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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 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

Articles by Jim All articles by Jim

  • 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.

  • Think Reciprocity To Meet Aspiration Needs Of Baby Boomers  in Engage:Boomers on 01/05/2015

    Contemporary theories of marketing are increasingly defined in the context of collaborative relationships between a marketer and consumers that operate on behalf of meeting needs of the latter. But honoring this idea, especially in Baby Boomer markets 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. There's a need to move from huckster to healer.

  • Digital Marketing To Baby Boomers in Engage:Boomers on 12/01/2014

    So, you created a website, an online marketing plan and executed it. You're routinely watching your online marketing activity, wondering if you could be doing better in Baby Boomer markets (50 to 68 years of age) because you believe you have an attractive product or service for them, and you know that's where the money is.

  • 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.

Comments by Jim All comments by Jim

  • Ever Wonder Why Baby Boomers Don't Respond To Your Advertising? by Jim Gilmartin (Engage:Boomers on 03/02/2015)

    You tell 'em Sue!

  • FCC Says Broadband Now Means Speeds Of 25 Mbps by Wendy Davis (Online Media Daily on 01/29/2015)

    It's a start. If the reclassification of broadband as a utility service is successful it will be a plus for net neutrality advocates.

  • Think Reciprocity To Meet Aspiration Needs Of Baby Boomers by Jim Gilmartin (Engage:Boomers on 01/05/2015)

    Alexis, Thanks for your questions. The bulleted list above includes some typical Baby Boomer values and aspirations. If you can get a copy of David B. Wolfe's Ageless Marketing you'll find an abundance of information on connecting with their values and aspirations.

  • 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:

  • 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?

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