Famed Soothsayer and advertising gadfly NostraChuckus has been startling the world for years with his mundane prognostications.
Almost every eve, The Great Seer stares into his Crystal Ball of Common Sense and sees himself – but in other guises. These strange visages look nothing like him – yet they do. It’s as if his magikal orb doubles as a phantasmagoric funhouse mirror.
Today, he stares into the undulating image of The New York Times…
Baby Boomers to Advertisers: Don’t Forget About Us
By Janet Morrissey
“Marketers have gotten so hot for the millennial generation that they have essentially ignored boomers” … “We’re here in the millions, and we have more disposable income, time and want to spend money. Yet they don’t give us the consideration that they should.”
Sounds eerily familiar. Download the first few chapters of Advertising to Baby Boomers (2005/2007).
“I’m here today to fix something that drives me completely crazy,” before criticizing his wireless competitors for deeming boomers as “too old,” “stuck in the past” and not interested in technology or the internet.
NostraChuckus, from the 2005 book:
“It will be the Baby Boomers who will be the first to pick and choose, to ignore or be seduced by leading-edge technology marketing. There’s a simple reason for this. We have the money to buy this stuff. Experts say we’ll continue to have the money for at least the next twenty years. Write us off at your own peril.”
14 November 2005
My Favorite Cyber-Myth
How I snicker and roll my eyes whenever I read about Baby Boomers fumbling around on computers, scratching their heads, totally flummoxed.
More from The New York Times:
He mocked some of his rivals’ senior phone plans for focusing on “big buttons”…
08 December 2007
The Jitterbug Phone
… Those numbers and buttons are big - like a toy phone …
Boomers are tech-savvy, demand choices.
Right now, it’s mainly companies that make senior-related products, like life insurance, medical devices and reverse mortgages, that regularly target boomers.
16 September 2009
Boomer Backlash II
The Backlash: If every time someone over fifty sees a commercial targeting them and it’s always for an age-related product or service, pretty soon their eyes will glaze over, they’ll get itchy and grumpy.
The Real Issue: Marketing and advertising folks grasping the fact that Boomers will be buying billions (trillions?) of dollars worth of non-age related products for the next twenty-odd years. If you target this group for toothpaste, computers, clothes, food, nail polish, sporting equipment, toenail clippers - anything at all (almost), and you do it with respect and finesse, they will appreciate and consider your product.
“They want to market to the cool segment, the modern segment, the ‘in’ segment,” Mr. Light said of marketers, many of whom are millennials themselves.
The 2005 book again. The introductory chapter, The Geritol Syndrome, is all about this.
19 August 2015
Folks Are Still Reading My 2005 Book
… It’s going to be up to companies to be proactive when dealing with advertising agencies. Quality control of your product doesn’t stop at the entrances of Madison Avenue’s finest, or at the doors of small local or regional advertising agencies. If companies put pressure on agencies, and demand 45-plus creatives for products aimed at the 45-plus market, then they will find out that Baby Boomers are still “the single most vibrant and exciting consumer group in the world.”
Automobiles is another category where boomers may feel underserved…
Too many posts about this. Three:
12 March 200918 DECEMBER 2009
Who’s gonna buy this car?
In 2005 on The Advertising Show yours truly had a spirited discussion with hosts Brad Forsythe and Ray Schilens. A chunky segment was about marketing autos to Boomers.
What Next From The Crystal Ball of Common Sense?
03 MAY 2012
67% Of All Sales…
… Those age 50 and older are buying more than three of every five new vehicles sold, or about 62% … For the Detroit Three, boomers now account for 67% of all sales.
NostraChuckus is getting tired now. The images are becoming jumbled, hazy.
The Great Seer knows he’s not alone. Other Great Seers have been staring into their crystal balls for decades: Kevin Lavery, Dick Stroud, Mary Furlong, John Migliaccio, Kurt Medina, Todd Harff, Brent Green, Carol Orsborn, Matt Thornhill, David Wolfe – just to name a few.
16 NOVEMBER 2015
The Déjà Vu No New News
… It’s always a treat to get up, make some coffee, open the newspaper (pixels or pulp) and read nothing new.
Even that shticky opening sentence is nothing new.
At least it's nice to have The New York Times
catch up with validate what we’ve been saying all these years.