"New Year's Resolutions" for marketing to matures in 2008.

1. 2008 Mature Marketing Resolutions
Could this be the year mature marketing grows up?
Todd Harff, president of 40+ marketing agency
Creating Results, offers these 2008 Resolutions for
those looking to sell to baby boomers and beyond.
CreatingResults.com

2. 2008 Mature Marketing Resolutions
• RESOLUTION #1: Focus.
Under 50 controls $13.8 Trillion
Over 50 controls $28 Trillion
50+ Americans control 67% of the nation’s wealth - $28 trillion
(US Census/Federal Reserve)
CreatingResults.com

3. 2008 Mature Marketing Resolutions
• RESOLUTION #2: Know who you’re talking to.
Life stages can be more important than physical ages.
At 65, Fred Thompson has children aged 3 ½ years and 7 months.
CreatingResults.com

4. 2008 Mature Marketing Resolutions
• RESOLUTION #3: Trust.
4 years or more College
1 to 3 years College
0
5,000
10,000
15,000
20,000
25,000
30,000
(Numbers in thousands)
25-34
35-54
55+
Baby Boomers are the most highly educated group in history.
Don’t dumb your marketing down.
CreatingResults.com

5. 2008 Mature Marketing Resolutions
• RESOLUTION #4: Walk the walk.
Be authentic. This MD Anderson ad tries to use Boomer language to connect
(referring to Woodstock, The Graduate and Hank Aaron’s 300th home run).
The tiny print and hard-to-read design shows they’re just talking the talk.
CreatingResults.com

6. 2008 Mature Marketing Resolutions
• RESOLUTION #5: Respect.
“Zany” photography can be hard to pull off without risk of offending.
CreatingResults.com

7. 2008 Mature Marketing Resolutions
• RESOLUTION #6: Make marketing experiential.
Westin’s “This is How it Should Feel” campaign brought the brand promise to life. They
wrapped targets in the product experience, and offered calming images (rainforests,
underwater) that made an impact in hectic places (subways, high traffic areas).
CreatingResults.com

8. 2008 Mature Marketing Resolutions
• RESOLUTION #7: Say “Thank You.”
Your customers will reward you with loyalty.
CreatingResults.com

9. 2008 Mature Marketing Resolutions
• RESOLUTION #8: Reflect diversity.
By 2030, 11% of Americans over 65 will be Hispanic, 10% will be black
and 5% will be Asian.
CreatingResults.com

10. 2008 Mature Marketing Resolutions
• RESOLUTION #9: Embrace social media.
CVS’ new campaign aimed at caregivers includes social networking features
that allow people to share stories and build community.
CreatingResults.com

11. 2008 Mature Marketing Resolutions
• RESOLUTION #10: Give up past stereotypes
and let your marketing grow up.
Tune in to your 40+ target and turn on sales.
Ads for Continuing Care Retirement Communities
typically feature smiling old couples on benches.
This approach literally turned stereotypes
on their head and created results.
CreatingResults.com

12. 2008 Mature Marketing Resolutions
e v e r y t h i n g 40+ c o n s u m e r s e x p e r i e n c e
branding | marketing | web | pr | displays | advertising
888-205-8899
www.creatingresults.com
CreatingResults.com