Focalyst: Ads Send Wrong Message

Here's a good piece by Joshua Chaffin originally in The Financial Times:

Ads send wrong message, says survey

Nearly one-quarter of US baby-boomers are insulted by the advertising messages that companies are sending them, according to a new study … The survey suggested that many companies were taking a misguided approach as they attempted to reach out to the largest and wealthiest group of US consumers.

I agree with the Focalyst findings - but my solution is a bit different. Reaching Baby Boomers has more to do with sensibility when fashioning ad campaigns and less to do with simply defining cohorts and targeting them. The reason campaigns are ineffective is because the best advertising is done by people who advertise to themselves. Hire Baby Boomers to be the creative directors, copywriters, art directors, and graphic designers - and guess what - Baby Boomers will respond to intelligent advertising.

Have I said this before? About a hundred times over the last four years.

Mike Irwin will be in Chicago (along with Yours Truly) on October 20th at the Beyond the Boomers Business Conference.

The Very Unsecretive Forth and Towne

Here's a link to a blog posting of mine from over a year ago:

The Very Secretive Forth & Towne

Oh ...... great idea! Just ignore the largest, richest demographic — a generation very much accustomed to being advertised to (and not particularly happy that they're off the radar nowadays) — and one that has always responded well to intelligent, informative advertising ... Just hope that they pop in...

Here's a news story on fibre2fashion.com:

All set for Gap Inc media blitz for its Forth & Towne apparel brand
The sophisticated, visually arresting campaign was shot by renowned fashion photographer Michael Thompson and features stylized images of iconic models Beri Smither, Tatjana Patitz, Karen Alexander, Danielle Zinaich Strahl and Lisa Taylor with taglines such as "Go Forth and Be Chic" and "Speak Softly and Carry a Big Purse."

Hmmm. Like I said in another post about another industry:

Think of me as some brilliant seer.
A visionary.
NostraChuckus.
Or just some slob with a bit of common sense.
Take your pick. I'll be happy with any of these labels.

Much thanks to Dick Stroud (another brilliant seer or just some slob with a bit of common sense, take your pick) for bringing this to my attention. Read what he has to say about Forth & Towne.

The Search for Mr. Adequate

I received an email from Susan Silver. She had googled "Boomer Broads with Attitude" and found my blog:

"We are both going to be on Boomer Broads. Sunday I believe. I have a column which might be of interest to your fans and readers...about dating at a 'certain age.'"

Well … I was bumped from the premiere of BBWA. Probably for Susan. OK with me. I'm now booked on the second show.

I googled Ms. Silver, and clicked on a handful of her pieces. It's obvious why she's considered "the high priestess of sociological comedy through her column, The Search for Mister Adequate."

The above quote is from a recent profile of Susan Silver by Pranay Gupte in The New York Sun. Little did I know that Susan had already made me laugh hundreds of times:

Anyone who wrote comedy for the acclaimed television programs "Maude," "The Bob Newhart Show," and "The Mary Tyler Moore Show" has to be a funny girl, right?

"I'm sure there are available men out there," she said, "but, of course, you've got to find them. I have women friends who attend funerals to spot single men. Some go on cruises. Some go bicycling. The problem is that they're still looking for 'The Prince,' 'The Perfect Man.' At a certain age, I hope we're wise enough to realize that he doesn't exist. But 'Mister Adequate' might."

I exchanged a handful of emails with Ms. Silver - one explaining that her search was officially over: by emailing me she had found Mr. Adequate. She replied that I was 'too cute' to be Mr. Adequate. So I guess that makes me Mr. Slightly-More-Than-Adequate — and overqualified. Or she just doesn't want to admit to everybody that she's finally found what she's been looking for - because The New York Social Diary would then have to spike her column.

