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CHRIS BRADSHAW
@chrisbradshaw
@boomboxnetwork
214.566.8162
Baby Boomers:
The sweet-spot
demographic
in the middle of all
t...
BOOMER DEMOGRAPHICS
•  Baby boomers: the generation born
between 1946 -1964 (ages 51 and 69)
•  Nearly 80 million boomers
...
BOOMER PSYCHOGRAPHICS
#babyboomers | @BoomboxNetwork | @DFWama
BOOMER PSYCHOGRAPHICS

Ø  Don’t want to be 32 any more

Ø  Health conscious: Food, exercise,
surgeries, supplements

Ø ...
BOOMER as CONSUMERS
Boomers spend $3 Trillion every year. They have the most amount of discretionary
income of any generat...
BOOMER vs MILLENIALS
“Millenials with weak job market, working for low wages
and mired in student loan debts,. have less t...
BOOMER & TECHNOLOGY
It’s a myth that older people don’t use technology, they aren’t online, they aren’t
mobile and social....
70% of Boomers
are on Facebook
BOOMERS are CONNECTED V.1
“The Boomers have always embraced science and technology and are
...
BOOMERS are CONNECTED V.2
Boomers are the Sandwich Generation.
They are influencing the purchasing decisions of
their peers...
BOOMER BEAUTY SURVEY
Find the Boomer Beauty Report here:
http://boomboxnetwork.com/2012/12/baby-boomer-women-beauty-a-stud...
BOOMER BEAUTY SURVEY
Q. When it comes to
the majority of
advertising by beauty
and grooming
brands, how do you
feel about ...
BOOMER BEAUTY SURVEY
Q. Tell us about your
preferred sources to
learn about beauty
products:
#babyboomers | @BoomboxNetwor...
BOOMER OPPORTUNITIES
In Washington, addressing the needs of
100 million people
is called an unaffordable cost.
For entrepr...
BOOMER OPPORTUNITIES
Boomer consumers spend close to 50 percent of all CPG dollars
and are set to control 70% of disposabl...
BOOMER OPPORTUNITIES
"Baby Boomers were born
to be wild
and their retirement
promises
to be even wilder” (Reuters)
#babybo...
MISSED OPPORTUNITIES
#babyboomers | @BoomboxNetwork | @DFWama
The brand’s marketing team
BOOMERS & TRANSPARENCY
VS
#babyboomers | @BoomboxNetwork | @DFWama
BOOMER & BLOGGER OUTREACH CASE STUDY
Situation:!
The Alzheimer’s Prevention Initiative was looking to test the impact
of s...
#ENDALZNOW CASE STUDY
Activation
campaign
6 weeks, 11 bloggers and new
registrations increased by 3,000+
#babyboomers | @B...
#ENDALZNOW CASE STUDY
Keyword rich, powerful content tells the story & precise Call-to-Action
drives sign-ups.
#babyboomer...
#ENDALZNOW CASE STUDY
All content was supported by social shares across various channels.
#babyboomers | @BoomboxNetwork |...
THANK YOU! 
CHRIS BRADSHAW
Co-Founder
Boombox Network LLC
Chris@boomboxnetwork.com
@chrisbradshaw
@boomboxnetwork
T: 214.5...
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Baby Boomers: that sweet spot marketing demographic in the middle of all the action

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Targeting Baby Boomers? Marketing lessons to reach to the boomer audience.

Published in: Marketing
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Baby Boomers: that sweet spot marketing demographic in the middle of all the action

