Reaching Baby Boomers in Core Markets

From: Baby Boomers? Big Deal.

All too often, agency folks can be accused of being myopic. They stand in a circle facing inward, throwing tech-talk, jargon and other coded communications back and forth to one another, all in an effort to look and sound more credible, authentic and innovative than the person next to them. Meanwhile, standing outside the circle is a 47-year-old consumer, with his 52-year-old buddy and four of their kids, and THEY WANT IN!

They may not look like the core audience, especially to the people standing in the circle, but their money is green and their motivations are different than what ad people think they are. By ignoring them, marketers risk creating an ever-shrinking exclusive group of buyers, and recruiting absolutely no one new to their party.