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2010 Riafsa Marketing Presentation

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Presentation on Marketing to Baby Boomers given at the 2010 Rhode Island Association of Facilities and Services for the Aging.

Presentation on Marketing to Baby Boomers given at the 2010 Rhode Island Association of Facilities and Services for the Aging.

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  • 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.

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