Baby boomers make up 25% of the US population, hold 70% of US assets and spend $2 trillion annually. It's time we discovered opportunities for infomercials, Internet ads and branding catered to the young-at-heart. 'Advertising to Baby Boomers' uses straightforward, jargon-free language to guide advertisers, business owners and agencies on how to craft campaigns successfully.
The author, Chuck Nyren, a veteran creative strategist, explains how to approach this important demographic. This second edition update is divided into three sections. The first part helps us understand boomers' self-image and desires; the second suggests how to market to them; and the third offers practical resources.
Nyren employs wit, helpful asides and experts' citations to refute stereotypes that damage campaigns. He reinstates respect for the demographic that's often insulted by well-intentioned- but-flawed advertising. Some of his suggestions include abstaining from poking fun of boomers' age (i.e., targeting them for cliché products). He also advises showing facts instead of using elaborate illustrations to explain why boomers need something.
So, if you want to avoid pigeonholing baby boomers and confusing or angering the demographic with your humor, check out this readable 182-page foundation for reaching them. We promise it will be filled with underlines.
25 May 2008
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