Marketing to Baby BoomersHow to reach the game-changing generation of Aging Influencers®

Learning Outcomes

Learn the demographic and geographic characteristics of the Oregon Boomer

Discover marketing tools (low or no-cost) at your fingertips

Understand the best tools and tactics for your marketing and outreach campaigns 

Using data for your campaign Captures comprehensive and historical

information Uses existing information (fast and free) You can use it RIGHT NOW Please try this at home (okay, your

desk)

Methodology used for 2012 report Secondary analysis of national data

(115,000 MA participants) 2012 CMS data for Oregon 273,000 (65-69)

2010 Pacific Northwest 2012 lifestyle and

trend analysis SRI values, attitudes & lifestyles 2012

survey

2012 Marketing to Aging Influencers®

Trends and milestones that define our targetPacific Northwest

segmentation findings

The Generations

Source: Generational Learning produced for CMS June 2009

Traditionalists

Baby Boomers

Gen X-ers Millennials

1920 - 1944 1945 – 1964 1965 – 1980 1981 – 1991

65 – 89 years

45 – 64 years

29 – 44 years

18 – 28 years

Traditionalists1920 - 1944

Baby BoomGeneration1945-1964

Gen X-ers1965-1980

Person

al

Politica

l

Social

Ethical

Financi

al

Buying

Produc

ts

Reward

Allegiance

Conservative

Law & order

Fundamental

Save & pay

later

Based on

necessity

Tools, homes,

cars,home appliances

“I earned it”

Self-discovery

Liberal

Altruistic, humanistic

Moralistic

Buy now, pay later

Have it now

Clothes, entertainment,travel

“You owe me”

Self-oriented

Pseudo-conservative

Competitive

Situational

Almost hopelessThe one with the most, wins

High-tech gadgetsFor work and fun

“I want it, but may not be able to get it”

Source: adapted from Twenty something: Managing and Motivating Today’s New Workforce, Lawrence J. Bradford and Claire

Millennials1981 - 1991

Self-discovery

Semi-Liberal

Humanistic

Moralistic

Buy now

Have it nowHigh-tech gadgets

“We deserve it”

Generations & Gaps In Values

2012 Marketing to Aging Influencers®

Findings Geographic considerations Economic considerations Consumer data Marketing take-homes

Boomer milestones (VALs)

VALs = values, attitudes & lifestyles Born 1946 – 1964 The Kennedy years The Vietnam war The Summer of Love The “2.0” of grassroots organization The power of the group AND the individual This was the “bulk” of our population in

1981

Boomers & Val’s

The leopard can’t really change spots Largest consumer force in the US Lifestyle defines consumer attitudes 1981 – refinancing mortgages 2012 – reverse mortgages

The boomers in 1981(ages 30 – 34)

Boomer growth in millions 65+

U.S. Census data sources

Aging Influencers®

Use of technology Want things “their way” Buy now, save? Active and knowledgeable consumers 12/2029 Dylan (Thomas)

Boomers + 20X’s faster than Gen X

Adoption of new services by generation Accenture study 2009. Accenture is a global management consulting, technology services and outsourcing company, with more than 249,000 people serving clients in more than 120 countries. Numbers reported represent percent changes in this generation and compared to adoption by Gen. X (29 – 44 years of age).

Blog reading, increase for this generation between 2008 and 2009 67%

Use of social network site, increase for this generation, 2008 – 2009 59%

Playing video games on mobile devises, increase for boomers 52%

Use of IPod or similar devise for listening to music49%

Watching videos on on the internet 36%

For the third sector...(and others)Big-spending Boomers bend the rules of marketing…because

- USA Today, 2010

Use of technology

Want things “their” way

Buy now, save$??

Active consumers (service me)

Dylan (Thomas)

DO NOT GO GENTLE INTO THAT GOOD NIGHT

RAGE, RAGE AGAINST THE DYING OF THE LIGHT.

12/2029

Reality check

Economic times Legislation Socio-economic considerations

Legislative Milestones

Medicare signed into law 1965 Cost of Living Adjustment (COLA)

payments begin 1975 National Retirement Age (NRA)

increased to 67 in 1983 First year of no COLA 2009 (will be paid

in 2012)

Socio-Economic Considerations Cuts in standard of living Working longer Role of state and other support is

changing European debt issues Election year (information clutter media

$$$)

Unforeseen Economic Issues Adult Children at home national sources

including US Census and Huffington Post (2010)

Lower wages for all Lack of job opportunities

Source: Huffington Post (2010), U.S. Census

Geographic segmentation PNW Pacific Northwest

Urban communities Suburban communities Rural

Urban segment highlights

Aging in place High school diploma, 24% bachelors or

beyond Married, same home for 20+ If still working, they engage in

professional, technical services, combined income >$75K

Upscale hobbies esp. gourmet foods, gardening, decorating and travel

Urban segment highlights Adult children (30%) living in their

homes Like outdoors, travel, fitness, sports On-line shopper, use home delivery

services and major credits cards Support social change, vote, volunteer

and engage in charitable giving (i.e. the environment)

Suburban segment highlights

Aging in place High school diploma Married, same home for 20+ If still working, they engage in

professional, technical services, combined income around $75K

At-home hobbies esp. cooking, gardening, decorating, trend toward domestic vs. international travel

Suburban segment highlights

Live with adult children (as high as 35%) Like outdoors, travel, fitness, sports More traditional lifestyle, values Church involvement that includes

charitable giving Heavy computer use, on-line shopper,

also mail-order all with major credits cards

Rural segment highlights

Aging in place Some high school Married, same home for 20+ Higher percentage retired because of

lifestyle illness or work injury Income less than $75K At-home hobbies esp. cooking, crafts,

gardening, decorating Domestic travel if any at all (visiting

relatives)

Rural segment highlights Adult children (caretakers?) living in their

homes Like outdoors, travel, fitness, traditional

sports (fishing) Higher church and local social network

involvement, very limited charitable giving More traditional lifestyle Computer use, on-line and mail-order

shopper Prefers pay-as-you-go over credit cards

New and old marketing tools Marketing tools go in and out of fashion Do-it yourself research Tools and tactics Campaign checklist

Marketing trends

Predictive modeling — let’s call it data analysis

Eric Siegel, Ph.D., Data mining for competitive advantage

What can you do with the lists you have Buying behavior, retention, forecasting How it works

Compare, contrast, zip code zoning Make friends with the tax assessor

Lifecycle Marketing

Lifecycle marketing aka Nurture marketing

9x more value from their marketing efforts (email). Email marketing alone cannot power your lifecycle marketing.

Attention Interest Desire Action

Marketing tools to use

Press releases Cross promotion Digital & print Events Grassroots

outreach Calendar

listings

YouTube Social media Websites Email/DM

Marketing Contact lists Customer

service/involvement

Your campaign checklist

Strategy - the overriding approach to achieve the objectives

REALISTIC objectives Tactics - how does each tool fit into

the total program Staffing & resources - who and how

much? Calendar - reviewing and

measurement to delineate key milestones

Recap

Aging Influences and the Internet Customer service is king (or queen) Realistic goals Multiple tools and tactics

Special thanks to…

Diane M. Childs of the Oregon Department of Consumer & Business Services who inspired and help shape this report.

Q & A

Thank you!