Boomers intending to travel in the next 12 months are 53 per cent more likely to use the internet to research travel and information services than their younger Gen Y counterparts, according to Roy Morgan research undertaken last year.īoomers usually turn to the internet to search for travel, government and health information, she says. Puerile social media just doesn't appeal, so you need to find other ways to get their attention online,” Walker says.īoomers mostly use the web for information or research purposes. “It would be a smart investment to increase your online activity to baby boomers in 2013, but don't fall into the trap that they digest and use the same way as their kids. Despite this, this age group is often overlooked in marketing activities, she says. Gill Walker, founder of Melbourne's Evergreen Advertising says Australians aged 45 and over control nearly 80 per cent of Australia's wealth, so have the lion's share of discretionary spending. Perhaps your business could handle some of their duties, for example. Start by asking your PR firm to break down exactly what they're doing for their retainer. Given that the average PR retainer is around $3000 a month, an SME could be saving around $36,000 a year by ditching a PR firm. Site founder Jules Brooke says the site helps business owners build a relationship with the media. Website gives business owners all the tips and tricks to run their own PR campaign for free. If you change this mindset to lead generation, your marketing will start to be more successful and less costly,” she says.Ĭutting down on the costs associated with PR could also be a way to save on marketing costs. “Marketing rarely delivers sales, it delivers leads. When putting together a marketing plan, focus on lead generation, not sales, Palmer adds. Alternatively, several retailers might put together a local shopping voucher booklet.
This could be as simple as including an offer in your newsletter for a fellow retail business. Combining two small marketing budgets will be better than trying to spread the word on one small budget.” “Putting together a cross promotion is often free or cheap for both businesses and works very well.
Partner marketing could also work well for some in business, she says.
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