An Interactive Guide to Marketing/Advertising to Baby Boomers

Now available on Scribd:

An Interactive Guide to Marketing/Advertising to Baby Boomers (PDF)
After numerous articles, a book, an updated edition of same, a blog, dozens of media interviews, dozens of speaking/consulting engagements worldwide, and a fair amount of actual work, I thought it was time to put together a concise, organized, interactive compendium of news articles, opinions, and resources. 

But ‘concise’ and ‘organized’ are not in my lexicon.  It’s ended up being more a colorful cornucopia whirling and bursting every which way, less a pocket dictionary.  I think that’s for the better.

If you have any trouble downloading the PDF, email me and I’ll send it to you.

The Troublemaking Triumvirate

Christopher Simpson has resurrected his still warm corpse, Ad Nauseam.  From an email:

… I've very quietly started up Ad Nauseam again. Seems I can't stop commenting, but … I'm not going out of my way to promote the site …

Then I’ll promote it.

My latest is on Ikea's monumentally idiotic Any Place Can Be Beautiful campaign.

I don’t know if Kit or Bob Hoffman of The Ad Contrarian would consider themselves members of The Troublemaking Triumvirate. After all, the concept is merely some arrogant delusion that knocks around in my noggin every so often. Mr. Simpson and Mr. Hoffman are the other two who’ve yet to swig the Social Media/WOMM/Branding Kool-Aid.  I hope they’re never that thirsty.  I hope I’m never that thirsty. 

It’s good to have Kit back blogging.

New Erickson Living Campaign

Over the last few years I’ve blogged about Erickson Communities and some of their marketing and media projects – both the good and the not-so-good:

Tailoring media to an older crowd

This sounds familiar.

Like every industry, adult housing has taken a direct hit from the economic downturn.  Erickson is no exception.

With their recent advertising, the company is putting a happy face on it all, but not shying away from realities.  A new website is very upbeat.  Some fun, motivational videos highlight the fact that life can be quite eclectic no matter what age you are.

Three new television spots are in rotation.  One is a generic template, taking its cue from this 2008 spot.  The other two have a bit more meat on their bones:

Watch another one.

I’d like to see a television campaign that highlights the real-life themes in the videos on the Erickson web site. Especially with Baby Boomers (both as eldercare advisors for their parents, and as potential customers themselves), substantive stories are more engaging than simple hawking.

Travelers Angry with Web

NostraChuckus was wrong.

That’s painful to admit, but a new study by Forrester Research proves (even mocks) the fallibility of this famed prognosticator:

Worst Part of a Trip May Be Booking It on the Web
A new report, to be released Tuesday by Forrester Research, found that far from embracing the do-it-yourself era, many consumers were fed up with the complicated process of planning and booking travel.

Travel Agents are gloating:

Forrester Research Sees Travelers Angry with Web
* Travelers Are Fed Up With Bad, Inconsistent  Travel eBusiness Experiences
* The Travel Industry Fiddled With eBusiness While Rome Burned
* Weak Economy And Angry Travelers Demand New Travel eBusiness Approach

NostraChuckus was sure the online travel biz would make things easier and easier, more fun and more fun – where one of the best parts of a trip would be planning it. 

Here’s what he predicted in January 2004:

 
Cavalierly plagiarizing himself, NostraChuckus divined even more from his Crystal Ball of Common Sense and scribbled it all in his book (1st Edition, 2005):

 

 NostraChuckus is taking his crystal ball to Dervish and Banges for a tune-up.

2009: The First Half+ (Online Presentation)

An overview. Length: 25 minutes.
Topics Covered
News Articles &
The Economy 
The Media
Boomer Women
Television Campaigns New Resources

Links to articles and sites profiled in the above presentation:
Boomers key to economic recovery

BusinessWeek
Get set for wave of Boomer startups
Businesses Fighting For Baby Boomer Dollars

Economy Faces Bigger Bust Without Boomers

Baby boomers adopting responsible consumerism
Recession Turns Boomers Into Perfect Catch For Advertisers
Ask an Expert: Boomers are a once in a lifetime opportunity
Older folks like Wii, PCs and cellphones, too
Grandparents get their widgets on
Latest IRI Baby Boomer Report Reveals $50 Billion Growth Opportunity for CPG Industry
Who’s gonna buy this car?
Coming Boom in Boomer-Friendly Transport
Tech Marketers' Next Opportunity: Boomers
Why Television Still Shines in a World of Screens
Marketing Vox
Harris Poll (PDF)
Boomers: The Overlooked Media Sweet Spot
Advertising to Baby Boomers (Book Review, PDF)
Harris Poll & Advertising & Social Networking
Chico's and Baby Boomer Women ... NOT
Amid Sales Slump, Chico's Taps New CEO
The Forgotten Market Online: Older Women
Depend.com
Adult underwear no longer being given the silent treatment
Crestor.com
Engage:Boomers
Aging In Place Technology Watch
Mark Miller/Huffington Post
www.evergreenam.com.au (Resources)
Baby Boomer Knowledge Center
MetLife Mature Market Institute
Henry Stewart Talks