Connect With the Boomer Market
Recognize their challenges. Furlong stresses the importance of understanding the challenges and events shaping their daily lives. “I think marketers need to realize that the challenges boomers are facing—whether it’s corporate downsizing, the loss of a parent or the birth of a grandchild—are incredibly life altering.”
Market to their aspirations. The boomer audience is active and has a greater sense of adventure and the future; target them with products that reflect this lifestyle. “They don’t want bowling and bingo and trips to Reno,” notes Furlong. “That was a different generation. They want to carve a new lifestyle, and they’re really willing to engage new brands that help.”
Include event marketing in your strategy. As boomers begin a transition of their professional goals and lifestyles, many become interested in events where they can meet others. “Don’t underestimate event marketing as a brilliant way to reach this audience,” says Furlong. “When you get [benefits] from going to work-related events, and then you’re on the other side working independently, you like going to events to network with people. So realize that loneliness is still an issue [and] creating events that can help form new networks and a sense of community is a good idea.”
For more information, visit www.maryfurlong.com.