Table of Contents
Preface Dan Kennedy xi
Section 1 Who Are These People?
Chapter 1 Meet the LEB/S Market Dan Kennedy 3
It's Complicated 5
Convergence of LEB/S and Affluent Consumers 6
The New Senior 7
How Will You Prosper Embracing the Opportunities Presented by the LEB/S Markets? 9
A Note About the Rest of the Wave 10
Chapter 2 LEB/S in the Workforce Chip Kessler 13
What Does the Workplace Age Wave Mean to Marketers? 19
Chapter 3 "Dad, Mom, I'm Home!" Chip Kessler 23
Emotional Reasons Fuel Growing Acceptance by Parents of Supporting Adult Offspring 26
The Squeeze Play 28
When They Flock Together, New Opportunities Arise 29
Marketing to "The New Family," 31
Chapter 4 The Good OI' Days Chip Kessler 33
What Marketers Must Keep in Mind About the Great Depression 35
Chapter 5 In Many Ways, We Are Still Disappointingly Predictable Dan Kennedy 39
How Conservative Are LEB/S Consumers? 42
Chapter 6 Mars and Venus Dan Kennedy 49
Chapter 7 The Exceptionally Affluent LEB/S Dan Kennedy 57
Section 2 Strategies
Chapter 8 The Power of Profilling Dan Kennedy 63
Chapter 9 Advantages in Marketing to LEB/S Dan Kennedy 73
Classic Credibility at Work 74
Because I Said So 75
They Have Good Attention Span 76
Subject to "Good Guilt," 78
On Their Good Behavior 79
Their Charitable Nature, Your Opportunity 81
Cloning of Good Customers 82
Chapter 10 Avoid the Hazards with Frame-of-References Marketing Dan Kennedy 85
Who Are Their Heroes? 86
Oops, You Missed It by That Much! 87
Did You Hear What He Said or What He Meant? 91
I Don't Get No Respect 93
I'd Rather Fight Than Switch 94
Chapter 11 The Power of the Right Media Strategy: The Online vs. Offline Debate and the LEB/S Market Dan Kennedy 101
"You Can't Fix Stupid!" Ron White 105
Chapter 12 The Power of Print Media and Direct Mail Dan Kennedy 109
The Power of Mail-Order Catalogs 113
You Can't Tear a Page Out of an iPad 114
Authorship Has Impact 116
The Mandate 116
Chapter 13 The Power of Fear Dan Kennedy 117
The Power of the Hidden Fear and Benefit 117
On the Other Hand, There Are Fears in the Way 122
Chapter 14 The Power of Familiarity Dan Kennedy 123
Chapter 15 The Power of Stress Reduction Dan Kennedy 129
Chapter 16 The Power of Differentiation Charles W. Martin 135
Refuse to Be Commoditized 136
Differentiation with Lead-Generation Marketing for LEB/S 140
Chapter 17 The Power of "For Me": Customization, Exclusivity, and Membership Dan Kennedy 147
The Power of Customization 148
The Power of Exclusivity 151
The Power of Membership 154
Chapter 18 The Power of Special Occasion Marketing Dean Killingbeck 161
It's Easy to Invite LEB/S Consumers to Events 162
Special Occasion Marketing 101 162
Use Holiday and Special Occasion Marketing as Your Personal ATM 163
Cause-Oriented Occasion Marketing 168
Create Your Own Occasions 170
Chapter 19 The Power of Aspiration and Ambition Dan Kennedy 173
Afterword Dan Kennedy 189
Section 3 Businesses Built for LEB/S
Chapter 20 Challenge of Selling What No One Wants: Case History: Nursing Home and Assisted Living (Health Care) Chip Kessler 195
A Tough Marketing Challenge 196
Trust 197
Specialized Health Care for the Aging 199
Hospital Marketing 200
T-R-U-S-T 201
Why Price Doesn't Matter in Health Care and Shouldn't in Your Business or Practice 203
Privately Speaking 205
Baby Boomers, Seniors, and the Power of Fear 206
Chapter 21 A Creative Approach to Products vs. Services: Case History: Elder Law Practice Julieanne E. Steinbacher Adrianhne J. Stahl 219
Choosing to Present Services or Tangible Products 220
Avoidance of Pain 221
Protection 223
The Power of Credibility and Affinity 230
The Power of Nostalgia 231
Care Taken with Language 231
Chapter 22 Overcoming LEB/S Skeptics and Stress Ben McClure Jeff Giagnocavo 233
Section 4 Resources
About the Authors 245
Other Books by the Authors 247
Special Guest Contributors 248
Sources and Resources 249
Experts in Marketing to Boomers and Seniors 249
Other Important Expert Resources 251
Publications and Websites 252
Books Specific to Marketing to LEB/S 253
Books-General Marketing 253
Index 255
Free Offer 264
