Show Social Situations that Resonate with Boomers
The 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:
Also, Will You Please Make this New Year’s Resolution about Marketing to Boomer Women?
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.