"""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"
"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."