https://www.mediapost.com/Noneen-usThu, 26 Oct 2017 14:00:04 -0400https://www.mediapost.com/publications/article/309315/put-boomer-women-on-your-nice-list-this-holiday.htmlBoomer women control half of the country's discretionary income and 75% of its wealth. But they're still ignored by marketers, even during the Holidays.Thu, 26 Oct 2017 14:00:04 -0400https://www.mediapost.com/publications/article/309315/put-boomer-women-on-your-nice-list-this-holiday.htmlhttps://www.mediapost.com/publications/article/308112/touch-boomers-hearts-and-theyll-give-you-their-m.htmlInformation processing varies considerably across the life span. If you don't key your message to the information processing styles that generally characterize customers within a life stage, you'll likely fall short of achieving your objectives. The message must resonate with the cognitive styles of the objective targets of the message.Mon, 02 Oct 2017 13:00:04 -0400https://www.mediapost.com/publications/article/308112/touch-boomers-hearts-and-theyll-give-you-their-m.htmlhttps://www.mediapost.com/publications/article/307123/dont-put-ten-pounds-of-copy-into-a-five-pound-pag.htmlConsider an ad picturing a man (perhaps in his late fifties or early sixties standing in the water on a beach with his pants rolled up above his ankles. He appears to be watching a sunset. The caption under the image read "Live the life you've imagined" (a quote by Henry David Theroux) followed by your company logo and a sentence telling the reader how your product can help them achieve their dream. The ad allows the reader to interpret the message based on his individual needs and desires. It's a good example of conditional vs. absolute product positioning, and the concept of less is more (not putting ten pounds of copy into a five-pound page).Mon, 11 Sep 2017 13:00:04 -0400https://www.mediapost.com/publications/article/307123/dont-put-ten-pounds-of-copy-into-a-five-pound-pag.htmlhttps://www.mediapost.com/publications/article/307056/pay-attention-to-the-baby-boomers.htmlThough YouTube reaches 81% of all Americans on the internet, and is particularly popular among millennials who watch it more than any cable news network (39%), it isn't just for the young, as 24% of YouTube's monthly visitors are baby boomers or older.Fri, 08 Sep 2017 13:00:04 -0400https://www.mediapost.com/publications/article/307056/pay-attention-to-the-baby-boomers.htmlhttps://www.mediapost.com/publications/article/306857/simplicity-wins-with-boomers.htmlIf you ask veteran marketers what they believe to be important factors in marketing to Boomers and seniors, you'll get a litany of responses. One common answer you might find among them is, "Keep it simple." From your ad campaigns to your marketing materials and the product itself, keeping the sell simple is great advice for marketing to an older demographic. Recently, I found this concept being put into practice when I was talking about cellphones with a Boomer friend.Tue, 05 Sep 2017 13:00:03 -0400https://www.mediapost.com/publications/article/306857/simplicity-wins-with-boomers.htmlhttps://www.mediapost.com/publications/article/306223/10-arrows-for-your-quiver.htmlThe differences in customer motivations and decision processes between customers in the first and second half of life sometimes frustrate many marketers who have yet to figure out how to market to Baby Boomers (born 1946 to 1964). Until the last decade, this was not a matter of serious concern because the young dominated the marketplace. The young are easier to sell to and analyze. Now, with approximately 109 million adults over the age of 50, marketers are being compelled to figure out the values and behavior of Baby Boomers.Thu, 24 Aug 2017 13:00:05 -0400https://www.mediapost.com/publications/article/306223/10-arrows-for-your-quiver.htmlhttps://www.mediapost.com/publications/article/305858/the-tide-of-boomer-marketing-continues-to-turn.htmlThere is a noticeable momentum shift in the marketing of mainstream brands to Boomers. Using innovative ad campaigns, big brands are making bold statements about the value of Boomer consumers, and brands that have been neglecting Boomers are looking to step up to the plate. We are nowhere near critical mass, but enough strides are being made to support the notion that Boomer spending power is forcing a profound and potentially lasting disruption in long-standing marketing norms.Wed, 16 Aug 2017 13:00:03 -0400https://www.mediapost.com/publications/article/305858/the-tide-of-boomer-marketing-continues-to-turn.htmlhttps://www.mediapost.com/publications/article/305424/know-your-customer.htmlWe have learned that today's customers control markets. They do so by zapping commercials and freely choosing what they will buy and from whom they will buy it. Also, most astute marketers understand that younger markets receive, perceive and dissect their messages differently. What many are not aware of is the differences crop up because of age-related changes in brain functions. As marketers' increase their insights into the aging mind and understand the age-related differences between customers in the first and second halves of life, their ability to connect will improve.Mon, 07 Aug 2017 13:00:04 -0400https://www.mediapost.com/publications/article/305424/know-your-customer.htmlhttps://www.mediapost.com/publications/article/305297/retain-boomers-and-succeed-in-business.htmlBaby Boomers are leaving workplaces across the country in a mass exodus. The oldest of the Boomers are now in their 70s, with the youngest clocking in at 53. This means that, over the next 15 years, America is poised to lose a third of its workforce and nearly half of its corporate leadership. "But many Boomers plan to work into their 70s!," you say. While a Boomer may be quick to keep this dream alive, the reality is far different. A Gallup poll reports that only 16% of Boomers are still working full time by the age of 68. This is a very real problem that employers must face.Thu, 03 Aug 2017 13:00:04 -0400https://www.mediapost.com/publications/article/305297/retain-boomers-and-succeed-in-business.htmlhttps://www.mediapost.com/publications/article/304706/customer-myopia-is-the-boomer-customer-king.htmlThere is a Baby Boomer customer crisis in America, and many companies don't know it. The spoils will go to those companies who perceive the crises and out-connect and out-service their competitors.Fri, 21 Jul 2017 13:00:04 -0400https://www.mediapost.com/publications/article/304706/customer-myopia-is-the-boomer-customer-king.htmlhttps://www.mediapost.com/publications/article/304205/why-marketers-must-embrace-the-boomaissance.htmlI recently got a text from my 60-year-old, Italian mother. I assumed it was about one of our usual topics of conversation: updates on my quirky aunt, new songs she could listen to during aerobics classes, or what type of pasta to bring on her next visit to New York. Instead, what I received said, "Do you want to go to a music festival with me and dad?" followed by a generous series of music-themed emojis.Wed, 12 Jul 2017 13:00:05 -0400https://www.mediapost.com/publications/article/304205/why-marketers-must-embrace-the-boomaissance.htmlhttps://www.mediapost.com/publications/article/303879/useful-apps-for-boomers-continue-to-grow.htmlJust over the horizon are a slew of new apps and services that are perfect for Boomers and seniors, but you may not have heard of them yet. Here are our top picks for new apps that could make a big splash.Wed, 05 Jul 2017 13:00:05 -0400https://www.mediapost.com/publications/article/303879/useful-apps-for-boomers-continue-to-grow.htmlhttps://www.mediapost.com/publications/article/303465/to-win-someone-to-your-cause-you-must-first-reach.htmlSteve Jobs once said, "The most powerful person in the world is the storyteller ..." Abraham Lincoln also said, "In order to win a man to your cause, you must first reach his heart, the great high road to his reason."Mon, 26 Jun 2017 13:30:04 -0400https://www.mediapost.com/publications/article/303465/to-win-someone-to-your-cause-you-must-first-reach.htmlhttps://www.mediapost.com/publications/article/302683/boomers-and-the-sharing-economy.htmlThe term "sharing economy" has become a buzzword over the last few years, as services like Uber, Lyft, Airbnb, Task Rabbit and others have become popular with people of all ages. All of these businesses share a common theme; they connect people directly to services by disrupting an industry that is already in place.Mon, 12 Jun 2017 13:00:06 -0400https://www.mediapost.com/publications/article/302683/boomers-and-the-sharing-economy.htmlhttps://www.mediapost.com/publications/article/302198/marketing-to-boomer-women-adding-a-complementary.htmlOne of my favorite authors and presenters on marketing to women is Marti Barletta. Her publications, presentations and consulting expertise provide the definitive work on marketing to women and Boomer women. If your target is 50 to 70-year-old women, you may want to visit an article I wrote