The other day my husband and I found ourselves doing something we’re trying to cut down on, “flipping,” (a.k.a. “channel surfing”), a habit that leaves us feeling like we gorged on junk food and have only empty calories to show for it. Just as we were about to succumb to one final flip to old, reliable WETA, we landed on an episode of The Brady Bunch. It was the one where sweet Jan Brady turns into a little green-eyed monster because her beautiful sister Marsha is getting all the attention. “Marsha, Marsha, Marsha,” she cries out in a jealous fit. And in one instant, based on sheer nostalgic appeal of those three words and the era that it evoked, we became immersed in the show.
For the rest of today's blog, continue at The Boomer Blog
Baby boomers as it turns out, will also cease their figurative “flipping” through the many offerings which greet them each day and become enamored with just one, when marketers convey nostalgia, triggering happy times of days long gone and appealing to the boomer woman’s desire to take a stroll down memory lane.
Cindy Marshall, director of marketing for The Vermont Country Store, is taking the right approach. The store brings back forgotten items that are reminders of days past. Their marketing speaks to family, health and philanthropy, all of which are top priorities for the boomer female. And they market by providing her with goods that offer “more meaning in her life,” as opposed to simply more stuff.
Another good example is a magazine ad I stumbled on, made by the state of Colorado. The ad shows a woman in her mid-forties making a snow angel, while her husband laughs and dusts her with snow, surrounded by a gorgeous mountain range. It reads “Scenery, adventure, history, arts, culture, big cities, small towns and little angel-shaped impressions in the snow that make lasting impressions in your memory.” Clearly, they are charming the on-the-move boomer woman by reminding her not only of a timeless, sweet spot in her own childhood, but also in her child’s. While inviting her to partake in new travel experiences, they are also emphasizing the idyllic past and the importance of family.
Some companies sing off-key. They lack subtlety, which can smack of disingenuousness, and therefore seem emotionally manipulative. It is not enough to slap down an image of flower children dancing together on a hill, or incorporate an iconic song from the Beatles to reach this savvy consumer. This will actually irritate some boomer women, as they’ll feel exploited rather than honored.
An effective ad will stop a boomer in her tracks, by sparking memories, communicating well, and respecting her core values.
Amanda Sobanet