The Boomer Blog

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Marketing to Boomers and Beyond Posted: 17 May 2010 08:00 AM PDT NYC boomer workshop revealed latest trends, research findings and marketing tactics for reaching mature audiences Posted by Samantha Palans People 50 and older collectively hold $7 trillion in personal wealth and, in the United States, control 75 percent of the nation's disposable income, yet experts say marketers continue overlooking them as consumers. "The boomer and beyond generations are the most written-about age segment," says boomer expert Dr. Leslie Harris. "However, marketers continue to undervalue boomer and beyond consumers and, therefore, allow these consumers to make buying decisions with few marketing or advertising programs to gain their loyalty or favorable brand attitudes." Last Friday, May 14, Harris and other leading mature market experts gathered at a New York City workshop "Marketing to Boomers and Beyond: How to Build Your Business with the Mature Consumer," to address this and other related mature marketing issues, including the latest demographic trends, research findings, and how to effectively reach and resonate with the 50 plus population. Speakers and panel moderators included: • Brent Bouchez. Founding partner, Ad Agency Five • Jerry Shereshewsky. Chief executive officer, Grandparents.com • Kevin Lavery. Managing director of Millennium Direct, UK, and president of the International Mature Marketing Network (IMMN) • Helen Foster. Foster Strategy, former partner JWT Mature Market Group • Todd Harff. President, Creating Results, and founding member of the International Mature Marketing Network (IMMN) • Tom Mann. Managing partner TR Mann Consulting and founder of the Mature Market Experts Group • Steve Howard. Author of "Boomer Selling, Helping the Wealthiest Generation in History Own Your Premium Products and Services" • Adriane Berg. Chief executive officer, Generation Bold and author of "How Not To Go Broke at 102" and 12 other books • Dr. Elaine Lyons and Ken Lyons. Perceptive Market Research • Pat Burns. Author of the No. 1 bestseller "Grandparents Rock," "The Grandparenting Guide for the Rock-n-Roll Generation"; corporate advisor, co-founder of the Orange County Children's Book Festival; and motivational speaker. • Paul E. Johnson. Formerly Account Manager, TNS • Martin Diano. Chief executive officer, Boomer Authority™ and publisher of the Baby Boomer (Knowledge Center)™ • Nancy Padberg. Chief executive officer, Navigate Boomer Media • Marva Goldsmith. Chief executive officer and author, Branding50.com • Sandra Levitin. Founder, chief executive officer and editor, Kalon Women. The workshop was organized by Dr. Leslie M. Harris, noted boomer expert and the author of "After Fifty: How the Baby Boom Will Redefine the Mature Market" and "After Sixty: Marketing to Baby Boomers Reaching Their Big Transition Years."

FH Boom Daily Digest – May 17, 2010 Posted: 17 May 2010 05:12 AM PDT Top News From Today's "Boomiverse" Changes are needed as baby boomers become golden boomers Dave Earling and Deborah Knutson Seattle Post Intelligencer May 17, 2010 Overview: "WE are fast approaching a demographic tsunami of older adults in every community across America. Nationally, the number of older adults will increase by 15 million over the next 10 years." http://tinyurl.com/24xm3qf How Many Buying Cycles Do You Have Left? Brent Bouchez Engage Boomers May 17, 2010 Overview: "While every other automotive brand, including Mercedes Benz and Cadillac, is going out of their way to appeal to much younger buyers than their brands' average, Joel Ewanick and Hyundai have taken a different approach -- appeal to intelligent, thoughtful and wise adult buyers no matter what their age." http://tinyurl.com/22npw4g For Boomers, Sunblocks Come Late Michael Winerip New York Times May 13, 2010 Overview: "I'M fair and blond, and one of my first memories as a toddler was the joy of peeling off my flaking skin in long strips after a sunburn. Growing up in the 1950s and '60s, from spring to fall, we lived outdoors, and my face was often scorched a healthy red like the ruddy Marlboro Man on the TV commercials. Long after my body had turned brown, my face shone bright." http://tinyurl.com/2dkwe8f

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