tag:blogger.com,1999:blog-3181727051437183424.post6070588321245333387..comments2024-03-26T06:25:47.702-04:00Comments on Google Retail Blog: Lucrative Adventures in Neverland: Understanding and Reaching the Boomer ConsumerNina Thatcherhttp://www.blogger.com/profile/15335754077601332152noreply@blogger.comBlogger1125tag:blogger.com,1999:blog-3181727051437183424.post-88789489929100746352009-05-04T18:51:00.000-04:002009-05-04T18:51:00.000-04:00While this article makes a great deal of sense and...While this article makes a great deal of sense and hits many of the "hot buttons" in talking to consumers 50+, the reality is that the title should be "Understanding, Reaching and Speaking to the Boomer Consumer". <br /><br />There is no shortage of data as to the media habits of boomers, there are books enough to fill a small presidential library on how to understand boomer needs and desires...the missing and most important ingredient is the message. <br /><br />Advertising, be it web banners, blogs, TV spots, Tweets or word of mouth must say the right thing to break through. This is not news to anyone in the business...but for some reason, it seems to be news to anyone attempting to talk to boomers.<br /><br />Words like "silver", "active", "mature", "retired", "older" and "aging" seem to be the lexicon of any message targeted to any consumer who has had a 50th birthday. <br /><br />Take a look at any of the ED advertising to understand what I mean...how is it possible that advertising for a drug to enhance your sex life is totally and completely without sexiness?<br /><br />Because it is being done by people who don't understand the art of creating a powerful, persuasive, entertaining and memorable message to a specific target.<br /><br />Advertising to any other age group is first and foremost ASPIRATIONAL...to people over 50, it's patronizing or worse, alienating. <br /><br />-Brent Bouchez<br />Founder, Five0<br />www.agencyfive0.comBrent Bouchezhttps://www.blogger.com/profile/01857374115610825565noreply@blogger.com