In our last interview,
we asked you about FH Boom, the first U.S.-based practice by a global PR firm
dedicated to marketing-to-boomers. In the interview, you mentioned "BOOM",
a book you had co-authored about marketing to boomer women. Can you tell me more
about this book?
The book is titled "BOOM: Marketing to the Ultimate Power
Consumer–the Baby Boomer Woman." It was co-authored by Mary Brown and
myself and was published this Fall by Amacom Books, the publishing arm of the
American Management Association. The book features 35 contributing authors,
top-level marketers from major companies and organizations, sharing their case
histories–successes as well as lessons learned–marketing to boomer women.
Why did you decide to write a book that specifically
targets boomer women?
The boomer generation as a whole represents the largest, most
affluent and best-educated generation in history. But within the boomer demographic,
women influence as much as 80 percent of the $2.1 trillion boomers spend on
consumer goods and services. Women make 80 percent of home improvement decisions,
account for 65 percent of all new automobiles sold every year and purchase over
66 percent of computers. Disposable incomes are highest for women age 45-54.
Do marketers do a good job targeting boomer women?
As with the boomer demographic, in general, they’re catching
on. But it’s still early on. In fact, you could refer to the marketers who contributed
to "BOOM" as demographic visionaries. The stereotypes about older
women are powerful, and resistent to change. For instance, many marketers think
that women in their 40’s and up are cutting back on their expenses and resistent
to changing brands. Nothiing could be farther from the truth. With more established
careers than younger generations, many Boomer women are at the peak of their
earning potential and in no hurry to retire. What’s more, the majority of women
say they are not particularly brand loyal, willing to change brands and try
new things if something better comes along.
Can you give an example?
Jan DeLyser, Vice President of Marketing for the California
Avocado Commission, tells a wonderful story about introducing avocados to the
midwest. One would assume that it would be younger women who would feel adventurous
about trying a new food. But Jan says: "Through new market trials, we have
learned that as a woman gets older, she becomes more willing to experiment with
new foods, cuisines, and recipes." They soon began targeting the boomer
demographic. Rose Rodd, Director of Corporate Marketing for Palm, Inc. discovered
something similar when they introduced their new PDA, the Zire. Again, they
had targeted a younger woman consumer–but found that the heaviest users were
older than expected: "At the core of this demographic were the women of
the Baby Boomer generation."
What did they learn about what works in terms of marketing
to boomer women?
In the case of avocados, it turns out that boomer women want
a direct, hands-on experience with the food. The commission encouraged restaurants
in the midwest to do tableside preparation of guacamole, and when the women
saw how to do it–and how delicious it is–they realized that they could incorporate
guacamole into their stable of home recipes. Jan also points out that boomer
women are busy and tend to pick up items for dinner on the way home. They don’t
have the patience to wait several days for the avocado to ripen. The commission
has done a lot of work with retailers, making sure that the avocados they put
out for sale are table-ready.
And what worked for Palm in regards to the Zire?
Palm realized that women were less interested in technical aspects
of the technology, and rather wanted to know the "real-world benefits"
of how the product could make their lives better. They also priced it at $99:
"A one-spouse decision in many households." Another key aspect: rather
than the cardboard rectangular box normally used, Zire came in a smaller, rounded
clear plastic package. The women could see the product and found it aesthetically
pleasing.
Any final thoughts?
Boomer women are a demanding consumer. She is sophisticated
and discerning. She cares not only about the quality and value of the product
or service–but the reputation of the company. She wants to have a relationship
with the company, its products, services and representatives. She’s also busy,
so integrated marketing works best with her. She will catch bits and pieces
of information from the web, editorial, advertising and so on–and it’s important
to her that the messages be consistent. Above all, while she’s complex–she’s
worth it!
Does your website have an excerpt of "BOOM"
posted?
Yes. Please visit us at www.TheBoomerBlog.com
and you will be able to read a chapter of the book on-line.