Marketing To Generation X?
…By All Means, Be Quick About It

Marketing to Generation X
March 16, 2000 6:00 - 8:00pm
Why are they so different?
What do they want?
What gets their attention?
We know and would love to tell you!

Guest moderator - Michael Blackstone - President of The Gen-X Press

Call 410-309-9686 to register or for the information packet

Marketing To Generation X? …By All Means, Be Quick About It

Generation Xers have grown up with computers. They are comfortable with the Internet, with email and with new technologies. So it stands to reason that one of the best and most consistent ways to market to them is via the Internet.

Nowadays, just about anything can be sold over the Internet. Commodities like cars, boats, books, clothes, and of course stocks, to name a few, as well as services such as computer training, fitness and health, financial planning, and more. What's more, items and services can be bought and sold very quickly.

Both genders of GenXers love to shop over the Internet. Maybe it's the simplicity of using the Internet, or the speed with which items can be purchased. Maybe it's the excitement and discovery that comes with using e-commerce or computer-based business-to-business. Or maybe it's a combination of all of the above. Whatever the reasons, the Internet is now an integral component of the business world, and web sites are one of the first lines of marketing to Generation X.

Where To Start: It's All In The Address

Don't overlook the importance of your web site address. You want something that is easy to remember, something that can draw the attention of GenXers.

Amazon.com is a site I'm sure most of you are familiar with. (It doesn't hurt that the site has a catchy name, and is in the news and is heavily advertised, too.) You've probably heard of monster.com, a familiar career search site with an easy-to-remember name (and its own healthy share of advertising). Not as familiar, but just as easy to remember is monster.com's newest competition, thingamajob.com. Catchy, fun, it's bound to get its share of hits. So think in terms of catchy, fun web addresses.

Once You've Got 'Em, Keep Them There

You've got them to your site. They either saw your advertising, heard by word of mouth or stumbled across your site during a general search. Now you've got to keep them.

GenXers are self-reliant and Internet-savvy. Most will probably find their way through your web site if you make it easy and intuitive enough. Just be sure you don't make it a chore for them, or you've lost them. Here are a few pointers.

· Make sure your information loads fast. GenXers (and most other web site visitors, too) won't want to wait too long for your site to download. You want to make your web site visually interesting, but not at the expense of slowing it down. If your site has complex graphics or pictures, don't put them on the main page. Put them on the inside pages instead. Use the homepage to explain what visitors will find inside so they will be more willing to wait once they reach the carne of your site.

· Gone is the fear of buying on the Internet, so make your site secure, use e-commerce and let your customers charge it. If they have to take extra steps like making a phone call or snail mailing an order form, they will probably shop elsewhere.

· Keep your pages short and visually interesting. If your prospects have to scroll through long, complex pages that take too long to download and much too long to read, they'll quickly lose interest. Instead spread your information over several short pages. That way, you'll keep your visitors' attention.

· Include a phone number and email or snail mail point of contact for more information. Feedback is good for business, even in an electronic environment.

Remember, GenXers like it 'now' and they like it 'easy,' so gear your web site to that task.

Contributing Editor: Robyn Fleck