Boomer Bucks

Depending on how you define it, I'm either a Boomer or Generation Jones.

But, I do agree with this from Mediapost:

Marketer, Heal Thyself

During a recent meeting with fellow marketers who help companies target Boomers, the conversation inevitably turned to a common frustration about agency creatives and media planners: they just don't get it. They're too young to understand or appreciate the value of Boomers' for their clients; they think Boomers are past their purchasing cycles.

It's not a new lament; it's certainly been written about here and acknowledged by advertising industry watchers. But, as I left the meeting, it occurred to me that perhaps the problem was not the young agency creatives or the media planners but the Boomer experts themselves: perhaps, our own marketing practices contradict the very advice we dole out, serving only to reinforce rather than dispel stereotypes of what it means to market to Boomers.

Perhaps, if we want to convince the youthful decision makers, we should start with ourselves. We should look at our own sites, blogs and advice to see if we are "walking" the talk. Are we following our own advice?

Not consistently. Here's what my unscientific sampling of Boomer expert sites found:

• Copy and creatives that equate a Boomer with a senior -- even though studies show that Boomers hate being labeled "senior." And, they hate it because they don't think of themselves as "seniors." Our society equates being a "senior" with being "retired," sitting on the sidelines of life. With a life expectancy of 78-80 years for Boomers, it's no wonder that Boomers believe there is still much more of life to live. Furthermore, Boomers are planning on working longer -- yes, some because they need to -- but many because they want to. They are definitely not looking to be retired. So, don't call a Boomer a senior.

• Advice that highlights fear, not aspiration, to motivate Boomers. The most effective advertising is aspirational in nature -- it speaks to what we desire to be -- productive, physical and valued; it doesn't scare us with fears of what we might become -- old, infirmed, obsolescent. Yet, so many experts forget that important marketing wisdom and instead highlight fears that Boomers have of aging. But, as a generation, we are not fearful; we are challengists. We challenge medicine, technology, society and politics to be better. And challengists are aspirational by nature. It's why they believe things can be better.

• An assumption that aging is a destination, not a journey. Our parents' and grandparents' generations looked at aging as a journey with a definite destination -- retirement. Given the struggles of their lives and the lower life expectancy, "retiring" was a badge of achievement. For us, "retirement" will be the start of a new phase -- perhaps of a new career, a new passion, or more time to devote to a lifetime passion. And, it most definitely is part of a journey, not the final resting spot.

• A heavy reliance on nostalgia, not progress. While it is important to understand the historical political, societal and cultural changes that helped shaped Boomers' psyche, it is equally important to remember that Boomers are a forward-thinking group -- and have been for most of their lives. It's this forward thinking that wrought important societal, political, and cultural changes -- and will continue to bring changes as we enter new phases. We are not nostalgic for the "good old days" but rather look forward to what's next -- whether it is in our personal or public lives or products we embrace.

This is not to suggest that all Boomer experts are guilty of all these transgressions. There are some terrific practitioners who are walking the talk and helping companies successfully marketing to Boomers. But, as a good friend and young creative director told me, it's hard to get excited about a target audience when the adviser is not. There's nothing sexy about selling products to a target that's old, retired, and fearful.

So, the next time you are frustrated at your inability to convince the young creative director or media planner or marketing client to include Boomers in their campaign, ask yourself if you are abiding by your own advice.

Anne Mai Bertelsen is the Founder and President of MAI Strategies, a marketing consulting firm specializing in integrated marketing strategy development and implementation. Her clients include American Express Consumer Card Group, United Nations' Office for Coordination of Humanitarian Assistance, and the Radio Advertising Bureau. Prior to starting her own firm, Anne held marketing positions at American Express and the Port Authority of NY & NJ. Reach her here.

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