Sell Experiences, Not Products
Posted by Jim Gilmartin on Nov 16, 10:49 AM
As we get older we become more resistant to absolute guarantees or propositions. Salespeople should allow the consumer to pull wanted information; never push it at them.
» 5 Comments
H1N1 Vaccine: A Generation Gap?
Posted by Anne Mai Bertelsen on Nov 9, 7:40 AM
Public health officials neglected to take these different generational experiences into consideration when developing their marketing communication efforts. Had they done so, they might have been more effective in encouraging younger parents to inoculate their children.
» 5 Comments
Women Are Online, Shopping For Cosmetics
Posted by Stephen Reily on Nov 2, 1:25 PM
This survey confirmed that these Boomer women may be the "last consumer standing" in hard times. Fifty-nine percent of respondents told us that they are willing to pay more for higher quality ingredients in beauty products even during the current economic climate.
» 6 Comments
Social Networks And Older Boomers
Posted by Matt Thornhill on Oct 26, 8:34 AM
We don't share in the excitement that Boomers and older adults are truly smitten with social networking sites for three reasons --- one based on experience to date, one based on psychology and one based on the math.
» 21 Comments
The Future Of Dying
Posted by Brent Green on Oct 19, 8:35 AM
Over half of those who die in another 20 years will choose cremation. This will have considerable impact on the funeral and cemetery industries. Some Boomers will have their carbon ashes compressed into synthetic diamonds. Others will choose "green" cemeteries.
» 6 Comments
Mad Men: Boomers Rising
Posted by Anne Mai Bertelsen on Oct 12, 12:33 PM
In capturing the cultural zeitgeist of the late 1950s/early '60s, Matt Weiner gives non-Boomers a ringside briefing each week on the forces that ultimately form and fuel the Boomers' rejection of the status quo.
» 6 Comments
Aging Into Medicare
Posted by Robin Raff on Oct 5, 10:29 AM
In addition to the fact that the healthcare system is not yet equipped to meet the needs of the growing geriatric segment, marketers will need to adjust their Medicare campaign strategies to meet the needs of the boomer segment.
» 2 Comments
Enough With 'Why'; Let's Focus on 'How'
Posted by Matt Thornhill on Sep 28, 8:33 AM
Our message to marketers is to take your mass marketing and make it universal marketing. Find the universal truth in your brand, message or positioning that cuts across age or life stage. Use the principles of universal design in your creative, packaging, Web site and on-site materials. Develop messaging with universal appeal, not limited appeal.
» 3 Comments
Take Me To Your CFO
Posted by Brent Bouchez on Sep 21, 8:39 AM
Today, I'm going to bite the hand that feeds me. Actually, not so much the hand, more like the whole arm and part of the shoulder. Why? Because I'm addressing this article not to the Chief Marketing Officers of the world, the people who would normally hire me, I'm addressing it to the Chief Financial Officers.
» 13 Comments
Retrenching: From Consuming To Saving
Posted by Ted Mininni on Sep 14, 12:49 PM
Since consumer spending accounts for 70% of the U.S. economy, and consumers are balking at spending, what kinds of values will they respond to in future? What kinds of brand building initiatives should marketers be focusing on? Important questions for tumultuous times ...
» 5 Comments
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- Boomer Project founder/president Matt Thornhill is an authority on marketing to today's Boomer Consumer. He has appeared on NBC, CBS and CNBC, in "BusinessWeek," "Time," "Newsweek" and "The New York Times" and countless others. Matt is also the co-author of the business book "Boomer Consumer." Boomer Project is a marketing research and consulting firm and has done work for Johnson & Johnson, Lincoln Financial, Samsung, Hershey's Foods and Home Instead Senior Care. Reach him here.
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