Presentation is loading. Please wait.

Presentation is loading. Please wait.

© Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Marketing to the Baby Boomers.

Similar presentations


Presentation on theme: "© Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Marketing to the Baby Boomers."— Presentation transcript:

1 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Marketing to the Baby Boomers

2 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Why are we here today? Do you know who the fastest growing demographic is? Do you know who the fastest growing demographic is? Who spends the most money on luxury travel and new cars? Who spends the most money on luxury travel and new cars? Who accounts for more than 70% of all pharmaceutical sales and 25% of all toy sales? Who accounts for more than 70% of all pharmaceutical sales and 25% of all toy sales?

3 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA What’s in this workshop for you? If we’re successful today, then you should be able to: If we’re successful today, then you should be able to: –Describe/explain at least 3 significant factors about baby boomers that affect your businesses –Explain how you can refocus your businesses to meet the needs of baby boomers –Use and apply the materials in your business today

4 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Before we proceed, think about your service or product Make “Action Notes” What you know about your target market What you know about your target market then consider how to adjust your marketing to -meet the preferences & attitudes of this powerful demographic. then consider how to adjust your marketing to -meet the preferences & attitudes of this powerful demographic.

5 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Key Demographic Trends Consumer activity is the key driver of your business and understanding the changing trends that are affecting consumer behavior is critical to your success. Consumer activity is the key driver of your business and understanding the changing trends that are affecting consumer behavior is critical to your success. Understanding consumer activity means better planning, with fewer surprises, and increased top-line growth. Understanding consumer activity means better planning, with fewer surprises, and increased top-line growth.

6 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Some trends about %60%74%41%24%80%42%26% Of all money market accounts and certificates of deposit Of all health care spending Of all prescription drug purchases Of all new car purchases Of all toy purchases Of all luxury travel-top leisure activity for men & women Of all museum visitors are 55 or older Higher per capita income than national average

7 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA How to Sell & Connect with Boomers Every 7 seconds, someone turns 50 years old Every 7 seconds, someone turns 50 years old With 76 million U.S. baby boomers making buying decisions now the potential & growth from this group is enormous. With 76 million U.S. baby boomers making buying decisions now the potential & growth from this group is enormous. “Simply based on population growth trends if product is marketed to 50+ audience & maintains market share, sales should increase by 35% to 50% in next 20 years. Conversely, a brand targeted at zero to 50 age group will be flat sales.” Rick Adler, Founder of The Senior Network

8 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Boomer factoids you need to know They view themselves as younger than they really are (by 20 years) They view themselves as younger than they really are (by 20 years) They live active lifestyles and travel is high among their favorites They live active lifestyles and travel is high among their favorites They love discounts and aren’t afraid to ask for them They love discounts and aren’t afraid to ask for them They grew up with TV and a very knowledgeable about advertising They grew up with TV and a very knowledgeable about advertising They are connected and comfortable with technology They are connected and comfortable with technology They are healthier, more active and expected to live longer than their parents They are healthier, more active and expected to live longer than their parents Researchers asked boomers what they like to be called. Researchers asked boomers what they like to be called. –There was NO CONSENSUS. –Terms such as “active adults”, “mature,” “older adult,” “ 50 plus,” and even “middle-aged” were deemed inappropriate.

9 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Things to remember about doing business with baby boomers Watch how your refer to them-they don’t like being called “old” –in any form Watch how your refer to them-they don’t like being called “old” –in any form Don’t assume they are brand loyal Don’t assume they are brand loyal Sell experience & benefits that come with your product or service. Sell experience & benefits that come with your product or service. Use images they relate to – they tend to be nostalgic, evoke positive memories, while connecting to current lifestyles Use images they relate to – they tend to be nostalgic, evoke positive memories, while connecting to current lifestyles

10 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA What are boomers saying about turning 60? Personal goals for the next 10 years? Personal goals for the next 10 years? 10% mentioned spending more time with loved ones 10% mentioned spending more time with loved ones 87% taking better care of my physical health 87% taking better care of my physical health 72% wanted to spend more time on interests & hobbies 72% wanted to spend more time on interests & hobbies 71% doing the things I have always wanted to do 71% doing the things I have always wanted to do If someone gave them the perfect gift for their 60th birthday, what would it be? If someone gave them the perfect gift for their 60th birthday, what would it be? 23% could be called lifestyle gifts (first) 23% could be called lifestyle gifts (first) 19% involved family ties and relationships (second) 10% spending time with their spouses, children & grandchildren 19% involved family ties and relationships (second) 10% spending time with their spouses, children & grandchildren 16% personal well-being. (third) 16% personal well-being. (third)

