book

Boom: Marketing to the Ultimate Power Consumer—the Baby Boomer Woman

by Mary Brown, Ph.D. Carol Orsborn, Paco Underhill

September 2006

Beginner

235 pages

4h 40m

English

AMACOM

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Dedication
A Prize Worth the RiskInsider’s IntelligenceVisionary MarketersMissionary ZealWhat You’ll Learn
The Convergence of Two Major TrendsThe Generational AngleA Competitive AdvantageShe’s Her Own Unique DemographicBusting the StereotypesAdult Development Models Playing Catch-UpNew Research Fills in the GapsBeyond Walls of ShameAdvances in HealthcareThe Impact of High-TechOn the Possibility of a “Boomergeddon”No Easy MarkA Look Ahead
Chronological AssumptionsGenerational InfluencersAn Overlay of StatusPromise and Peril of NostalgiaRetailers Who Get HerGender DifferencesAnother Word About the Differences Between Men and WomenCultural DifferencesEconomic Considerations
Life Stage MarketingThe Empty NestEngaging the Post-Family GuestPainting Her Life Stage Portraits1. Body and SoulPortrait of the Trailing-Edge BoomerRedefining FitnessMarketing to HerThe Flip SidePortrait of the Leading-Edge BoomerFitness as the Foundation of the Well-Lived LifeMarketing to HerThe Flip Side2. Work and MoneyPortrait of the Trailing-Edge BoomerMoney MavenMarketing to HerThe Flip SidePortrait of the Leading-Edge BoomerSwitching GearsMarketing to HerThe Flip Side3. Leisure and TravelPortrait of the Trailing-Edge BoomerHousehold CTCMarketing to HerThe Flip SidePortrait of the Leading-Edge BoomerIndiana JaneMarketing to HerThe Flip Side4. Home and FamilyPortrait of the Trailing-Edge BoomerHomeowner HandywomanMarketing to HerThe Flip SidePortrait of the Leading-Edge BoomerUltimate CaretakerMarketing to HerThe Flip Side5. TechnologyPortrait of the Trailing-Edge BoomerCyber Savvy SophisticateMarketing to HerThe Flip SidePortrait of the Leading-Edge BoomerDigital DivaMarketing to HerThe Flip SideOperationalizing the Portraits
The Cutting Edge of MarketingMotivational FactorsShe’s Dynamic—Not InvisibleOutgrowing Old ProgrammingThe Three ArchetypesArchetype One: The Conventional Boomer WomanArchetype Two: The Transitional Boomer WomanArchetype Three: The Aspirational Boomer WomanThe Imago DiagnosticMotivational Marketing OpportunitiesThe Conventional Boomer WomanThe Transitional Boomer WomanThe Aspirational Boomer WomanSeasoned SexualityThe Search for MeaningIncreasing with Age
His and Her MarketingHow the Baby Boomer Woman ShopsPhase 1: Need/Problem RecognitionPhase 2: Search for InformationPhase 3: Evaluation of AlternativesPhase 4: Choice/Purchase DecisionPhase 5: Post-Purchase EvaluationTransparent MarketingOvert MarketingWinning Her Loyalty

Relationships RuleMatch the Organizational ArchetypeGrassroots GrowthTraditional Woman-to-Woman NetworksThe Influencer RevolutionWord-of-MouthExtending the ReachThe Changing Role of Public RelationsThe Influence of the InternetDeveloping the Online ExperienceUni-Channel MarketingMoving Across ChannelsMaking Waves
The Facts Speak for ThemselvesEarly AdoptersThe New Marketing UniverseCall to Action: Marketing DirectorsBeyond the MaverickCall to Action: CorporationsCall to Action: Boomer Women ExecutivesCall to Action: Women Baby Boomers, ThemselvesThe Final Call: Market Researchers
IntroductionChapter OneChapter TwoChapter ThreeChapter FourChapter FiveChapter Six
Recommended ReadingMarketing to WomenBooksNewsletters/BlogsMarketing to Baby BoomersBooksNewsletters/BlogsMarketing to Baby Boomer WomenNewslettersAdult DevelopmentBooks

Overview

With Baby Boomer women spending over a trillion dollars a year, the days of 40+ women being ignored by marketers are numbered

BOOM is a comprehensive guide to identifying, reaching and influencing these women. The book features insights and case histories from 40 top marketers, including executives from Intel, Ford, Seabourn Cruises, Citigroup, Wellpoint, Mary Kay, and more.

Key features

This is the only book on marketing to this specific demographic. Baby Boomers are the largest generational demographic today, and women not only outnumber men, but also influence as much as 80% of household purchase decisions

Includes: The Eight Things You May Not Know About Boomer Women But Should, the Imago Diagnostic (ID), an assessment tool to help marketers identify what makes Baby Boomer women tick and more