Marketing to Leading-Edge Baby Boomers by Brent Green

Available for Amazon Kindle readers (see below)

by Brent Green

People over age 50 earn over half the discretionary income in the United States, spend at least $750 billion annually, and control a majority of the nation's assets.

The generation's frontrunners are Leading-Edge Baby Boomers who were the founders of modern youth culture and adroit consumers of yuppie materialism. These early Boomers have proven that they don't just occupy life stages—they transform them. Now this influential generation is roaring into retirement and shaping a new future. They deserve—and will amply reward—your marketing investment.

This expanded edition of Marketing to Leading-Edge Baby Boomers, delivers all 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. You will:

• Understand critical "bipolar metavalues" that influence Boomer buying decisions
• Select the right advertising media to achieve your marketing goals
• Learn why and how mature audiences receive advertising messages differently
• Discover LOHAD: a new lifestyle segment that is changing everything
• Create advertising that transforms your brand into a Boomer favorite
• Plan and organize "bandwagon" Boomer events and promotions
• Realize the extraordinary opportunities to reach Boomers through the Internet

(336 pp., paperback, ISBN 0-9766973-5-1; 2006)

Available for Amazon Kindle readers

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