Gerald Linda & Associates

Tuesday, May 26, 2009

Baby Boomers Rule!

As you may recall, I was the capstone speaker at the recent marketing conference, Targeting Boomers and Beyond, held in Washington, DC on May 15.

Here are a few highlights:

·        While Baby Boomers constitute about a quarter of the population, own two-thirds of the wealth and account for $2 trillion (!) in spending, they are not a good target market per se.

·        Why? Because Boomers are not an affinity group—a demographer’s definition does not a segment make.

·        Smart marketers, therefore, have been creatively and meaningfully slicing and dicing this cohort (now aged 45-63) into segments like:    VibrantWomen™, Prime Time Women™, grandparents (this group actually starts younger than Boomers and extends beyond them) and the like.

·        Photographic images work well with Boomers because: 1.     They’re easier for ageing eyes to perceive and comprehend than long copy. 2.     Verbal memory declines faster than visual memory. 3.     They provide a direct link to memories and emotions.

·        Mainstream media buyers still think 18-49 is the way to bet. Wrong. Yesterday’s 49 year old is today’s 50 year old and Boomers have been turning 50 at the rate of 10,000/day since 1996. It’s the same people. One of the best explanations for this error is: “If the horses had gods, they would look like horses.” Epictetus (Greek Stoic philosopher)

1:42 pm cdt

2009.05.01 | 2009.03.01 | 2009.02.01 | 2008.09.01 | 2008.05.01

Listed below are some of the key services provided by Gerald Linda & Associates along with a reason why firms consider them.

INTERIM MARKETING LEADERSHIP---because you need marketing now and that fact isn't changed by the temporary absence (e.g., illness, pregnancy, family leave, etc.) of a CMO or thinking you cannot afford a full-time leader.

MARKETING STRATEGY---because we have a pragmatic tool to determine what ideas to put into whose head vs. what competition with what effect.

MARKETING PLANNING---lest you act like those who, having lost sight of their goals, redoubled their efforts (with apologies to Peter Drucker).

MARKETING RESEARCH---because it's the only insurance you can buy to diminish the risk of making a bad decision.

BRAND PERSONALITY---because you already have one. Do you know what it is? Is it helping you achieve marketing goals?

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PRIZM and VALS---because geographic, demographic and lifestyle data on your customers are already in the computer; we just need to set them free.

AGENCY SEARCHES---because hope may be a wonderful companion, but it's a terrible guide in finding and hiring advertising, PR and DM agencies. Don't go it alone.

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