11 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Overall significance of the study: Boomers turning 60 in 2006 remain substantially satisfied with their lives Boomers turning 60 in 2006 remain substantially satisfied with their lives Nearly all have some substantial life change they want: Nearly all have some substantial life change they want: -87% take better care of their physical health -87% take better care of their physical health -72% spend time with hobbies & interests -72% spend time with hobbies & interests -47% do more volunteering -47% do more volunteering Work will continue to play a major role in their lives: -54% of 60 year olds (compared to all boomers) plan to go back to work in the next few years. Work will continue to play a major role in their lives: -54% of 60 year olds (compared to all boomers) plan to go back to work in the next few years. Over half of those working now (54%) plan to quit working ASAP. Over half of those working now (54%) plan to quit working ASAP. -37% plan to work “until I drop.” -37% plan to work “until I drop.”

12 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA 60 year-olds asked about changes in next few years 57% do more traveling 57% do more traveling 45% save more aggressively for retirement 45% save more aggressively for retirement 47% do more volunteer work 47% do more volunteer work 30% planned to move-many moving here 30% planned to move-many moving here 18% planned to move to a smaller home 18% planned to move to a smaller home ( but not to a less expensive home) ( but not to a less expensive home) within a three hour drive of the grandkids

13 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Boomers want… Action – packed retirement Action – packed retirement Some want to continue to work Some want to continue to work Boomers want -more activity -more amenities -more friends Boomers want -more activity -more amenities -more friends “This generation wants to continue to rock and roll, not sit in rocking chairs.” Dave Schreiner,VP Pulte Homes chairs.” Dave Schreiner,VP Pulte Homes “55-75 year-olds estimated to reach 80 million-plus by 2020, the active adult market represents one of fastest-growing segments in the housing industry.” Dell Webb Baby Boomer Survey,2005

14 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA How to communicate with boomers with print materials Every business needs printed materials that sell your product or service, and sell it well. Every business needs printed materials that sell your product or service, and sell it well. Key word is See - By 2010, 20 million baby boomers will face age- related vision loss and functional vision problems. Key word is See - By 2010, 20 million baby boomers will face age- related vision loss and functional vision problems. Make it easy to read: font size, clear, crisp & concise Make it easy to read: font size, clear, crisp & concise –Type –size must be larger than normal. Use 12 pt type and larger –Use an appropriate type-face such as Times New Roman. –Never use only upper case letters. –Make generous use of bullets or numbered lists –Include images of single women since many of your audience will be widowed or divorced women. –Choose colors carefully-use dark type on a light background. This provides contrast that older eyes need in order to see well. –Remember - great words linger

15 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Electronic Marketing If you want to reach affluent, well-educated boomers, add online and marketing to your print marketing. If you want to reach affluent, well-educated boomers, add online and marketing to your print marketing. The percentage of 50+ who go online has jumped by 47 percent between 2000 and 2004, making them the fastest growing demographic group on the WEB. ( the Pew Internet & American Life Project, 2004) The percentage of 50+ who go online has jumped by 47 percent between 2000 and 2004, making them the fastest growing demographic group on the WEB. ( the Pew Internet & American Life Project, 2004) Demographics of Internet Users –Who Goes Online? Age % % Household income $50,000-$75,000 86% $More than $75,000 89% Source: Fox, N=2204. Margin of error is +/- 3%, at 95 % confidence level.

16 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Why are Boomer website visitors special? Once a person enters the “retiree” demographic, he/she will be a member for life (rather than teens moving to 20s to 30s, etc. ) Once a person enters the “retiree” demographic, he/she will be a member for life (rather than teens moving to 20s to 30s, etc. ) There are currently more than 76 million seniors and over the next 20 years There are currently more than 76 million seniors and over the next 20 years More than 70 million baby boomers will reach 60. More than 70 million baby boomers will reach 60. This represents unlimited opportunity to expand your company’s brand. This represents unlimited opportunity to expand your company’s brand. This consumer group has the most disposable income with the greatest buying power; This consumer group has the most disposable income with the greatest buying power; interested in new services to enhance their lifestyle and is currently the largest consumer in more product categories than any other market group. interested in new services to enhance their lifestyle and is currently the largest consumer in more product categories than any other market group.

