20 October 2010

Vibrant Nation: What Boomer Women 50+ Know, Think, Do & Buy

OrsbornColleague and friend Carol Orsborn has a new book, co-written by Stephen Reily:

Vibrant Nation: What Boomer Women 50+ Know, Think, Do & Buy
Baby Boomer Women represent the healthiest, wealthiest, best-educated generation of women in history, yet their real strengths and interests are often ignored in the marketplace. Now, a groundbreaking new book studies the behavior, wants, needs and buying habits of women 50+.

Vibrant_Nation_coverI was lucky enough to receive an ARC a few months ago.  Lots of fun – like being in a roomful of intelligent, fascinating women.  (What guy wouldn’t want that?)

But you also want it if you’re in the Marketing/Advertising/PR biz.  Let’s call it required research.

The inside cover blurbs (my take is nestled in there somewhere):

image“Let’s look ahead ten or twenty years: The top marketing executives at the top companies and organizations are going to be the ones who figured out how to effectively connect with the hearts, minds, and wallets of Boomer women 50+. Here’s the guidebook. Vibrant Nation combines powerful insights with practical advice anyone can use to increase success with this dynamic and critically important audience. Buy it, read it, and keep it handy. It’s the key to your future success.”
Matt Thornhill, author of The Boomer Consumer, and Founder of The Boomer Project

image“Vibrant Nation is a great read—very informative, very sassy, straightforward, doesn’t miss a beat, perfect for all women, particularly those 50+! I loved it!”
Amy Ferris, author of Marrying George Clooney: Confessions from a Midlife Crisis

image“Finally, someone understands that we’re not seniors or Boomers or older women, but a vibrant nation of individuals passionately doing, laughing, and loving. We’re influencers, consumers, and lifelong learners who feel strongly, live boldly, and love being in the company of other fabulous women.”
Kathy Kinney and Cindy Ratzlaff, authors of Queen of Your Own Life: The Grown-Up Woman’s Guide to Claiming Happiness and Getting the Life You Deserve

image“Carol Orsborn, Ph.D., and Stephen Reily have written an inspired and lucid manifesto for marketing success with one of the most powerful consumer groups today: women who are ‘post minivan and pre-retirement.’ The authors deftly dispatch lingering myths and build a case that this engaged consumer is in fact ‘the Excalibur of demographics, tantalizing with the promises of untold riches and power.’ But they go beyond mere myth busting. The authors provide creative and original marketing frameworks and insights with which leading-edge marketers can build powerful branding and advertising campaigns.”
Brent Green, author of Generation Reinvention: How Boomers Today Are Changing Business, Marketing, Aging and the Future, and President, Brent Green & Associates, Inc.

image“A crucial research book for marketing thinkers and doers, not data gatherers. Fueled by the voices of Vibrant Women over 50, Carol Orsborn and Stephen Reily assess and showcase a demographic often marginalized by mainstream advertising and marketing. If you want to know what is really on the minds of Baby Boomer women, don’t ask them — just let them talk. That’s what VibrantNation.com and this book let them do.”
Chuck Nyren, author of Advertising to Baby Boomers

image“If you want to sell to Boomer women, you have to know who these women truly are today. They do. Stephen Reily and Carol Orsborn get this better than anybody and supply innovative and profitable strategies for taking your brand to the next level with Boomers.”
Leah Komaiko, author of Am I Old Yet? A True Story of Timeless Friendship, and Creative Strategist, LeahKomaiko.com

image“Women aged 50-70 are the real ‘prime time.’ They spend more than younger consumers and are eager to embrace new experiences and brands. They also are natural community-builders, and Vibrant Nation presents insights from one strong community these women have built together. This practical and inspiring guide is a must read for marketers who hope to connect with this Vibrant Woman's heart, mind, and pocketbook.”
Marti Barletta, author of Marketing to Women and PrimeTime Women

The Press Release.