The document discusses how boomer women actually make spending decisions, which differs from common perceptions. It is influenced more by health, family, and experiences than by design templates. The document argues that marketers might as well not sell to boomers unless they understand how to properly speak to and market to boomer women. It then highlights examples of projects from Studio K&M, a branding agency, that successfully redesigned brands and increased their sales and engagement with boomer women customers.

1. You might as well
not sell anything…
© 2010. All Rights Reserved. Studio K&M.

2. This is the depiction of “boomers” you’re familiar with…

3. This is how they actually
decide on spending…
Travel
Influences
Source: Advertising Age, JWT Survey: The New Female
Consumer: Rise of the Real Mom 2009

4. This is how they actually
decide on spending…
Appliances
Influences
Source: Advertising Age, JWT Survey: The New Female
Consumer: Rise of the Real Mom 2009

5. This is how they actually
decide on spending…
Clothing
Influences
Source: Advertising Age, JWT Survey: The New Female
Consumer: Rise of the Real Mom 2009

6. This is how they actually
decide on spending…
Food + Bev
Influences
Source: Advertising Age, JWT Survey: The New Female
Consumer: Rise of the Real Mom 2009

7. This is how they actually
decide on spending…
Home Furnishings
Influences
Source: Advertising Age, JWT Survey: The New Female
Consumer: Rise of the Real Mom 2009

8. This is how they actually
decide on spending…
Personal Care
Influences
Source: Advertising Age, JWT Survey: The New Female
Consumer: Rise of the Real Mom 2009

9. This is how they actually
decide on spending…
Travel
Appliances
Clothing
Food + Bev
Home Furnishings
Personal Care
Influences
Source: Advertising Age, JWT Survey: The New Female
Consumer: Rise of the Real Mom 2009

10. Travel Insurance
Healthcare Insurance
Health Care
These are the boomer design
templates you’re familiar with.

11. Clothing Technology
These are
the design
templates for
everyone else.
Entertainment

12. Which would you buy?

13. Boomers ≠ Couples

14. Boomers ≠ Dying

15. Bottom line:
You might as well not
sell anything…

16. …if you’re not speaking to her the right way.

17. And STUDIOK&M understands
how to speak to her.
We are a distinctive, boutique branding agency working with marketers that want to get serious about growing their
market share with the richest, most influential, and most loyal consumer they’ve never thought of: boomer women.

18. STUDIOKM distinguishes
your brand among these
women with tasteful,
sophisticated design.
Our work is 100% original and gets your brand noticed online and offline by women 45-65.

19. ONLINE WORK

20. Tyler Tinsworth | Portfolio Website

21. Results: Tyler Tinsworth
Tyler Tinsworth is a highly professional interior decorator whose
work can be seen in stunning Park Avenue penthouses and
spacious mansions in Greenwich, Connecticut. She was in need
of a site redesign that would match her elegant and
sophisticated style and position her among the best decorators.
We designed the site to reflect her talent and showcase her
interiors in a simple and easy manner, resulting in a 100% referral
rate over her previous site.

22. e ~ Tiquities | Naming | Logo | E-commerce/Auction Website

23. Results: e~tiquities
e~Tiquities is an online e-commerce and auction site where
anyone can buy or bid on objects older than Jesus. We
incorporated advanced zooming technology that allows buyers to
zoom in very, very, very, very, close, reassuring them of exactly
what they were purchasing.
And oh, did we mention that we came up with the name as well.
The site has resulted in 100% increased traffic to their store, 60%
increase in prospective buyers and 40% increase in sales.

24. Felissimo | E-commerce Website Bi-weekly Email Blasts

25. Results: feliciti
feliciti, the private label of Felissimo, the elegant and hi-end Fifth
Avenue retail store, promoted their creatively designed Japanese
interior line through this attractive and easy-to-use e-commerce
website that we designed and built for them. In addition to the
site, we produced biweekly e-mail blasts promoting new
products.
The site and emails prompted increased store traffic by 45% and
web traffic by 40%, with the emails averaging an open rate of
35%, doubling their sales within 3 months of the site's launch. In
addition, they were able to increase their list of users requesting
to be notified by email of new products and store events from
6500 to 12,300.

26. Retail 101 International | Website

27. Results: Retail 101
Cheryl Beall a luxury retail training professional needed a website
that highlighted her credentials. But she had had a very
unpleasant and costly experience with another web designer, so
was hesitant about moving forward.
Studio KM used her existing logo and incorporated matching
style elements to create a brochure site, (advising her on the
copy). We designed it to appeal to the hi-end clientele that is her
market.
We afforded her the presence on the web that she had wanted
for over 3 years. The site has since received a high number of
hits with the average user spending over 4 minutes on the site
and she is landing new clients, increasing her sales revenue by
over 40%.

28. OFFLINE WORK

29. Gourmet Garage | Rebranding | Packaging Design

30. Results: Gourmet Garage
Gourmet Garage was founded in 1981 as a wholesaler
distributing fresh seafood, game, organic and specialty fruits and
vegetables to the chefs of fine restaurants nationwide. In 1992
they opened a Soho warehouse to the public and before long
Gourmet Garage was born. With six stores in Manhattan,
Gourmet Garage lets you SHOP LIKE A CHEF! ®
With the recent proliferation of high-end gourmet food stores
however, Gourmet Garage felt compelled to update their look in
order to compete. They came to Studio KM for a complete
evaluation of their branding.
Their sales have doubled since we incorporated a bold and
distinct font that reflects the vitality of the stores, and engaged a
copywriter to add playful copy to the labels.

31. Vibes Jewels | Logo | Website

32. Results: Vibes
Vibes Jewels, an elegant upscale jeweler on Manhattan's upper
eastside, has a unique New Age spin. She came to Studio KM
in need of an identity that reflected who she was. We created a
logo that symbolize the eight “jewel-vibes” and references healing
properties of the Lotus Blossom, then created an online jewelry
case to exhibit her work.
She has since been commissioned for one-of-a-kind pieces and
is asked to show her jewels at upscale trunk shows throughout
Manhattan, resulting in an increase of 65% in income and wider
marketing reach.

33. Genji Sushi | Corporate Division Logos

34. Results: Genji
This Philadelphia based Sushi Restaurant, needed a new identity
as they moved into the New York market and expanded their
chain in over 80 Whole Foods Markets. The challenge however,
was to create a corporate logo and 5 logos for their subdivisions
that reflected the parent company.
Studio KM designed the group’s corporate logo that possessed
all the attributes of the company. In addition, it has an east/west
feel that was neither east nor west; just elegant. The five
subdivisions were variations on the main logo and while
independent on their own, still had a connection to the
master logo.
The prestigious upgrade to the logo has resulted in a increase in
their sales at their Whole Foods kiosks of 40%.

35. Triarq | Naming | Branding Identity | Print Collateral

36. Results: Triarq
Founded by three orthopedic surgeons, a physical therapist and
a marketing expert, Triarq is a network that brings doctors,
physical therapists and patients together and provides online
learning, marketing advice and referrals.
Studio KM was brought in early to conceive the name, logo
and marketing collateral.
Triarq recently introduced their concept and had an 80% signup
rate.