look like Stars Wars but sound like Ron Popeil?
Maybe to beckon us Baby Boomers. B2B with time-warp cognitive dissonance:
The Holodeem
As I walk down the aisle, I want to just reach out and grab the image in the ether -- and have a coupon magically appear in my hand.
Beginning in 2003, my business blog for Creative Services, Copywriting, Consulting, and Speaking. You'll find all sorts of information about the current trends in advertising and marketing to this unwieldy, diverse demographic.
15 June 2005
Those Humdrum Empty Nesters
Stuck in their ways. Refuse to try new things, change brands. Why target them???
From The Mature Market web site:
From The Mature Market web site:
On average, 54% of European and American Empty Nesters claim that in the past year they have tried new types of food and drinks. European and American Empty Nesters do however show different propensities to experiment, with 49% and 58% respectively claiming to have experimented with new foods over the past year.There has never been a more experimental generation than Baby Boomers. Have something new and exciting in the marketplace? Don't let us know about it. You might improve your sales by 50%.
13 June 2005
Wrap Rage
In the last month, two clients have consulted me about packaging and Baby Boomers. It's a hot topic.
Here's a piece in the Washington Post - learn about "wrap rage" in England, and why the packaging industry is (or should be) considering Baby Boomers when designing:
But the Dang Thing Won't Open
Today's Packages Make Customers Twist and Shout
By Joyce Gemperlein, Special to The Washington Post
Here's a piece in the Washington Post - learn about "wrap rage" in England, and why the packaging industry is (or should be) considering Baby Boomers when designing:
But the Dang Thing Won't Open
Today's Packages Make Customers Twist and Shout
By Joyce Gemperlein, Special to The Washington Post
They’re Not Scouting for Nursing Homes
Magazines have always been a crap shoot. More like a lottery. Hundreds fail for each success.
Of course, if you target the 19-49 crowd — the competition is stiffest, the payoff less.
Talk about a magazine whose circulation will grow and grow.....read about this one.
Of course, if you target the 19-49 crowd — the competition is stiffest, the payoff less.
Talk about a magazine whose circulation will grow and grow.....read about this one.
"The first issue of Where to Retire in 1992 contained about 30 pages of advertising. Recent issues have about 100 pages of ads, many from developers of active-adult communities. A page costs up to $9,230."Think there's room for a dozen other Baby Boomer niche magazines? Even one general interest magazine targeting Baby Boomers?
12 June 2005
Great to hear about Forth & Towne - but how about a classy, down-to-earth clothing chain for Baby Boomer men?
Two news stories hinting at this untapped market:
Two news stories hinting at this untapped market:
A good chunk of the population is getting old, but that doesn't mean they're a bunch of tightwad old geezers stowing their cash in their mattresses … In its just updated Demographic Profile of American Baby Boomers, MetLife said older boomers - those born between 1946 and 1955 - spend their money on home upgrades and clothing, spending 13 percent more than average on women's apparel and 11 percent more on men's clothing. — Bob Rozycki in the Westchester County Business Journal
Ultra-low-rise jeans feel too foreign to most baby boomers, even if they're hip and in good shape, like E Street owner Thomas George, who recently lost about 35 pounds. "I happen to play guitar, but I don't want to look like a rock star," said George, who mainly wears Lucky Brand jeans. "I was stupid at 22, and I'm not a whole lot smarter at 59, but I don't want to look like I'm 22." -- Wendy Donahue, Chicago Tribune
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