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 …

Baby Boomer & Senior Marketing: An Eleven Point Strategic Approach

You won’t find the driver of improved sales to the Baby Boomer and senior customer in a company’s planning department or marketing/advertisement departments. You’ll find the origins of the problem of a distorted vision of the value of 50+ customers at the company leadership level. When large and small company leadership understand better the significantly shifting global demographics and communicate …

Don’t Push Products – Stimulate Emotions and be a Gateway to Meaningful Experiences

What’s the main reason why you advertise? You advertise to get the interest of a prospective customer resulting in some action, e.g., a sale. So far marketing 101, right? Nevertheless, think for a moment, do you use emotional marketing techniques in your advertising right now or are you pushing product? If you’re not, then you’re losing possible sales and profits. …

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 …

Online Marketing to the 50+

When designing your online marketing communications/advertising to entice 50+ consumers to your website, remember they rely more on emotional reactions than younger adults to determine if they should think about a matter. Emotional triggers in the brain activate memories. Experiences arm many of these triggers. Stronger original emotional responses to a type of situation generate a stronger memory. When we …

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Connect With Boomers Using Stage of Life Values

Baby Boomer and older customers are the single largest economic group in America, with annual spending power of more than $2 Trillion. But be careful what you call them. Euphemisms like “elder,” “of a certain age” or “senior” may not go over well. Many may become more than a little upset with being labeled. After all, they aren’t simply writing …

Do’s and Don’ts of Connecting with Boomer & Senior Markets

If you are interested in securing a competitive edge for your product in baby boomer and senior customer markets, you’ll be more successful in your efforts if you understand your market. David B. Wolfe, noted expert on developmental relationship marketing and communicating with aging customers offers this insight. “Aging customers rely more on emotional reactions than younger adults to determine …

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Touch Their Heart & They’ll Give You Their Mind

The purpose of marketing is to stimulate awareness, interest and desire in customer minds that lead to decisions to buy. An implicit presumption in marketing is that customer minds ‑‑ at least adult customer’ minds ‑‑ process information more or less the same way. So, we typically direct our communication to the “average customer.” Moreover, when targeting boomer and senior …

Position Your Product as a Gateway to Meaningful Experiences

Your Markets Are Changing Baby boomers (born between 1946 and 1964) are the fastest growing, wealthiest, best educated and most sophisticated of purchasers. To better capture and keep these consumers marketing and sales communications must create motivating communications, effective sales presentations and service improvement programs. Other business costs are falling, while marketing costs are increasing. Yet, response rates to many …