BOOM: Marketing to the Ultimate Power Consumer -- The Baby-Boomer Woman [Hardcover]

Mary Brown (Author), Carol Orsborn Ph.D. (Author)

Book Description

Publication Date: September 26, 2006

With Baby Boomer women spending over a trillion dollars a year, the days of 40+ women being ignored by marketers are numbered BOOM is a comprehensive guide to identifying, reaching and influencing these women. The book features insights and case histories from 40 top marketers, including executives from Intel, Ford, Seabourn Cruises, Citigroup, Wellpoint, Mary Kay, and more. Key features This is the only book on marketing to this specific demographic. Baby Boomers are the largest generational demographic today, and women not only outnumber men, but also influence as much as 80% of household purchase decisions Includes: The Eight Things You May Not Know About Boomer Women But Should, the Imago Diagnostic (ID), an assessment tool to help marketers identify what makes Baby Boomer women tick and more

Editorial Reviews

Review

"""It's about time marketers realize that Boomer women can no longer be ignored in favor of younger consumers who don't even come close to have the buying power of these women. The authors bring clarity, insight, and focus to a misunderstood group of consumers, and offer solutions from marketers who are successfully tapping into this important consumer group.""

-- Fara Warner, author, The Power of the Purse: How Smart

Companies Are Adapting to the World's Most Important Consumers--Women

""Kudos to Mary Brown and Carol Orsborn for their compelling new book BOOM. They have hit the sweet spot of the luxury market: Boomer women who not only are the decision makers in 80 percent of important purchases but also sophisticated trend leaders shaping the future definition of luxury products and services. They've assembled a savvy group of contributors who share real-world knowledge in ways that luxury marketers can apply to the challenge of growing their respective businesses, revenues and loyalty of one of the most influential communities in today's marketplace. News luxury marketers can use. A must-read.""

-- Gregory J. Furman, Founder & Chairman, The Luxury Marketing Council Worldwide (since 1994)

""Mary Brown and Carol Orsborn have crafted a Swiss-knife aid for those committed to figuring out this huge market of more than 38 million women. BOOM gives you vital tools for opening up this market to whatever you are selling. Somehow, they talked top marketing officers in nearly 40 organizations into sharing some of their secrets -- a real plus for readers.

-- David B. Wolfe, author of Ageless Marketing: Strategies for Reaching the Hearts and Minds of the New Customer Majority

""We've long understood the financial power of the consumer aged 40+; now BOOM shines a light on the Boomer woman as the power consumer, rather than a niche market. Kudos to the 40 marketing leaders whose insights and experiences create this guide to understanding and communicating with women 40+. This book is smart, easy to use, and prescriptive.""

-- Tim Gibbon, President & CEO, JWT Specialized Communications/Mature Market Group"

Book Description

"Foreword by Paco Underhill

Women make the vast majority of purchasing decisions in the United States, spending trillions of dollars every year on everything from food and clothing to appliances, cars, vacations, real estate, and much more.

One huge, affluent segment of that demographic wields more spending clout than any other: Baby-Boomer women. Born between 1946 and 1964, these women represent a portion of the buying public no marketer can afford to ignore. With successful careers, investments made during the ""boom"" years, and inheritances from parents or husbands, they are more financially empowered than any previous generation of women.

But what is it that will make these women spend their money on your products? Meet Mary Brown and Carol Orsborn, whose exclusive business it is to find out what makes Baby-Boomer women tick -- and buy. With BOOM, they reveal the results of proprietary research that has helped their firm’s five-star clients outclass the competition by reaching and resonating with this powerhouse demographic.

BOOM brings together the insights of dozens of market leaders in a wide array of industries, insiders who have learned (sometimes the hard way) what works and what doesn’t in the battle for the hearts and minds of the ""ultimate power consumer."" You will learn:

How to increase your market share of today’s most lucrative consumer demographic

What your competition and other industry leaders are doing to reach Baby- Boomer women

How to minimize the risks and maximize the potential of your efforts in this market

How to find, interpret, and present information and statistics and build a strong business case to your colleagues, shareholders, company executives, and others

Intelligence for making savvy decisions and communicating the clear message that your target customer wants to hear

You’ll also get the authors’ exclusive Imago Diagnostic (ID) tool for identifying exactly what resonates with Boomer women, along with the Seven Things You Don’t Know About Baby-Boomer Women (But Should).

At the age when they are more financially comfortable than ever, Baby-Boomer women are now poised and energized to drive consumer markets to unbelievable new highs. With the eye-opening information and cutting-edge strategies in BOOM, your company will be set to enjoy an amazing ride to the top."

See all Editorial Reviews

Product Details

• Reading level: Ages 17 and up
  
• Hardcover: 256 pages
• Publisher: AMACOM (September 26, 2006)
• Language: English
• ISBN-10: 0814473903
• ISBN-13: 978-0814473900
• Product Dimensions: 9.1 x 6.4 x 1 inches
• Shipping Weight: 1.3 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #101,335 in Books (See Top 100 in Books)
  • #83 in Books > Business & Investing > Marketing & Sales > Marketing > Research

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Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars Great book on marketing to Female Baby Boomers!, December 3, 2007

By 

Kara D. Lane "Author, Wake Up to Powerful Living" (Carmel, IN USA) - See all my reviews
(REAL NAME)   

This review is from: BOOM: Marketing to the Ultimate Power Consumer -- The Baby-Boomer Woman (Hardcover)

I would highly recommend this book to anyone looking for information on marketing to baby-boomer women. I hired a market research firm to provide me with information on marketing to female baby boomers, and that report wasn't as detailed as this book. And the book is A LOT less expensive!

The book explains why female baby boomers are a largely underserved demographic, and then goes on to explain how to market successfully to this economically, socially and politically powerful group of women.

The authors provide great information on what appeals to baby boomer women, discussing such diverse areas as personal and spiritual growth, technology, finances, health care, branding, clothing preferences, travel and more. It's definitely worth reading!

5.0 out of 5 stars Love this book!, June 4, 2008

By 

S. Maleta "sheboomer" (Portland, OR) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: BOOM: Marketing to the Ultimate Power Consumer -- The Baby-Boomer Woman (Hardcover)

I recently purchased "Boom" and really enjoy reading it. I am a Baby Boomer myself and have been trying to get my hands on as much info on the subject as possible. This book is especially good because it is for we boomer women. I tend to skip around when reading and no matter what page I open to, I find useful information. I have sticky notes stuck all over it! This book is one I will keep and go back to again and again for reference.
S. Maleta
http://www.sheboomers.com/

5 of 9 people found the following review helpful:

5.0 out of 5 stars A survey that offers dynamic testimony from leading edge successful marketers., November 6, 2006

By 

Midwest Book Review (Oregon, WI USA) - See all my reviews

This review is from: BOOM: Marketing to the Ultimate Power Consumer -- The Baby-Boomer Woman (Hardcover)

BOOM: MARKETING TO THE ULTIMATE POWER CONSUMER - THE BABY-BOOMER WOMAN is for any business selling products to women, who make most of the purchasing decisions. The authors have used results from proprietary research to help their firm's clients outsell the competition - and here they share some of their insights on what works and why. Dozens of market leaders in many industries contribute case histories and experiences from real life to a survey that offers dynamic testimony from leading edge successful marketers.

Diane C. Donovan
California Bookwatch