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. Using …

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 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 …

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 …

A Paradigm Shift Mandates New Marketing Rules: An Introduction to Ageless Marketing

In the last quarter of the 20th Century a demographic force – the advent of “the Pill” in the 1960s resulted in the fertility rate dropping below levels necessary to replace the population. This led to dramatic changes in age ratios in the population – the median age of adults had risen to nearly 45, entering the midlife years when …

Your Unconscious Is Making Your Everyday Decisions

(Adapted from: Health & Medicine Mysteries of the mind – Your unconscious is making your everyday decisions, By Marianne Szegedy-Maszak) The snap judgment. The song that constantly runs through your head whenever you close your office door. The desire to drink Coke rather than Pepsi or to drive a Mustang rather than a Prius. The expression on your spouse’s face …

It’s Maslow Stupid

In March 2010, I wrote an article for Media Post’s Engage Boomers entitled “Writing a Brand New Book” and cautioned readers to be careful about using euphemisms like “elder,” “of a certain age” or “senior”. Many may become more than a little upset with being labeled. After all, they aren’t simply writing a new chapter of their lives, they’re writing …