THE BABY BOOMERS

1
THE BABY BOOMERS

• Marketing France to the American Me Generation

2
AMERICAN GENERATIONS

• According to American Demographics
• 77 Years Old GI Generation
• 68-77 Depression Era
• 62-67 War Babies
• 43-61 Baby Boomers BORN 1946 1964
• 31-42 Generation X
• 13-30 Generation Y
• 0-13 Millennials

3
How are generations classified

• According to the U.S. Census Bureau Baby Boomers
  were born between 1946 and 1964 when the number
  of births were substantially higher than before
  and after.
• Is the 18 Year Span too wide to be a meaningful
  classification? Sociologist Jonathan Pontell
  thinks so.
• Baby boomers (1942 1953/54-65) and Gen Jones
  (1954 1965/42-53)

4
Why does it Matter?

• Marketers define generations
• A group of people that share the same formative
  experiences
• Demographers like to package things in ways that
  are easiest to measure
• Date of birth is the easiest way to define
  generations
• BUT!!! Birth dates must be considered in
  conjunction with income, geos, marital status and
  other demographic and psychographic information
  to be useful.

5
Why so much buzz about the Baby Boomers???

• There are roughly 76 Million!
• Size of a generation is the best indicator of
  what the economy will look like in the future
• Changes must be made based on cohorts
• Spending more than 2 trillion annually
• 65 age group will double in the next 25 years

6
PSYCHOGRAPHICS

• Baby Boomers experience crowds where ever they go
• Early and late boomers share a child-centric time
  in their rearing (not the case form Gen X)
• Individuality, emphasis on youth, self absorption
• Belief in merit based achievement, respect for
  knowledge
• Lack of respect for authority

7
PSYCHOGRAPHICS

• With self-absorption need to be treated
  special
• Baby Boomers 9 from Vietnam to personal
  computers Bob Dylan to Bruce Springsteen

8
FRANCE AND THE BABY BOOMERS

•  
• The average age of American tourist visiting
  France is 47 years old (the average for Europe is
  48).
• One out of 4 American travelers to France has an
  annual income of 200,000  
• 3.15 million Americans visited France in 2006 and
  our estimates are that 60 to 65 of our visitors
  are repeat travelers.
• APPROXIMATELY 58 of Travelers to FRANCE are Baby
  Boomers

9
AARP CASE STUDY

• 1990 ushers in a new reality
• AARP re-brand
• My Generation
• AARP The Magazine

10
QUESTIONS

• How do we best use demographic and psychographics
  to market and sell France to the Baby Boomers
• What are the most important qualification
  variables?
• How do we make the product experience match the
  marketed experience?
• Discussion