View Post

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 …

View Post

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, …

View Post

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 …

View Post

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 …

View Post

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 …

View Post

How Boomers Revolutionized The Luxury Car Market

By Barry Robertson – The 2016 LA Auto Show opened on November 18 and will run through the Sunday after Thanksgiving. It gives Los Angelenos a chance to walk off all that turkey and holiday goodies. Who knows, maybe somewhere in the glittering array there are vehicles as transformative as in the 1990 show when the shiny new Lexus LS400 was on display. Thanks to …

View Post

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 …

View Post

Memo To Smartphone Marketers: Don’t Put Boomers On Hold

by Barry Robertson – One ringy dingy, two ringy dingy … Rowan and Martin’s Laugh-In (1968-1973) was a TV favorite among leading edge Boomers. It debuted on NBC Television as the top-rated series of the 1968/69 season, with an average rating of 31.8 (TV Facts, Cobbett Steinberg). Eat your heart out, Big Bang Theory (3.4 rating, season finale May 12, 2016, Nielsen). Okay, it’s …

View Post

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 …

View Post

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 …