boomer webcast final

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Published on December 29, 2007

Author: Abigail

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About California’s Boomer Training:  About California’s Boomer Training California State Library Transforming Life After 50 Training Institute November 27-29, 2007 Online application: http://www.library.ca.gov/grants/lsta/lsta_app_07_08.html Understanding Today’s Boomer Library Consumer:  Understanding Today’s Boomer Library Consumer Presenter: Matt Thornhill matt@boomerproject.com Tuesday, August 7, 2007 12:00 noon to 1:00 p.m. Infopeople webcasts are supported by the U.S. Institute of Museum and Library Services under the provisions of the Library Services and Technology Act, administered in California by the State Librarian. An Webcast Agenda:  Agenda Why Boomers? Why now? Understanding today’s Boomers Seven “New Rules” for marketing libraries to today’s Boomer Consumer The “Golden Rule” for understanding Boomers going forward Q&A Housekeeping :  Housekeeping Today’s webcast: Presentation: 50 minutes Q&A: final 10 minutes Submit your questions via “Chat” during webcast so presenter gets them in time Fill out evaluation during Q&A Don’t wait for Q&A to submit questions Webcast Archives: infopeople.org/training/webcasts/list/archived Using Chat:  Using Chat Chat Box is located at the bottom, lower left corner (below the video of the presenter) To send a message, select ALL from the dropdown Type message in box to right of ALL and press Enter Use Chat to send questions to the presenter and to get help with technical difficulties. Send messages to ALL. Agenda:  Agenda Why Boomers? Why now? Understanding today’s Boomers Seven “New Rules” for marketing libraries to today’s Boomer Consumer The “Golden Rule” for understanding Boomers going forward Q&A One out of every three adults in America is a Baby Boomer:  One out of every three adults in America is a Baby Boomer One out of every three adults in America is a Baby Boomer. Source: US Census One out every three adults in California is a Baby Boomer:  One out every three adults in California is a Baby Boomer One out of every three adults in America is a Baby Boomer. Source: US Census The “coveted” demographic?:  The “coveted” demographic? +23% 113.0 million +1% 136.3 million 18-49 50+ 135.3 million 91.5 million The “coveted” demographic? Source: US Census 2007 2017 Even in California:  Even in California +31% 13.6 million +6% 18.4 million 18-49 50+ 17.4 million 10.4 million Even in California Source: US Census 2007 2017 Agenda:  Agenda Why Boomers? Why now? Understanding today’s Boomers Seven “New Rules” for marketing libraries to today’s Boomer Consumer The “Golden Rule” for understanding Boomers going forward Q&A Understanding Boomer Behavior::  Understanding Boomer Behavior: Season of Life Life Stages and Styles Psychology Sociology Anthropology Cultural Experiences Seasons of Life:  Seasons of Life Cognitive development across the “seasons” of life: Age: Birth-20 20-40 40-60 60-80+ Spring Summer Autumn Winter What’s important to us changes over time… Psychology The Middle Age of Aquarius?:  73 The Middle Age of Aquarius? 40 45 50 45 60 65 70 75 80 48 Q: At what age does “Middle Age” begin. At what age does “Old Age” begin? Old Age Young Adult Boomer Marketing Study, Nov 2005 Boomers 50+ Middle Age Time to change some thinking:  Time to change some thinking Language Issues::  Language Issues: Aging Boomers Older Boomers Aging Growing older Senior Programs Older Adult Programs 50+ Older Adults Matures Older Adults Life Stages of Boomers:  Life Stages of Boomers Life Stages of Boomers 40 45 50 55 60 Grandparent Entrepreneur Empty Nester Single Again Parent Retired Care-Giver Source: Boomer Project Nov 04 Study Sociology Key Shared Experiences:  Anthropology Key Shared Experiences The Boomer Archetype:  Anthropology Driven Transformational “Self” centered Generational Values Personal Gratification Entitlement Control Work Ethic No to Status Quo Optimism The Boomer Archetype Defining Events Birth of TV Prosperity Cold War Political Assassinations Watergate Rock ‘n Roll Growth of Suburbia Women’s Lib Civil Rights Vietnam Understanding Boomer Behavior::  Understanding Boomer Behavior: Psychology Sociology Anthropology Diverse life stages Diverse lifestyles “Ageless” “Self” Centered Transformational Optimistic Early “Fall” Feel Young Inner-directed Season of Life Life Stages and Styles Cultural Experiences Agenda:  Agenda Why Boomers? Why now? Understanding today’s Boomers Seven “New Rules” for marketing libraries to today’s Boomer Consumer The “Golden Rule” for understanding Boomers going forward Q&A Libraries are on the case::  Libraries are on the case: Lifelong Access Libraries Initiative lifelonglibraries.org Phoenix: phoenixpubliclibrary.org/fiftyplus.jsp Denver Public Library denverlibrary.org/programs/fresh Denver’s “Fresh City Life”:  Denver’s “Fresh City Life” The New Rules for Marketing to Boomers over 50:  Make it relevant to me Provide more information, not less Use life stage and lifestyle, not age Understand my changing values Realize the rules will change 1. Be positive (literally) Use emotional images and concepts 2. 