SEATTLE: The boomer market is totally different to the veteran audience. Boomers think as independents, act as one man bands, believe they are unique, don’t believe healthcare applies to them and they all think they are still 31.
Here are 20 guidelines to help shape new thinking:
12. Don’t use marketing and advertising firms that don’t have a demonstrated knowledge of your target market. Check to see if people matching your target age are on the creative team.
Additionally, don’t use younger people exclusively to create and market products or services. Use aging customers to assist in product, service and communications development.