by Jim Gilmartin – A while back I wrote an article headlined, “The Problem Isn’t The Things We Know, It’s What We Know That Ain’t So,” quoting Mark Twain. His comment is simply a reflection of a common sense reality. Today, traditional marketing and selling continues to draw on many beliefs “we ‘know’ that ain’t so.” For instance: Marketers once …
How Foundation Partners Group Successfully Connects with Baby Boomers
Business View Magazine profiled our client, Foundation Partners Group (FPG), for their March edition. The piece highlights the changes FPG has made in order to connect with Baby Boomers, including how Coming of Age has helped them succeed. “Our target customers are female baby boomers who do the majority of arrangements. We engaged a marketing agency, Coming of Age, with …
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 …
Marketing to Baby Boomers: A 60-Year-Old Woman Is Not Just An Older Version of Her 30-Year-Old Self
The 50+ adult market represents one-third of the population, yet controls three-fourths of the wealth. One of the 78 million Baby Boomers reaches 50 every seven seconds. Boomers make 80 percent of luxury travel purchases, 58 percent of luxury auto sales, 41 percent of all new car and truck sales, 77 percent of prescription drug sales and 61 percent of …
Connect With Boomers Using Stage of Life Values
Baby Boomer and older customers are the single largest economic group in America, with annual spending power of more than $2 Trillion. But be careful what you call them. Euphemisms like “elder,” “of a certain age” or “senior” may not go over well. Many may become more than a little upset with being labeled. After all, they aren’t simply writing …
Some Mistakes Sales People Make Selling To Boomers
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 …
What Marketers Don’t Know About Aging Boomers
We hear quite a lot from the marketing community about how “cohort effects” play a major role in shaping people’s worldviews. Some say that people who experientially share the same experiences during their formative years take on behavioral characteristics in common that distinguishes them from people in other age cohorts. Also, many marketing and consumer research professionals say the cultural …
Position Your Product as a Gateway to Meaningful Experiences
Your Markets Are Changing Baby boomers (born between 1946 and 1964) are the fastest growing, wealthiest, best educated and most sophisticated of purchasers. To better capture and keep these consumers marketing and sales communications must create motivating communications, effective sales presentations and service improvement programs. Other business costs are falling, while marketing costs are increasing. Yet, response rates to many …