17 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Fast Fact-Adults 50 and older Switching from Traditional Media to Internet 67.5% say online information is accurate 67.5% say online information is accurate 60.7% use internet more than a year ago 60.7% use internet more than a year ago 34.5% go to more websites 34.5% go to more websites 35% seek out travel information 35% seek out travel information 33% education 33% education 32% online purchases 32% online purchases 22% personal finance & entertaining 22% personal finance & entertaining 77% search for healthcare information 77% search for healthcare information Survey by Burst Media MarketingVOX, Jan Survey by Burst Media MarketingVOX, Jan. 2006

18 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA “Online Sales Lose Steam” NY Times 6/17/2007 “Has online retailing entered the Dot Calm era? Since the inception of the Web, online commerce has enjoyed hypergrowth with annual sales increasing more than 25% overall.. But last year, growth has slowed sharply” Forrester Research says “sales growth is pulling back in 18 or 24 categories it measures” Jupiter Research, says “growth rate has peaked. It predicts overall online sales growth will slow to 9% a year by the end of the decade from as much as 25% in 2004.”

19 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Cohort Definitions-Birthdates GI Generation : Born 1925 and earlier GI Generation : Born 1925 and earlier Silent Generation : Silent Generation : Baby Boomers Baby Boomers –Leading Edge Boomer –Trailing Edge Boomer Generation X Generation X Generation Y Generation Y Generation Z 2001-? Generation Z 2001-? Cohorts-groups with same significant life events within a specified period of time.

20 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Boomers Leading Edge & Trailing Edge Distinctive : Distinctive : –Experiences –Lifestyles –Behaviors Both groups plan to work after retirement either full time or part-time

21 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Research/Segmentation Baby Boomers Study shows that Boomers Fall into 5 Distinct Groups; Will help Marketers Tactics 1. Status Seekers: 26% 2. Traditionalists: 23% 3. Blue Collar Skeptics: 18% 4. Activists: 17% 5. Achievers: 16% Research by Boston-based research firm Chadwick Martin Bailey in conjunction with Arnold Worldwide November 6, 2006

22 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Status Seekers: Materialistic Materialistic Feels money- best measure of success Feels money- best measure of success Enjoy finer things Enjoy finer things Willing to pay more for brand names Willing to pay more for brand names 31% drive a vehicle that makes a statement about their personality & style 31% drive a vehicle that makes a statement about their personality & style Chadwick Martin Bailey Research Firm Chadwick Martin Bailey Research Firm

23 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Traditionalists More conservative More conservative – political, economic & social views Smart consumers Smart consumers –Interested in value & variety 45% say they go out of their way to buy 45% say they go out of their way to buy American-made products Chadwick Martin Bailey Research Firm Chadwick Martin Bailey Research Firm

24 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Blue Collar Skeptics Fall on low end of Boomers income bracket Fall on low end of Boomers income bracket More stressed about time & money More stressed about time & money Majority (68%) feel they haven’t saved enough for retirement. Majority (68%) feel they haven’t saved enough for retirement. Chadwick Martin Bailey Research Firm Chadwick Martin Bailey Research Firm

25 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Activists Most politically & socially active segment Most politically & socially active segment Tend to be liberals Tend to be liberals Donate significant time & money to charity Donate significant time & money to charity Concerned with the environment Concerned with the environment Brand-loyal & financially smart Brand-loyal & financially smart Chadwick Martin Bailey Research Firm Chadwick Martin Bailey Research Firm

26 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Achievers Adopts technology early Adopts technology early Focused on success Focused on success Heavily involved in social activities Heavily involved in social activities 24% claim to be 1 st to have 24% claim to be 1 st to have new gadgets & devices new gadgets & devices Chadwick Martin Bailey Research Firm Chadwick Martin Bailey Research Firm

27 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Baby Boomers impact on Travel & Leisure Travel & Leisure Fast Food Fast Food Apparel/Retail Apparel/Retail Technology Technology Health Health Financial Services Financial Services

28 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Boomers wants Boomers love to travel Boomers love to travel Boomers like to eat out Boomers like to eat out Boomers enjoy their cars & motorcyles Boomers enjoy their cars & motorcyles Boomers reach out to technology Boomers reach out to technology Boomers health choices Boomers health choices Boomers issues with their finances Boomers issues with their finances

29 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Baby Boom Travel Travel & Tourism is a $1.3 trillion industry in U.S. Domestic Travel Market Report,2002 Edition, Travel Industry Assoc of America Travel & Tourism is a $1.3 trillion industry in U.S. Domestic Travel Market Report,2002 Edition, Travel Industry Assoc of America Travel ranks among the top leisure activity for men & women 50+ Travel ranks among the top leisure activity for men & women 50+ What do they want? What do they want? –Adventure & Relaxation

30 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Seasoned Travelers Historical Romantics Historical Romantics Road Warriors Road Warriors Luxury Seekers Luxury Seekers Cultural Explorers Cultural Explorers Experimental Adventurers Experimental Adventurers

