Marketing

AUSTRALIA: Turning silver into gold

AUSTRALIA: Turning silver into gold

By 2014 the entire baby boomer generation will be over 55, making it the largest and most powerful demographic group in our society. In Australia, the boomers hold more than two-fifths of Australia’s household wealth. So why on earth is everyone still obsessed with the 18 to 24 year old demographic? As the baby boomers slip into their 50s they look[Read More…]

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Senior Market is growing

Senior Market ;is growing. While the diversity of baby boomers grows increasingly apparent as they age — given an 18-year generational span and they still stand together in some ways, with clearly defined preferences and opinions that distinguish them from other Americans. As detailed in “American Demographics” magazine, these generalized characteristics include: – They are more likely than either younger[Read More…]

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Advertising to Baby Boomers: Infomercials

It’s that ugly word. Conjuring up half-hours of tacky, humdrum hucksterism. But it’s the content that’s clumsy – not the concept. If the advertising industry ever gets the message – mature, imaginative, absorbing infomercials will be the way to reach Baby Boomers and other demographic groups. Throughout most of the last century print was king, even during the age of[Read More…]

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Sharon Sultan Cutler : How to Target the 50-Plus Consumer Market

Most of us business people know how the 50-plus aging baby boomer market and the 65-plus senior market are the two major demographic segments of the population. As consumers, they need and buy virtually every kind of old and new product or service available. Their staggering wealth of over $7 trillion and their accumulation of over 77% of all financial[Read More…]

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Roman Bodnarchuk : “Marketing to Seniors online”

The PEW Internet & American Life Project, published in March 2004, reveals that 22% of American Seniors (over 7 million in number) have regular access to the internet, and go online often. Seniors internet access is growing in leaps and bounds – up 15% from the PEW study just four years earlier.   ;   And to make this group[Read More…]

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The Boomer Project is a marketing research and consulting company helping marketers and advertisers

You are founder and President of the BoomerProject. Could you introduce the company? The Boomer Project is a marketing research and consulting company helping marketers and advertisers better reach and connect with Baby Boomers over the age of 50. We conduct national research in the US among older Boomers to learn how they respond to advertisements, and compare them to younger Boomers[Read More…]

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Not segmenting the Seniors target is risky, as much as using a “miraculous recipe” is.

The topic of segmenting Seniors target has been discussed for a long time in the US. Many research results have been proposed by experts, especially in this country, and have been used by actors of the market. Once different kinds of segmentation are defined, which one should be used? Let’s talk about segmentation in the US, where they have been[Read More…]

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Advertising to Baby Boomers: The Playing Field

Generational Advertising is not about rules. It’s about defining playing fields. If you’re in the industry you know the rules already – and (I hope) have bent, twisted, mutilated, and unceremoniously chucked most of them. These broad-brush advice columns are different than most. I’m not dispensing dreary litanies of facts and figures, sure-fire promotional schemes, or new-age marketing meditation techniques[Read More…]

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Selling to Seniors and Baby boomers

Jodie and Marilyn grew up in the shadow of the Great Depression. They did not have much money back then. And like so many in their generation, they’ve worked hard since, and tucked away their savings. The two friends recently drove south from their hometown of Bangor, Maine, for a shopping expedition in a Boston mall. « We’re ready to enjoy[Read More…]

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In making these firms 50+ smarter marketers to the various 50+ segments, we improve their sensitivity and response rates, and thus improve their market share and profits.

Who and what is Evergreen Direct?   Evergreen Direct, 20 years serving clients who market to the 50+ marketplace, is a direct response communications firm specializing in helping companies to develop successful strategic marketing communications for the 50+ (mature) and 65+ (senior) marketplace and its various segments.    In making these firms 50+ smarter marketers to the various 50+ segments,[Read More…]

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