| New Book: BOOM - Marketing to the Ultimate Power Consumer -- the Baby Boomer Woman |
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| Thursday, 05 October 2006 |
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Baby Boomers are the most-watched generation ever: always in the news but seldom seen in the ads between. Many advertisers focus on the 18-34 age bracket. Boomers age 45-60 have dropped out of the desired demographic and are sidelined as a marketing specialty. With women calling the shots on 80% of consumer spending -- and Baby Boomer women spending well over one trillion dollars on goods and services annually, it should be obvious who drives the market. Mary Brown and Dr. Carol Orsborn, experts in marketing to this demographic, have written BOOM: Marketing to the Ultimate Power Consumer -- the Baby Boomer Woman. The book is a comprehensive guide to identifying, reaching and influencing Baby Boomer women and features insights and case histories from 40 top marketers, including executives from Citigroup, AARP, Time Magazine, Logitech, Liz Claiborne, Key Bank and Marriott. The excerpt we are featuring today is about the needs of empty nesters, based on proprietary research conducted by Imago Creative, a firm that specializes in building brand relationships with Baby Boomers. It’s entitled “Five Marketing Opportunities For Connecting with Empty Nest Women,” and explains how the smart marketer leverages the Baby Boomer's life-cycle transitions to forge strong brand connections. |
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| Last Updated ( Thursday, 28 February 2008 ) |
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