Why you need to adapt your marketing to boomers

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Here’s a fun, but also thought-provoking, post – An ‘eye’ on aging – by Joe Pisani on greenwich-post.com.

Read between the lines, and it reminds us of some important “physical” realities of the effects of aging for brand marketers to think about to win the business of boomers, e.g. implications of eyesight on advertising, the web, packaging, product delivery and customer care (these last three being most relevant here).

Takeaway, probably more than Joe intended, is that marketers shouldn’t fall into the trap of concentrating on marketing communication to the exclusion of other marketing mix elements. As aging is accompanied by a decline in physical condition, (including eyesight), designing marketing strategies around the physical condition of an 18-35 year old will increasingly be at odds with the needs of your market.

Eric Brody

Eric Brody is President of Trajectory, a brand consulting and marketing agency specializing in creating momentum for customers, brands and businesses across the related categories of health, wellness and beauty.

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