Search by name, company, title, location, etc.

Jim Gilmartin

Member since October 2009 Contact Jim

Jim Gilmartin is President, of Oakbrook Terrace, IL based Coming of Age, Interactive (www.comingofage.com) 630-462-7100. Established in 1991, The Online Baby Boomer & Senior Marketing Agency specializes in helping clients to increase market share and profit in baby boomer and older customer markets. Over the past 20 years, Jim has achieved national recognition for his expertise in sales and marketing to baby boomer and older customers. He is an experienced business development and marketer and sales professional and provides valuable insights into connecting more effectively and efficiently with baby boomer and older customers. The author of numerous articles on marketing and sales, Jim is a frequent keynote speaker at professional conferences. Jim earned his B.S. and Master’s Degree from the City University of New York. He can be reached at 630-462-7100 or jim@comingofage.com.

Articles by Jim All articles by Jim

  • The Beginnings Of Ageless Marketing III in Engage:Boomers on 11/03/2014

    For almost a quarter of a century we've advocated the wisdom of David B. Wolfe author of "Serving the Ageless Market, Ageless Marketing, Firms of Endearment and Brave New Worldview." In June, I published the first of a series of articles reflecting David's thinking and on Aug. 4, the second. This is the third and last article.

  • The Power Of Women  in Engage:Boomers on 10/06/2014

    As women work later into life and control more financial assets more than half of women say they are upgrading the quality of products and services in their lives. In a study on Boomer women purchasing habits, one 55-year-old woman commented, "Advertisers don't seem to understand that most of the wealth in this country is in the hands of boomers and older people". As they upgrade quality, on average, women over the age of 50 spend more than women between the ages of 20 and 49.

  • The Biggest Mistakes Sales People Can Make in Engage:Boomers on 09/02/2014

    To begin, they sell products and not experiences. Products should be positioned as gateways to experiences. Although all of us have basic values and motivators that drive us, we manifest them differently as we move through the spring, summer, fall and winter of life. Our need for identity, relationships, centering, gaining knowledge and growth, rejuvenation and recreation are always with us, but as we grow older, we focus more on having meaningful experiences, rather than gaining material goods.

  • The Beginnings Of Ageless Marketing II in Engage:Boomers on 08/04/2014

    For almost a quarter of a century we've advocated the wisdom of David B. Wolfe author of Serving the Ageless Market, Ageless Marketing, Firms of Endearment and Brave New Worldview. In June, I published the first of a series of articles reflecting David's thinking. This is the second article.

  • 6 Ways to Effectively Communicate With People In The Fall & Winter Of Life in Engage:Boomers on 07/07/2014

    Andrew Hutchinson writes in 3 Notes on Being More Human and Building Your Brand in Social Media: "Whilst more people are embracing creativity and experimentation, there are some things that we've learned that are universally true, some aspects that, regardless of the medium, will remain influential in success. Those elements are human factors."

  • The Beginnings Of Ageless Marketing in Engage:Boomers on 06/02/2014

    For almost a quarter of a century, we've advocated the wisdom of David B. Wolfe, author of "Serving the Ageless Market," "Ageless Marketing," "Firms of Endearment" and "Brave New Worldview." We practice his teachings (known as Developmental Relationship Marketing or Ageless Marketing) to help clients secure and keep customers more than 50 years of age (Baby Boomer and older customers). The foundation of much of our success, and the success of our clients, clearly is a result of David's lessons and is worth sharing. This is the first of several annotated articles reflecting David's thinking that will be published periodically.

  • The 7 Modules Of 'Mindware' in Engage:Boomers on 05/05/2014

    Companies are attempting to provide their marketing and sales associates deeper insight into the mind and behavior of Baby Boomer customers. But, they are fast learning that the same as we need software to operate our computers, we need "Mindware" to more effectively carry out marketing and sales operations. A key objective of Mindware (insights into building empathetic relationships with aging customers) is to give you tools to think your way through marketing and selling challenges rather than trying to make one solution fit many challenges.

