by Brent Green
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Product Description
By 2010, 30 percent of the U.S. population will be over age 50. Even today, the over-50 segment has $750 billion in spending power and controls a majority of the nation's assets. The generation's front-runners are Leading-Edge Baby Boomers, founders of modern youth culture and then yuppie materialism. This essential marketing guide presents stimulating chapters that will show you:
-- Critical "bipolar metavalues" that influence the buying behavior of Leading-Edge Baby Boomers.
-- Select the right advertising media to achieve your marketing goals
-- LOHAS: a new lifestyle segment that's changing everything
-- How to plan and organize "bandwagon" Boomer events and promotions
-- Exceptional opportunities for reaching Boomers through the Internet.
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Average Customer Review:
1 of 1 people found the following review helpful:
When the , 2007-03-27
By now most of us are well-versed in the statistical relevance of the baby boomer generation--including its size, wealth, and extraordinary influence on world events. In response, there have been no shortage of books studying every aspect of baby boomers and how to optimally market to them. However, most of these books fall short on explaining the values that define the boomer generation and how they distinguish them from other generations.
While Green's book is perhaps best used by the relatively small group of individuals who work in marketing departments, it is relevant to individuals considering setting out in new careers. A big part of launching a new business or transitioning careers is picking the right industry to move into ("all boats rise in a rising tide"). Even for those not in marketing nor contemplating a career change will find Green's book interesting if nothing else other than to better understand the world around us.
Of course the danger in talking about an entire generation is the necessary stereotyping that comes from aggregating otherwise individuals. Green has split baby boomers into two roughly equal groups, those born 1946 to 1955 (the "Leading-Edge Boomers") and those born 1956-1964 (the "Late Boomers"). Green focuses on the Leading-Edge Boomers but much is learned about both groups.
The book jacket promises to deliver:
"...all of the insights and strategies you need to achieve extraordinary business success as you determine what uniquely motivates Boomers and how to communicate with them in meaningful and mutually beneficial ways."
...and the book largely delivers on that promise. Green's anecdotes serve to support the points he makings and not as the foundation of them.
On a more personal note, I was interested in applying the book to LifeTwo and specifically in the way that we address the Leading-Edge Baby Boomer market. The section of "Baby Boomers at Midlife" seemed written for us. One of the attributes of midlife is an evaluation of one's life so far.
"Careers in crisis, mid-life economic shortcomings, unsatisfying marriages, waning physical prowess, and widespread boredom can foster musing daydreams about Vietnam protest marches, backpacking sojourns to Europe, bare-butt swimming parties, LSD mind trips, first love affairs, unfettered road trips, and Woodstock."
In other words, when hitting the midpoint of life, it's normal to reminisce. But when you were a member of the Sixties Generation, you might find yourselves remembering the idolized expectations that there held at that time for for a vastly improved world. Sadly and expectedly, most people's lives (not to mention society as a whole) ended up far short of the dreams of the Age of Aquarius. Adding political alienation and disenchantment to an otherwise troubling midlife transition and the result can easily be "restless stirring, the renaissance of experimentation, value conflicts, erratic behavior, role playing, depressive moods, grief reactions, and profound anxiety states."
That is not to say that the process is all negative. A reawakening (a "coming of age") can be a "harbinger of a more satisfying future." In Green's words:
Once again, it means honoring the nobler ideals of world peace, economic equality, egalitarian civil rights, human potential, and spiritual enlightenment. It means sharing a new, perhaps revitalized generational zeitgeist--that tenacious obsession with the perfectibility of the human condition. The stuff of truth."
[...].
3 of 3 people found the following review helpful:
Strategic and tactical insights from a practitioner, 2006-07-18
I am a student of nonfiction books about baby boomers. Although I'm a member of so-called Generation X, my job demands that I stay on top of evolving thought leadership about boomers. Further, my two older siblings are boomers. In reviewing the reviews for boomer-focused books on Amazon, I've noticed something. The one-star critics of these books tend to be glib, lack depth in their analyses, and dismiss the books, not so much because of content, but because the books are usually sympathetic to the generation or perhaps more liberal ideologies. Let's face it: some people are furious at boomers. Their anger shows. To the contrary, Green's book is one of the best I've read on marketing to this generation, and one of my brothers -- also in marketing -- agrees. It's not just because Green offers a wealth of strategic and tactical insights, especially for those new to this market, but also because he adds texture with actual case studies and historical anecdotes. It's clear that this marketer and author knows what he's writing about as a practitioner, not just a pundit or academic. He informs and educates, but yet he tells stories that illuminate. Further, I also read his first edition, and he was ahead of the explosion of interest around boomers by at least two or three years -- light years in the marketing world.
3 of 3 people found the following review helpful:
A Sociological and Business Breakthrough, 2006-07-18
This author has truly captured the essence of the values that distinguish boomers from other generations. What sets this book apart -- and makes it an important choice for companies and advertising agencies interested in the boomer market -- is Green's ability to articulate how boomer values and shared life experiences can be addressed through powerful cohort marketing communication campaigns. The book has several interesting hallmarks, including concise chapters that deal thematically with boomer values, case studies that reveal how these insights can be developed into effective marketing campaigns and a short story that adds artistic and evocative texture to the left-brain thinking driving most marketing campaigns. Because of his stanch defense of boomers, a generation popularly criticized in the media, the author will attract some critics who themselves harbor deep prejudices against boomers. This has been aptly demonstrated by one ascerbic review posted recently, lacking in depth or specificity. It's about time that someone stepped forward with a strident voice in defense of boomers, and particularly their economic and business importance.
4 of 4 people found the following review helpful:
Covers all of the insights and strategies necessary , 2005-02-07
The Baby Boom generation is characterized by its clear dominance of the popular culture of yuppie consumerism. Now members of that influential generation are entering their fifties with more disposable income than any previous generation. This new and expanded second edition of Marketing To Leading-Edge Baby Boomers: Perceptions, Principles, Practices, Predictions by marketing creative director, strategist, and copywriter Brent Green covers all of the insights and strategies necessary to successfully sell products and services to this now aging population. Readers will come to understand critical "bipolar metavalues" that influence Boomer buying decisions; learn how to select the right advertising media to achieve marketing goals; realize why and how mature audiences receive advertising messages differently; create advertising and marketing programs that transform a brand into a Boomer favorite; receive instruction on just how to plan and organizing "bandwagon" Boomer events and promotions, explore the opportunities for reaching Boomers through the Internet, and so much more. If you are marketing a product or service to the Baby Boom generation, then you need to give a careful and reflective reading to what Brent Green has to say about selling to the Boomers in today's highly competitive and frequently volatile marketplace.
5 of 5 people found the following review helpful:
If Your Competition Reads This and You Don't..., 2005-01-28
...you'll never know what hit you.
Reaching Boomers looks easy, but it's not. Marketing executives, both young and experienced, make too many mistakes when trying to sell to Baby Boomers. Do it wrong, and this cash-rich market will totally ignore what you have to say.
In this book, Brent Green shows you how to get their attention and make them reach for their wallets.
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