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Only 12 percent of low-income Baby Boomers are less likely to work at age 67, compared to 45 percent of higher-income boomers.

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Speaking & Training

Media Training: Ringling Brothers & Barnum & Bailey

Everyone loves the circus, and the best, most authentic and well-run circus in the world is Feld Entertainment's Ringling Brothers & Barnum & Bailey "Greatest Show on Earth." Part of what makes it such a success is the corporate commitment to local marketing and promotion. Feld Entertainment has more than 300 marketing and promotion specialists who develop local relationships and sponsorships to fill the seats for every performance.

The promotional specialists are all enthusiastic recent college graduates, mostly under the age of 26. Feld realized that these marketing gurus were out of touch with today's Boomers, who are now grandparents and a prime target. The company hired the Boomer Project to lead two training sessions at a three-day national sales meeting, tasking us with educating staff about Boomers as grandparents, and suggesting specific tactics that could be implemented locally to lure them to the circus.

Our sessions included detailed media consumption and behavior data from the BIGresearch Simultaneous Media Study, conducted twice yearly among 15,000 consumers of all ages. Our analysis of media usage data told Feld how to best reach Boomer grandparents via local media -- the specific media vehicles, programs and venues where advertising would work best.

We anticipate more companies waking up to the power of reaching Boomers as grandparents. Once a Boomer reaches that life stage, he or she never leaves.