Don’t overlook online channels when putting together a marketing plan for the boomer market. According to Mary Furlong, CEO of Lafayette, Calif.-based Mary Furlong and Associates, an agency specializing in the boomer and senior markets, boomers are the most wired adult market. Indeed, boomers turn to the Internet to find answers to serious questions—ranging from health-related concerns to real-estate questions—which is an indication of their comfort level online, notes Furlong. “Sometimes marketers think, ‘I’ll just reach them through magazines and newspapers.’ But I think the new ‘Aha’ is to reach them through their BlackBerrys and reach them online,” says Furlong.
Active, engaged, romantic, connected and contributing. What do these five words have in common? According to Mary Furlong, CEO of Lafayette, Calif.-based Mary Furlong and Associates, an agency specializing in the boomer and senior markets, they all characterize the boomer market. Many companies, including the General Mills brand, Pillsbury, are connecting successfully with the boomer market, developing new products and services targeted to this audience’s needs and lifestyles, and discovering new approaches for marketing existing ones. For example, as part of its November 2005 initiative “Celebrate Empty Nester Month,” Pillsbury added to its product line two new types of oven-baked dinner rolls packaged in resealable bags. So