Boomers

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Boomers Beyond

• Matt Doud, President
• Steven Kostant, Executive Creative Strategist

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Easy Rider

• What Goes Around Comes Around

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Todays Presentation

• The Big Picture Mature Market
• Impact
• Boomer Insights
• Flashback
• Connecting to Boomers
• Be real. Best practices
• Are they Wired or not?
• Digital design tactics
• Boomer Resources

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Sock it to Me IMPACT
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Mature Market Universe

• Three Mature Market Segments
• The GI generation
• Born first quarter of the 20th century
• Dubbed the Greatest Generation
• Civic Responsibility Social Cooperation
• The Silent Generation
• Born 2nd quarter of the 20th century
• Risk averse
• More conformist than GI generation
• The Boomer Generation
• Born 1946-64 78.2 million
• Growing Older, Living longer
• Every 8 seconds a Boomer turns 50

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10 Things to Know About Boomers

• The number of Baby Boomers in America is
  estimated at 78.2 million
• Approximately 7,918 Americans turn 60 each day.
  Thats about 330 every hour or more than four
  million a year in 2007
• Within 20 years, the age profile of America will
  match that of Florida about one in five
  Americans will be older than 65
• Boomers who reach age 65 in 2011 can expect to
  live, on average, at least another 18 years
• Four out of 10 Boomers have less than 10,000 in
  retirement savings

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10 things to know about Boomers

• 6. One-third of Boomer households today have at
  least 100,000 in investable assets
• 7. About one-third of Baby Boomers think they
  will have enough money to live comfortably once
  they retire
• 8. Four out of five Boomers intend to keep
  working and earning in retirement. Half of
  Boomers plan to launch into an entirely new job
  or career in retirement
• 9. Only one in seven Baby Boomers say they plan
  to collect Social Security benefits at age 62
• 10. The unpredictable cost of illness and
  healthcare is by far Boomers' biggest fear. They
  are three times more worried about a major
  illness (48), their ability to pay for
  healthcare (53) or winding up in a nursing home
  (48), than about dying (17)

Source Dr. Ken Dychtwald, gerenotologist and
psychologist
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Get Back to Where We Once Belong INSIGHTS
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Era of Confidence

• Culture I can do anything
• After World War II
• No competitors
• Economic Wave
• Upward Mobility
• New Products
• Television Growth
• TV Advertising
• Rise of Suburbia

50s TV Spot
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Boomer Family

• Nuclear family
• TV Growth 6k-30m
• Ideal/normal
• Conformity
• Mother housewife
• Father caregiver

Kool Aid
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Boomer Transformation

• Kennedy HOPE
• JFK assassination
• Skeptism
• Bad things can happen
• MLK
• Robert Kennedy
• Questioning Authority

Zapruder Film
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Never Trust Anyone Over 30

• Times they are a-changin
• Influence in numbers
• Music
• Vietnam
• A country divided
• Sex Drugs Rock n Roll
• Protest
• Womans Movement
• Self Exploration
• So where did that spirit take us?

Woodstock Country Joe (Please excuse profanity)
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Innovation

• Willful disobedience
• Healthy dose of skepticism
• Disruption is OK
• Entrepreneurial
• Woman in workplace
• Work should be fun vs. obligation
• Meaningful
• From one company to many
• Technology is empowering
• Social Change the World

Think Different
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Connecting with Boomers
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Getting Older, Living Longer

• Boomers are redefining what it means to age
• They are creating new consumer patterns
• At 78m, they are not one monolithic group
• Single
• Empty nester
• New parent
• Grandparent
• Caregiver to aging parent
• Or a combination of all of these

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Marketing Basics

• Be strategic, not anecdotal
• Monitor your environment
• Understand your competition
• Target the right customers
• Differentiate or die

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The Ideal Brandscape

• Fully integrated
• 360 Touch points
• New/Old Media
• (Whole Media)
• Outside-in

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TrailBlazers

• Connect with boomers' as trailblazers
• At every stage of their lives, Boomers challenged
  the status quo
• Appeal to Boomers' inherent desire to break from
  the norm
• American Express 'Ameriprise financial services
  division expresses

Ameriprise
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Viva Boomers

• Focus on their lives, not their ages
• 50 consumers don't need to be reminded how old
  they are getting
• Reflect on their passion and fun to do the things
  they love
• Use humorfamiliarity

Pfizer
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Indulgence

• Fulfill Boomers' constant need for more
• Parental and self-indulgence I deserve it
• Boomers never seem satisfied with what they have
  and how they live
• Audi uses David Bowie's "Rebel Rebel" and "Never
  Get Old" with the message Where would we be if
  we always did things the way they were done before

Audi
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Well-being Self Exploration

