Confusion Grows: Traditional Demographics don't work for today's marketers!
Empty Nesters?
Census figures prove that 55% of boomer family households have children under 18 living with them. In just one year, the oldest Boomers turn 60, but most will think, buy, and look 10 years younger, with young kids still surrounding them! That's a far cry from the image of "senior citizen couples" riding off into the sunset or doing the group hokey pokey in a retirement community.
Generations Mixed Together Create Marketing Challenges, and Big Opportunities!
There are 3 generations in the 50+ market. In 2005, 76 million strong, Boomers are 41 to 59 years old. They have an enormous variety of lifestyles; provide very strong buying influence to and are influenced by family situations, second marriages, children still at home, aging and dependent parents, close grandchildren relationships and full & part-time employment. The Forgotten Generation (from age 60-69) are more active then ever and most don't consider themselves senior citizens either. The real seniors, over age 70, are the parents of Boomers.
Genergraphics(TM) Research Sorts out Generation Confusion
Just published in Entrepreneur Magazine's May 2005 issue in their "What Lies Beneath: The Age of Genergraphics" article, Phil Goodman says, "Understanding the influence one generation has on another will be the key to successful marketing. The Internet is tailor-made for Genergraphics(TM) which shows companies how to retool their websites using buzzwords geared to each of the major generations."
In Travel Agent Magazine April, 2005 issue Phil Goodman explains "Genergraphics(TM) is a new concept that is the key to separating generations, yet marketing to them so that each generation feels included in the message."
What's Genergraphics(TM)?
Demographics have been replaced by Genergraphics(TM). The Genergraphics(TM) system shows marketers how to research and describe the mindsets, attitudes and lifestyles of each generation as they interact with each other, as they purchase a wide variety of products and services, at home, for travel and in the workplace. Our research shows you how each generation of your customers perceives the other generations (there are some real surprises and misconnections). It shows you how each generation influences what another generation buys. Most important, it shows you what you can do about it to maximize advantage to your brand Click here for an article that appeared recently about Genergraphics in the Honolulu Advertiser and in 2003 in Smart Meetings magazine Smart Meetings
How and Where to Advertise to Boomers Using Genergraphics(TM)
The key challenge is what to say, how to and where to place your product or service marketing message, without alienating another generation. Our Genergraphics(TM) consulting analyzes your brand, target market, develops accurate ways to research the generation interactions and makes recommendations for media and creative strategies and approaches to best meet your objectives.
Here are our special reports on travel and tourism trends and trends in healthcare we believe will carry through 2005: Travel & Tourism 2005 Trends and Healthcare Trends
Boomer Grandparents: Front Page News
Both Parade Magazine and The Kiplinger people recognize the importance and power of Boomers as grandparents as shown in their articles. Kiplinger talked with Phil Goodman about Boomer Grandparents and published the interview on their website. For your convenience, here is a reprint of the article (with Kiplinger permission) about Boomer Grandparents.
HERE's HOW TO GET YOUR SHARE OF THE BOOMER BUSINESS: Industry Special Reports
| FREE KEYNOTE or WORKSHOP Proposal: Topics: How to apply Genergraphics(TM) analysis to your workplace or marketing; boomer and generational marketing major trends and implications: high impact, dynamic seminars, workshops and keynote speeches to energize and empower your staff to improve employee, sales and customer relationships. |
Confusion Grows: Traditional Demographics don't work for today's marketers!