  • The Do's And Don'ts Of Connecting in Engage:Boomers on 04/07/2014

    If you are interested in securing a competitive edge for your product in Baby Boomer markets, you will be more successful if you take the time to understand the changing values and motivators of this generation.

  • 10 Insights for Connecting With This Generation in Engage:Boomers on 03/03/2014

    In 2014, people born during the Baby Boom years will be ages 50 to 68. Connecting with someone in their 60s is different than connecting with those in their 30s. They're in a different life stage with different experiences, wants and needs. Marketers continually look for ways to group targeted customers to connect efficiently with them. Here are some general marketing insights to help you to understand better how to connect to the Baby Boomer generation.

  • The Problem Isn't The Things We Don't Know, It's The Things We Know That Ain't So in Engage:Boomers on 02/03/2014

    Almost everything we know about marketing and selling was learned when consumers under 40 pretty much shaped cultural values and ruled the marketplace. Now the Baby Boomers (50 years of age and older) continue to be a huge influence on shaping cultural values and the rules of marketing and selling simply because of their numerical superiority. So, much of what you know about marketing and selling is wrong if you are still working with assumptions about consumer behavior that developed when markets were much younger.

Comments by Jim All comments by Jim

  • The Beginnings Of Ageless Marketing by Jim Gilmartin (Engage:Boomers on 06/02/2014)

    Claudio, thanks for your insightful comment. Another good book on the subject is Gene Cohen's "The Mature Mind".

  • Where To Launch A New Product? Don't Forget Google by Stephen Reily (Engage:Boomers on 06/09/2014)

    As always, valuable insights Stephen. Supporting the results of the research quoted, Boomer females are seeking control of the purchase process. The search engines provide them that control helping them to avoid mistakes and, according to Marti Barletta, reach their goal of the perfect purchase solution.

  • The Problem Isn't The Things We Don't Know, It's The Things We Know That Ain't So by Jim Gilmartin (Engage:Boomers on 02/03/2014)

    Thanks for your comment. Check out these links for sample referred research: http://www.businessweek.com/stories/2005-10-23/love-those-boomers http://www.propertymanagementinsider.com/busting-three-baby-boomer-myths-for-a-more-effective-connection.html

  • Why Women Hate The Cosmetic Industry by Stephen Reily (Engage:Boomers on 12/10/2012)

    As usual, Stephen is on the money. Although the industry discussed is cosmetics, his points are generally applicable to any company selling products to boomer women. Survey after survey makes it clear boomer and older women aren’t pleased with companies/agencies that ignore or insult them. Baby boomers and older customers have close to two trillion dollars in buying power (women make up 51%) and too many companies don’t get it.

  • ECommerce Redefines The Digital Divide by Mark Bradbury (Engage:Boomers on 10/04/2012)

    Mark has articulately made the compelling case for not ignoring boomers online. Our assessment of available research supports his numbers. However valuable numbers may be to convince company leaders of opportunities in these markets, Mark’s point that "This overlooked online consumer is in need of, and more receptive to, marketing messages specifically tailored to meet their needs and interests." is, in our opinion, the crux of the matter. Perhaps it’s because too often marketers don't take the time to understand the purchase motivators and values of boomer and older populations in their fall and winter of life. Until that happens, marketers will continue to believe the myths of aging and continue to formulate their online and traditional approach/campaigns based upon their frame of reference failing to connect with these lucrative populations and missing significant opportunities.

  • Go With The Grain Of The Brain by Jim Gilmartin (Engage:Boomers on 10/01/2012)

    Dick, thanks for the oblique compliment. When writing my thoughts on connecting with older customers I consider a number of sources and extrapolate my take on the subject matter. To my knowledge no one has the definitive answer to connecting best with older populations. And, many have differing opinions on the “left brain/right brain dialogue (see the comments on the WSJ article referenced). It’s researchers like McGilcrist and your referrenced Prof. Timothy Salthouse that challenge our thinking and offer us alternatives to explore in the practical world of marketing.

