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.