The other night I was reading a poem by Mary Oliver and stumbled upon the following line, which seemed not only lush, but appropriate as we move into sweet, sweltering June. She writes,"Yes, in summer we all live in the dreamy palace." The 'dreamy palace' is surely a fickle place, as distinct and countless as the readers who conjure it.
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But let's pretend we marketers are to build the dreamy palace, specifically for the boomer woman. There are so many compartments to attend to in her life, that to articulate the vision in one space would be difficult.
We could incorporate all the details into the building process. We know she pays close attention to them. And we could market it through many channels. We know she is a multitasker, online, on the phone and on the move thanks to technologies like Verizon's Palm Treo 700. We would make the palace authentic and easily accessible to her. After all, she's quick to spot disingenuousness and has an affinity for inclusion.
But what is the single attribute that would prompt her to walk up the many marble stairs to the door and knock? Perhaps you have guessed it- her ongoing search for meaning. It is what some might call spirituality, the idea that she is part of something bigger, which stems beyond physical reality. It is finding that when the door opens, her family members are there to greet her. As she walks into the indoor garden, there is a place for her to quietly meditate. In the airy white living room across the way, she sees a loved one who has died but still infuses light and life into her soul. Music fills the hallways. Songs of her youth, songs of her dreams. She craves experiences, communities, and extraordinary purpose. She walks through her beautiful palace and is delighted, for it brims with things that offer new possibilities, trinkets of the sublime, and perhaps a promise of something more.
Amanda Sobanet