subject: How to use Sociomarketing to optimize your leave behind material [print this page] How to use Sociomarketing to optimize your leave behind material
A leave behind is marketing material left with prospective customers by a sales person, to remind them of the product or service being sold. Different generations react differently to sales and marketing material. This is especially true when talking about print media. Targeting your leave behind to the right generation is a valuable skill that will pay off in sales.
How to market to Baby Boomers: The baby boomer generation feels comfortable with paper leave behind flyers and pamphlets. They will review the information on them and keep them if they feel they can use your service. The best way to gear your leave behind information to baby boomers is to include as many details about your service on the form as possible. The boomer will peruse your information to have their questions answered. You can maximize the value in your leave behind information by answering the tough questions that are frequently asked about your product in detail.
How to market to Generation X: Generation X is more likely to refer to a leave behind that contains more detailed information than the sales presentation. This generation does not feel comfortable raising questions directly and will more likely do their own research after the sales call. The best way to market your services or product to a Gen X'er is to include very detailed numbers and information about the product that was not covered in the sales information.
How to market to Generation Y Millennials: The Millennial generation does not like physical leave behind information. This generation prefers easy to access their information digitally via the web. The best leave behind for this generation would be a business card. Instead of preparing a physical leave behind a more effective tool would be having a brief digital presentation sent to their email after the initial meeting that they would be able to forward/bookmark/share.
