BOOM: Marketing to the Ultimate Power Consumer -- The Baby-Boomer Woman

Overview

"Foreword by Paco Underhill

Women make the vast majority of purchasing decisions in the United States, spending trillions of dollars every year on everything from food and clothing to appliances, cars, vacations, real estate, and much more.

One huge, affluent segment of that demographic wields more spending clout than any other: Baby-Boomer women. Born between 1946 and 1964, these women represent a portion of the buying public no marketer can afford to ignore. With successful ...

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New York 2006 Hardcover First Edition/first printing. New in new jacket ISBN: 0814473903. [4to] xviii.238p. ill. (b/w_diagrams) notes. biblio. index. New in dj protected against ... wear and tear in Brodart Archival Mylar. Read more Show Less

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Overview

"Foreword by Paco Underhill

Women make the vast majority of purchasing decisions in the United States, spending trillions of dollars every year on everything from food and clothing to appliances, cars, vacations, real estate, and much more.

One huge, affluent segment of that demographic wields more spending clout than any other: Baby-Boomer women. Born between 1946 and 1964, these women represent a portion of the buying public no marketer can afford to ignore. With successful careers, investments made during the ""boom"" years, and inheritances from parents or husbands, they are more financially empowered than any previous generation of women.

But what is it that will make these women spend their money on your products? Meet Mary Brown and Carol Orsborn, whose exclusive business it is to find out what makes Baby-Boomer women tick -- and buy. With BOOM, they reveal the results of proprietary research that has helped their firm’s five-star clients outclass the competition by reaching and resonating with this powerhouse demographic.

BOOM brings together the insights of dozens of market leaders in a wide array of industries, insiders who have learned (sometimes the hard way) what works and what doesn’t in the battle for the hearts and minds of the ""ultimate power consumer."" You will learn:

How to increase your market share of today’s most lucrative consumer demographic

What your competition and other industry leaders are doing to reach Baby- Boomer women

How to minimize the risks and maximize the potential of your efforts in this market

How to find, interpret, and present information and statistics and build a strong business case to your colleagues, shareholders, company executives, and others

Intelligence for making savvy decisions and communicating the clear message that your target customer wants to hear

You’ll also get the authors’ exclusive Imago Diagnostic (ID) tool for identifying exactly what resonates with Boomer women, along with the Seven Things You Don’t Know About Baby-Boomer Women (But Should).

At the age when they are more financially comfortable than ever, Baby-Boomer women are now poised and energized to drive consumer markets to unbelievable new highs. With the eye-opening information and cutting-edge strategies in BOOM, your company will be set to enjoy an amazing ride to the top."

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Editorial Reviews

Library Journal
What used to work in marketing has changed, and many companies are trying to figure out how to react as their market shares erode. One way is to focus marketing efforts on a smaller demographic group and capture its loyalty. These new books focus on two such attractive population segments: baby boomers and the so-called Generations X and Y, which together form the 18- to 40-year-old consumer group. Curiously, Johnson previously wrote Don't Think Pink: What Really Makes Women Buy, but here she opts for a generational rather than gendered treatment, while coauthors Brown and Orsborn, both executives at Imago Creative, a marketing firm specializing in baby boomer women, apply their expertise on marketing to women. Both books suggest that traditional marketing and advertising don't work with either boomer women or the later generations-as the prime audience, for instance, 18- to 34-year-old mothers can no longer be expected to watch the soaps-and attempt to explain both why and what can be done about it. The books observe what their subject groups do (at work and at play) and how they want to be treated. For example, Generations X and Y are really into technology, using it in new ways that allow them to form bonds with one another that generally escape boomers. In fact, baby boomer women really want technology to be as simple to use as possible, and they seek to use it in completely different ways. Both books provide ample case studies to substantiate their theories. Ad agencies, corporate libraries, and business schools should consider acquiring both volumes if they want to have the latest thinking on segmentation and targeting, but these are optional purchases for general circulation libraries, even with substantial marketing collections.-Stephen E. Turner, Turner & Assocs., San Francisco Copyright 2006 Reed Business Information.
Soundview Executive Book Summaries
Baby Boom Women: A Trillion-Dollar Market
Boom explores the soon-to-explode demand for consumer goods and services by what may be one of the most affluent and influential target groups of all time: baby boomer women. Women born between 1946 and the early 1960s are the first female demographic to not only to have their own incomes, but to also control the family purse strings. The authors stress that there are more than 80 million baby boomer women, with the spending power of over a trillion dollars a year, who buy or influence up to 80 percent of all consumer purchases. Over the next decade, this group — traditionally ignored by marketers — will control more than two-thirds of consumer wealth.