31 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Fast Food-After 50 All have eaten out at a fast food restaurant in past 3 months All have eaten out at a fast food restaurant in past 3 months Eat at hamburger chains more than others Eat at hamburger chains more than others Leading non hamburger chains-Taco Bell & Pizza Hut Leading non hamburger chains-Taco Bell & Pizza Hut Male boomers more than female prefer fast food restaurants Male boomers more than female prefer fast food restaurants Women boomers more than men see fast food restaurants as a place to take grandchildren Women boomers more than men see fast food restaurants as a place to take grandchildren “Tablecloth” restaurants greater appeal for women “Tablecloth” restaurants greater appeal for women Howard Willens, Mature Marketing Research Howard Willens, Mature Marketing Research

32 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Food Tastes-Ethnic Foods Most popular ethnic cuisines in US Mexican, Italian, Chinese Most popular ethnic cuisines in US Mexican, Italian, Chinese Food tastes: bolder flavors Food tastes: bolder flavors Outlook for future Outlook for future –Bolder flavors to tickle taste buds Ron Paul & Jacqueline Rodriguez, Technomic, Inc.

33 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Retailers Boomers are do-it-yourselfers who do not trust authority Boomers are do-it-yourselfers who do not trust authority Home Depot has blossomed Home Depot has blossomed with its promotion DIY lifestyle with its promotion DIY lifestyle –Installation services-DIFM Aka “do it for me” Seniorscopie.com Aka “do it for me” Seniorscopie.com

34 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Retailers Retailers Clothing retailers struggle to understand what Boomer women want Clothing retailers struggle to understand what Boomer women want “Are Macy’s and other department stores coming back into vogue for the baby boomer women?” AP article 4/12/07 suggests “that even retailers who sought this demographic are failing by targeting age, rather than a lifestyle”. “Are Macy’s and other department stores coming back into vogue for the baby boomer women?” AP article 4/12/07 suggests “that even retailers who sought this demographic are failing by targeting age, rather than a lifestyle”. “Meaningful special occasion gifts” for boomers: “Meaningful special occasion gifts” for boomers: –Experiences –Connections –Memories –Self-respect Brent Green

35 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Retail-The Gap created Forth & Towne Launched a women’s apparel chain in September 2005 – BusinessWeek 9/20/05 Launched a women’s apparel chain in September 2005 – BusinessWeek 9/20/05 Designed to appeal to women over 35 Designed to appeal to women over 35 Improving the shopping experience was a top priority Improving the shopping experience was a top priority “Social Interaction” was the buzz word “Social Interaction” was the buzz word What happened? BusinessWeek 2/26/07 What happened? BusinessWeek 2/26/07 18 months later the chain closed ( 2007) 18 months later the chain closed ( 2007)

36 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA “Some customers like a more interactive experience. They like shopping & they want to go retail” Alex Gruzen,VP Dell “Physical stores have made the in-person buying experience more pleasurable, online stores give shoppers a blasé experience” Nancy Koehn, professor Harvard Business School Retailers have started in-store pick up items –leading to additional purchases when buy they pick up the items. “Consumers are generally not committed to one form of buying over the other”. NY Times June 17, 2007

37 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Trends in Grandparenting Retailers are paying attention: KB Toys launched Grandparents’ Reward Club in 2006 – Every Tuesday 10% discount off purchases of shoppers over 50 KB Toys launched Grandparents’ Reward Club in 2006 – Every Tuesday 10% discount off purchases of shoppers over 50 Babies “R” Us hosts free seminars for grandparents in select stores-baby safety & baby care Babies “R” Us hosts free seminars for grandparents in select stores-baby safety & baby care It partners with Fisher-Price to sell a 60 page guide for grandparents called “Loving Your Grandbaby” It partners with Fisher-Price to sell a 60 page guide for grandparents called “Loving Your Grandbaby”

38 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Boomers & Health “You can stop “normal” aging” “Normal” aging “isn’t normal at all”. “Normal” aging “isn’t normal at all”. It’s a choice you make by the way you live... It’s a choice you make by the way you live... The other choice is to tell your cells to grow- to build strong, vibrant body & mind.” Two master signals to our cells : Two master signals to our cells : –Exercise –Emotion Dr. Henry S Lodge, Columbia Medical School, Published March 18, 2007 Forever Young is the motto of Boomers Forever Young is the motto of Boomers

