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Understanding Ageless Marketing

By G. Richard Ambrosius – It took the 70th birthday parties of a few thousand leading edge baby boomers for corporate America and the mainstream media to wake up to the fact that the median age of adults in the US increased by about a decade while they weren’t looking. Today, articles and conference topics on boomers proliferate, but understanding …

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Understanding What Your Customers Can’t Say

Photo via http://www.coca-colacompany.com/stories/coke-lore-new-coke/ By G. Richard Ambrosius – In the world of marketing, there is general agreement that emotions play a larger role in consumer decision making than rational thought. So, doesn’t it follow that research that forces rational answers is generally flawed? Since breakthroughs in brain science challenge basic assumptions about consumer behavior, isn’t it time to re-write the …

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Are Digital Marketers Just Throwing Mud?

By G. Richard Ambrosius – “Personalization” is the word de jour in digital marketing. It’s about tailoring messages and product offerings to the needs and tastes of individual consumers. But true personalization is far from universally successful because personalizing agents don’t really know how to get personal. Ever desirous of getting personal, Amazon.com consistently recommends books I haven’t the faintest …

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Welcome to Obscurity, Baby Boomers

By G. Richard Ambrosius – In 2013, the United States ‘celebrated’ a historic milestone generally ignored by governments, businesses and nonprofit organizations. For the first time in history, those ages 65 and older outnumber those under the age of 15. This was a change of epic proportion and yet little has been done to adapt marketing materials, hiring policies, sales …

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Boomer Factoids May Be Barriers to Success

Will companies pay a price in the coming years for relying on current predictions and conclusions about aging Baby Boomers? This post sounds a warning. by G. Richard Ambrosius, MA – When talking about Russia in a 1939 radio address, Sir Winston Churchill said, “It is a riddle wrapped in a mystery inside an enigma.” This is also a good …

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Significance …the Missing Amenity

By G. Richard Ambrosius – “Our life is what our thoughts make it.” – Marcus Aurelius in Meditations In a 2002 lecture entitled Mind Alert, Dr. Paul Nussbaum posed the question, “What do older people want?” He then provided an answer that many developers and operators of retirement communities seem to have forgotten. “What they want most is independence. They …

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Time for a New Lens

By G. Richard Ambrosius – To say that it is time to change marketing paradigms to connect with an aging marketplace is what author Tom Peters would call “a blinding flash of the obvious.” Yesterday’s marketing rules worked in the youth driven markets of the yesterday, but the return on investment in advertising began a downward slide as leading edge …

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The Language & Philosophy of Ageless Marketing

By G. Richard Ambrosius – Amazing! It took the 65th birthday parties of thousands of leading edge baby boomers for corporate America and the mainstream media to wake up to the fact that the median age of adults in the US increased by about a decade while they weren’t looking. Today, articles and conference topics on boomers are increasing, but …