• ENGAGE:BOOMERS
    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.
  • ENGAGE:BOOMERS
    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.
  • ENGAGE:BOOMERS
    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 ...
  • ENGAGE:BOOMERS
    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.