The Imago Diagnostic: A Tool for a Diverse Demographic
This book presents a multidimensional profile of baby boomer women and looks at factors that determine their spending patterns. The authors are quick to point out that this target is not a single fixed demographic, but that race, economics and other variables determine what makes a baby boom woman tick ... and buy. Since the demographic encompasses women born within a nearly 20-year span, one significant factor is a woman's position in the boomer continuum, whether she is a leading-edge boomer born soon after World War II or a trailing-edge boomer born nearly a decade later. Differences between male and female decision-making processes are examined, and most importantly, the book offers the Imago Diagnostic (ID) — a unique motivational assessment tool to help identify three archetypical boomer women consumers. The archetypes of the Imago Diagnostic are:

Conventional: The conventional baby boomer woman's motivational orientation is to maintain security, stability and predictability, even at the expense of her own sense of autonomy and self-expression. She has not been exposed to new information that challenges the status quo or she compliantly resists rocking the boat. She is the consummate caretaker and puts her family first. She needs to know how you can help her, and keep her and her family safe.

Transitional: The transitional baby boomer woman knows there is more to her than what others see. She is disillusioned yet optimistic, as she begins to assert her own individuality. She is in a stage of change and experimentation with new beliefs and new needs. She needs to know you believe in her.

Aspirational: Having integrated what she has learned in her transformation phase, the aspirational baby boomer woman is beyond passivity and rebellion.

She accepts her flaws and is an emotional pioneer, realizing that the emotional and attitudinal landmarks she expected at various ages did not materialize. With no role models for women 40, 50 and 60, she is forging her own way on her own terms. She needs you to embrace life with her.

The authors apply these archetypes, tempered by leading or trailing-edge characteristics, as well as race and other factors, to the five central aspects of baby boomer women's lives, which are:

  • Work/life orientation — the role career plays in her life.
  • Problem-solving outlook — her emotional viewpoint when faced with adversity.
  • Caretaker/relationship mode — her relationships and interactions with others.
  • Life stage impact — her views on aging and midlife issues.
  • Economic situation — her financial status and outlook.


Learn From Companies That 'Get Her'
Throughout the book, readers will find numerous case studies of successful companies, including Ford, Citigroup, Appleseed Clothing, Walt Disney, AARP and the Red Hat Society. Boom also looks at how the interactivity of the Internet and its wealth of pre-purchase information influences boomer women, who are online in greater numbers than any other demographic.

Finally, it provides a simplified list of the "Eight Things You May Not Know About Boomer Women — But Should."

Why We Like This Book
Boom is fast paced and offers practical advice and an applicable model to effectively understand the baby boom woman. Its emphasis on the multiplicity of baby boomer women proves why a one-size-fits-all approach, stirred with a bit of nostalgia, is a sure recipe for disaster. Most importantly, it looks at the phenomena of boomer women, not as a problem to be solved, but as a tremendous opportunity for companies to grow by learning how to meet the needs of this powerful group, one which is poised to create a seismic shift in consumer marketing. Copyright © 2006 Soundview Executive Book Summaries

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Product Details

  • ISBN-13: 9780814473900
  • Publisher: AMACOM Books
  • Publication date: 9/26/2006
  • Pages: 256
  • Product dimensions: 6.60 (w) x 9.20 (h) x 1.10 (d)

Meet the Author

"Mary Brown is President and Creative Director at Portland, Maine–based Imago Creative, the only strategic marketing firm in the U.S. specializing exclusively in helping companies reach women of the Baby Boom generation. With more than 20 years as an art director, creative director, and brand champion working with many of the country’s top companies, she has distinguished herself as a leading voice on the subject of marketing to Baby-Boomer women.

Carol Orsborn, Ph.D., is Senior Partner at Imago Creative, and is known internationally for her pioneering work on the issues, desires, and concerns of the Baby Boom generation. Her previous books include The Art of Resilience, Inner Excellence at Work, and How Would Confucius Ask for a Raise? She is also the recipient of the public relations industry’s highest award, the Silver Anvil."

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Table of Contents

"Foreword by Paco Underhill xiii

Authors’ Note xvi

Acknowledgments xvii

Introduction: She’s the Emerging Power Consumer 1

CHAPTER ONE: She’s the Sweet Spot -- The New Demographic of Choice 9

Contributing Authors:

On Marketing to Technology Optimists

Rose Rodd, Director of Corporate Marketing

Palm, Inc. 10

On Marketing to Baby Boomer Women in Canada

Anne-Marie Caron, Marketing Manager

Liz Claiborne Canada, Yzza, and Sigrid Olsen Canada 14

On Baby Boomer Women and Experimentation

Jan DeLyser, Vice President of Marketing

California Avocado Commission 22

On Forging an Emotional Connection with Her

Kate Quinn, Vice President, Marketing Strategy & Insights

WellPoint 31

On Recognizing Her as a Driving Force in the Marketplace

Amy Marentic, Large Car and Crossover Product Marketing and

Planning Manager

Ford Motor Company 36

CHAPTER TWO: She’s Complex --

Why There’s No Such Thing as ‘‘The’’ Baby Boomer Woman 41

Contributing Authors:

