Intrepid Reporters Brave Anaheim

The Business Forum on Aging and Mary Furlong & Associates put on quite a one-day Boomers Business Summit last week. It was packed with three-days worth of speakers and panels, so attending was a bargain.

Read Bob Moos' piece in the Dallas Morning News:

Most of the entrepreneurs at the Boomer Business Summit were boomers themselves who have decided to pursue a new passion and reinvent themselves...
The nation's burst in entrepreneurship is being driven mostly by boomers, not by 20-somethings, experts say. Boomers and older adults account for 54 percent of all self-employed workers.

Also at the Summit was Kelly Greene of the Wall Street Journal.

Luckily for me, a piece I had written for Aging Today was in the current issue, so copies were everywhere. For a few days, I was an honorary member of "The Press Corps." All thanks to Paul Kleyman, the editor (pictured).

Who knows -- with such sterling credentials, I may now qualify for a White House press pass! (Although as far as I know there are no naked pictures of me on the web - even though I'm quite the stud.)

A PDF of the article, Why Advertisers Will Stop Ignoring Aging Boomers

And my book sold very well.

More posts about the Boomer Business Summit and ASA/NCOA Conference over the next few weeks.

What's Next? Boomer Business Summit

I'll be hopping off the blogging merry-go-round for a week or so to participate in Mary Furlong & Associates/BFA's Third Annual What's Next? Boomer Business Summit in Anaheim.

Jon Currie (Currie Communications) and Yours Truly will be entertaining the troops with a handpicked handful of commercials targeting Baby Boomers (Pillsbury, Stainmaster Carpet, etc). In everybody's welcome packet will be a survey. After being crunched by Currie, the results will be available to the participants.

There's also an Author's "On the Beat" Luncheon (scroll a screen or two). Some good folks have been lined up.

Although I'm not at all happy. When you register for the Summit, you pick your 1st, 2nd, and 3rd choices for authors you'd like to sit with — and I didn't get any of my choices (Myrna Blyth, Dr. Susan Love, Brent Green). That's because the powers-that-be have insisted that I sit at my table. So ..... if you're being forced to eat lunch with me, I'll be as upset about it as you are.

Then I'll spend the next day schmoozing and doing a book signing at 2006 ASA-NCOA Joint Conference on Aging.

And for the last few days I'll be in LA mixing business with pleasure, and generally causing trouble.

Back on the merry-go-round in a week.

Braving the old attitudes and being thankful for the new.

Along with some revealing numbers crunching, Matt Thornhill's Boomer Project newsletter for March features a short interview with Leonard Steinhorn about the reaction to his superlative trouble-making book, The Greater Generation (scroll down three or four screens):

"Most gratifying to me is how positive the reaction has been. I've gotten hundreds of e-mails and letters, and a good three-fourths say that the book speaks to them both culturally and personally. Some - - particularly those working in nonprofits or other social change work -- say that my book puts their lives and pursuits in a larger generational perspective, that they're not so alone in what they've done. Some -- mostly women and minorities - - share their own stories of braving the old attitudes and being thankful for the new."

Check out the book on Amazon.com — but, as Matt says:

"The only negatives we've seen about the book are postings on Amazon's site -- which read like an organized smear effort..."

I've read the book - and will put up an Amazon.com review soon.

Advertising/Marketing Article of The Month

Probably of the year:

Is Word Of Mouth All It's Cracked Up To Be?
by Jack Trout in Forbes

"How many people really want to chatter about products? Do you really want to talk about your toothpaste or your toilet paper? ..... This all brings me to my word-of-mouth on word-of-mouth marketing. It's not the next big thing. It's just another tool in your arsenal. If you have a way to get your strategy or point of difference talked about by your customers and prospects, that's terrific. It will help, but you're going to have to surround it with a lot of other effort, including, if you'll pardon the expression, advertising. You just can't buy mouths the way you can buy media. And mouths can stop talking about you in a heartbeat once something else comes along to talk about."

So what brilliant insights can I, advertising to Baby Boomers author, creative strategist, and blogger extraordinaire, add to this article?

.... Whoops. I've exposed myself. I can't think of a thing.

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Update 4/4/06: Listen to Jack Trout, Steve Rubel, and others discuss WOM marketing on Jack Trout Radio.

Reuters & Brandweek & Baby Boomers

Freelancer Linda Stern writes about financial matters for Reuters. She made me chuckle today when I read this juicy aside in her latest article, How to ride that aging baby-boomer wave:

"…and, of course, Ameriprise Financial (AMP), the financial services company behind those embarrassingly annoying (or is it annoyingly embarrassing?) '60s nostalgia ads."

Brandweek has a guest piece about advertising to Baby Boomers. I agree with about two, maybe three of the eleven suggestions — and I bet you can guess that the first suggestion isn't one of them. Circle 2, 8 & 10 — although I've already made these points in my book and this blog.

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