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Jim Gilmartin

Member since October 2009Contact Jim

Jim Gilmartin is the founding principal of Lisle, IL based Coming of Age, ( 630-462-7100. Established in 1991, The full service Baby Boomer & Senior Marketing Agency specializes in helping clients to increase market share and profit in 50+ customer markets. Over the past 25 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 marketing 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

Articles by Jim All articles by Jim

  • Want To Connect With Baby Boomers? Get Your Messages Creatively Right in Engage:Boomers on 10/03/2016

    Contrary to the perception that aging brings a calcification of shopping habits, many over-50 consumers diversify their spending habits as they grow older. That diversification, plus the narrower tactics of contemporary marketing practices, makes them much tougher to reach through advertising. As older consumers and the Baby Boomer cluster move from the crowd-think of their youth to personal uniqueness, marketing messaging should also move to meet them on their new turf.

  • People Make All Purchase Decisions in Engage:Boomers on 09/06/2016

    In a recent article, "All purchase decisions are made by people" Gavin Finn, CEO of Kaon Interactive wrote, "While data science and analytics have become an essential element of every modern marketing arsenal, it is wise to remember that people make all purchase decisions."

  • Baby Boomers Clearly Into The Fall And Winter Of Life Stages in Engage:Boomers on 08/01/2016

    Today, the oldest Boomers are 70. The core needs and maturational changes in values, views and behaviors of 70-year-old Boomers are not materially different from those of 70-year-olds in the past. Boomers' differences from previous generations are more differences of style than of substance.

  • To Connect With Baby Boomers, Be A Servant Marketer in Engage:Boomers on 07/05/2016

    Contemporary theories of marketing are increasingly defined in the context of collaborative relationships between a marketer and customers that operate on behalf of meeting needs of the latter. But honoring this idea is often problematic because a continuing focus on sales quotas pressure marketing and sales staff to concentrate more on making deals than on helping people meet their needs and fulfill their aspirations.

  • How To Connect With Baby Boomer Women, Part II in Engage:Boomers on 06/06/2016

    Men and women are as different "shop-ologically" as they are biologically. What's important to men is typically not important to woman. In addition, keep in mind that women don't buy brands; they join them. Think about the things we join - clubs, political parties, organizations, even religions; they are the institutions in our lives that really matter. The ones we stick with through thick and thin. The ones we cherish and value.

  • How To Connect With Baby Boomer Women, Part I in Engage:Boomers on 05/02/2016

    In a recent "Marketing Daily" commentary, "Advertising's Gender Problem: Some Brands Are Starting To Get It," author Jean Freeman writes, "But here is another sad reality about advertising today: Women control an estimated 85% of purchasing decisions in this country, yet over 91% of them feel like advertisers don't understand them. Recently, the objectification of women in advertising reached a critical mass with the launch of the #WomenNotObjects movement. 'Women' have become the latest buzzword in the ad world, with more focus on the problems and not on the positive examples or solutions."

  • Experiential Segmentation: Allowing Boomers To Personally Define Value in Engage:Boomers on 04/04/2016

    Greater individuation brought into the marketplace by Baby Boomers lessens the usefulness of traditional customer segmentation for reasons of simple economics. The greater the degree of individuation (the older we get, the less alike we become), the smaller the sub-groups; the smaller the sub-groups, the less cost-effective it is to tailor marketing programs to such groups.

  • Do You Ever Wonder Why Baby Boomers Are Not Loyal To Your Brand? in Engage:Boomers on 03/07/2016

    Companies, often encouraged by legal counsel, regularly resist expressing vulnerability, sometimes at great expense. A classic example took place in the early 1980. The Audi 5000 was reported to accelerate spontaneously from a stand-still without driver involvement. Audi responded with not even a token amount of compassion and vulnerability. It said simply that drivers were at fault.

  • To Connect With Baby Boomers, Shift Your Marketing Paradigms  in Engage:Boomers on 02/01/2016

    A paradigm is not a way of doing things; it is a way of thinking about things. A new marketing paradigm cannot be understood according to the rules of the paradigm it replaces. Says brain researcher Bernard Baars in "In the Theater of the Brain," "Our inability to report intentions and expectations simply reflect the fact that they are not qualitatively conscious. A more dramatic discovery is that motivations do not originate in the conscious mind. This discovery seriously undermines traditional ideas about how to learn about customers' motivations. It is a discovery that is bound to reshape both research and marketing."

  • Are You Willing To Swim In The Deep End To Connect With Baby Boomers? in Engage:Boomers on 01/04/2016

    In a post written by Lori Bitter on Dec. 21, 2015, headlined "The Psychology of Marketing to Grandparents," she discusses the value of understanding four of Abraham Maslow's attributes and how they relate to connecting with grandparents. This is a follow-up to my comments applauding Lori's insights.

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