Let's Be Frank!

Boomers are a market in search of a seller. They want and need, but in ways that are different from younger and older age cohorts. Accordingly, marketers/advertisers, as well as their advertising, public relations and sales promotion agencies would be wise to take this Maturing Market seriously.

They need to speak directly to this market. They must tell Boomers that they are aware of their specific product needs (new and/or modifications of existing products that would be meaningful to them). They must also speak to Boomers in language that signals they are aware of and recognize the marketing, advertising and public relation programs that are specific to their interests and beliefs. This will generate attention—and show that they care.

In short, Boomers want to be shown they are wanted and appreciated. Only then will they express their interest.

Sound logical? Sound easy?

When is the last time you strolled through an advertising agency, or walked the Marketing Department corridors of a consumer products company?

Lets look at the advertising agency creative group—dressed in jeans and for the most part under 30. Let’s also look at the account execs fresh business school. Then there’s the leadership at these agencies. Want to bet on the number of gray hairs? And, what about their clients? Can you find a difference between the brand manager and his / her account executive?

For the most part, this combination of marketing and advertising power is developing products, marketing plans and advertising based on what appeals to itself!

Try calling on this group to discuss the Boomers or Mature Market. Logically note the size of the market and its wealth, the fact that Boomers are open to new ideas and new products—and are highly likely to keep on spending for years.

Then, watch their eyes glaze over!! They are very respectful as they show you to the door—and toss your materials into the circular file.

Comments

[Linda]

How about the person who just doesn't know it. We once did a piece on a local restaurant owner who didn't know he was a boomer. Sometimes I feel that I am constantly educating our advertisers and audience.

The publication I work for has "Boomers and Beyond", as its tag line. It's paper for the active, affluent older adult. You can't believe how many times I've had to explain what boomer is in reference to. Even when I've used the term baby-boomer, not all advertisers understand it. But they get it right a way when I say older adult, but they're thinking SENIOR citizen. Many advertisers just can't differentiate between the two distinct groups.