By Mary Brown
With child Boomer girls spending over a thousand billion funds a yr, the times of forty+ girls being missed through dealers are numbered increase is a finished consultant to opting for, achieving and influencing those ladies. The booklet positive factors insights and case histories from forty best dealers, together with executives from Intel, Ford, Seabourn Cruises, Citigroup, Wellpoint, Mary Kay, and extra. Key positive aspects this can be the one ebook on advertising and marketing to this particular demographic. child Boomers are the most important generational demographic this day, and girls not just outnumber males, but in addition impression up to eighty% of family buy judgements contains: The 8 belongings you won't find out about Boomer girls yet may still, the Imago Diagnostic (ID), an evaluation software to assist dealers determine what makes child Boomer girls tick and extra
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Extra resources for BOOM: Marketing to the Ultimate Power Consumer -- The Baby-Boomer Woman
The depressing decline did not set in at 40 or 50, and with 60-year-olds like Tina Turner, Bob Dylan, Paul McCartney, and Mick Jagger jumping around on the world stage, the notion of ‘‘senior citizen’’ has already fallen somewhere on the spectrum between quaint and laughable. Clearly, this is not their parents’ midlife and beyond. Adult Development Models Playing Catch-Up It wasn’t only the Baby Boomers and marketers who have been caught by surprise by the notion of 40 םbeing a time of continued, or even renewed, vitality.
Brent Green, author of Marketing to Leading-Edge Baby Boomers, alludes to this failure when he shares what he learned the hard way: ‘‘If you just play the ‘forever young’ card, you’re in big trouble. ’’ On the other hand, it’s also not true that this generation of women can’t be reached, as some marketers contend. Nor is it true that she’s not worth the effort. Ford Motor Company’s outreach to women in this demographic is an example of how thoughtful strategy can pave the way for connection to her.
We used radio and newspaper publicity to drive consumers to in-store product demos. This direct, one-on-one interaction proved very successful with women in terms of breaking down barriers to entry, reversing misperceptions about complexity and driving sales of the Zire product among women. We also changed our channel distribution strategy adding new retailers, such as Target in the United States and Gigante, a large grocery chain in Mexico—quite a change from our former computer-superstore approach.