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.
09 March 2007
2007 Edition of Advertising to Baby Boomers Updated and in Paperback
The book launch at The Boomer Business Summit was a major success. Already I've received a handful of emails from readers.
It's available directly from the Publisher - Paramount Books - and should be on Amazon.com and B&N in a few weeks.
Here’s a PDF of the front/back cover.
Odd story about the cover. After seeing the original mock-up I suggested using a Jitterbug - the cell phone that’s being marketed to Baby Boomers (big screen, big buttons). The book designer (the wondrous Anne Kilgore) called the company to ask permission. Jitterbug hemmed and hawed, didn’t get back in time for the print run – never called back.
While talking to my publishers about it all, they told me that another recently published book of theirs had a mock-up cover with something on it that needed permission. When they asked, the marketing director was elated, gave permission immediately, sent Paramount a high-res graphic – and bought two-dozen copies in advance to use for product and company promotion.
Odd, odd, odd. Free publicity, your product out there in places it might not normally be — but no.
However, being the magnanimous sort - here's a picture of their phone.
Read reviews of the book.
March 25 2007 Update: Now available on Amazon.com
06 March 2007
Learn The Secrets of Web Marketing to Older Consumers
March 7: Learn secrets of Web marketing to older consumersI’ll be working with Dick in a few weeks. We've been booked at a three-day gathering in New York City for two major media and publishing companies in Europe. Executives, advertising/marketing principals, and clients will be flying across the pond (as will Mr. Stroud). I’ll probably post a bit more about it in a week or so. But not much more, since it’s private. Maybe I'll toss up bios of the other consultants and speakers.
Dick Stroud, author of "The 50-Plus Market," will reveal how your company can adapt its marketing to target the increasing number of older people using the Web to transact business. Since older people are one of the wealthiest consumer groups, you won't want to miss this seminar.
Seminar topic: Web Marketing to an Older Market
Seminar date: March 7, 2007
Time: 9:00 A.M. PST
Sign up for this very public and very free Web Seminar. If you miss it, my guess is that eventually it will show up as a complimentary download.
28 February 2007
Bye-Bye, Forth & Towne
Gap Inc. announced plans yesterday to shutter its Forth & Towne division, which catered to women ages 35 and older … Forth & Towne was launched 18 months ago in New York and Chicago to much fanfare as a place for fashion-conscious baby boomers to shop …Well, so long. I hope it wasn’t something I said.
"Forth & Towne was a great test of a promising concept and an illustration of the innovative risks you need to take in our business," said Bob Fisher, chairman and interim chief executive at Gap Inc.Innovative risks? He’s got that right.
27 February 2007
My 90 Seconds of Fame Redux Redux Redux Redux
On The History Channel and sponsored by AARP:
Our Generation : Toys of a Generation
Airs on Friday March 02 12:00 PM
Airs on Friday March 02 06:00 PM
Airs on Sunday March 04 08:30 AM
Airs on Saturday March 10 08:00 AM
The Boomer Generation was the first generation to be actively marketed to as children. In the 1950's, canny advertisers used television to reach young boomers and entice them with a generation's worth of seemingly irresistible toys. Today, many of these toys are classics. Our resident historian Steve Gillon hosts.
26 February 2007
Barron's "Geezer Power"
----- Original Message -----Good to see that Barron’s is on top of all this. However, I don’t have much to ‘discuss’ about it. There’s really nothing new here. I’ve been writing about this subject for years – in articles, my book (the publishers sent the updated 2nd Edition paperback to the printers on Friday – so it should be out in a month), this blog. Others blogging and writing about marketing and advertising to this demographic include Brent Green, Matt Thornhill, David Wolfe, Dick Stroud, Kevin Lavery, and Mary Furlong.
From: *********
To: nyrenagency@
Sent: Saturday, February 24, 2007 8:06 AM
Subject: Boomer cover story in Barron's mag this week, fyi
Chuck,
I came across your blog and thought I’d send an fyi re: this week’s cover story in Barron’s magazine.
“The Last Laugh” (alternate headline: “Geezer Power”) describes how “for years, 18-to-49-year-olds have been marketers’ darlings. But an historic shift in spending power will force a change…” and firms like Estee Lauder, Starwood, Walgreen, Whole Foods will benefit.
We made the article a free feature this week, so sites and bloggers can link to it and discuss. URL and excerpts are below.
Regards,
***********
PR Director, Barron’sBarron’s Magazine cover story, 2/26 issue: The Last LaughEXCERPTS:
...Every eight seconds, an American turns 50. Last year, the first boomers -- members of the generation born between 1946 and 1964 -- turned 60. That's likely to send consumer and investment dollars flooding to a number of companies…Estee Lauder, Starwood, Walgreen, Whole Foods and other firms will benefit.
The mighty AARP, which dropped the word "retired" from its name a few years ago and became simply an acronym, now has 38 million members -- and expects that number to hit 50 million in the next five years. "This is a pivotal moment," says Bill Novelli, 65, the group's Washington, D.C.-based chief. "All these boomers are coming into their mature years, and have more longevity than ever.
That's apparently news to some people in the advertising, entertainment and media worlds… Says John Kottmann, director of strategic planning for McCann Erickson: "Twenty-five to 54 is still a very traditional market for many products. Media really lives and dies based on its appeal to 18-to-34-year-olds, and, increasingly, younger [age groups]." On average, a prime-time TV show that caters to a 35-to-49-year-old audience can get 30% more per advertising minute than one that caters to people 55 and above.
I'm guessing more than a few of the above will roll their eyes at the tired, insulting graphic and lede:
The aging baby-boom generation, which bared it all at Woodstock, plans to live it up -- and has the cash to do it. Pulte, Walgreen, AMN Health and other firms will benefit. Marketers, mend thy ways.Does it look familiar?
Typical, ignorant nonsense. Read every other post of mine to dispel this myth.
Nowadays many of us write about how to reach Baby Boomers with marketing and advertising. It’s already a given that companies should be targeting this demo.
But the article is worth a read. At least it's nice to have Barron’s