This document summarizes strategies for marketing to baby boomers in today's changing marketing environment. It discusses how marketing has shifted its focus to the customer's needs and experiences. It describes baby boomers as pragmatic idealists who are looking for authenticity, inspiration, and to feel heard. The document provides tips for engaging baby boomers, such as learning more about them, engaging with them more deeply through various channels, improving one's online presence, and refining messaging to focus on wellness, customization, and unique experiences rather than age or equipment. Successfully meeting the high expectations of cost-conscious baby boomers will be challenging but rewarding for companies that can do so.

1. MARKETING TO BABY BOOMERS
IN THE NEW MARKETING
ENVIRONMENT
Tiffany L. Hogan, Ph.D.

2. TODAY’S TALK:
 The New Marketing Environment – what has
changed and how marketers are responding
 The Boomers (they certainly aren’t babies any
more!) – as consumers, what are their needs and
behaviors
 Suggestions for successfully reaching and
communicating with Boomers

3. CHANGE

4. THE NEW MARKETING
EVIRONMENT

5. The Ultimate Marketing Challenge:
+
An easy sell!

6. SO WHAT ARE SOME CURRENT TRENDS IN
TODAY’S MARKETING?
 Its not about your product
or service; its all about the
customer and his/her needs
 Its about getting your
customer to feel your
product/service is
invaluable
 Its about bringing surprise
and delight to the customer
 Its about having the right
product, in the right place,
at the right time.

7. FOCUS ON THE CUSTOMER, NOT YOUR
PRODUCT OR SERVICE
Connect with your
customer
Understand your customer

8. What are their needs?
What are their values?
What keeps them up at night?

9. SOME SPECIFIC CURRENT CONSUMER TRENDS:
 From material wealth to “a life better lived”
 From flashy to frugal (or “value conscious”)
 From disposability to “social consciousness”
How can you ride these trends to improve your products and
services?

10. “Your customers—your
communities—have new
expectations. They want to
(actually!) interact with your
organization. They want to
know what they want to
know—when they want to
know it. And, as always, they
want to know, and feel, how
your organization and its
brand align with their
personal brands and values.”
Tamsen McMahon
Director of Strategic Initiatives
Sametz Blackstone Associates

11. THE “BOOMERS”

12. THE BOOMERS:
 78 million strong
 Used to re-defining every
life stage
 Used to being the center of
all marketing and
advertising efforts
 In reality, facing tough
economic constraints

13. THE BOOMERS:
PRAGMATIC IDEALISTS

14. ACCORDING TO DR. DEUSTCH OF BRAIN
SELLS:
 The developmental history of Boomers casts them
as characters that possess a self-expansive nature
primarily devoid of cynicism. The Baby Boom
generation embodies a vitality that makes them
survivors, even if they can't always be thrivers.

15. WHAT ARE BOOMERS LOOKING FOR?
 They don’t want to compromise their authenticity
 The process is as important as the result, they want
“the ride”
 They like to inspire others; help them feel helpful
 They know that there are no absolutes
 They prefer personal style over rote action or ritual
 They are oriented to the human dimension; they
appreciate humor
 They hate feeling trapped, conned and boxed-in
 They are creative and conservative
 They are looking to be heard and understood
 Help them feel smart, proud and innovative

16. THEY WON’T STOP DOING WHAT THEY LIKE

17. ARE BOOMERS AND SENIORS ONLINE
TODAY? YES!!!

18. WHAT ARE SENIORS DOING ON LINE
TODAY?

19. FASTEST GROWING USER GROUPS OF
SOCIAL MEDIA

20. TIPS/TECHNIQUES TO ENGAGE
WITH BOOMERS

21. I. LEARN MORE ABOUT YOUR CUSTOMERS
 Beyond what you already
know. For example:
 What if you were
running a hotel or a
camp, what would you
want to know?
 Ask about where they
spend their leisure
time now; where their
“third place” is.

22. II. ENGAGE MORE DEEPLY WITH YOUR
CUSTOMERS/FAMILY MEMBERS
 Mass, one-way marketing
is dead; think personal
and custom tailored
 You have so much to offer;
reach out beyond your
current spheres; improve
your WOM
 Where are your future
customers today? Meet
them there.

23. III. IMPROVE YOUR WEB PRESENCE
 Search Ranking
 Interactivity of your
web site
 Get your true
identity onto your
site
 Social Media
 Inbound
“opportunities” – use
them!!

24. IV. CONTINUE TO REFINE YOUR
MESSAGING
Yesterday’s Messaging Today’s Messaging
 Fit for being fit  Health and Energy
 One size fits all  Customization
programming  Engagement
 Its all about the  Its all about the experience
equipment/facilities
 Be unique
 Be the same
 Wellness
 Age-specific programming
 Old is Gold
 Dominance of 18-40
 Hearts and Minds
 Heart
 “Out of the box”
 “In the box”
Some suggestions from Colin Miner, IAAA

25. THE HIGH EXPECTATIONS AND CONSTRAINED
POCKETBOOKS OF MANY BOOMERS WILL MAKE
SERVING THIS GROUP EXTREMELY CHALLENGING;
COMBINING THE LOW PRICES, HIGH SERVICE LEVELS,
AND STRONG BRAND IDENTITY THESE BOOMERS CRAVE
IS INHERENTLY DIFFICULT – BUT THOSE COMPANIES OR
PROVIDERS WHO FIGURE OUT HOW TO DO IT WILL BE
HIGHLY REWARDED IN THE COMING YEARS.

26. THANK YOU
Email me at: Tiffany@TiffanyLHogan.com for a
copy of the presentation, resources or with any
additional questions.