Much has been written about marketing to women and baby boomers—and with good reason. They each represent highly valuable consumer markets, and the intersection of the two—boomer women—presents an even more lucrative opportunity. But does the marketing world really need one more book on the subject? If it’s as filled with marketer-authored case studies as “BOOM: Marketing to the ultimate power consumer—the baby-boomer woman,” by
Mary Brown and
Carol Orsborn, (Amacom, $24), then the answer is “yes.”
With a don’t-just-take-our-word-for-it attitude, Brown and Orsborn create compelling, supporting arguments for their hypotheses with insight from marketing professionals at such high-profile companies as Ford, L.L. Bean, Citigroup, AARP, Intel, Garnet Hill, Time Inc. and WellPoint. Touching on topics like boomer women and technology, forging emotional connections, using psychographic drivers, leveraging nostalgia, and the differences between men and women, these from-the-trenches tales take this book beyond the “why” and into the “how-to” of marketing to boomer women. Their inclusion alone is well worth the price of admission.
—Tracy A. Gill
