• Experiential Segmentation: Allowing Boomers To Personally Define Value
    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.
  • Boomer Hearts Shouldn't Get All The Marketing Love
    Stroll down the cereal aisle in any supermarket, and you'll practically see flashing neon signs touting heart-healthy benefits, from starbursts to taglines. In case you missed the message, one cereal even forms the shape of a heart that dominates the front of the box.
  • Advertisers Need To Move Beyond Static Data To Reach Boomers
    Today, in a world where everyone talks about breaking down silos, data is still bought, sold and analyzed in a fragmented fashion. Data-driven technology enables advertisers and marketers to target with greater granularity than ever before more viable customers, using virtually unlimited optimization methods.
  • For Authenticity, Drop The Ads And Find The Influencers
    I just saw a commercial from a financial institution that used a familiar technique - the "real person" story rather than featuring actors or paid celebrities. This approach has been in fashion and was effective for a while, but once you've seen it for the 67th time, it starts to lose some punch. Financial, healthcare and politics are the usual suspects. They find real customers to tell their heartfelt and/or inspiring story and how the advertiser made it all possible. The desired message: "If we care this much about a random stranger, imagine what we can do for you." These ...
  • Do You Ever Wonder Why Baby Boomers Are Not Loyal To Your Brand?
    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.
  • On Trend: River Cruises
    You don't have to be marketing the cruise industry to admire what's going on in the river cruise category. It's red hot and while still only a small slice (roughly 5%) of the cruise market, it's the industry's fastest-growing segment - enjoying double-digit growth and attracting over one million passengers a year. CLIA reports that their members alone will add 18 new river cruise ships this year.
  • As Boomers Age, Will A Robot Walk The Dog?
    As thousands of Boomers reach an age where they need extra help to stay independent, the demand for caregivers will continue to climb. According to the Bureau of Labor, the job growth for home health aides will be 38% from 2014 to 2024 (the average job growth is just 7%). To address this growing need, tech companies are working to design home-assisted robots that can take over some care responsibilities. But what do Boomers really want in their personal home robot?
  • A Valentine To The Agency Business
    I need to talk to you about your affair. It's turned into an obsession, really, and, frankly, you are starting to look foolish. On top of that, you completely misread the signals and you're bound in a relationship that makes no sense. Can I help you find a way out of this before it's too late?
  • A Tribute To David Bowie: A Leading-edge Boomer
    David Bowie has been a hero of mine for four decades. He was one of the early architects of the Boomer generation's personality, and while we were on opposite ends of the generation's spectrum -- he was born in 1947, the second year of the generation and I was born in 1963, the second-to-last -- he represented several stereotypical Boomer ideals that guided the lives of millions of Boomers, including my own.
  • 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?
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