Boom: Marketing to the Ultimate Power Consumer—the Baby Boomer Woman

Table of contents

1. Copyright
   1. Dedication
2. Foreword
3. Authors’ Note
4. Acknowledgments
5. Introduction: She’s the Emerging Power Consumer
   1. A Prize Worth the Risk
   2. Insider’s Intelligence
   3. Visionary Marketers
   4. Missionary Zeal
   5. What You’ll Learn
6. One. She’s the Sweet Spot: The New Demographic of Choice
   1. The Convergence of Two Major Trends
   2. The Generational Angle
   3. A Competitive Advantage
   4. She’s Her Own Unique Demographic
   5. Busting the Stereotypes
   6. Adult Development Models Playing Catch-Up
   7. New Research Fills in the Gaps
   8. Beyond Walls of Shame
   9. Advances in Healthcare
   10. The Impact of High-Tech
   11. On the Possibility of a “Boomergeddon”
   12. No Easy Mark
   13. A Look Ahead
7. Two. She’s Complex: Why There’s No Such Thing as “The” Baby Boomer Woman
   1. Chronological Assumptions
   2. Generational Influencers
   3. An Overlay of Status
   4. Promise and Peril of Nostalgia
   5. Retailers Who Get Her
   6. Gender Differences
   7. Another Word About the Differences Between Men and Women
   8. Cultural Differences
   9. Economic Considerations
8. Three. She’s Her Stage, Not Her Age: Leveraging Her Life Transitions
   1. Life Stage Marketing
   2. The Empty Nest
   3. Engaging the Post-Family Guest
   4. Painting Her Life Stage Portraits
   5. 1. Body and Soul
      1. Portrait of the Trailing-Edge Boomer
         1. Redefining Fitness
         2. Marketing to Her
         3. The Flip Side
      2. Portrait of the Leading-Edge Boomer
         1. Fitness as the Foundation of the Well-Lived Life
         2. Marketing to Her
         3. The Flip Side
   6. 2. Work and Money
      1. Portrait of the Trailing-Edge Boomer
         1. Money Maven
         2. Marketing to Her
         3. The Flip Side
      2. Portrait of the Leading-Edge Boomer
         1. Switching Gears
         2. Marketing to Her
         3. The Flip Side
   7. 3. Leisure and Travel
      1. Portrait of the Trailing-Edge Boomer
         1. Household CTC
         2. Marketing to Her
         3. The Flip Side
      2. Portrait of the Leading-Edge Boomer
         1. Indiana Jane
         2. Marketing to Her
         3. The Flip Side
   8. 4. Home and Family
      1. Portrait of the Trailing-Edge Boomer
         1. Homeowner Handywoman
         2. Marketing to Her
         3. The Flip Side
      2. Portrait of the Leading-Edge Boomer
         1. Ultimate Caretaker
         2. Marketing to Her
         3. The Flip Side
   9. 5. Technology
      1. Portrait of the Trailing-Edge Boomer
         1. Cyber Savvy Sophisticate
         2. Marketing to Her
         3. The Flip Side
      2. Portrait of the Leading-Edge Boomer
         1. Digital Diva
         2. Marketing to Her
         3. The Flip Side
   10. Operationalizing the Portraits
9. Four. She’s Motivated: The 3-D View of Her
   1. The Cutting Edge of Marketing
   2. Motivational Factors
   3. She’s Dynamic—Not Invisible
   4. Outgrowing Old Programming
   5. The Three Archetypes
      1. Archetype One: The Conventional Boomer Woman
      2. Archetype Two: The Transitional Boomer Woman
      3. Archetype Three: The Aspirational Boomer Woman
   6. The Imago Diagnostic
   7. Motivational Marketing Opportunities
      1. The Conventional Boomer Woman
      2. The Transitional Boomer Woman
      3. The Aspirational Boomer Woman
   8. Seasoned Sexuality
   9. The Search for Meaning
   10. Increasing with Age
10. Five. She’s in the Driver’s Seat: She’ll Problem-Solve Her Own Way Through the Marketplace
    1. His and Her Marketing
    2. How the Baby Boomer Woman Shops
       1. Phase 1: Need/Problem Recognition
       2. Phase 2: Search for Information
       3. Phase 3: Evaluation of Alternatives
       4. Phase 4: Choice/Purchase Decision
       5. Phase 5: Post-Purchase Evaluation
    3. Transparent Marketing
    4. Overt Marketing
    5. Winning Her Loyalty
11. Six. She’s Changing Channels: Shaping the New Brandscape
    1. Relationships Rule
    2. Match the Organizational Archetype
    3. Grassroots Growth
    4. Traditional Woman-to-Woman Networks
    5. The Influencer Revolution
    6. Word-of-Mouth
    7. Extending the Reach
    8. The Changing Role of Public Relations
    9. The Influence of the Internet
    10. Developing the Online Experience
    11. Uni-Channel Marketing
    12. Moving Across Channels
    13. Making Waves
12. Seven. She’s Waiting: The Marketer’s Call to Action
    1. The Facts Speak for Themselves
    2. Early Adopters
    3. The New Marketing Universe
    4. Call to Action: Marketing Directors
    5. Beyond the Maverick
    6. Call to Action: Corporations
    7. Call to Action: Boomer Women Executives
    8. Call to Action: Women Baby Boomers, Themselves
    9. The Final Call: Market Researchers
13. Notes
    1. Introduction
    2. Chapter One
    3. Chapter Two
    4. Chapter Three
    5. Chapter Four
    6. Chapter Five
    7. Chapter Six
14. Resources
    1. Recommended Reading
    2. Marketing to Women
       1. Books
       2. Newsletters/Blogs
    3. Marketing to Baby Boomers
       1. Books
       2. Newsletters/Blogs
    4. Marketing to Baby Boomer Women
       1. Newsletters
    5. Adult Development
       1. Books
15. About the Authors