  1. 1. CHRIS BRADSHAW @chrisbradshaw @boomboxnetwork 214.566.8162 Baby Boomers: The sweet-spot demographic in the middle of all the action
  2. 2. BOOMER DEMOGRAPHICS •  Baby boomers: the generation born between 1946 -1964 (ages 51 and 69) •  Nearly 80 million boomers •  $3 Trillion yearly consumer spend •  By 2015, people aged 50 and older will represent 45% of the U.S. population •  By 2017 , 50 percent of the U.S. population will be 50+. . (Nielsen) “Those born during that 19-year period – from 1945 to 1964 – were part of the largest, most prosperous, best-educated and, some might say, most indulged and indulgent generation that the world has ever seen” #babyboomers | @BoomboxNetwork | @DFWama
  3. 3. BOOMER PSYCHOGRAPHICS #babyboomers | @BoomboxNetwork | @DFWama
  4. 4. BOOMER PSYCHOGRAPHICS Ø  Don’t want to be 32 any more Ø  Health conscious: Food, exercise, surgeries, supplements Ø  Active: account for 31% of the workforce Ø  Not retiring any time soon Ø  Inheriting!  $15 Trillion  Ø  Dating: largest growing demographics in online dating Ø  Traveling: are 80% of leisure travelers Today’s boomer are NOT their parent’s type of middle-aged “old” people: #babyboomers | @BoomboxNetwork | @DFWama
  5. 5. BOOMER as CONSUMERS Boomers spend $3 Trillion every year. They have the most amount of discretionary income of any generation. Within the next 5 years, baby boomers are projected to hold 70% of US disposable income and buy 49% of total consumer-packaged goods. 33% of boomers shop online and spend $7 Billion (2013) + internet is major source of research for comparison shopping FUN FACTS: ¤  Americans buy an average of 13 cars in their lifetime, 7 of those after the age of 50. ¤  More than half of boomers support their adult children financially. ¤  Women over 50 spend $21 Billion on clothes annually. #babyboomers | @BoomboxNetwork | @DFWama
  6. 6. BOOMER vs MILLENIALS “Millenials with weak job market, working for low wages and mired in student loan debts,. have less to spend than other demographic groups.. Given the above, it is hard to make (let alone sustain) the claim that a lack of technology use and online engagement is a good. reason to ignore people 50+” National Venture Capital Association #babyboomers | @BoomboxNetwork | @DFWama
  7. 7. BOOMER & TECHNOLOGY It’s a myth that older people don’t use technology, they aren’t online, they aren’t mobile and social. The data suggest otherwise... To paraphrase Vint Cerf (70 years old), Google evangelist and recognized “father of the Internet”: “We aren’t scared of technology. We invented it!” Computers & Gadgets: Take a look around the Apple store next time you’re there. ALSO 33 percent of all tablets are owned by people 50+ (AARP) Mobile: 81% of baby boomers own a mobile phone – Actually it’s the fastest growing demographic in mobile frontier. (Nielsen) Online: 78%of people 50+ are online. Over 65% use broadband at home. (Forrester). #babyboomers | @BoomboxNetwork | @DFWama
  8. 8. 70% of Boomers are on Facebook BOOMERS are CONNECTED V.1 “The Boomers have always embraced science and technology and are using today’s internet-linked products to enrich their lives by staying connected, socializing, shopping and entertaining themselves. While they are slower to adopt the new technologies, once they are mainstream, Boomers buy in.” (Nielsen 2012) Some fun numbers: (FastCompany, Nov 2013) è  The fastest growing demographic Twitter is the 55-64 age bracket: 79% since 2012 è  The 45–54 year age bracket is the fastest growing demographic on both Facebook and Google+ è  For Facebook, this group has jumped 46%. è  For Google+, 56%. #babyboomers | @BoomboxNetwork | @DFWama
  9. 9. BOOMERS are CONNECTED V.2 Boomers are the Sandwich Generation. They are influencing the purchasing decisions of their peers, parents, children and grandchildren. And their influence is as powerful offline as online.
  10. 10. BOOMER BEAUTY SURVEY Find the Boomer Beauty Report here: http://boomboxnetwork.com/2012/12/baby-boomer-women-beauty-a-study/
  11. 11. BOOMER BEAUTY SURVEY Q. When it comes to the majority of advertising by beauty and grooming brands, how do you feel about their advertisements?" #babyboomers | @BoomboxNetwork | @DFWama
  12. 12. BOOMER BEAUTY SURVEY Q. Tell us about your preferred sources to learn about beauty products: #babyboomers | @BoomboxNetwork | @DFWama
  13. 13. BOOMER OPPORTUNITIES In Washington, addressing the needs of 100 million people is called an unaffordable cost. For entrepreneurs, addressing the needs of 100 million people is called an opportunity. Jody Holtzman, AARP #babyboomers | @BoomboxNetwork | @DFWama
  14. 14. BOOMER OPPORTUNITIES Boomer consumers spend close to 50 percent of all CPG dollars and are set to control 70% of disposable income, yet less than 5 percent of advertising is geared towards them. #babyboomers | @BoomboxNetwork | @DFWama
  15. 15. BOOMER OPPORTUNITIES "Baby Boomers were born to be wild and their retirement promises to be even wilder” (Reuters) #babyboomers | @BoomboxNetwork | @DFWama
  16. 16. MISSED OPPORTUNITIES #babyboomers | @BoomboxNetwork | @DFWama The brand’s marketing team
  17. 17. BOOMERS & TRANSPARENCY VS #babyboomers | @BoomboxNetwork | @DFWama
  18. 18. BOOMER & BLOGGER OUTREACH CASE STUDY Situation:! The Alzheimer’s Prevention Initiative was looking to test the impact of social media on accelerating the number of new registrations to the Alzheimer’s Prevention Registry. #babyboomers | @BoomboxNetwork | @DFWama
  19. 19. #ENDALZNOW CASE STUDY Activation campaign 6 weeks, 11 bloggers and new registrations increased by 3,000+ #babyboomers | @BoomboxNetwork | @DFWama
  20. 20. #ENDALZNOW CASE STUDY Keyword rich, powerful content tells the story & precise Call-to-Action drives sign-ups. #babyboomers | @BoomboxNetwork | @DFWama
  21. 21. #ENDALZNOW CASE STUDY All content was supported by social shares across various channels. #babyboomers | @BoomboxNetwork | @DFWama
  22. 22. THANK YOU! CHRIS BRADSHAW Co-Founder Boombox Network LLC Chris@boomboxnetwork.com @chrisbradshaw @boomboxnetwork T: 214.566.8162 And boomers everywhere also thank you in advance.

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