39 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Boomers & Technology A great secret becoming known A great secret becoming known even though boomers did not grow up with computers even though boomers did not grow up with computers –Consumers 50+ go online –They bought $7 billion dollars online in 2005 –“Baby boomers are the largest, most affluent, most gadget-grabbing generation in American History” Michelle Edelman, LB Works, Chicago

40 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Baby Boomers & Financial Industry “ Financial services industry is not effectively marketing its products & services to baby boomers & faces a huge obstacle in keeping them as customers, because they are not loyal to financial institutions” Lisa Shidler, Investment News 3/12/2007

41 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Customer Service Central issue for financial services industry Central issue for financial services industry Boomers expect : Boomers expect : –Prompt & individualized customer service Not “high touch” but “individualization” Not “high touch” but “individualization” Attitude “Know Me” as a “unique individual” Attitude “Know Me” as a “unique individual” Joan Seamster, Principal, Customer Insights Joan Seamster, Principal, Customer Insights

42 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Boomers “Financial industry is missing the women market” “Financial industry is missing the women market” By age 56, average woman will be single By age 56, average woman will be single 51% of women don’t have a spouse 51% of women don’t have a spouse < 1 in 5 women have a financial adviser Investment News 3/12/2007 < 1 in 5 women have a financial adviser Investment News 3/12/2007

43 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Women and financial advisers Women are twice as likely as men to first Women are twice as likely as men to first Seek advice from a financial adviser Some of the hot buttons to winning Some of the hot buttons to winning Women’s trust and confidence: ConnectionCommunicationRelationshipsTrust Martha Barletta, author Marketing to Women

44 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA How to understand boomers? “Understanding human needs is half the job of meeting them”. -Adlai E. Stevenson, Jr.

45 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Marketing to Boomers 1 st impressions are important 1 st impressions are important If you give them want they want, they will listen If you give them want they want, they will listen You may need a hook You may need a hook –Youth –Inclusion –Quality & Value –Reassurance –Use Visuals Howard Willens, Mature Marketing Research Howard Willens, Mature Marketing Research

46 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Boomers & Nostalgia Rock & roll is a common thread of the Baby Boom generation. Rock & roll is a common thread of the Baby Boom generation. Boomers like connections to music of the 60s and 70s Boomers like connections to music of the 60s and 70s Microsoft paid The Rolling Stones $12m to license “Start me Up” for Windows 95 Microsoft paid The Rolling Stones $12m to license “Start me Up” for Windows 95 Apple iMacs used “She’s a Rainbow” Apple iMacs used “She’s a Rainbow” If your customers picks a product that does not meet their expectations If your customers picks a product that does not meet their expectations You certainly don’t want them humming another Rolling Stones song “I Can’t Get No Satisfaction” “I Can’t Get No Satisfaction”

47 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Conclusions: Boomers represent a large and growing segment of anyone’s market. Boomers represent a large and growing segment of anyone’s market. Knowing how to do business with boomers will differentiate you from the competition. Knowing how to do business with boomers will differentiate you from the competition. The most important tool in your marketing and sales arsenal is you reputation as an honest, ethical and helpful professional. The most important tool in your marketing and sales arsenal is you reputation as an honest, ethical and helpful professional. Knowing how to serve baby boomers will grow your business. Knowing how to serve baby boomers will grow your business.

48 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Celebration of turning 50 Instead of thinking “senior”… let’s begin now by thinking “50+” let’s begin now by thinking “50+” …by celebrating turning 50 and celebrating the second 50 years

49 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Longevity –It’s a celebration of life “This is the first time in human history that the prospect of living a long, healthy, and productive life has become a reality for the majority of people in most parts of the world. What was once a special advantage of the few has become the destiny of many. And it is likely that this increase in longevity will continue. As important as is liberation by health, as powerful as is liberation by law, older people must be liberated, too, from stereotypes that limit their horizons. We are in the midst of the wonderful world of longevity. It is in our power to make it a celebration.” Robert Butler, 2001

50 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Marketing to the Baby Boomers “ Life events mean marketing opportunities… They include new reasons and way to consume the same products they always have.” Diane Crispell, Rpper ASW It’s all about: Finding Answers Finding Answers Creating Solutions Creating Solutions Thank you for joining us today Thank you for joining us today

51 © Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Marketing to the Baby Boomers Presentation prepared by Kathey Hickey Fulham, CPA, MST Certified Public Accountant Master of Science in Taxation Certified Public Accounting practice in the village of Osterville 7 Parker Road Osterville, MA www.KatheyFulhamCPA.com


Download ppt "© Kathey Hickey Fulham, CPA 2007 KATHERINE HICKEY FULHAM, CPA Marketing to the Baby Boomers."

Similar presentations


Ads by Google