CreatingResults.com 2008 Mature Marketing Resolutions Could this be the year mature marketing grows up? Todd Harff, president of 40+ marketing agency Creating Results, offers these 2008 Resolutions for those looking to sell to baby boomers and beyond.
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CreatingResults.com
2008 Mature Marketing Resolutions
Could this be the year mature marketing grows up?
Todd Harff, president of 40+ marketing agency Creating Results, offers these 2008 Resolutions for those looking to sell to baby boomers and beyond.
CreatingResults.com
2008 Mature Marketing Resolutions
• RESOLUTION #1: Focus.
50+ Americans control 67% of the nation’s wealth - $28 trillion (US Census/Federal Reserve)
Over 50 controls $28 Trillion
Under 50 controls $13.8 Trillion
CreatingResults.com
2008 Mature Marketing Resolutions
• RESOLUTION #2: Know who you’re talking to.
Life stages can be more important than physical ages. At 65, Fred Thompson has children aged 3 ½ years and 7 months.
CreatingResults.com
2008 Mature Marketing Resolutions
• RESOLUTION #3: Trust.
Baby Boomers are the most highly educated group in history. Don’t dumb your marketing down.
0 5,000 10,000 15,000 20,000 25,000 30,000
(Numbers in thousands)
1 to 3 years College
4 years or more College
25-34 35-54 55+
CreatingResults.com
2008 Mature Marketing Resolutions
• RESOLUTION #4: Walk the walk.
Be authentic. This MD Anderson ad tries to use Boomer language to connect (referring to Woodstock, The Graduate and Hank Aaron’s 300th home run). The tiny print and hard-to-read design shows they’re just talking the talk.
CreatingResults.com
2008 Mature Marketing Resolutions
• RESOLUTION #5: Respect.
“Zany” photography can be hard to pull off without risk of offending.
CreatingResults.com
2008 Mature Marketing Resolutions
• RESOLUTION #6: Make marketing experiential.
Westin’s “This is How it Should Feel” campaign brought the brand promise to life. They wrapped targets in the product experience, and offered calming images (rainforests,
underwater) that made an impact in hectic places (subways, high traffic areas).
CreatingResults.com
2008 Mature Marketing Resolutions
• RESOLUTION #7: Say “Thank You.”
Your customers will reward you with loyalty.
CreatingResults.com
2008 Mature Marketing Resolutions
• RESOLUTION #8: Reflect diversity.
By 2030, 11% of Americans over 65 will be Hispanic, 10% will be black and 5% will be Asian.
CreatingResults.com
2008 Mature Marketing Resolutions
• RESOLUTION #9: Embrace social media.
CVS’ new campaign aimed at caregivers includes social networking features that allow people to share stories and build community.
CreatingResults.com
2008 Mature Marketing Resolutions
• RESOLUTION #10: Give up past stereotypes and let your marketing grow up.
Tune in to your 40+ target and turn on sales.Ads for Continuing Care Retirement Communitiestypically feature smiling old couples on benches. This approach literally turned stereotypes on their head and created results.
CreatingResults.com
2008 Mature Marketing Resolutions
e v e r y t h i n g 40+ c o n s u m e r s e x p e r i e n c ebranding | marketing | web | pr | displays | advertising
888-205-8899www.creatingresults.com
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