How to Read Marketing to Leading-Edge Baby Boomers RTF
People over age 50 earn more than half of the discretionary income in the United States, spend $750 annually, and control a majority of the nation's assets. And every eight seconds, another baby boomer turns 50. The generation's frontrunners are Leading-Edge Baby Boomers, who were the founders of modern youth culture and adroit consumers of yuppie materialism. These early Boomers have proven that they don't just occupy life stages—they transform them. Now this influential generation is roaring into retirement and shaping a new future. They deserve—and will amply reward—your marketing investment.This edition delivers all the insights and strategies you need to achieve extraordinary business success as you determine what uniquely motivates Boomers and how to communicate with them in meaningful and mutually beneficial ways.Understand critical "bipolar metavalues" that influence Boomer buying decisions.Select the right advertising media to achieve your marketing goalsLearn why and how mature audiences receive advertising messages differentlyDiscover LOHAS: a lifestyle segment that's changing everythingCreate advertising that transforms your brand into a Boomer favoritePlan and organize "bandwagon" Boomer events and promotionsRealize the extraordinary opportunities to reach Boomers through the Internet
