Dear Matt,
The rise and fall of the social networking site for those
"lovin' life the flipside of 50,"
Eons.com,
has been fairly spectacular, and well-documented by the
mainstream press, like
this article
in
The New York Times.
The smart people at Web developer
Immersion
Active penned
a good
analysis of the final(?) missteps taken by that more than
likely forever eroded brand equity.
The lesson of Eons is not that Boomers are a
weak market for social networking sites. It's that this
isn't the site.
We've seen the media take shots at GAP stores for
their failed Forth & Towne concept for women 35+. We've
seen Revlon take a hit for the failure of their Vital Radiance
line.
The broader lesson in all of these cases is that just
because there are 78 million Boomers out there, you have
to get everything else right in the marketing mix: product,
price, placement and promotion, to name a few.
Let us ask you, our loyal readers, a question: what are
the successes out there marketing to Boomers? Who is getting
everything right?
Email us
with your thoughts and we'll report on them next month.
*******
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