including Marti's thinking on marketing to women in general.Mon, 05 Jun 2017 13:00:04 -0400https://www.mediapost.com/publications/article/302198/marketing-to-boomer-women-adding-a-complementary.htmlhttps://www.mediapost.com/publications/article/301554/recognizing-subtle-ageism.htmlRecently, I was speaking with a client about the issue of subtle ageism in adult marketing. She was particularly fascinated by the reactions that people had when they learned of her father's passing. The first question nearly everyone asked was, "How old was he?" Her response was brilliant: "Why does it matter?"Mon, 22 May 2017 10:00:07 -0400https://www.mediapost.com/publications/article/301554/recognizing-subtle-ageism.htmlhttps://www.mediapost.com/publications/article/301120/boomers-are-engaging-on-facebook-are-you.htmlWhile many associate social media with Millennials and Gen Z, Baby Boomers are also heavy users of these channels, with Facebook being the biggest for the demographic. According to Pew Research Center, of the 79% of Americans who were Facebook users in 2016, 72% were between the age of 50 and 64. They are also highly engaged users. One survey found the group 19% more likely to share content on Facebook than any other generation.Mon, 15 May 2017 10:30:07 -0400https://www.mediapost.com/publications/article/301120/boomers-are-engaging-on-facebook-are-you.htmlhttps://www.mediapost.com/publications/article/300614/understanding-the-fickle-adult-beverage-consumer.htmlMany of us will head to the grocery store for Memorial Day to pick up a few items and, inevitably, that includes grabbing beer, wine or a spirit product. We have our list in hand and a pretty good idea of what we're going to buy. But something happens to 21% of us while in the store: We change our mind.Mon, 08 May 2017 10:00:08 -0400https://www.mediapost.com/publications/article/300614/understanding-the-fickle-adult-beverage-consumer.htmlhttps://www.mediapost.com/publications/article/300570/grandma-still-thinks-shes-grandmaster-flash-desi.htmlAwhile back there was a wave of adorable grandmas tagging themselves as rapper Grandmaster Flash - albeit inadvertently. While simply a humorous footnote to those less adept at using technology, it brings up the important point that when designing for seniors we need to make recognize the difficulties they may face.Fri, 05 May 2017 13:00:09 -0400https://www.mediapost.com/publications/article/300570/grandma-still-thinks-shes-grandmaster-flash-desi.htmlhttps://www.mediapost.com/publications/article/300344/christie-brinkley-shatters-the-60-something-stereo.htmlBoomers are often credited with making 50 the new 30, but with more than half of this generation now over 60, they're making 60-something look pretty darn good, too.Thu, 04 May 2017 13:00:06 -0400https://www.mediapost.com/publications/article/300344/christie-brinkley-shatters-the-60-something-stereo.htmlhttps://www.mediapost.com/publications/article/300197/if-they-cant-see-it-or-read-it-they-wont-buy-it.htmlMuch research about the science of emotion has materialized in the last few decades, resulting in a shift in thinking about decision theories. The studies reveal that emotions constitute powerful, pervasive, and predictable drivers of decision making. Across different fields, significant regularities appear in the mechanisms through which emotions influence judgments and choices. This conclusion represents the learnings from the past 35 years of research on emotion and decision making. It is likely you agree; if you do not agree, perhaps you should consider learning more.Mon, 01 May 2017 10:00:06 -0400https://www.mediapost.com/publications/article/300197/if-they-cant-see-it-or-read-it-they-wont-buy-it.htmlhttps://www.mediapost.com/publications/article/299356/the-intergenerational-imperative-a-new-narrative.htmlWe must end the conversations pitting generation against generation. It's ageist and supports generational stereotypes that don't value the best that young and older people have to offer - especially to each other. It's time for a new narrative that highlights the importance of the unprecedented shifts every generation is experiencing, one that reflects the commonalities as opposed to differences.Tue, 18 Apr 2017 13:00:05 -0400https://www.mediapost.com/publications/article/299356/the-intergenerational-imperative-a-new-narrative.htmlhttps://www.mediapost.com/publications/article/298839/divorce-boomer-style-and-what-it-means-for-you.htmlThe Pew Research Center recently reported that