Why Marketing to PrimeTime Women?

Marketing to PrimeTime WomenAs the new edition of my book Marketing to PrimeTime Women comes out, some have asked me why I refer to Boomer women as “PrimeTime.” And the reason is that our vocabulary was stunted.

People have been at a loss to describe “consumers over age 50” in ways that don’t conjure up negative associations. Terms like middle-aged, mature market and senior market come freighted with unappealing overtones. Middle-aged calls up images of dowdy, lumpy frumpiness. Mature suggests someone who is serious, sober, sedate and stately- in other words, no fun. And while being a senior in high school or college is a status that underclassmen aspire to, perversely, senior citizen in the context of older consumers connotes a nominal acknowledgement to the tottering old dears, a condescending head nod, a senior discount- gee, thanks.

Boomer women

People say Boomers are resisting growing older. That’s not it at all- in fact it completely misses the point. Boomers, particularly women, are fine with growing older.

What they’re resisting is being labeled with language loaded with the patronizing images and attitudes above- frumpy, sedate, tottering. It’s not how they feel; it’s truly not who they are, and they’re not inclined to put up with anyone implying otherwise. What they’re resisting is being talked down to.

Unfortunately, so far, these words are all we’ve had to work with. We needed some new lingo, words that tell it like it really is; words that capture a personality that is positive, dynamic and savvy– in short, words that make a woman feel good about saying, “Yup, that’s me!”

PrimeTime Women

So I coined the phrase PrimeTime Women. These are women 50-70 years old. I like how it connotes vitality and primacy, which aptly describe this group on not one, but two levels:

  • They are in the prime of their lives. It comes as a surprise to most pre-Primers that people in their 50s and 60s report these two decades are the happiest of their lives, and women experience this phase even more positively than men do.
  • They are the prime target opportunity for marketers in almost every category, because they handle 80-85% of the spending decisions for households in the peak years of their income, wealth and spending power.
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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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  1. Pingback: Young Adults and Sages: Aspirational Customer Segment Names Get Respect | The Market Strategist

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