09 June 2010

Cleaning Out Those Dusty Ethereal Drawers

It’s amazing what you find when you’re on a cleaning binge. 
I’ve moved. Not this blog, my business site:
Bunches of pages were virtually shredded, the (very simple) design tweaked, and now I have a new home. Not much different than my old one. I like it.
Should I have left this on the landing page?
Tossed. It’s vapid and annoying.  But not long or pointless.
There’s an in the news section.  I stumbled down memory lane.  As you might expect, there were some laughs, some gasps, some queasiness, some shocks, some I-told-you-so’s.  A few nooks were empty. I guess news sites likewise do spring cleaning.
I’d been interviewed bunches of times about Baby Boomers, but this was the first news story about advertising and Boomers:
Don't call them old (2003)
By Jean Starr "Not wanting to get/be/look older isn't anything new. However, baby boomers will do it a bit differently," he said. "Looking and being healthy will be more important than toupees and botox. While botox and the like are getting a lot of press, I'm guessing only a small percentage of people are using stuff like that. Being able to ride a bike, play tennis and garden will be more important than looking good and feeling (bad)."
My local newspaper ‘covered’ me:
Ads today often skip over baby boomers
By Julie Muhlstein (2005)
image Chuck Nyren is feeling abandoned. It's not about friends or loved ones. He thinks he's being ignored by advertising.
c_nyren "What's happening now, advertising agencies are pretty much run by kids in their 20s and early 30s," said Nyren, an ad industry consultant who lives in Snohomish.
So much has changed since then.  Like, my hairline.
Ads target empty nests, full wallets (2005)
by Bob Moos image "Yes, I have my favorite toothpaste. But other than that, I'm wide open for suggestions," said Chuck Nyren, 55, the author of Advertising to Baby Boomers. "Why do ad execs believe boomers don't switch brands?"
Mr. Nyren said advertising agencies often ignore or misread boomers' preferences because most of their creative people are too young to understand that generation. "The agencies better hire more boomers if they want to reach them," he said.
So much has changed since then.  But not my toothpaste.
imageActive lives defy aging (2006)
By Bill Glauber image
"There will have to be a revolution in the advertising world," says Chuck Nyren, author of Advertising to Baby Boomers. "Baby boomers do not want to be twenty again, or thirty again," Nyren writes. "They want to feel as good as they possibly can for imagethe ages they are. They do not want to be marketed and advertised to as if they were young adults or thirty-somethings."
Don’t tell these people.

A Booming Opportunity (2006)
image By Renee M. Covino
"In England, they've done a lot of studies about 'wrap rage,' and it goes much deeper than not being able to open a bottle of medicine, for instance. It's anything, any consumer goods packaging that people have trouble opening, and as Baby Boomers are starting to age, they are very sensitive to this," says Chuck Nyren, who just happens to be another Baby Boomer and also creative strategist and consultant, as well as author of "Advertising to Baby Boomers." According to him, "bad packaging can make Baby Boomers feel incompetent; as marketers, you don't want to remind this group of people that they don't have the physical skills they had when they were younger."
Of course, the above has nothing to do with me. I can rip open any dumb, stupid candy wrapper with my bare hands .... as long as one of my bare hands is holding a pair of pliers.
Boomers: A Web-Marketing Bonanza (2006)
imageBy Olga Kharif
But many sites are still struggling with their identities and have not yet hit their stride, says boomer advertising consultant Chuck Nyron, author of Advertising for Baby Boomers  (Paramount Market Publishing, 2005) "Every site has happy, smiling faces of baby boomers and says: 'We want to inspire you'," he explains.
My name is misspelled.
imageTrying to catch the wave (2006)
By Bill King
image He’s proud that an industry once monopolized by white males opened itself to women and other races and ethnicities under the watch of the boomers. But there was one way in which his generation of marketers threw up a wall.

“Our blind spot was age,” Nyren said. “We were the ones who started only marketing to ourselves. We created the demo. We taught people how to market to it. And now, we’re paying the price, because the agencies have all been brainwashed into thinking that to be worth anything [to marketers], you have to be young.”
Don’t trust anyone over thirty. Unless they’re over fifty.
'Elderbloggers' Shy Away From Money Talk (2008)
By Candice Novak
image "Most older people hit that Google button, and in some ways it confuses them more than it enlightens them," Seattle marketing expert and blogger Chuck Nyren, 57, says, "because there's so much crap you have to wade through to get something that is truthful or helpful."
I was talking more about this – not Google Search.
Baby boomers become the forgotten consumer (2008)
image By Jennifer Mann, McClatchy Newspapers
Nyren said he often hears from marketers that advertising isn't effective on those 50-plus consumers, that it's a waste of time and money.
No, he said, they're just not doing it correctly.
"Speaking to the 50-plus, it has to be different in terms of writing and graphics and presentation," Nyren said. "A 20-something is an easier sell - you have to work harder, work smarter to get that 50-plus customer, but the return on investment, if you do it right, can be tremendous."
So do it right.
Adult underwear no longer being given the silent treatment
By Bob Moos (2009)
image Chuck Nyren, a Seattle advertising consultant and author of Advertising to Baby Boomers, says the TV spots are carefully crafted to appeal to boomers who, if they don't use Depends themselves, may be caregivers for parents who do.

"Morris got the right people and took the right approach," he said. "Now, if only other advertisers would hire boomers to pitch refrigerators, soap and other products."
No kidding.
Businesses Fighting For Baby Boomer Dollars (2009)
By Mary Motzko image Aside from age issues, Nyren added that there are many different personality types included in the baby boomer generation, from former hippies to conservatives. "Evoking the '60s, it's not the smartest thing to do."
No kidding.
image Others have vanished into the unity, take advantage of my linguistic illiteracy, are hidden behind virtual curtains.
But you can still hear me being drowned out by Led Zeppelin.

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