• Well-being and self exploration has many
  meanings. Its holistic connecting emotional,
  physical, social, and economic
• It's exercising regularly, but also having the
  best financial planner, the ultimate vacation and
  leaving a personal legacy
• Drive a sense of desire through products that
  show self-improvement by self-exploration
• Fidelity's use of Paul McCartney shows how this
  icon Boomer has realized a full life and speaks
  to a generation to take on new challenges and
  meet your calling

Fidelity
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Authenticity

• Boomers are jaded about advertising. Be real
• Grew up on ads all their life
• They are idealists and are skeptical of empty
  promises
• The Dove campaign is monumental by showing
  real-looking women instead of models it preempts
  Boomers' suspicions about image and exaggerated
  beauty claims

Dove Pro Age
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Think SolutionsNot Problems

• Boomers are far more interested in hearing ideas
  that will change them rather than focusing on the
  problems they must surmount
• Brand Loyalty Myth Open to change
• Speak to them directly
• If they can connect and relate, they'll want your
  brand
• And, if you get Boomers to love you, chances are
  they won't leave you
• Theyll spread the word to friends, family
  word of mouth and online

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Digital Opportunities Wired or not?
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Mature Market Snapshot

• 1/3 of Internet users in the US today are 50
• Number has risen dramatically in past 5 yrs
  growth trend expected to continue
• 58 of Americans age 50-64 go online
• 22 of Americans 65 and older use the Internet
• So where are they going?

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Connection

• Seniors have latched onto the Internet as a means
  to communicate, and to get answers to specific
  questions
• E-mail is a very popular tool
• Search engines are also used heavily among this
  slice of wired consumers

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Discovery and Independence

• Boomers have found the Internet to be a powerful
  tool for self-fulfillment, exploration and
  empowerment
• Uncovering and launching second careers
• Taking more personal control of their finances
  and health
• Exploring travel
• Becoming overall highly informed consumers

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Internet Usage

• Boomers in general are using the Internet heavily
  to
• research products and services
• Conduct banking transactions
• Shop
• Get health information
• Younger Boomers are using
• niche websites
• blogs
• multimedia
• social networking

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What Does This Mean for You?

• Look closely at your product and services to
  determine if these audiences are among your
  core target audience, or should be
• Now, examine your marketing strategy
• Conduct a thorough marketing/communications audit

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How are You Communicating with Boomers Online?

• Have you conducted adequate research to
  understand their wants and needs pertaining to
  your product/service?
• Are you providing clear, concise information that
  speaks to their challenges, desires and
  aspirations?
• Are you using imagery that they can relate to?
• Are you using language that inspires rather than
  talks down to them, and taps into their needs
  while understanding their attitude?
• Once your message is in place and on target
  think tactical

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Realities of Aging

• Boomers will continue to embrace technology as
  they age, usability for most will become an issue
  due to vision impairment, loss of fine motor
  skills and reduced short-term memory

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Recommended Design Guidelines

• Use larger type and less content
• Make it easy to read using sans-serif fonts.
  Double space text
• Use high contrast and avoid reverse type and
  patterned backgrounds
• Keep terminology simple
• Avoid Web jargon such as URL, link and
  message board
• Keep site design clean
• Test your site before launch
• Use a focus group of mature adults to evaluate
  accessibility, readability and ease of use

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Whos Getting it Right?

• Fidelity

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• Amazon

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• TeeBeeDee
• (a fast-growing social networking site for
  Boomers)

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• E-harmony (largest growth dating site for
  50)

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• WebMD

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• AARP

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Eons
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The Future

• As Boomers age, they will not become less
  dependent on the Internet the opposite is
  expected
• They expect continued technological and web
  developments to help them age independently

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Resources

• AARP Focalist
• AgeWave
• Forrester (wealth of research and reports on
  Boomers and the Mature Market)
• Turning Silver to Gold, Mary Furlong (National
  expert on Boomers and Boomer trends)
• Erickson School of Aging
• Pew Research Foundations Older Americans and
  the Internet
• iMedia Connection, Here Come the Aging Boomers
• National Institutes on Aging (Making websites
  accessible to older adults)
• U.S. Census Bureau (for statistics on Internet
  access)
• Planit

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Questions?

• Contact information
• adw_at_planitagency.com

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Boomers Beyond References

• Yankelovich Monitor
• Bill Novelli, Author, CEO, AARP
• Liz Boehm Principal Analyst Forrester Research
• Robert Morais, Chief Strategic Officer,
  Carrafiello Diehl Associates
• Maria Vespari, PhD, Cultural Anthropologist, New
  College of Florida
• Larry Keeley, President Doblin, Inc.
• Ken Dychtwald, Producer, Gerontologist, Boomers
  Century
• Susannah Fox, Pew Internet American Life
  Project