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News & Insights from the Boomer
Project
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Dear Matt,
Every month we get calls and inquiries from folks
planning a consumer-focused "Boomer" show or
expo. Usually, they are experienced running a "Senior
Expo" type event, and now want to know how to modify it
so Boomers will attend. Almost all of these events have
"Boomer" in the title -- or worse, say they are for "Those
ages 55 and better."
In those cases, our initial advice is "Good luck
with that."
We don't think many Boomers think of themselves as
members of an affinity group called "Boomers." In one recent
survey, for example, more than one in four Boomer-age
consumers didn't even know they were Boomers.
But today a new
type of Boomer-focused expo is launching, and we think these
guys have a winning recipe.
 It's the Festival of the
Wise, which will be held in Scottsdale, Arizona on
December 6-7, 2008. The name itself separates it from the
others out there. The idea came originally from a
California-based entrepreneur, Melle Amade, who has partnered
with a Boston-based event promoter, Paul DeLuca, to
create what we think will be a success.
As they explain on their site:
The inaugural Festival of the Wise is a music and
arts festival uniquely combined with a conference program on
Health, Money, Home, Lifestyle, Travel and Technology and
exhibits from over 100 companies showing products and
services for the dynamic Baby Boomer
community.
The six topic
areas, called HealthWise, TravelWise, etc, also indicate
that they understand what is important to today's Boomer
Consumer. The only aspect of the event that might work against
them with some Boomers is that AARP is a significant and
visible sponsor. AARP has baggage that many Boomers
avoid.
Nonetheless, we love the idea and positioning for this
event. It will succeed if it is implemented well.
*******
Remember, another way to stay on top of all the important
news and our commentary on understanding Boomers is to
subscribe to our blog, Boomer Consumer :: The
Blog. We try to post new content several times a
week.
Just click the link and scroll down until you see a place
to type in your email address on the right side of the page.
You'll get an email on those days we post something
new. |
| Best in Class in Marketing to Boomers
Last month we asked readers to share their thoughts
on who is effectively targeting today's Boomer
Consumer. Some replies were self-serving ("our company
gets it") and some were rants about the misses instead of the
successes.
However, here are some of your comments on who is
actually getting it right (and our comments):
"I love the Ameriprise/Dennis Hopper
campaign, though I'm not sure of its success. It's
frank-but-credible, honest and
forward-thinking."Interesting, because we know
Boomers who despise the campaign. Goes to show you that you
can't please everyone.
"Web site tbd.com seems to be onto something
... I think the site will resonate especially well with Boomer
women, who I think were lost on eons.com."
Time will tell. We think all "Boomer" sites need more
specific focus.
"Canyon Ranch
and Canyon Ranch Living do a beautiful job promoting wellness
which is becoming increasingly attractive to Boomer
consumers. Their marketing approach is ageless, which
works, but it also seems that they might be trying to force a
younger target/product focus ... like they're afraid to be
pinned as an older-people brand. The fear of many, truth
be told." Thoughtful comments
all the way around.
"All in all, however, I think the Financial
Services industry is far and away doing the best in creating
products for -- and communicating with -- Boomer
consumers. They've been at it the longest ...
perhaps? Or, they can't so easily blame their failures on
a lack of market potential."
We think
Financial Services are doing the most, and therefore, are
having the most success. But Toyota ran a campaign for the
Highlander focused on "empty nesters" that was effective. And
both Lowes and Home Depot have focused on Boomer-related life
styles to some success.
Thanks to everyone for their input, and we'll keep
posting your feedback as
appropriate. | |
Links to More
Stories/Articles:
First, read the cover story
featuring the Boomer Project and data from our partner BIGresearch
in the June STORES
Magazine.
The story is on five things retailers need to know about
today's Boomer Consumer. It has generated commentary across
the Web, ranging from RetailWire
(registration required) to MarketingVox. Here are eight other stories, commentary and
pieces we've posted to our blog
since last month, from most recent to oldest. You can sign up
at the blog to get these stories the day they are
posted.
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