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What We’ve Learned About Marketing To Baby Boomers – Part IV

By Jim Gilmartin – In Part I, Part II and Part III of this series, we’ve shared the marketing implications of how Baby Boomers think. This is the final article in the series. Research has shown that customers’ final decisions are not the direct product of the reasoning process; in fact, emotions drive Baby Boomers in their purchase decisions. The …

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What We’ve Learned About Marketing To Baby Boomers – Part III

By Jim Gilmartin – There are many perspectives on how to effectively market to Baby Boomers. We’ve shared several in Part I and Part II of this series. We believe we can roughly divide Baby Boomer behavior perspectives into two approaches. The first emphasizes the objectivity of science and that the customer is considered a rational decision maker. In contrast, …

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What We’ve Learned About Marketing To Baby Boomers – Part II

By Jim Gilmartin – In Part I of this series, we shared some of what we’ve learned about marketing to Baby Boomer and older populations. We’ve learned that marketing activities exert an enormous impact on individuals and that consumer behavior is very relevant to the dynamics of marketing practices. We’ve also learned that a good understanding of how the brain …

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What We’ve Learned About Marketing To Baby Boomers – Part I

By Jim Gilmartin – Our Understanding of the Baby Boomer Consumer Mark Twain wrote, “The problem isn’t the things that we don’t know; it’s the things we ‘know’ that ain’t so.” His comment is simply a reflection of a common sense reality. Today, marketing and selling draw on a lot of things “we ‘know’ that ain’t so.” For instance: Marketers …

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Marketing To Baby Boomers – Is It A Game Of Chance?

by Jim Gilmartin – An esteemed colleague once told me that no category of business expense contains as much waste as marketing. The amounts are astounding. Some marketing-related activities are estimated to cost companies about $500 billion annually. There are those that consider that figure is double what it should be. That claim is not as outlandish as it might …

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Marketing To Baby Boomers – For Sale: Baby Shoes, Never Worn

By Jim Gilmartin – Most of us love stories. That’s nothing new. However, marketers need to understand better the value of storytelling in communicating messages. As we age, stories play an even more important role in how our brains process information about your products and services. Jonas Kaplan of the University of Southern California published a study in January 2016 …

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Want To Connect With Baby Boomers? Get Your Messages Creatively Right

By Jim Gilmartin – Contrary to the perception that aging brings a calcification of shopping habits, many over-50 consumers diversify their spending habits as they grow older. That diversification, plus the narrower tactics of contemporary marketing practices, makes them much tougher to reach through advertising. As older consumers and the Baby Boomer cluster move from the crowd-think of their youth …

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People Make All Purchase Decisions

By Jim Gilmartin – “All purchase decisions are made by people.” Gavin Finn, CEO of Kaon Interactive, wrote in a recent article. “While data science and analytics have become an essential element of every modern marketing arsenal, it is wise to remember that people make all purchase decisions.” He goes on to say, “Even in business purchases, the individual decision-makers are …

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Baby Boomers Clearly Into The Fall And Winter Of Life Stages

By Jim Gilmartin – Today, the oldest Boomers are 70. The core needs and maturational changes in values, views and behaviors of 70-year-old Boomers are not materially different from those of 70-year-olds in the past. Boomers’ differences from previous generations are more differences of style than of substance. The core needs that are part of what defines us as human …

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To Connect With Baby Boomers, Be A Servant Marketer

By Jim Gilmartin – Contemporary theories of marketing are increasingly defined in the context of collaborative relationships between a marketer and customers that operate on behalf of meeting needs of the latter. But honoring this idea is often problematic because a continuing focus on sales quotas pressure marketing and sales staff to concentrate more on making deals than on helping …