Successfully reported this slideshow.
(Re) Introducing <br />Florida Boomers: <br />A Fresh and Surprising Look at the Consumers <br />We Thought We Knew<br />(...
Baby Boomers by the numbers<br />Source: United States Census Bureau and its website.<br />
Background and Methodology<br />Plenty of information about Boomers nationally<br />Goal: take the pulse of Florida boomer...
The past (five) years have not been easy…<br />4<br />
Recession has profoundly impacted personal finances, lifestyles but Florida boomers are staying in FL<br />5<br />
Florida boomers report troubled finances but high quality of life<br />6<br />47%<br />53%<br />52%<br />48%<br />24%<br /...
FL Boomers still represent formidable spending power<br />7<br />
Florida boomers: where discretionary health and wellness $ are spent<br />8<br />
And their top priorities in life….<br />
The Boomer Home in 2010: A Multi- Generational Boarding House<br />10<br />13% of female boomers have live-in parents or i...
Florida boomers and ‘full nest’ syndrome<br />11<br />
Result? An overtaxed innkeeper with “full nest syndrome” who thinks “I didn’t sign up for this.”<br />12<br />
How can marketers help the overtaxed “innkeeper” boomer moms?<br />2. Help her get away<br />1. Offer solutions<br />Affor...
14<br />Godiva Chocolate Rewards hits sweet spot<br />
Godiva’s ‘Sweet 16’<br />15<br />
Advertising receptivity<br />What’s important to Florida boomers when it comes to advertising messages targeting them?<br ...
The boomer brand promise: integrity, positive interactions, innovation<br />17<br />
A boomer ad that missed the boat…and why…<br />
Just for Men Hair Color<br />
Who does a good job marketing to boomers?<br />20<br />
Spot on boomer advertising<br />
Apple’s “First Steps” <br />22<br />
Boomers and social media<br />23<br />
Social Media Participation By Generation<br />24<br />US Internet users who currently maintain a social networking site pr...
73% of older Boomers check into social media sites at least once a week or more</li></ul>Source: MediaPost’s Engage: Boome...
Top Social Media Sites Among Boomers<br />25<br />Source: MediaPost’s Engage: Boomers  2-8-2010.<br />
Social media implications for marketers<br />Include social media in boomer marketing plans<br />Don’t segregate by age<br...
Florida boomers…in summary<br />Is it safe to come out?<br />Florida boomers are mixed on being bullish vs. bearish on Flo...
In conclusion: Lessons for marketers<br />28<br />
Lessons for marketers<br />Take another look at the nation’s largest population segment; they’re not going away<br />Flori...
Lessons for marketers<br />The Great Recession: low prices are now #1 driver of loyalty—vs. customer service in 2008*<br /...
Conference Special: BoomerBus Survey<br />31<br /><ul><li>Exclusive offer to 2010 attendees
Upcoming SlideShare
Loading in …5
×

2010 Florida Boomer Lifestyle Conference

1,230 views

Published on

Schwartz Consulting Partners\' plenary session address at the 2010 Florida Boomer Conference in Clearwater, FL.
April 15, 2010.

