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 …

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Touch Their Heart & They’ll Give You Their Mind

The purpose of marketing is to stimulate awareness, interest and desire in customer minds that lead to decisions to buy. An implicit presumption in marketing is that customer minds ‑‑ at least adult customer’ minds ‑‑ process information more or less the same way. So, we typically direct our communication to the “average customer.” Moreover, when targeting boomer and senior …

The End of In-Your-Face Marketing

Independent Thinkers The adult median age is nearly 45, making middle age consumers the dominant players in the marketplace.  This has presented marketers with the most independent-minded consumer population ever.  In midlife, behavior typically becomes more autonomous.  Resistance to entreaties by others to take various actions – like buying a given product increases.  Because pleasure is dependent on sensory input …

The Average Customer Doesn’t Exist Online

You’ve heard of the Age of Aquarius, well, welcome to the “Golden Age of Aquarius”.  Somewhere in America, a boomer will turn 50 every seven to ten seconds, that’s more than 12,000 each day and over four million each year for the next decade.  Your most important customers are the boomers.”  Baby boomer and senior customers are the single largest …

Almost Everything You Thought You Knew about Marketing May be Wrong

Marketing & Sales is in Crises That’s not news. What is the source of the grim picture in marketing?  Why does the rash of symptoms plaguing their art baffle so many people whose livelihoods depend on marketing and sales?  Why is it that with more information on customers than ever before in history, companies are finding them tougher challenges to …

The Illusion That Communication Has Occurred is a Major Marketing Mistake

Why We Are Different as We Age 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.  Selling to boomers and older consumers is different primarily because of this shift in values.  Our need for identity, relationships, purpose, gaining knowledge and growth, …

Is the Older Customer King?

There is a baby boomer and older customer crisis in America, and many companies don’t know it. The spoils will go to those companies who perceive the crises and out-connect and out-service their competitors. The boomer markets (those between 48 and 66 years of age) and older customer markets are comprised of approximately 114 million (older customers). A Burst Media survey …

Marketing Plan to ”NetNana”

A PEW Internet & American Life Project  reveald that 22% of American Seniors (65 & older and over 7 million in number) have regular access to the internet, and go online often. Seniors internet access is growing in leaps and bounds – up 15% from the PEW study just four years earlier. And to make this group even more attractive, …

Take a Strategic Approach to Understanding Baby Boomers & Older Customers

The solution to improved sales to the Boomer+ customer is not to be found in a company’s “Senior” or discount programs.  You won’t find the solution in the development, planning, and marketing or advertisement departments.  You’ll find the solution to the problem of a distorted vision of the Boomer+ customers when CEO’s in large and small companies have a better …