvy and also values convenience, so it focuses on digital marketing channels. They have a significant presence on social media platforms where they create engaging content. Additionally, P&G relies on influencer marketing. And they partner with popular beauty bloggers and social media personalities who showcase the product and generate interest among their followers.
𝐆𝐄𝐍 𝐙
They are highly valued as the future of the brand. P&G recognizes this group is the most diverse, tech-savvy, and, socially conscious customer segment to whom they have ever marketed. They focus on digital media such as YouTube and TikTok to create engaging content that appeals to this demographic’s values and interests. They also use cause marketing to appeal to Gen Z’s desire to make a difference in the world partnering with organizations that support environmental and social causes.
If you sell a product or service with broad appeal, a customized generational marketing strategy will help you foster greater engagement by connecting with the specific values, interests, and, preferences of each of your customer targets.
(Infographic: Visme)
Ring the 🔔 on my profile to follow Linda Goodman for marketing strategy and business development content.
And the top two brands of toothpaste have a combined market share of over 70% for a reason.
It's because these sophisticated consumer product companies recognize the importance of generational marketing.
Understanding how to appeal emotionally to each demographic AND how best to reach them are crucial engagement considerations for every company marketing to multiple generations.
Crest, manufactured by P&G, is a perfect example.
Around since 1955, Crest has a broad range of products that cater to different needs such as whitening, sensitivity, and, cavity protection.
And they market their products differently to each generation by tailoring their marketing strategies in some of the following ways:
𝐁𝐀𝐁𝐘 𝐁𝐎𝐎𝐌𝐄𝐑𝐒
P&G recognizes this group values health and wellness. They focus on more traditional media such as television and print ads emphasizing Crest’s benefits to oral health. They also partner with dentists and oral health experts to showcase the science behind the product and appeal to this group’s desire for evidence-based information.
𝐆𝐄𝐍 𝐗
The smallest of all generations is often referred to as the neglected middle child. They’re extremely busy being at the height of their careers while simultaneously navigating the dual responsibilities of raising children and caring for aging parents. P&G’s messaging to this time-squeezed cohort emphasizes convenience and efficiency.
𝐌𝐈𝐋𝐋𝐄𝐍𝐍𝐈𝐀𝐋𝐒
P&G recognizes this group is tech-savvy and also values convenience, so it focuses on digital marketing channels. They have a significant presence on social media platforms where they create engaging content. Additionally, P&G relies on influencer marketing. And they partner with popular beauty bloggers and social media personalities who showcase the product and generate interest among their followers.
𝐆𝐄𝐍 𝐙
They are highly valued as the future of the brand. P&G recognizes this group is the most diverse, tech-savvy, and, socially conscious customer segment to whom they have ever marketed. They focus on digital media such as YouTube and TikTok to create engaging content that appeals to this demographic’s values and interests. They also use cause marketing to appeal to Gen Z’s desire to make a difference in the world partnering with organizations that support environmental and social causes.
If you sell a product or service with broad appeal, a customized generational marketing strategy will help you foster greater engagement by connecting with the specific values, interests, and, preferences of each of your customer targets.
(Infographic: Visme)
Ring the 🔔 on my profile to follow Linda Goodman for marketing strategy and business development content.
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