Boomer Consumer by Matt Thornhill, John Martin | | NOOK Book (eBook) | Barnes & Noble
Boomer Consumer

Boomer Consumer

by Matt Thornhill, John Martin
     
 
For 40 years, companies and organizations have focused their marketing efforts on young adults 18-49 years old. But today's Boomer Consumer, those 78 million Americans born between 1946-64, are either 50 years old or will be soon. And marketers are confused. They don?t know how to treat today's older Boomers, who aren't "seniors" and never will be, but are no longer

Overview

For 40 years, companies and organizations have focused their marketing efforts on young adults 18-49 years old. But today's Boomer Consumer, those 78 million Americans born between 1946-64, are either 50 years old or will be soon. And marketers are confused. They don?t know how to treat today's older Boomers, who aren't "seniors" and never will be, but are no longer young adults. Over the past few years, Matt Thornhill and John Martin of the Boomer Project have extensively researched and studied Boomers. They have uncovered key psychological, sociological, and anthropological aspects of this generation. Their research-inspired consumer insights have appeared in stories about Boomers on NBC, CBS, CNBC, MSNBC, and PBS, as well as BusinessWeek, Time, and US News & World Report, and newspapers like The New York Times, The Washington Post, Chicago Tribune, and the Los Angeles Times. For the first time, the Boomer Project's insights have been packaged into this powerful marketing resource: Boomer Consumer. You'll learn how to connect with and influence this large-and-in-charge generation by using techniques like emotionally compelling messages, the power of story, and life stage instead of age. Plus, you'll come away with ten "new rules" for marketing to today's Boomer Consumer that can be applied across hundreds of categories. Boomers are far from "over the hill" as consumers. Companies and organizations that can tap into today's Boomer Consumer will be poised for success for years to come.

Editorial Reviews

David Wolfe
In Boomer Consumer, Matt Thornhill and John Martin cut through much of the tangle formed by myths and misconceptions about older Boomers that marketers have been trying to fight through for some time. Well, fight no more. Read this eye-opening book about the most misunderstood generation in history

Product Details

ISBN-13:
2940012313614
Publisher:
LINX, Corp.
Publication date:
03/22/2011
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
224
File size:
3 MB

Meet the Author

Matt Thornhill

After a 23-year advertising career in New York, Richmond, and Atlanta, Matt Thornhill started the Boomer Project in 2003, quickly establishing the firm as a leading national authority in marketing to today’s Boomer Consumer. He’s appeared in stories about Boomers on NBC, CBS, CNBC, MSNBC, and PBS, as well as BusinessWeek, Time, and US News & World Report, and newspapers like The New York Times, The Washington Post, Chicago Tribune, and the Los Angeles Times. Matt oversees all client work for the Boomer Project and speaks on marketing to Boomers across North and Central America.

John Martin

John Martin, president and CEO of SIR Research, joined with Matt in the early days to provide research-inspired insights into older Boomers. John began his career in the advertising business as well, and most recently was the top marketer at a $100 million consumer products company before taking over one of the South’s oldest and most respected marketing research firms, SIR Research. Clients include AARP, GE, Capital One, and Liberty Mutual. John also speaks regularly on Boomer marketing.

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