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Boom: Marketing to the Ultimate Power Consumer-the Baby Boomer Woman
"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."
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."
235 pages, Hardcover
First published September 26, 2006
42 people want to read
About the author
Mary Brown
4 booksLibrarian Note: There is more than one author in the GoodReads database with this name. See this thread for more information.
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Displaying 1 - 3 of 3 reviews
December 29, 2023
It was interesting reading a marketing book to see what companies do to attract customers but this whole book is repetitive and just becomes "Female baby boomers are the mama bears of their clans who care about pesky things like 'safety regulations' and 'flammable material'" where it kind of just tries to pin every woman into a June Cleaver type but though #girlboss lexicon. And then there's the whole "feminism is women being allowed to pick which brand of paper towels they should use to clean up after everyone in their family! Real strong women buy minivans to haul their 3 kids to school and practice and playdates and work because that's what having it all means!".
July 20, 2024
Being a boomer, I was curious, even though the book is already dated. Perhaps at the time of printing, it was helpful for the younger generation. It is not a scholarly book, and the resources for blogs and newsletters are no longer active. The writing seemed juvenile to me.
April 15, 2008
Whether you sell advertising time, shoes, or computer software, you need to be aware of a hidden market just waiting to be tapped. What is this hidden market? Baby Boomers. In particular, female baby boomers.
As we all know, the Boomer generation (those born between 1946 and 1964) is a huge portion of our population due in part to its unprecedented length when compared to the generations preceding and following them. Thus, many smart advertising and marketing plans focus on the Boomer markets. Still, much of this advertising is directed at the male portion of this generation forgetting that many female Boomers make very good livings by their own right. Moreover, this generation of woman are currently in the midst of parenting adult children, caring for aging parents, and going through empty nest syndrome. Not only are these women spending more money on commodities for themselves but they are still the primary shopper in their household.
As we all know, the Boomer generation (those born between 1946 and 1964) is a huge portion of our population due in part to its unprecedented length when compared to the generations preceding and following them. Thus, many smart advertising and marketing plans focus on the Boomer markets. Still, much of this advertising is directed at the male portion of this generation forgetting that many female Boomers make very good livings by their own right. Moreover, this generation of woman are currently in the midst of parenting adult children, caring for aging parents, and going through empty nest syndrome. Not only are these women spending more money on commodities for themselves but they are still the primary shopper in their household.
Displaying 1 - 3 of 3 reviews