3. About VibrantNation.com VibrantNation.com is the leading website devoted exclusively to the influential and fast-growing demographic of smart and passionate women over 50. At VibrantNation, women can look for tips, share information, and join smart conversations about work, style, relationships, wellness, books, and more. VibrantNation.com is the place where they can connect with other women at their lifestage and discuss the issues they are passionate about.
7. top information influencers Other Previous experience Referrals from other people (online testimonials, people I know personally, etc.) Basic/background information (manufacturer’s Web site, library, etc.) Trials Other research Print magazine or newspaper articles Advertising Television
26. segments according to maslow value endorser: simplicity seeker: self-interested spender: experiential indulgers: other pleasers: actualized evolving the norm progressing least developed
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30. Whitepaper: “Well-Connected and Wired: The Vibrant Woman” by Carol Orsborn, Ph.D. and Stephen Reily, Vibrant Nation.com. Web-based survey and interviews of 1000 Upscale/affluent U.S. Women 45+, June 2-June 5, 2008. For study: (CONTACT INFO) Material drawn from BOOM: Marketing to the Ultimate Power Consumer—the Baby Boomer Woman by Mary Brown and Carol Orsborn. (Amacom Books) Research survey by FH Boom, Fleishman Hillard and qualitative research by Drs. Carol Orsborn and Jimmy Laura Smull. Surveys conducted by VN: SuperBowl (Feb 2009), TechSurvey (Feb 2009), News Source (May 2009). Cosmetics Spokesperson (June 2009), HealthCare (Aug 2009), Adult Child (Jun 2009), Caring.com (Aug 2009) for information: Copyright 2009 Vibrant Nation These materials may not be reproduced without permission from VibrantNation.com or Sources: Stephen Reily [email_address] 502-568-5555 Carol Orsborn [email_address] 502-568-5555
Editor's Notes
Cite SuperBowl survey – how she is being ignored Cite tech survey – she is buying more tech products than people realize
Carol will present this page
Carol will present this page
Carol will present this page (brief illustration of previous page)
“ Women Like Them” Even more important at this lifestage Move into open-ended questions
Five categories: Close to half are in the first segment: Self-interested Spenders; the other segments are, in descending order, Simplicity Seekers, Values Endorsers, Experiential Indulgers and Other pleasers
“ Does this brand/product/service meet my specific needs?” A change from earlier life stages, in which pleasing others, ignoring their own needs and being loyal took precedence. In the words of one respondent: “I decided to buy what interested me—totally and irrevocably—and to write off all of those companies that weren’t interested in seeking me as a consumer. Another writes “I started seeking brands that were interested in celebrating women in my age group and not going after the younger generations.”
This is this woman’s version of a Christmas tree: a glass globlet filled with ornaments. She picks and chooses the best from her whole life experience to do “her own thing” in her own special way. Cite adult child and Caregiving surveys – she is making sacrifices for others but doesn’t want to be reminded about it – she still wants her own life.
This is this woman’s version of a Christmas tree: a glass globlet filled with ornaments. She picks and chooses the best from her whole life experience to do “her own thing” in her own special way.
Cite work with Wyeth and REVEAL study – conversations about sex on the site. She’s not going to sacrifice that side of her life anymore.
This ad is okay – the key “message to avoid” is an ad that implies that the woman should follow others’ opinions or ideas rather than that she can rely on herself.
“ Give me the most practical solution so that I can focus on what really matters to me”
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If we show an ad it should appeal to the less is more message rather than sustainable consumption alone – and this segment also includes women who are deliberately trying to spend less Simplicity is more about the appeal of not just buying stuff – similar but different to the values message Connected to reinvention/transitions/simplifying/shedding
Cite healthcare reform survey – they don’t want to be misled or lied to! They want information. Compare threads on politics (either side) Cite this conversation: Is there a compassion deficiency in the US?
Look for more of a luxury/indulgence ad – luxury car/fur ad?
i.e. Click for meaning: Arzu Rugs. Super Bowl ad: Pedigree pet adoption pitch got high marks. Toms Shoes? See www.tomsshoes.com Grab screen shot from website?
I think we should add a little more to these – at least to the “Experiential Indulger” Note to Stephen: These last two can be fully developed out, but my sense is that for the flow of this, audiences will be pleased to take a short-cut through the final two. We can say this: Don’t discount experiential indulgers, as given their orientation, they likely generate a disproportionate amount of spending. That said, don’t need to spend much time on them in this presentation, as this is the segment advertisers—particularly of luxury brands—have most experience targeting, and who tend to identify with ads targeted to younger consumers. OTHER PLEASERS: only important in that notes the departure from the stereotype, as well as behaviors left behind by other segments, but practiced by almost all at a younger age/stage in life.
![[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Boomer Women are in the prime of their lives and the healthiest, wealthiest, best-educated generation in history.](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)