• How To Sell Fitness? It's All About Energy!
    As January spills into February, New Year's resolutions may be also be falling away, but people still want to be fit, and marketers across categories, from gyms to food to clothing, still need to sell fitness. How should they talk about it when resolutions may already be more about 2017 than 2016?
  • Look Who's Turning 50: From The Super Bowl To Cindy Crawford
    Did you notice that this year you don't have to dig into your elementary school knowledge of Roman numerals to figure out which Super Bowl it is? Instead of Super Bowl L, which would admittedly look weird, it's "Super Bowl 50." That's right, the Super Bowl is coming out about its age big time.
  • To Connect With Baby Boomers, Shift Your Marketing Paradigms
    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 ...
  • Boomers And Living Longer - Better
    With the first of them turning 70, Baby Boomers are about to do something undesirable yet inevitable - they're going to start getting old. And with the expectation that Boomers will live longer than any previous generation of Americans, old age may last for a very long time. The question is, will these years be filled with vitality and good health, or will Baby Boomers just live longer with frailty, pain and chronic disease? As with everything else, Boomers will most likely age in a new and different way.
  • Podcasts Speak To Boomers
    Boomers appreciate intimacy, and, like the best of broadcast radio, today's podcasts are audio experiences in which the listener has a one on one relationship with the host that offers true lean-in immersion.
  • Want To Reach Boomers? Try The Local Newspaper
    One of the most important lessons I teach MBA students is to look at audience data and hard evidence when making marketing decisions. It's a danger to let your personal bias cloud a strategic decision. I was reminded of that advice last week when the Boston Globe's decision to change delivery companies caused a torrent of subscriber anger. In an effort to save money and supposedly improve service, they switched to a new and untested company to deliver roughly 115,000 daily newspapers. It was a poorly handled fiasco, both from an operational standpoint and the PR efforts to sooth upset ...
  • Are You Willing To Swim In The Deep End To Connect With Baby Boomers?
    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.
  • Boomer Holiday Shopping Wrap-up
    As the shopping days before Christmas dwindled down to a precious few, which generation procrastinated the most? According to the blizzard of holiday shopping surveys out there, it was the Boomers.
  • The Psychology Of Marketing To Grandparents
    Let's face it. Psychologist Abraham Maslow never wanted to be a marketer. In his work, "Toward a Psychology of Being," he describes the 13 personality attributes of the self-actualizing person. Often depicted as the top of the pyramid on the Hierarchy of Needs, "Self-actualization" is the realization of one's full potential, with a focus outside of self.
  • Smaller Homes, Second Homes: More Homes Mean More Furniture
    Tens of millions of Americans 45+ are going to buy new houses in the next few years. Are you ready to sell them the new furniture they need?
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