256 pages, 3.64 × 2.41 × 0.38 in
September 26, 2006
The following ISBNs are associated with this title:
ISBN - 10: 0814473903
ISBN - 13: 9780814473900
About the Book
?The time is ripe for a book that takes marketing to this segment of the population seriously. This book's challenge to the marketing community is to wake up and rethink who it is that has control over the economic purse strings.? ?From the foreword by Paco Underhill With Baby Boomer women spending well over a trillion dollars a year on goods and services, the days of women 40+ being ignored by marketers are numbered. BOOM is a comprehensive guide to identifying, reaching and influencing this demographic. The book features insights and case histories from 40 top marketers, including executives from Intel, Ford, Seabourn Cruises, Citigroup, Wellpoint, Mary Kay, and more. The authors, experts in marketing to this demographic, reveal an essential truth about Baby Boomer women: they are more than a niche market. In many cases, they are the marketplace itself.
From the Publisher
Foreword by Paco Underhill
Women make the vast majority of purchasing decisions in the United States, spending trillions of dollars every year on everything from food and clothing to appliances, cars, vacations, real estate, and much more.
One huge, affluent segment of that demographic wields more spending clout than any other: Baby-Boomer women. Born between 1946 and 1964, these women represent a portion of the buying public no marketer can afford to ignore. With successful careers, investments made during the boom years, and inheritances from parents or husbands, they are more financially empowered than any previous generation of women.
But what is it that will make these women spend their money on your products? Meet Mary Brown and Carol Orsborn, whose exclusive business it is to find out what makes Baby-Boomer women tick - and buy. With BOOM, they reveal the results of proprietary research that has helped their firm's five-star clients outclass the competition by reaching and resonating with this powerhouse demographic.
BOOM brings together the insights of dozens of market leaders in a wide array of industries, insiders who have learned (sometimes the hard way) what works and what doesn't in the battle for the hearts and minds of the ultimate power consumer. You will learn:
How to increase your market share of today's most lucrative consumer demographic
What your competition and other industry leaders are doing to reach Baby- Boomer women
How to minimize the risks and maximize the potential of your efforts in this market
How to find, interpret, and present information and statistics and build a strong business case to your colleagues, shareholders, company executives, and others
Intelligence for making savvy decisions and communicating the clear message that your target customer wants to hear
You'll also get the authors' exclusive Imago Diagnostic (ID) tool for identifying exactly what resonates with Boomer women, along with the Seven Things You Don't Know About Baby-Boomer Women (But Should).
At the age when they are more financially comfortable than ever, Baby-Boomer women are now poised and energized to drive consumer markets to unbelievable new highs. With the eye-opening information and cutting-edge strategies in BOOM, your company will be set to enjoy an amazing ride to the top.
About the Author
Mary Brown is President and Creative Director at Portland, Maine-based Imago Creative, the only strategic marketing firm in the U.S. specializing exclusively in helping companies reach women of the Baby Boom generation. With more than 20 years as an art director, creative director, and brand champion working with many of the country's top companies, she has distinguished herself as a leading voice on the subject of marketing to Baby-Boomer women.
Carol Orsborn, Ph.D., is Senior Partner at Imago Creative, and is known internationally for her pioneering work on the issues, desires, and concerns of the Baby Boom generation. Her previous books include The Art of Resilience, Inner Excellence at Work, and How Would Confucius Ask for a Raise? She is also the recipient of the public relations industry's highest award, the Silver Anvil.