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Jim Gilmartin

Member since October 2009 Contact Jim

Jim Gilmartin is President, of Oakbrook Terrace, 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

  • Connecting With Boomers Requires Empathetic Connections  in Engage:Boomers on 11/02/2015

    Empathy is the most important ingredient in lasting relationships. We all want to be understood by those who want to sell us something. When we think we are not understood, we erect defenses against those trying to connect with us or try to sell us something.

  • Marketers Have A Sex Problem in Engage:Boomers on 10/05/2015

    "Marketers have a sex problem," wrote Geoffrey Rowan in a recent article, "Sex in Advertising Sells: So why NOT to the Over 50s?," on "They slather it liberally onto any brand surface where it might stick - the ultimate consumption aphrodisiac. No one gets fired from a marketing job for saying sex sells. But at the same time, they ignore or alienate the source of half of all U.S. household spending because sexy older people ... well - that's ridiculous. "The failing of marketers is that we tend to prematurely sexualize young people, and prematurely desexualize older people," says Rowan.

  • The Average Baby Boomer Market Doesn't Exist  in Engage:Boomers on 09/08/2015

    The purpose of marketing and sales communications is to stimulate awareness, interest and desire in customer minds that lead to decisions to buy. An implicit presumption in marketing is that customer minds at least adult customer' minds process information more or less the same way. Therefore, marketers stereotypically direct communication to the "average customer."

  • Still The 800-Pound Gorilla; Let's Revisit the Opportunities in Engage:Boomers on 08/03/2015

    The media is currently promoting Millennials as targets to pursue. It's very clear the numbers are impressive but numbers don't buy anything. It would be short-sighted of marketers to ignore Baby Boomers in favor of Millennials.

  • Stop Putting 10 Pounds Of Copy Into A 5-Pound Page in Engage:Boomers on 07/06/2015

    Baby Boomers are more resistant to absolutism. Absolute positioning (putting ten pounds of copy into a five-pound page), aims to push the product and generate uniform perceptions of a brand while Conditional Positioning allows individual diverse perceptions/interpretations of a brand. It is a powerful marketing tool based upon research about how people respond to absolute statements vs. conditional statements.

  • Boomers Are Not a Generation New To Technology  in Engage:Boomers on 06/01/2015

    Boomers adopt tablets, wearable devices and other technologies just as energetically as younger users, according to participants at last year's Booming Tech forum, which focused on the use of technology in that generation.

  • More Of 'The Problem Isn't The Things We Don't Know, It's What We Know That Ain't So' in Engage:Boomers on 05/04/2015

    Awhile back I wrote an article headlined, "The Problem Isn't The Things We Know, It's What We Know That Ain't So," quoting Mark Twain. His comment is simply a reflection of a common sense reality. Today, traditional marketing and selling continues to draw on many beliefs "we 'know' that ain't so."

  • Do You Have A Story To Tell? Baby Boomers Want To Hear It  in Engage:Boomers on 04/06/2015

    A huge cognitive gap exists between a 30-year-old copywriter and a 65-year-old consumer. The result is that very little advertising aimed at Baby Boomers reflects the way they think because, typically, the young copywriter sees the world through the lens of an under-40 year old.

  • Ever Wonder Why Baby Boomers Don't Respond To Your Advertising?  in Engage:Boomers on 03/02/2015

    As people age, they typically move into the higher levels of personality development and become increasingly resistant to advertising. Having seen and listened to tens of thousands of ads over their lifetimes, it isn't likely that you are going to come up with an ad that a Baby Boomer views as startlingly original. We've learned doing the familiar in an unusual way, provided of course that the customer is qualified for and has a generic interest in the product for which the ad is being done, will increase the effectiveness of your ads.

  • Want To Connect With Baby Boomers? Be Authentic in Engage:Boomers on 02/02/2015

    David Wolfe, author of "Ageless Marketing," tells the story of "Reader's Digest"'s efforts to increase readership. Back around 25 years ago there was a successful lifestyle magazine for the older crowd called "50 Plus." "Readers Digest" took notice of America's aging population and the beachhead that "50 Plus" had established in older markets and bought "50 Plus" from its founding owners.

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