Marketing to Leading-Edge Baby Boomers: Perceptions, Principles, Practices & Predictions [Paperback]

Brent Green (Author)

Book Description

Publication Date: March 10, 2006

By 2010, 30 percent of the U.S. population will be over age 50. Even today, the over-50 segment has $750 billion in spending power and controls a majority of the nation's assets. The generation's front-runners are Leading-Edge Baby Boomers, founders of modern youth culture and then yuppie materialism. This essential marketing guide presents stimulating chapters that will show you:

-- Critical "bipolar metavalues" that influence the buying behavior of Leading-Edge Baby Boomers.

-- Select the right advertising media to achieve your marketing goals

-- LOHAS: a new lifestyle segment that's changing everything

-- How to plan and organize "bandwagon" Boomer events and promotions

-- Exceptional opportunities for reaching Boomers through the Internet.

Editorial Reviews

Review

Brent Green has done a terrific job of defining the needs and aspirations of the "tip of the arrow." -- John Zweig, Chairman of Specialist Communications, WPP Group

Brent Green knows about marketing to Baby Boomers and he proves it in this masterful and easily readable book. -- Jay Conrad Levinson, author of the Guerrilla Marketing book series --This text refers to an out of print or unavailable edition of this title.

From the Author

The influential generation that propelled youth marketing is now transforming what it means to be over 50...and fortunes are about to be made. This book tells why and how.

See all Editorial Reviews

Product Details

• Paperback: 336 pages
• Publisher: Paramount Market Publishing, Inc. (March 10, 2006)
• ISBN-10: 0976697351
• ISBN-13: 978-0976697350
• Product Dimensions: 8.9 x 6 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 (13 customer reviews)
• Amazon Best Sellers Rank: #781,218 in Books (See Top 100 in Books)

More About the Author

Brent Green is an author, speaker, trainer and marketing consultant focused on Baby Boomers, the generation born between 1946 and 1964. With over $2.3 trillion in annual spending power, this wealthy and influential cohort is rapidly changing the way businesses address adults 46 and older. He is the author of "Marketing to Leading-Edge Baby Boomers: Perceptions, Principles, Practices, Predictions" and "Generation Reinvention: How Boomers Today Are Changing Business, Marketing, Aging and the Future."

Brent is a sought-after keynote speaker about Boomers, business and nonprofits and is often called upon for expert commentary by news media such as The Los Angeles Times, CNN Headline News, The Wall Street Journal, US News & World Report, Business Week, and The New York Times.

Established in 1986, Brent Green & Associates, Inc. develops integrated marketing communication programs with emphasis on direct response media, integrated promotions and executive training. The firm has received over 50 regional, national and international awards for creative and strategic excellence, notably, the Direct Marketing Association's International Gold ECHO Award.

Brent has served in a leadership capacity with many professional and public service organizations, including as board member and chairman of the Colorado Springs Convention & Visitors Bureau, board member for Junior Achievement, and as programming vice president for the Business Marketing Association and the Rocky Mountain Direct Marketing Association. He is also a member of the Leaders Circle of the Business Forum on Aging for the American Society on Aging and executive director of the Foundation for American Boomers.

Most Helpful Customer Reviews

9 of 10 people found the following review helpful

5.0 out of 5 stars Make More Money January 9, 2005

By Jed Diamond

Format:Paperback

This book achieves a dual purpose that I found extremely gratifying. It helped me understand the leading edge baby boomers in a way that I never have before. It also gave me insights about specific ways to market my services to this group.

I've read many books that give general marketing ideas, but none that goes right to the heart of this unique group of men and women and offers information that I can use to reach them.

As a bonus, the book is enjoyable to read and offers unexpected and interesting insights about the world around us

There has been a lot written about the Baby Boomers, but nothing that has been written comes even close to giving you the information you need to reach this huge demographic in an effective way.

There are many people who understand the Baby Boomers.

There are many people who understand marketing.

There are precious few who understand both.

Brent Green is one of those unique people who truly taps into the deepest needs of the Boomers. Not only that but he will give you the tools you need to meet those needs with your goods and services, and to do so over and over again.

If you want to increase your income and get inside the hearts, minds, and souls of the Boomer generation, get this book.

It will be the best investment you ever made.

7 of 8 people found the following review helpful

5.0 out of 5 stars Brent Green Understands the Baby Boomer Market January 4, 2005

By Dawn Lehman

Format:Paperback

If you are a baby boomer and/or marketing to baby boomers, you will find this book intriguing and enlightening. It is a marketing book, a social commentary book, and a literary book all in one.

My advice is to read chapters one and two first to get an excellent overview of generational designations, and a concise description of the baby boomer demographics and history. Then move to the Afterwords at the end of the book - "Baby Boomers at Midlife", "Becoming digital...a Boomer's trip," and "Baby Boomers, 2028." These are quick, delightful reads, and they give you an entertaining and literary feel for the subject matter and for the author's outstanding writing ability.

Once you've digested those portions, go back to the beginning of the book and dig into each chapter. You'll find a wealth of factual information, historical perspectives, and future implications for boomers and those marketing to boomers. It's a fascinating, sometimes unsettling read, especially if you are a baby boomer yourself.

The author, Brent Green, has written a well-researched, insightful and original book about marketing to the baby boomer generation. I haven't seen anything else like it out there. I highly recommend it.

7 of 8 people found the following review helpful

5.0 out of 5 stars a fascinating and trenchant tome January 4, 2005

By Chuck Nyren

Format:Paperback

Brent grasps the young/old boomer dichotomy. If you market to boomers and just play the 'forever young' card, you're in big trouble. Likewise, if you treat us only as people getting old, you've lost us again. Brent's practical approach, by using examples of actual marketing and advertising campaigns, explains to marketers what works and what doesn't. He coaches advertisers how to fuse concepts that on the surface appear to be mutually exclusive.

The 2nd edition has a section on copywriting. This makes Brent quite lethal -- a two-gunned gunslinger. In one holster, marketing -- in the other, advertising.