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To Connect With Baby Boomers, Shift Your Marketing Paradigms

By Jim Gilmartin – A paradigm is not a way of doing things; it is a way of thinking about things. A new marketing paradigm cannot be understood according to the rules of the paradigm it replaces. Says brain researcher Bernard Baars in In the Theater of the Brain, “Our inability to report intentions and expectations simply reflect the fact that they …

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Are You Willing To Swim In The Deep End To Connect With Baby Boomers?

by Jim Gilmartin – In a post written by Lori Bitter on Dec. 21, 2015, headlined “The Psychology of Marketing to Grandparents”, she discusses the value of understanding four of Abraham Maslow’s attributes and how they relate to connecting with grandparents. This is a follow-up to my comments applauding Lori’s insights. I mentioned that in In July 2008, David Armano …

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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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Marketers Have A Sex Problem

by Jim Gilmartin – “Marketers have a sex problem,” wrote Geoffrey Rowan in a recent article, “Sex in Advertising Sells: So why NOT to the Over 50s?,” on FabOverFifty.com. “They slather it liberally onto any brand surface where it might stick — the ultimate consumption aphrodisiac. No one gets fired from a marketing job for saying sex sells. But at …

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The Average Baby Boomer Market Doesn’t Exist

by Jim Gilmartin – The purpose of marketing and sales communications is to stimulate awareness, interest and desire in customer minds that lead to decisions to buy. An implicit presumption in marketing is that customers’ minds – at least adult customers’ minds – process information more or less the same way. Therefore, marketers stereotypically direct communication to the “average customer.” …

Stop Putting 10 Pounds Of Copy Into A 5-Pound Page

by Jim Gilmartin – The Conditional Positioning Principle: The less absolutely a brand is defined, the more customers, especially older customers, will define the brand in terms of their unique self-image, personality characteristics and individualized perceptions of need and desire. Baby Boomers are more resistant to absolutism. Absolute positioning (putting ten pounds of copy into a five-pound page), aims to push …

Boomers are Not a Generation New to Technology

by Jim Gilmartin – Boomers adopt tablets, wearable devices and other technologies just as energetically as younger users, according to participants at last year’s Booming Tech forum, which focused on the use of technology in that generation. Boomers “are not a generation new to technology,” said Joseph Coughlin, director of the AgeLab at the Massachusetts Institute of Technology. “This notion that …

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 …