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Why Cutting-Edge Boomers May Hold the Secret to Marketing Success

dpotter | 30 November, 2005 15:25

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The cutting-edge Boomers, those 50+, are recognized as the people who led the way to sweeping social alterations nearly four decades ago. Many of these changes still impact our lives today. They have created personal wealth and are not afraid to spend money on the things they want. The 50+ Boomers represent the front line of an army of consumers, some 76 million strong, consisting of those born between 1946 and 1955 (that means the first of them will be turning 60 in 2006). Yet, according to the Radio Advertising Bureau, less the 5 percent of advertising expenditures are allocated to this important demographic. With few exceptions, businesses who give these consumers the attention they expect and deserve can reap significant sales dividends simply by understanding and appealing to this under-marketed-to consumer group, because historically people over 50 dropped of the radar screen for most marketers and ad agencies.

To maximize results with the maturing Boomers, the media and the messages used to effectively reach and influence this audience often differs distinctly from the approaches that work for the under 50 crowd as well as those directed to folks on the other side of 60. So advertising – both general and direct response – that takes the “me generation” for granted, or ignores them all together, will produce little or nothing in terms of initiating trial or building brand loyalty which causes a product to be invited into the consumer’s home, time and time again. Rather, advertising that connects with the 50+ Boomer by recognizing their unique needs, wants and desires is the way to attract new consumers from this demographic group and retain them as steady customers.

There are a number of books and articles written about how to effectively market to this rich and growing consumer segment. My book, “The 50+ Boomer: Your Key to 76 Million Consumers,” is one of them. Whatever sources are utilized, the savvy marketer will sort out the similarities and the differences of the cutting-edge Boomer segment compared to other audiences, and determine the best means for tapping into this group of old friends who now represent a new frontier in marketing.


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