Could 2008 be the year mature marketing grows up? That’s the question raised by Todd Harff, president of 40+ marketing agency Creating Results after looking at an estimated 112 million American consumers over 45 years of age.
Among his resolutions for others:
—Focus. Resolve that in 2008, your marketing will stop trying to be all things to all people. Try instead to say the right things to the right people.
—Leave the ”tweens” behind. Don’t worry if your ad won’t go viral on YouTube. Baby Boomers are roughly 80 million strong, spending nearly $3 trillion each year. 13% of Americans are part of the Silent Generation or are older. Americans 50 and older controlled 67% of the country’s wealth in 2001, or $28 trillion.
—In 2008, take time to understand how life stages are much more important than physical ages.
—In the 1960s, many Baby Boomers followed the mantra “Don’t trust anyone over 30.” In 2008, marketers should trust those over 50.
—Don’t dumb advertising down or patronize. This is the most highly-educated group of Americans in history. They can be trusted.
For more resolutions see www.creating results.com.
Report by David Wilkening
