Boomer & Senior Marketing: Deconstructing J.R. Dunn Jewelers

One of my favorite marketers is Michele Miller, wonderbranding.com. In a recent post she discusses the value of storytelling in marketing. Her lead was “Intensify the Believability and Persuasiveness of Your Ads with Hard-Hitting, Personal Stories.” Below Michele shares and dissects a J. R. Dunn ad campaign. Listen to the one minute spot (you can download the media file here: J.R. …

Go With the Grain of the Brain

Last year, my colleague and mentor the late David Wolfe recommended I read a book by British neuropsychiatrist Iain McGilchrist. The Master and His Emissary: The Divided Brain and the Making of the Western World is the title. I’ve read several books on how the mind works How We Decide, Jonah Lehrer, The Mature Mind, Gene Cohen and others. Although …

The “5 Whys” – A Process to Increase Market Share in Boomer & Senior Markets

On April 16, Robert Rose published and article for the Content Marketing Institute describing a concept in problem solving called the “5 Whys.” Developed by Sakichi Toyoda it was originally used within Toyota Motors during the evolution of its (now) famous Toyota Production System. It has since been adopted by a number of project management and other processes e.g., Six Sigma. …

Caveat Emptor: Research Results can lead you Astray

In August 2011 a Nielsen conducted an online survey of more than 28,000 online respondents from 56 countries around the world. The survey  provide d insights to help marketers better understand the right audience for cause marketing activities, which programs resonate most strongly with this audience, and what marketing methods may be most effective in reaching these consumers. You can …

Ways to Connect With Boomers & Older Customers

I’m often asked “What are the ‘best’ (most effective methods/strategies) to target specific groups of boomer and older customers? Here are some thoughts for consideration. They by no means cover all ways to connect with these markets. In addition to including their images in ads, using a language that resonates with them, traditional TV, print, direct mail and online marketing …

The Wizard of Ads & Abraham Maslow

Time magazine once called Ogilvy “the most sought after wizard in today’s advertising industry.”  To celebrate his 100th birthday,  Michele Miller, a partner in the Wizard of Ads© marketing firm, recently posted a June of 2011 posting honoring “The Father of Advertising” David Ogilvy. David passed in 1999. We think samples of his quotes are worth repeating: “I do not …

The Origins of Ageless Marketing

My friend and mentor David B. Wolfe passed away December 3, 2011, after a long illness. David’s special interest was mature markets. He wrote Serving the Ageless Market and (co-authored) Ageless Marketing, Firms of Endearment and his last book, Brave New Worldviewwas completed just before his death and will be published in the near future. He will be missed very …

Baby Boomers: Still the 800-Pound Gorilla

In 1946, Baby Boomers began their tremendous influence on the world. No one could have predicted how this generation would reshape America.  From 1946 until 1964, 78 million Baby Boomers were born and nothing has been the same ever since!  Their current chronological age span is 48 to 66. One Baby Boomer turns 50 every seven to ten seconds.  Additionally, …

The Era of the Personal Ad

Written in 2006, Paul Bennett states the obvious – honesty and authenticity are in.  We have seen it emerging and happening over the last decade.  Consumers, especially boomers and seniors, have seen behind the advertising curtain; connecting in an honest and authentic way with customers is resonating in our over-saturated, focus-grouped-to-death, middle-of-the-road branding pabulum. His comments are as relevant today …

Adjust Your Marketing approach – No Two Customers See Things the Same

We know customers control markets. They do so by zapping commercials and freely choosing on and off line what they will buy and from whom they will buy it. Also, most astute marketers understand that younger markets receive, perceive and dissect their messages differently. What many are not aware of is the differences crop up because of age-related changes in …