Ever Wonder Why Baby Boomers Don’t Respond To Your Advertising?

As people age, they typically move into the higher levels of personality development and become increasingly resistant to advertising. Having seen and listened to tens of thousands of ads over their lifetimes, it isn’t likely that you are going to come up with an ad that a Baby Boomer views as startlingly original. We’ve learned doing the familiar in an …

Want to Connect with Baby Boomers? Be Authentic

David Wolfe, author of Ageless Marketing, tells the story of Reader’s Digest’s efforts to increase readership. Back around 25 years ago there was a successful lifestyle magazine for the older crowd called 50 Plus. Readers Digest took notice of America’s aging population and the beachhead that 50 Plus had established in older markets and bought 50 Plus from its founding …

Digital Marketing To Baby Boomers

So, you created a website, an online marketing plan and executed it. You’re routinely watching your online marketing activity, wondering if you could be doing better in Baby Boomer markets (50 to 68 years of age) because you believe you have an attractive product or service for them, and you know that’s where the money is. You’re thinking about how …

The Power of Women

by Jim Gilmartin As women work later into life and control more financial assets more than half of women say they are upgrading the quality of products and services in their lives. In a study on Boomer women purchasing habits, one 55-year-old woman commented, “Advertisers don’t seem to understand that most of the wealth in this country is in the …

The Biggest Mistakes Sales People Can Make

To begin, they sell products and not experiences. Products should be positioned as gateways to experiences. Although all of us have basic values and motivators that drive us, we manifest them differently as we move through the spring, summer, fall and winter of life. Our need for identity, relationships, centering, gaining knowledge and growth, rejuvenation and recreation are always with …

The 7 Modules of “Mindware” for Marketing and Sales

Companies are attempting to provide their marketing and sales associates deeper insight into the mind and behavior of Baby Boomer customers. But, they are fast learning that the same as we need software to operate our computers, we need “Mindware” to more effectively carry out marketing and sales operations.  A key objective of Mindware (insights into building empathetic relationships with …

The Do’s And Don’ts Of Connecting

If you are interested in securing a competitive edge for your product in Baby Boomer markets, you will be more successful if you take the time to understand the changing values and motivators of this generation. David B. Wolfe, noted expert on developmental relationship marketing and communicating with aging customers, offers this insight: “Aging customers rely more on emotional reactions …

10 Insights for Connecting With Baby Boomers

In 2014, people born during the baby boom years will be ages 50 to 68. Connecting with someone in their sixties is different than connecting with those in their thirties. They’re in a different life stage with different experiences, wants and needs. Marketers continually look for ways to group targeted customers to connect efficiently with them. Here are some general …