But there are other questions that needed answering. Read this piece from Cox News Service:

Networks woo older viewers

If you're among the almost 80 million baby boomers who make up the majority of the network TV audience, you're going to see more of your own people on the tube this season … Instead of a slew of way-too-cute twentysomethings, you're going to see stars of a "certain age." … You're going to see 59-year-old James Woods in designer suits at the helm of CBS's new legal drama "Shark," 58-year-old Ted Danson leading the chuckles on ABC's new sitcom "Help Me Help You," a couple of certifiable geezers - 60-year-old John Lithgow (in a Speedo in the pilot) and 62-year-old Jeffrey Tambor - in NBC's comedy "Twenty Good Years" and 59-year-old Sally Field at the head of the table on the ABC drama "Brothers & Sisters."

So I'm wondering … are the networks, the Hollywood TV production companies, wooing Susan, begging her to write again for television? They should be. I don't know if they are or not. But they should be. And they should be wooing lots of other former television writers of 'a certain age.'

Ms. Silver is in New York. Are ad agencies wooing her, begging her to write commercials for these TV shows? I don't know, but they should be.

The same, fateful day that Ms. Silver found Mr. Adequate, Mr. Adequate was interviewed by Olga Kharif, a writer for Businessweek. It was all about Baby Boomers, the web, technology, advertising. (If I get ether ink, I'll link to it here.) One thing I remember saying: "What if someone in their fifties or early sixties walked into an ad agency. Say this person had studied art/design in college decades ago, always wanted to work in advertising or the media - but got sidetracked. This person is up on all the latest graphic software, and wants a job in the creative department. And the ad agency actually has a few clients with products/services for Baby Boomers. What do you think the chances are of this person being hired? Zero. Just think: ex-creatives brought back into the fold, paired with fifty year old 'fresh blood.' Do you think this would be the best of all possible worlds when targeting Baby Boomers? It would. But it'll never happen. And the clients are robbed."

Apply the above to copywriters. And all the new television shows targeting Baby Boomers. Imagine seasoned writers/directors teamed with middle-aged 'fresh blood.'

Susan Silver is searching for Mr. Adequate. I hope she finds something better. Advertising agency and media companies, when fashioning campaigns and entertainment aimed at the 50+ market, happily hire hundreds of Mr. and Miss Adequates. They should be searching for something better.

INVASION OF THE BABY BOOMER POD PEOPLE

Here is a collection of copy from six web sites targeting 50+ (always accompanied by stock images of smiling, vapid, mindless Baby Boomers – usually in the ocean or on beaches):

Redefining Life After Fifty!

Don't Just Live Longer. Live Bigger. After 50 Life Becomes Yours.

Our mission is to inform and inspire the Boomers and to promote a new vision of life after fifty.

Our mission is to encourage our readers to live bigger. To take risks and pursue their dreams.

Our vision … is to rewrite the rules of getting older and transform the voice of aging from one of limitation to one of possibility.

***** is a media company focused on empowering individuals to live the lives they imagine.

Now we have a brand new site with smiling, vapid, mindless Baby Boomers in the ocean — along with empty-headed aspirational messages, small wishy-washy fonts, and headache-inducing copy over graphics:

Second Prime

You've had one "prime of life". Now, as an active Boomer, you're ready for your "Second Prime!"

…. I'm getting sleepy…. WAIT! DON'T LET ME FALL ASLEEP! PLEASE! I'LL TURN INTO ONE OF THEM! DON'T let meeeeee…...

zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz

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Added 19 Sept 06: Now here is a conundrum for you
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Update August 2009: A post about a recent news item

Beyond The Boomers Conference in Chicago

Beyond The Boomers: The Transition Years is turning into a must-go-to business conference. Recent additions include Matt Thornhill of The Boomer Project and Mike Irwin of Focalyst. These gents are the presidents of the two top research/marketing firms focusing on Baby Boomers and the 50+ demographic.

And it will be the first time that Mr. Thornhill and Mr. Irwin will appear together at a neutral venue. I'm bringing along two pair of boxing gloves so they can duke it out.

The championship bout will be at The Chicago Hilton on October 20th. Opening bouts include Chuck Nyren vs. his on-the-fritz laptop computer and bent-out-of-shape and always-falling-off-his-nose reading glasses.

Read more about Beyond The Boomers: The Transition Years.