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 …

12 Recent Brain Research Discoveries Having Relevance to Successful Communications

Introduction It’s only in the last decade that most of the literature has been written on how the brain functions and how we process communications. Because consumer reactions to marketing communications will depend on the manner in which it’s processed, an understanding of how the brain processes information can be very useful. Information processing refers to the process by which …

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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 Best Practices For Connecting 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 …

How to Generate Online Leads for the 50-Plus Market

According to a Pew survey, there is approximately 8 million surfers’ age of 65 or older using the Internet. About 58% of Americans age 50-64 say they’re hooked up to the net. 69% of wired baby boomers go online during your typical day, and that’s compared with only 56% of all internet users. Contrary to popular belief, baby boomers [and …

The Crisis of Faulty Online Marketing Paradigms

A crisis is afoot in online marketing, and many marketing professionals don’t know it. The price of their ignorance could be significant. Their inability to effectively market to baby boomers and senior customers (older customers), may significantly affect the bottom line. The spoils will go to those who perceive the crises, understand the changing behavior of the markets, and outsell …

Do’s and Don’ts of Connecting with Boomer & Senior Markets

If you are interested in securing a competitive edge for your product in baby boomer and senior customer markets, you’ll be more successful in your efforts if you understand your market. David B. Wolfe, noted expert on developmental relationship marketing and communicating with aging customers offers this insight. “Aging customers rely more on emotional reactions than younger adults to determine …

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 …