Podcast: Generational Marketing – Robyn Bonaquist

Robyn Bonaquist | B-Squared Advertising episode 129

This week on The Home Builder Digital Marketing Podcast, Robyn Bonaquist of B-Squared Advertising joins Greg and Kevin to discuss why understanding each generation’s characteristics and preferences is essential to creating a successful generational marketing plan.

Each generational segmentation has unique distinctions and characteristics. Recognizing those differences is imperative to good marketing. Robyn says,

“Now, we’ve got a handful of generations and they’ve all got their own little nuances and ways that you need to speak to them and message to them….So, the more time you spend getting to know each of the generations, if you’re an ad agency like we are, the better you’re going to be at communicating with them.”

While it is impossible to reach everyone, finding commonalities across generations is significant. Robyn explains,

“We know for a fact, everyone to some degree is motivated by emotion, whether it’s fear or anger or happiness or joy. I mean, any one of those emotions. If you can tap into that, you can generally reach a wider audience. That’s one thing that we always look for, how can we touch them emotionally? You can always reach somebody emotionally and then back up that emotional connection with the facts and figures that are ultimately going to make them cross the finish line, but the real issue is how do you get to them in the first place?”

The key is finding the right approach for the right generational group. Robyn says,

“Anybody can come up with cute taglines and well-written headlines and, you know, copy that kind of zings, but if it’s not geared toward the appropriate audience, then it’ll miss the mark for sure.”

Listen to this week’s episode to learn more about how to create a winning generational marketing strategy.

About the Guest:

Robyn Bonaquist is the founder and CEO of B-Squared Advertising, a Naples-based, full-service advertising, and marketing agency serving clients on local, regional, national, and international levels. Founded in 2001, the company has been recognized nationwide for its award-winning creative abilities and sound marketing strategies.

Robyn brings more than 35 years of experience in the advertising and marketing world where she has helped clients build brands, drive traffic and sell inventory using tailor-made programs.  From branding and digital campaigns to print advertising and promotional events, B-Squared Advertising has been the driving force behind billions of dollars in sales.

She is a board member and Life Director of the Florida Sales and Marketing Council, as well as the Florida Home Builders Association. In 2020, she was selected as FHBA’s Associate of the Year. She is also a board member of the Collier Building Industry Association and its Sales and Marketing Council.