Marketing to Boomer Women: Set the Scene

Show Social Situations that Resonate with Boomers

Marketing to Boomer Women: Set the SceneThe usual practice in executing advertising targeted to Boomer women is to depict them as part of an older couple. There’s nothing wrong with this approach except that it’s virtually the only context in which Boomer women are shown. The Ad Age Insights cover to the right uses a perfectly lovely picture (that’s perfectly forgettable).

In actual fact, in pursuit of “my time,” Boomer women are going to be spending a fair amount of time pursuing their own interests, perhaps in a classroom. Or hanging out with their girlfriends. Another context in which they’ll want to spend more time is the extended family, with kids and grandkids.

Avoid the “couple” cliché and consider some of these photos of Boomer women for marketing inspiration:

Marketing to Boomer Women: Set the Scene Marketing to Boomer Women: Set the Scene Marketing to Boomer Women: Set the Scene

Also, Will You Please Make this New Year’s Resolution about Marketing to Boomer Women?

Marketing to Boomer Women: Set the Scene

Let’s all pledge to this New Year’s resolution. Could we please retire the overdone “classic” images of retirement when marketing to boomer women? Enough already with those sunset beaches and Adirondack chairs and people playing golf! Remember that Boomer women are often still working– and most don’t plan to retire completely. Their “sunset” years are going to be filled with jobs, travel, sports, grandkids, volunteering, classes and lots of activities. If you’re showing “retirement,” you’re shutting yourself out of most of the Boomer market.

Understand what interests your Boomer women customers to create memorable, motivating settings for your marketing messages.

This entry was posted in Advertising to Women, Importance of Aesthetics, Marketing to Boomer Women and tagged , , , , on by .

About Marti

To The Huffington Post, she’s “the High Priestess of Marketing to Women;” to TIME magazine, “the Chief Rabbi of the Sheconomy.” Renowned business guru Tom Peters calls her “the First Lady of Marketing to Women” and says she “is one of the best presenters, male or female, I’ve ever seen.” Marti Barletta shows you how to get more customers, make more money per customer and keep customers loyal longer - simply by getting smarter about women. Her first book, Marketing to Women, is available in 19 languages,” and her latest book, PrimeTime Women, focuses in on the market’s high-spending sweet spot - Boomer women in their mid-life prime – and shows marketers how to use this prime segment’s growth, size and buying power to propel their business for the next 20 years. As the go-to authority on marketing to women, women in leadership and women’s growing role in shaping the 21st century, Barletta has been quoted on CBS, ABC, MSNBC and NPR, as well as in The Wall Street Journal, The New York Times, The Economist, USA Today, Fast Company, TIME, Business Week, Inc., and many other publications worldwide. Ms. Barletta’s consulting clients have included Diageo, Ford, Kodak, Pfizer, Volvo Worldwide and others. A popular speaker internationally, she has enjoyed rave reviews on every continent except Antarctica, including in Australia, Chile, Dubai, Japan and Sweden. She has spoken for hundreds of companies, conferences and associations; and across dozens of industries, including consumer products, financial services, travel and tourism, retail and real estate development, to name a few. She is proud to say that numerous clients have booked her for return appearances. Her dynamic style, command of her subject and passion for her topic make her a popular speaker. Audiences love her practical tactics tailored to the interests of each audience, her lively style and sense of humor, and her memorable stories about men, women and marketing. Specialties:I show you how to attract more customers, keep them longer, and earn more money from every customer simply by getting smarter about today's mightiest market - women.

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