Americans 50+ are divorcing at twice the rate they did 25 years ago. In 1990, only 5 out of every 1,000 Americans got divorced in a given year; by 2015 that number had risen to 10 out of every 1,000 - during a period when divorce rates among Americans aged 25-39 declined by 21%.Mon, 10 Apr 2017 12:05:04 -0400https://www.mediapost.com/publications/article/298839/divorce-boomer-style-and-what-it-means-for-you.htmlhttps://www.mediapost.com/publications/article/298328/what-weve-learned-about-marketing-to-baby-boomers.htmlResearch has shown that customers' final decisions are not the direct product of the reasoning process; in fact, emotions drive Baby Boomers in their purchase decisions. The reasoning process will confirm their decision, but it doesn't start there.Mon, 03 Apr 2017 10:00:06 -0400https://www.mediapost.com/publications/article/298328/what-weve-learned-about-marketing-to-baby-boomers.htmlhttps://www.mediapost.com/publications/article/297907/boomers-embrace-the-amazon-echo-and-the-internet.htmlAmazon Echo, commonly referred to as "Alexa," has become one of the most popular gadgets to debut in recent years. People the world over are embracing all of the ways that the device, first available in June 2015, can aid in managing the home and day-to-day life. While this kind of technology is often thought to appeal to only younger demographics, Boomers are finding new and innovative ways to use Echo to meet their specific needs.Mon, 27 Mar 2017 10:00:06 -0400https://www.mediapost.com/publications/article/297907/boomers-embrace-the-amazon-echo-and-the-internet.htmlhttps://www.mediapost.com/publications/article/297442/how-boomers-are-driving-enterprise-purchasing-deci.htmlFor too long, business-to-business marketers have been relying on the same old trope when it comes to identifying the drivers of tech purchases in the office place. Right now, you're probably imagining a bespectacled whiz kid, gangly and pale, and above all else - young.Mon, 20 Mar 2017 12:00:06 -0400https://www.mediapost.com/publications/article/297442/how-boomers-are-driving-enterprise-purchasing-deci.htmlhttps://www.mediapost.com/publications/article/296442/what-weve-learned-about-marketing-to-baby-boomers.htmlThere are many perspectives on how to effectively market to Baby Boomers. We've shared several in Part I and II of this series. We believe we can roughly divide Baby Boomer behavior perspectives into two approaches. The first emphasizes the objectivity of science and that the customer is considered a rational decision maker. In contrast, the subjective or emotional approach stresses the customer's individual experience and the idea that Baby Boomer behavior is subject to multiple interpretations rather than one explanation only.Mon, 06 Mar 2017 10:00:06 -0500https://www.mediapost.com/publications/article/296442/what-weve-learned-about-marketing-to-baby-boomers.htmlhttps://www.mediapost.com/publications/article/295930/the-red-hot-business-of-boomer-online-love.htmlValentine's Day is in the rearview mirror, but Boomers are more romantic all year round than one might think. In fact, one study found that finding love is the #1 New Year's resolution for nearly 60% of single people over 50.Mon, 27 Feb 2017 10:00:06 -0500https://www.mediapost.com/publications/article/295930/the-red-hot-business-of-boomer-online-love.htmlhttps://www.mediapost.com/publications/article/295440/the-death-of-the-american-dream-is-home-ownership.htmlIt seems that baby boomers and millennials have quite a bit in common. Both are losing sight of what was once the great American Dream, a home of one's own. In the past few years, home ownership rates have fallen to a historic low. And while millennials are part of the issue, a study by the Joint Center for Housing Studies at Harvard found that the 45-64-year-old demographic saw twice the share of renter growth of younger households.Mon, 20 Feb 2017 10:00:05 -0500https://www.mediapost.com/publications/article/295440/the-death-of-the-american-dream-is-home-ownership.htmlhttps://www.mediapost.com/publications/article/295000/influencer-marketing-for-boomers-its-about-exper.htmlInfluencer marketing is not only the fastest-growing trend in marketing; it's more than a trend and appears poised to become a permanent fixture in marketing and communications planning. 84% of marketers say they will use it in 2017.Mon, 13 Feb 2017 10:00:06 -0500https://www.mediapost.com/publications/article/295000/influencer-marketing-for-boomers-its-about-exper.html