Product Description

Foreword by Paco Underhill

With Baby Boomer women spending well over a trillion dollars a year on goods and services, the days of women 40+ being ignored by marketers are numbered. Overthrowing stereotypes of aging, the groundswell of awareness is no less than a marketing revolution.

BOOM is a comprehensive guide to identifying, reaching and influencing Baby Boomer women. The book features insights and case histories from 40 top marketers, including executives from Intel, Ford, Seabourn Cruises, Citigroup, Wellpoint, Mary Kay, and more. The authors, experts in marketing to this demographic, present insider intelligence that includes:

* proprietary research that will give a competitive edge to companies seeking new, expanded consumer markets
* the Imago Diagnostic ("ID") -- a motivational assessment tool to help identify what makes Baby Boomer women tick
* easy-to-use charts correlating ages to life stages and generational influences
* the "Eight Things You May Not Know About Boomer Women -- But Should"

BOOM's practical resources combine to reveal an essential truth about Baby Boomer women: they are more than a niche market. In many cases, they are the marketplace itself.

Product Details

• Amazon Sales Rank: #128724 in Books
• Published on: 2006-09-26
• Number of items: 1
• Binding: Hardcover
• 256 pages

Review

"""It's about time marketers realize that Boomer women can no longer be ignored in favor of younger consumers who don't even come close to have the buying power of these women. The authors bring clarity, insight, and focus to a misunderstood group of consumers, and offer solutions from marketers who are successfully tapping into this important consumer group.""

-- Fara Warner, author, The Power of the Purse: How Smart

Companies Are Adapting to the World's Most Important Consumers--Women

""Kudos to Mary Brown and Carol Orsborn for their compelling new book BOOM. They have hit the sweet spot of the luxury market: Boomer women who not only are the decision makers in 80 percent of important purchases but also sophisticated trend leaders shaping the future definition of luxury products and services. They've assembled a savvy group of contributors who share real-world knowledge in ways that luxury marketers can apply to the challenge of growing their respective businesses, revenues and loyalty of one of the most influential communities in today's marketplace. News luxury marketers can use. A must-read.""

-- Gregory J. Furman, Founder & Chairman, The Luxury Marketing Council Worldwide (since 1994)

""Mary Brown and Carol Orsborn have crafted a Swiss-knife aid for those committed to figuring out this huge market of more than 38 million women. BOOM gives you vital tools for opening up this market to whatever you are selling. Somehow, they talked top marketing officers in nearly 40 organizations into sharing some of their secrets -- a real plus for readers.

-- David B. Wolfe, author of Ageless Marketing: Strategies for Reaching the Hearts and Minds of the New Customer Majority

""We've long understood the financial power of the consumer aged 40+; now BOOM shines a light on the Boomer woman as the power consumer, rather than a niche market. Kudos to the 40 marketing leaders whose insights and experiences create this guide to understanding and communicating with women 40+. This book is smart, easy to use, and prescriptive.""

-- Tim Gibbon, President & CEO, JWT Specialized Communications/Mature Market Group"

About the Author

"Mary Brown is President and Creative Director at Portland, Maine–based Imago Creative, the only strategic marketing firm in the U.S. specializing exclusively in helping companies reach women of the Baby Boom generation. With more than 20 years as an art director, creative director, and brand champion working with many of the country’s top companies, she has distinguished herself as a leading voice on the subject of marketing to Baby-Boomer women.

Carol Orsborn, Ph.D., is Senior Partner at Imago Creative, and is known internationally for her pioneering work on the issues, desires, and concerns of the Baby Boom generation. Her previous books include The Art of Resilience, Inner Excellence at Work, and How Would Confucius Ask for a Raise? She is also the recipient of the public relations industry’s highest award, the Silver Anvil."

Customer Reviews

Love this book!
I recently purchased "Boom" and really enjoy reading it. I am a Baby Boomer myself and have been trying to get my hands on as much info on the subject as possible. This book is especially good because it is for we boomer women. I tend to skip around when reading and no matter what page I open to, I find useful information. I have sticky notes stuck all over it! This book is one I will keep and go back to again and again for reference.
S. Maleta
http://www.sheboomers.com/

Great book on marketing to Female Baby Boomers!
I would highly recommend this book to anyone looking for information on marketing to baby-boomer women. I hired a market research firm to provide me with information on marketing to female baby boomers, and that report wasn't as detailed as this book. And the book is A LOT less expensive!

The book explains why female baby boomers are a largely underserved demographic, and then goes on to explain how to market successfully to this economically, socially and politically powerful group of women.

The authors provide great information on what appeals to baby boomer women, discussing such diverse areas as personal and spiritual growth, technology, finances, health care, branding, clothing preferences, travel and more. It's definitely worth reading!

Boom: Marketing to the Ultimate Power Consumer-the Baby Boomer Woman
Whether you sell advertising time, shoes, or computer software, you need to be aware of a hidden market just waiting to be tapped. What is this hidden market? Baby Boomers. In particular, female baby boomers.

As we all know, the Boomer generation (those born between 1946 and 1964) is a huge portion of our population due in part to its unprecedented length when compared to the generations preceding and following them. Thus, many smart advertising and marketing plans focus on the Boomer markets. Still, much of this advertising is directed at the male portion of this generation forgetting that many female Boomers make very good livings by their own right. Moreover, this generation of woman are currently in the midst of parenting adult children, caring for aging parents, and going through empty nest syndrome. Not only are these women spending more money on commodities for themselves but they are still the primary shopper in their household.