‘Sense’-ible Marketing to Boomer Women Tips

Sensible Marketing to Boomer Women TipsAs Boomer women (and men) grow older, their senses grow less, well, sensitive. With each physical change, Boomers will be encountering new, albeit minor, irritations—and for brands, that spells marketing opportunity.

Look for ways to adapt your products, services and environments to Boomers’ pleasure. It’s often the seemingly small detail that differentiates your product from your competitors’—and will be the deciding factor in the Boomer woman’s purchase choice.

Here are some tips for marketing to Boomer women through their senses:


  • Include self-adjustable volume control on timers for ovens, microwaves and other appliances.
  • Make mobile phones with more volume range in the ring-tone, so Boomer women can adjust for it in a noisy environment. Also, offer ringtones in an audio range that Boomers can easily distinguish.


  • On those mobile phones above, add a flashing light option, so she can find it quickly when it’s buried in the bottom of her purse.
  • In retail stores, design a “transition area” in the entrance, so people can stand there for half a tick while their eyes adjust without being in the way of your other customers.

Taste and Smell

  • Push aromatherapy in more categories than just soaps and candles.
  • Offer customized packages of seasonings, herbs and spices in take-along packets. Include them in packaged foods like microwave meals and sell them separately at the checkout aisle. Restaurateurs can offer a platter of condiments on tables, so customers can season to their liking—not just ketchup or salt and pepper, but horseradish, garlic powder, tarragon, fresh lemongrass, vinegar and more.


  • Consider interesting shapes and textures in food, apparel, packaging and other products. Try velvet, beading, silks, satins, pebbled grains, ridging.
  • In environmental designs, add elements that are warm, cool, pulsing, incorporating water, etc.


  • Consider heat lamps in waiting areas such as valet parking outside of restaurants and taxi lines outside hotel vestibules.
  • You know how high-end restaurants have coats and ties available for men who weren’t prepared for the dress code? Why not have pretty wraps available for women who get chilled while dining on your outdoor patio?

Balance and Dexterity

  • Make sure your floors aren’t slippery, your stairs are edged in a contrasting color, and you have handrails to help with balance, especially in areas where your customer has just emerged from a more dimly lit environment.
  • Make lids easier to open. Tylenol has it all over the competition with their E-Z Open Cap, which has no carton, and a “sail plane” handle which is easy to twist.
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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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