3. 4. 5. 6. 7. The New Rules for Marketing to Boomers over 50 1. Understand my changing values:  1. Understand my changing values Becoming Someone Being Someone 40 50 60 Values change after age 50:  Values change after age 50 Question: Of these, which one would you say is most important to you in your daily life? 10% Boomers 50+ Young Adults 18-39 Basic Values Social Values 20% 30% 40% 50% Internal Values Boomers 40-49 Life at 40:  Life at 40 “I’ve always felt your 40s are about mourning the things that your past choices have now made impossible. For instance, by 40 I knew I would never become a ballet dancer or sail solo around the world.” Life at 50:  Life at 50 “So while your 40s are about who you aren’t, I suppose your 50s are about coming to terms with who you really are. So, no, I’ll never be a Mover and Shaker. I’m more a Sitter and Watcher, which happily coincides with my occupation.” Life at 50:  Life at 50 “I thought 50 meant you’d have all the answers. Instead it’s only meant the questions have changed. “And that is the closest I will ever come to understanding the Meaning of Life.” -- Blogger Jeanne Jackson, spot-on.com Dove “Campaign for Real Beauty”:  Dove “Campaign for Real Beauty” 1. Understand my changing values:  Implications: Downplay social benefits and focus on internal benefits Self-fulfillment, not self-absorbed Think how doing business with you makes them feel about themselves 1. Understand my changing values 2. Use emotional images and concepts:  2. Use emotional images and concepts Younger Older Rational Emotional “Gut Feelings” How People Make Purchase Decisions Language makes the difference:  Language makes the difference Use emotional language:  Use emotional language You’ll feel as safe in Panama as you do in your own neighborhood. Carnival Ad:  Carnival Ad $400,000 Motor Home ad:  $400,000 Motor Home ad Selling on emotion, not facts:  Selling on emotion, not facts 2. Use emotional images and concepts:  Implications: Don’t present more facts, but more reasons 2. Use emotional images and concepts 3. Be positive (literally):  Dr. Laura Carstensen, Stanford University 3. Be positive (literally) Positive, negative & neutral images:  Positive, negative & neutral images Brain activity:  Younger Older Positive/Neutral Negative/Neutral Brain activity Negative doesn’t get attention:  Negative doesn’t get attention Another bad example:  Another bad example The New Rules for Marketing to Boomers over 50:  Make it relevant to me Provide more information, not less Use life stage and lifestyle, not age Understand my changing values Realize the rules will change 1. Be positive (literally) Use emotional images and concepts 2. 3. 4. 5. 6. 7. The New Rules for Marketing to Boomers over 50 Guess where they go for information?:  Guess where they go for information? www.yoursite.com 5. Make it relevant to ME!:  5. Make it relevant to ME! Scottsdale ad:  Scottsdale ad 6. Use lifestage, not age.:  6. Use lifestage, not age. 40 45 50 55 60 Grandparent Entrepreneur Empty Nester Single Again Parent Retired Care-Giver MasterCard Grandparent ad:  MasterCard Grandparent ad Schwab Teenager Ad:  Schwab Teenager Ad Be careful what you call them.:  Be careful what you call them. 53 53 Business Week: Love Those Boomers!:  Business Week: Love Those Boomers! ? ? 7. Realize the rules will change.:  Meet the experts: 7. Realize the rules will change. The New Rules for Marketing to Boomers over 50:  Make it relevant to me Provide more information, not less Use life stage and lifestyle, not age Understand my changing values Realize the rules will change 1. Be positive (literally) Use emotional images and concepts 2. 3. 4. 5. 6. 7. The New Rules for Marketing to Boomers over 50 Marketing to Older Consumers can work to attract younger consumers, but the opposite is not true.:  Marketing to Older Consumers can work to attract younger consumers, but the opposite is not true. What’s in your kitchen?:  Good Grips® Kitchen Utensils Red Bull® Energy Drink What’s in your kitchen? Agenda:  Agenda Why Boomers? Why now? Understanding today’s Boomers Seven “New Rules” for marketing libraries to today’s Boomer Consumer The “Golden Rule” for understanding Boomers going forward Q&A Viva the Vital:  Viva the Vital Five areas of vitality:  Financial Physical Mental Social Spiritual Five areas of vitality Agenda:  Agenda Why Boomers? Why now? Understanding today’s Boomers Seven “New Rules” for marketing libraries to today’s Boomer Consumer The “Golden Rule” for understanding Boomers going forward Q&A

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