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Coming of Age Receives Multiple Awards from Clutch

In a report released this month, Coming of Age was recognized by Clutch for our distinguished talent as an advertising and marketing agency, with particular emphasis on our experience working with clients in the business services, healthcare, financial services, hospitality, retail, and real estate industries. Clutch conducts ongoing, extensive research on agencies in the B2B space. The Coming of Age …

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Coming of Age Wins Two Awards at the 2018 CADM Tempo Awards

Coming of Age took second place in two categories at this year’s Chicago Association of Direct Marketing (CADM) Tempo Awards – in the Pharma/Healthcare and the Automotive sectors.   CADM honors Chicago’s best multi-channel response marketing campaigns and professionals at the annual Tempo Awards. These awards give marketers the opportunity to showcase outstanding marketing strategy, creativity, innovation and results. Coming …

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Coming of Age Named Global Leader in Direct Marketing

The end of the year can be a hectic time for anyone in business, but it’s especially so for full-service agencies like ours. At Coming of Age, we’re hard at work helping our clients bring in holiday sales through our efforts in digital marketing and traditional advertising. With all of our time being spent on getting big wins for our …

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How To Connect With Baby Boomer Women

By Jim Gilmartin – In a recent Marketing Daily commentary, “Advertising’s Gender Problem: Some Brands Are Starting To Get It”, author Jean Freeman writes, “But here is another sad reality about advertising today: Women control an estimated 85% of purchasing decisions in this country, yet over 91% of them feel like advertisers don’t understand them. Recently, the objectification of women in advertising …

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Connecting With Boomers Requires Empathetic Connections

by Jim Gilmartin – Empathy is the most important ingredient in lasting relationships. We all want to be understood by those who want to sell us something. When we think we are not understood, we erect defenses against those trying to connect with us or try to sell us something. However, empathy is not the same as sympathy. You will …

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Baby Boomers Are Still the 800-Pound Gorilla

by Jim Gilmartin – Let’s Revisit The Opportunities The media is currently promoting Millennials as targets to pursue. It’s very clear the numbers are impressive, but numbers don’t buy anything. It would be short-sighted of marketers to ignore Baby Boomers in favor of Millennials. In 1946, Baby Boomers began their tremendous influence on the world. No one could have predicted …

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Think Reciprocity to Meet Aspiration Needs of Baby Boomers

Contemporary theories of marketing are increasingly defined in the context of collaborative relationships between a marketer and consumers that operate on behalf of meeting needs of the latter. But honoring this idea, especially in Baby Boomer markets, is often problematic because a continuing focus on sales quotas pressure marketing and sales staff to concentrate more on making deals than on …

The Beginnings of Ageless Marketing

Forward: For almost a quarter of a century we’ve advocated the wisdom of David B. Wolfe author of Serving the Ageless Market, Ageless Marketing, Firms of Endearment and Brave New Worldview. We practice his teachings (known as Developmental Relationship Marketing or Ageless Marketing) to help clients secure and keep customers more than 50 years of age (Baby Boomer and older …

Should We Re-Write the Rules of Market Research?

In February 1998 the late David B. Wolfe wrote an article in the now defunct American Demographics magazine entitled “What Your Customers Can’t Say”. The article challenged the assumption in most customer research that customers are the best sources about their motivations. “Consumers don’t choose rationally, [so] any research that forces rational answers has to be flawed” said Wolfe. The …