Advertising To Baby Boomers - Don’t Be So Serious

John Barker has a great article at the Advertising Age talking about advertising to Baby Boomers.

Barker says that boomers are “the holy grail of target markets, they’re also one hell of a tough sell. These savvy, sophisticated, self-reliant fifty and sixtysomethings are collectively sour on advertising and cynical of authority. So caveat venditor (Seller beware).”

Barker had the opportunity to speak at the National Council on Aging/American Society on Aging Conference in Washington and offers up some stats from a presentation by Steve French.

• Some 75% of boomers believe their best years are ahead of them.
• Sixty-five percent like to be connected by phone, email and/or IM at all times.
• In the past 3 months, 15% of boomers have blogged.

These are some very interesting statistics that will helpfully lead marketers to design and target their advertising to baby boomers in a more realistic manner.

Some other key points and advice to those people and organizations who advertise to Baby Boomers.

• Celebrate their generation.
• Don’t preach and don’t push.
• Don’t be so damn serious.
• Be inventive in your “choice of voice
• Aspire down.

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