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Enough with the 'why'; let's focus on 'how'

MediaPost Publications, 9/28/09

Abstract:

When we started the Boomer Project back in 2003, we decided to focus on what we called "the second question." The first question was, of course, "Why market to today's older boomers?"

Recent contributors to this column have addressed the "why" quite effectively.

Our point-of-view from the beginning was that marketers who woke up to the economic power of the boomer generation, even beyond age 50, would then ask the next question: "How do we engage boomers now?" We wanted to be there to answer it.

Fortunately, there were enough healthcare and financial services clients to springboard our marketing consulting and research business forward from those early days, but precious few marketers beyond those categories. Until recently.

It seems that pain is a great motivator. The economic pain created by the recession has triggered more marketers across more categories into thinking about how to engage the boomer consumer today. They have moved beyond the "why" and want help on the "how." Good for us, and good for them.

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