  • Be the first to comment

2010 Florida Boomer Lifestyle Conference

  1. 1. (Re) Introducing <br />Florida Boomers: <br />A Fresh and Surprising Look at the Consumers <br />We Thought We Knew<br />(but really didn’t)<br />1<br />
  2. 2. Baby Boomers by the numbers<br />Source: United States Census Bureau and its website.<br />
  3. 3. Background and Methodology<br />Plenty of information about Boomers nationally<br />Goal: take the pulse of Florida boomers<br />Survey dates: March 19 to 23, 2010<br />Specific to:<br />Purchasing habits, consumer behavior and influence<br />Optimism/Pessimism and Life outlook<br />Health and wellness<br />Receptivity to marketing messages<br />Scientific JettPoll™ of 444 Florida boomers <br />45-54 (49%) -men (52%)<br />55-64 (51%) -women (48%) <br />Also balanced by region<br />Precision is +/- 4.7% at the 95% confidence level<br />
  4. 4. The past (five) years have not been easy…<br />4<br />
  5. 5. Recession has profoundly impacted personal finances, lifestyles but Florida boomers are staying in FL<br />5<br />
  6. 6. Florida boomers report troubled finances but high quality of life<br />6<br />47%<br />53%<br />52%<br />48%<br />24%<br />23%<br />Among those who are employed (N=223)<br />
  7. 7. FL Boomers still represent formidable spending power<br />7<br />
  8. 8. Florida boomers: where discretionary health and wellness $ are spent<br />8<br />
  9. 9. And their top priorities in life….<br />
  10. 10. The Boomer Home in 2010: A Multi- Generational Boarding House<br />10<br />13% of female boomers have live-in parents or in-laws<br />71% report it’s harder to achieve their personal goals<br />Discretionary income, marriage, travel and dining budgets are all strained<br />63% have an adult child living with them <br />70% blame the economy<br />Source: MediaPost’s Engage: Boomers 3-1-2010.<br />
  11. 11. Florida boomers and ‘full nest’ syndrome<br />11<br />
  12. 12. Result? An overtaxed innkeeper with “full nest syndrome” who thinks “I didn’t sign up for this.”<br />12<br />
  13. 13. How can marketers help the overtaxed “innkeeper” boomer moms?<br />2. Help her get away<br />1. Offer solutions<br />Affordable Hotels<br />Day trips<br />Day-spas<br />Colleges for continuing education<br />Chocolate and other affordable indulgences<br />Food preparation<br />Household cleaning<br />Legal services<br />Financial planning<br />13<br />Thenew “full nest” will be with us for a while and the companies who win over this Boomer mom do business with her first, then her adult children, and eventually their grand children and parents.<br />Source: MediaPost’s Engage: Boomers 3-1-2010.<br />
  14. 14. 14<br />Godiva Chocolate Rewards hits sweet spot<br />
  15. 15. Godiva’s ‘Sweet 16’<br />15<br />
  16. 16. Advertising receptivity<br />What’s important to Florida boomers when it comes to advertising messages targeting them?<br />Case Study: advertising that missed the mark<br />Spot on boomer advertising<br />Apple<br />Boomers and social media<br />16<br />
  17. 17. The boomer brand promise: integrity, positive interactions, innovation<br />17<br />
  18. 18. A boomer ad that missed the boat…and why…<br />
  19. 19. Just for Men Hair Color<br />
  20. 20. Who does a good job marketing to boomers?<br />20<br />
  21. 21. Spot on boomer advertising<br />
  22. 22. Apple’s “First Steps” <br />22<br />
  23. 23. Boomers and social media<br />23<br />
  24. 24. Social Media Participation By Generation<br />24<br />US Internet users who currently maintain a social networking site profile.<br /><ul><li>85% of younger Boomers check into social media sites at least once a week or more
  25. 25. 73% of older Boomers check into social media sites at least once a week or more</li></ul>Source: MediaPost’s Engage: Boomers 2-8-2010.<br />
  26. 26. Top Social Media Sites Among Boomers<br />25<br />Source: MediaPost’s Engage: Boomers 2-8-2010.<br />
  27. 27. Social media implications for marketers<br />Include social media in boomer marketing plans<br />Don’t segregate by age<br />Create “share worthy” content<br />Include multi-media content: video, audio graphics<br />Don’t replace traditional media. Boomers are still spending significant time with “old media”, specifically:<br />TV<br />Newspapers<br />Magazines <br />26<br />Source: MediaPost’s Engage: Boomers 2-8-2010.<br />
  28. 28. Florida boomers…in summary<br />Is it safe to come out?<br />Florida boomers are mixed on being bullish vs. bearish on Florida’s ability to bounce back<br />But…<br />74% plan to stay in Florida<br />71% claim FL allows unique lifestyle advantages<br />Poor finances ≠ poor quality of life<br />And boomers are still spending money<br />27<br />
  29. 29. In conclusion: Lessons for marketers<br />28<br />
  30. 30. Lessons for marketers<br />Take another look at the nation’s largest population segment; they’re not going away<br />Florida boomers value integrity, innovation and advertising that makes them feel positive when using their products and services (Apple)<br />Avoid reminding them of their youth, making them feel in touch with younger generations<br />Avoid reminding them of their age. If you must, make them feel empowered. Boomers are redefining aging<br />Avoid prematurely categorizing them (AARP, The Scooter Store, retirement, funeral services, etc. )<br />By all accounts, avoid stereotypes<br />Pre-test your campaigns with actual boomers—either on your staff or via consumer research <br />29<br />
  31. 31. Lessons for marketers<br />The Great Recession: low prices are now #1 driver of loyalty—vs. customer service in 2008*<br />Need to understand how the role of the brand has changed<br />This too shall pass…but will you be ready for the new boomer consumer?<br />30<br />*Source: Retail Customer Experience.com 4/2/2010<br />
  32. 32. Conference Special: BoomerBus Survey<br />31<br /><ul><li>Exclusive offer to 2010 attendees
  33. 33. Opportunity to reach 4.6 million FL boomers
  34. 34. We will poll 1,000+ Boomers
  35. 35. Add custom questions
  36. 36. Cost effective, efficient, actionable
  37. 37. Please stop by our booth for more info
  38. 38. Or e-mail us:</li></ul>boomers@schwartzconsulting.com<br />
  39. 39. 32<br />Thank You!<br />Please visit our booth in the exhibitor hall!<br />

×