Expertise - Marketing to Boomers & Seniors

It's no longer about the why. Most marketers know baby boomers and seniors are the most powerful consumer group, both online and off.

Now it's all about the how.

The how starts with an understanding that mature adults aren't aliens. They're consumers who have simply entered a new season of life, resulting in a different mindset.

The how is about putting principles of human behavior first and technology second. Brands need to authentically connect with older consumers on a deeper level and with a clearer understanding of their motivations.

The how is throwing conventional marketing aside. Marketing to baby boomers and seniors requires a needs-based approach that is focused on establishing genuine relationships.

Our Services:

3x3 Boomer Engagement Consultation

Often a first step with any new client, our Boomer Engagement Audit is a stand-alone diagnostic that leverages Meaningful Online Engagement (MOE) as a metric to assess how and where your brand needs help with targeting baby boomers and seniors online. The end result of this audit is a set of strategic recommendations, which are based on a combination of quantitative and qualitative research on both your market(s) and your brand. During this diagnostic, we focus on three pillars:

• Execution — Focuses on how much return you're getting on the investment of your resources online
• Engagement — Focuses on how well you're connecting with your target consumer. What do you need to do to inspire them to be ambassadors who will share your information with others
• Equity — Assesses your online market share in comparison to your competition and results in a strategy for increasing that share with boomers and seniors

Campaign Planning & Management

Immersion Active's bread and butter service is campaign planning and management. Based on our MOE framework, we develop integrated campaigns that turn boomer and senior consumers into online ambassadors for your brand. Using our consumer-specific definition of engagement, we execute, manage, and optimize the campaigns that we plan.

Analytics Alignment

There's no shortage of data available when it comes to online marketing. But with Web analytics, it's about quality (data and analysis), not quantity. In helping our clients make the sound decisions with their marketing dollars, Immersion Active's certified Web analytics team leverage:

• Our consumer-specific definition of engagement
• A variety of enterprise-class analytics tools
• Proprietary 50-plus benchmark data
• Our experience in aligning business performance objectives with marketing and consumer-specific goals

Mature Market Training

When you commit to the mature markets, there's a great opportunity to further your success by making sure that your sales, service, and marketing teams are on-board too. Our Mature Market training (presented both on-site and in locations around the U.S.), is offered in a variety of flavors:

• Sales and Service Workshops
• Train the Trainer Program
• Marketing Executive Program

Speaking Engagements

Our founding partners (David Weigelt and Jonathan Boehman) know their MOE. From presenting in-depth case studies to sharing stories about their AARP beverage blender experience (trust us, there's a connection), David and Jonathan are available to share their colorful insights at conferences, seminars, and meetings with an interactive presentation geared toward your audience.