  • Ad Dollars Shift As Boomers Age by Wayne Friedman (MediaDailyNews on 07/05/2012)

    Numbers buy nothing. People buy goods and services. Numbers help to focus upon demos of interest but tell us nothing about the minds of the people targeted. The chronological age of targeted markets tell us little about who you are. However, the stage of life they're in tells us how human values and motivators are manifested. It's that understanding that will provide you access to their minds and hearts. Having said that, over the years, marketers became pretty good at catering to people who were traveling through time on the social actualization track. That was when people in the first half of life, from adolescence on, were the consumer majority. However, a pervasive focus on youth markets left the marketing profession bereft of knowledge about marketing to people traveling along the self-actualization track and what's important to us in the fall and winter of our lives. This is one reason why marketing productivity has fallen as second half markets emerged as the active consumer majority. Many marketers would do well to become better acquainted with the idea of people being driven by genetic predisposition to find their roots. It is necessary to meet the developmental goal of Maslow's "self-actualization". This means that a typical 55-year-old is not simply a 25-year-older version of her 30-year-old self. In ways important to a marketer, she is a different person. She has found new insights into herself, which has changed her marketplace behavior in significant ways. How much time spent online or watching TV, etc., provides us a direction as to where we spend out media dollars to access targeted markets. But, does it tell you anything about how you effectively connect with them?

  • Why Even Nora Ephron's Death Couldn't Save Ann Curry by Stephen Reily (Engage:Boomers on 07/09/2012)

    Kudos to Stephen for taking on this touchy subject. However, I found the comments to his comparison piece as interesting as the piece itself. It's obvious the responses are subjective (as are my comments); however, I don't believe the removal of Ann Curry was an valid example of ageism on the part of Today Show producers. I suspect Henry Harteveldt’s comment “Today's" content has become pretty much useless drivel -- more entertainment and fluff than useful news. I suspect that the ratings gains at ABC and CBS are driven as much by content and format as on-air talent." points to the real reason for Ms. Curry's dismissal. The producers of Today have decided that fluff and drivel sells and Ann Curry doesn’t sell fluff and drivel very well.

  • Benjamin Franklin Wants You To Read This by Bob Garfield (Garfield at Large on 07/09/2012)

    Bob's comments remind me of the adage "If you have sight you are blessed. If you have insight you are a thousand times blessed." In my opinion, the positive result of asking someone for help goes beyond positive dissonance. Although there are exceptions, most members of the human species will lend a hand when asked because your request gives them the message that you respect their intellect and/or skills enough to reach out. However, if you're not sincere, most will see through you charade. Typically honesty, authenticity and reciprocity are the keys to an ongoing positive relationship. In Bob’s June 18, 2012 post “Name This Book” there was sixty-two comments/suggestions for his upcoming book title.

  • Grand Gold: The Heart Of Influence by Lori Bitter (Engage:Boomers on 04/30/2012)

    Once again Lori hits the bullseye! Several years ago I read an article that confirms Lori's comments. It was about Adair Lara. At age 52, Lara was too hip and young to be a grandmother. The San Francisco author was four years older than the average first-time grandmother, according to an American Association of Retired Persons survey — and the exact same age her own grandmother was when Lara was born. That was the issue for Lara, author of the new "Granny Diaries: An Insider's Guide for New Grandmothers." "We're often the same age as our mothers and their mothers were when they became grandmothers," says Lara, "but it looks different and feels different on us. We're in our forties and fifties, in the middle of our lives and careers. The connotations in this culture have a lot of baggage — you should get an apron and learn to bake cookies." They're certainly not their own grandparents and they're barely their own parents. Instead of being an old person dealing with their grandchild, they're a young person — younger and fitter and richer. They do cool things with their grandkids: Alaskan cruises, whitewater rafting, and adventures keyed to different cities. Baby boomer women, in their forties and fifties, with busy lives and careers, are wrestling with their new identity as grandmothers.They're the urban, marginally hip, accomplished boomer who's too busy getting her Website up and running to take up needlepoint. They are leaving a legacy!

About Edit

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.