Baby Boomers: that sweet spot marketing demographic in the middle of all the action

CHRIS BRADSHAW @chrisbradshaw

@boomboxnetwork 214.566.8162

Baby Boomers: The sweet-spot

demographic

in the middle of all

the action

BOOMER DEMOGRAPHICS

•  Baby boomers: the generation born between 1946 -1964 (ages 51 and 69)

•  Nearly 80 million boomers

•  $3 Trillion yearly consumer spend

•  By 2015, people aged 50 and older will represent 45% of the U.S. population

•  By 2017 , 50 percent of the U.S. population will be 50+. . (Nielsen)

“Those born during that 19-year period – from 1945 to 1964 – were part of the largest, most prosperous, best-educated and, some might say, most indulged and indulgent generation that the world has ever seen” #babyboomers | @BoomboxNetwork | @DFWama

BOOMER PSYCHOGRAPHICS

#babyboomers | @BoomboxNetwork | @DFWama

BOOMER PSYCHOGRAPHICS

Ø  Don’t want to be 32 any more Ø  Health conscious: Food, exercise,

surgeries, supplements Ø  Active: account for 31% of the

workforce Ø  Not retiring any time soon

Ø  Inheriting! $15 Trillion

Ø  Dating: largest growing demographics in online dating

Ø  Traveling: are 80% of leisure travelers

Today’s boomer are NOT their parent’s type of middle-aged “old” people:


BOOMER as CONSUMERS Boomers spend $3 Trillion every year. They have the most amount of discretionary income of any generation.

Within the next 5 years, baby boomers are projected to hold 70% of US disposable income and buy 49% of total consumer-packaged goods.

33% of boomers shop online and spend $7 Billion (2013) + internet is major source of research for comparison shopping

FUN FACTS:

¤  Americans buy an average of 13 cars in their lifetime, 7 of those after the age of 50.

¤ More than half of boomers support their adult children financially.

¤ Women over 50 spend $21 Billion on clothes annually.


BOOMER vs MILLENIALS

“Millenials with weak job market, working for low wages

and mired in student loan debts,. have less to spend than other demographic groups.. Given the above, it is hard to make (let alone sustain) the claim that a lack of technology use and online engagement is a good. reason to ignore people 50+” National Venture Capital Association


BOOMER & TECHNOLOGY

It’s a myth that older people don’t use technology, they aren’t online, they aren’t mobile and social. The data suggest otherwise... To paraphrase Vint Cerf (70 years

old), Google evangelist and recognized “father of the Internet”:

“We aren’t scared of technology. We invented it!”

Computers & Gadgets: Take a look around the Apple store next time you’re there.ALSO 33 percent of all tablets are owned by people 50+ (AARP)

Mobile: 81% of baby boomers own a mobile phone – Actually it’s the fastest growing demographic in mobile frontier. (Nielsen)

Online: 78%of people 50+ are online. Over 65% use broadband at home. (Forrester).


70% of Boomers are on Facebook

BOOMERS are CONNECTED V.1

“The Boomers have always embraced science and technology and are using today’s internet-linked products to enrich their lives by staying connected, socializing, shopping and entertaining themselves. While they are slower to adopt the new technologies, once they are mainstream, Boomers buy in.” (Nielsen 2012)

Some fun numbers: (FastCompany, Nov 2013)

è  The fastest growing demographic

Twitter is the 55-64 age bracket: 79% since 2012

è  The 45–54 year age bracket is the fastest growing demographic on both Facebook and Google+

è  For Facebook, this group has jumped 46%.

è  For Google+, 56%.


BOOMERS are CONNECTED V.2

Boomers are the Sandwich Generation.

They are influencing the purchasing decisions of their peers, parents, children and grandchildren.

And their influence is as powerful offline as online.

BOOMER BEAUTY SURVEY

Find the Boomer Beauty Report here:http://boomboxnetwork.com/2012/12/baby-boomer-women-beauty-a-study/


Q. When it comes to the majority of advertising by beauty and grooming brands, how do you feel about their advertisements?"



Q. Tell us about your preferred sources to learn about beauty products:


BOOMER OPPORTUNITIES

In Washington, addressing the needs of 100 million people

is called an unaffordable cost.

For entrepreneurs, addressing the needs of 100 million people

is called an opportunity.

Jody Holtzman, AARP



Boomer consumers spend close to 50 percent of all CPG dollars and are set to control 70% of disposable income,

yet less than 5 percent of advertising is geared towards them.



"Baby Boomers were born to be wild

and their retirement promises

to be even wilder” (Reuters)


MISSED OPPORTUNITIES

#babyboomers | @BoomboxNetwork | @DFWamaThe brand’s marketing team

BOOMERS & TRANSPARENCY

VS


BOOMER & BLOGGER OUTREACH CASE STUDY

Situation:!The Alzheimer’s Prevention Initiative was looking to test the impact of social media on accelerating the number of new registrations to the Alzheimer’s Prevention Registry.


#ENDALZNOW CASE STUDY

Activation campaign

6 weeks, 11 bloggers and new registrations increased by 3,000+


#ENDALZNOW CASE STUDY Keyword rich, powerful content tells the story & precise Call-to-Action drives sign-ups.


#ENDALZNOW CASE STUDY All content was supported by social shares across various channels.


THANK YOU! CHRIS BRADSHAW

Co-Founder Boombox Network LLC

[email protected]@chrisbradshaw

@boomboxnetworkT: 214.566.8162

And boomers everywhere also

thank you in advance.

Marketing

Baby Boomers: that sweet spot marketing demographic in the middle of all the action