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Marketing to Multiple Generations

August 2006 issue of Skin Inc. magazine

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From tweens and teens to baby boomers and the forgotten Generation X , each client segment has different needs and desires. In addition, never before have there been so many opportunities to communicate with clients—through technology, relationships and experiences that shape their thoughts and drive their actions.

Spas that cater to multiple generations will reap the benefits of an extremely diverse clientele. Strategically targeting various age groups also will benefit your spa if you know specific facts about how each generation spends its time and makes decisions. There are numerous books about how to market to each segment, and this article will not attempt to tell you everything you need to know about promoting to everyone. What it will do, however, is define each of these groups, and provide insights about their interests and how they spend their time.

Tweens—Ages 8–12

“Tween” stands for the ages “in between” the childhood and teenage years. This group is getting a lot of attention lately. Unlike other generations that are segmented by birth year, this is a rolling segment that will be refreshed annually as the children grow up and become teenagers. In addition, its members are the first to be born into the age of technology, in which moms pick up their kids from day care wearing wireless phones; DVD players entertain youngsters in the backs of minivans; and SesameStreet.com enables little ones to dance with Oscar the Grouch, read virtual books and send e-mails to their favorite furry friends. This is a new era for marketers, and as this group ages, it will be imperative to give them what they want—when they want it—and to recognize the importance that technology serves in their lives. For many children, it is like another member of the family.

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