What do Baby Boomers want anyway?

If you are in any industry that targets the boomer market, we have the answers and will reveal them on May 14 in NYC. That day marketing mavens come from all over the country and the UK to spill the beans on boomer outreach.

For now, here are the 5 Don’ts:

#1. Don’t use the words “anti-aging.” Watch the cosmetic commercials that use that phrase. The models are all young. My twenty-eight year old son is anti-aging. By the time you get be a leading edge boomer like me you are pro-aging. Think of the alternatives.

#2. Don’t use the word Senior. That is a person who is always at least 5 years older than your target market, even if they are 80!

#3. Don’t patronize, marginalize or kid. Older adults are smart, sexy and sassy. Don’t make a pitch until you truly believe that.

#4. Don’t think of Baby Boomers as brand loyal. Save us money, show real value, compete for our $$$. Or, give us better service and you have us with “hello”. Put a hard benefit in your ad.

#5. Use diverse images. Baby Boomers come in all colors, shapes and sizes…all 78 million of us.

I hope that you can join us at the Beyond Boomer Conference. Mention that you are a FOM — Friend of Marva — and receive 10% off the registration fee.

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A friend sent me a Youtube video of a New York University student playing piano and singing a song that she composed. The name of the student playing barefooted in a formal gown was Stefani Germanotta, more commonly known as Lady GaGa. Since that NYU concert in 2005, GaGa has sold 4 million albums and 20+million singles tracks.

What led to her meteoric rise? And, what can 50+ job seekers learn about Personal Branding from personalities like Lady Gaga?

Personal brands are built on distinguishing attributes. There must be something that separates you from the herd. In order to build a lasting brand, you must also take on a “leadership” role (you have to be good at something!) Clearly, GaGa has a great voice, is a talented songwriter and a sensational (if not sensationalist) performer. But, we can name at least a dozen other performers in this venue that have similar attributes (think Christina, Madonna, and even Lil’ Wayne–who was a child prodigy).

Lady GaGa started playing piano at the age of 4, attended a private Roman Catholic school in New York and at age 17, gained admission to NYU’s Tisch School of the Arts. She honed her skill and is technically competent. As job seekers, even at mid-career, we must continue to hone our skills. What is the latest technology or advances in your field? Are you aware of the trends affecting your industry?

You may not like the costumes, but you must admit, when Lady GaGa is in the audience or on stage she gets attention. She understands the value of enhanced visibility. Her outlandish, burlesque-style costumes are a part of the GaGa brand experience. So, how are you gaining visibility for your skills, talents and experience? How are you setting yourself apart from the crowd of others clamoring for the same position? Are you writing, blogging, volunteering or just waiting for the phone to ring?

On February 18th and 23rd, attend the Branding Yourself After Age 50 Webinar to learn more lessons about personal branding from Lady GaGa and others. This engaging webinar demonstrates how to apply simple branding principles to help you strategically position yourself for your next career or new business.

You are the Chief Marketing Officer in charge of the BRAND called YOU!

Are you an indistinguishable product, or have you created yourself as a desirable brand in a crowded marketplace?

Sign up at http://branding50.com/webinars.html

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