On Appealing to Her Values

Joanne Sachse Mogren, Vice President of Merchandising/Apparel Division

Garnet Hill 45

On Getting Nostalgia Right

Cindy Marshall, Director of Marketing

The Vermont Country Store 48

On the Difference Between Marketing to Men and Women

Caleb Mason, Director of Corporate Marketing

DeLorme 52

On Why Not to Just Shrink It and Pink It

Fran Philip, Chief Merchandising Officer

L.L. Bean 54

On Marketing to Distinctions

Pepper Miller, President

The Hunter-Miller Group 57

On Marketing to Hispanic Baby Boomer Women

Isabel Valde´s, President

Isabel Valde´s Consulting, IVC 60

CHAPTER THREE: She’s Her Stage, Not Her Age --

Leveraging Her Life Transitions 65

Contributing Authors:

On Playing Financial Catch Up

Lisa Caputo, President and CEO, Women & Co., and Chief

Marketing, Advertising, and Community Relations Officer, Global

Consumer Group

Citigroup 67

On Marketing to All Her Life Stages

William D. Novelli, Chief Executive Officer

AARP 71

On High Technology Marketing to Women

Gina Clark, Vice President of Internet Communications, Product

Marketing

Logitech 97

On the Power of Creating Brand Personas

Claire Spofford, Senior Vice President Marketing and Retail

Appleseed’s 101

CHAPTER FOUR: She’s Motivated --

The 3-D View of Her 105

Contributing Authors:

On Appealing to Her Psyche

Michael Bohn, Director of Brand Marketing (Bosch, Siemens, Thermador,

Gaggenau)

BSH Home Appliances Corporation 106

On Embracing Both Her Demographic and Psychographic Drivers

Grant J. Schneider, Chief Marketing Officer, Corporate Sales and

Marketing

Time Inc. 109

On Aspiring at Midlife

Peggy Northrop, Editor-in-Chief

Brenda Saget Darling, Publisher

More Magazine 112

On Banking on Women-Owned Businesses

Maria C. Coyne, Executive Vice President, Key4Women and SBA

KeyBank National Association 116

On Her Quest for a Free Spirit

Federico Musi, Vice President of Marketing (Piaggio, Vespa, and Moto

Guzzi)

Piaggio Group Americas 134

CHAPTER FIVE: She’s in the Driver’s Seat --

She’ll Problem-Solve Her Own Way Through the Marketplace 139

Contributing Authors:

On Getting to the Heart of the Matter

Joe Teno, President

Athleta 143

On Focusing on the ‘‘Why’’ vs. the ‘‘How’’

Heidi Baker, Chief Jane Officer

Eden Jarrin, Chief Executive Officer

Be Jane, Inc. 148

On the Personal Shopper Approach to Technology

Melissa McVicker, Director, Global Communications Group

Intel 155

On Paying Attention to Details

Kathy Moyer Dragon, Founder

The Dragon’s Path

ActiveWomen.com 160

On Business ‘‘Plus’’

Anne Kelly, President

Junonia 163

CHAPTER SIX : She’s Changing Channels --

Shaping the New Brandscape 167

Contributing Authors:

On Harnessing the Power of Women’s Solidarity

Adam Hicks, Vice President, Marketing and Communications

CARE (Cooperative for Assistance and Relief Everywhere,

Inc.) 172

On Real Women Selling to Real Women

Yvonne Saliba Pendleton, Director of Corporate Heritage and Corporate

Communication

Mary Kay, Inc. 174

On Referential Not Deferential Marketing

Deborah Natansohn, President and Chief Operating Officer

Seabourn Cruise Line 179

On Delivering Beyond Expectations

Rick Lovett, President

H2O Wear 182

On Staying Relevant for the Boomer Woman

Ed Kinney, Vice President, Corporate Affairs and Brand Awareness

Marriott Vacation Club International 188

CHAPTER SEVEN: She’s Waiting --

The Marketer’s Call to Action 199

Contributing Authors:

On Redressing the Misconceptions

Dorothy Dowling, Senior Vice President of Marketing

Best Western International 200

On Getting Past Emotional Bias

Christopher W. Bradley, President and Chief Executive Officer

Cuddledown Inc. 206

On Moving Beyond the Holy Grail

Ira Mayer, President and Publisher, Marketing to Women

EPM Communications 207

On the Evolution of Marketing to the Baby Boomer Woman

Lori Bitter, Partner and Business Development Director

J. Walter Thompson, Mature Market Group 210

Notes 217

Resources 225

Marketing to Women 225

Marketing to Baby Boomers 226

Marketing to Baby Boomer Women 227

Adult Development 227

Index 229

About the Authors 237"

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