BOOM: Marketing to the Ultimate Power Consumer -- The Baby-Boomer Woman by Mary Brown, Carol Orsborn Ph.D.

Foreword by Paco Underhill With Baby Boomer women spending well over a trillion dollars a year on goods and services, the days of women 40+ being ignored by marketers are numbered. Overthrowing stereotypes of aging, the groundswell of awareness is no less than a marketing revolution. BOOM is a comprehensive guide to identifying, reaching and influencing Baby Boomer 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. The authors, experts in marketing to this demographic, present insider intelligence that includes: * proprietary research that will give a competitive edge to companies seeking new, expanded consumer markets * the Imago Diagnostic (ID) -- a motivational assessment tool to help identify what makes Baby Boomer women tick * easy-to-use charts correlating ages to life stages and generational influences * the Eight Things You May Not Know About Boomer Women -- But Should BOOMÂ's practical resources combine to reveal an essential truth about Baby Boomer women: they are more than a niche market. In many cases, they are the marketplace itself. 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. About the Author Mary Brown is President and Creative Director at Portland, Maine-based Imago Creative, the only strategic marketing firm in the U.S. specializing exclusively in helping companies reach women of the Baby Boom generation. With more than 20 years as an art director, creative director, and brand champion working with many of the country's top companies, she has distinguished herself as a leading voice on the subject of marketing to Baby-Boomer women. Carol Orsborn, Ph.D., is Senior Partner at Imago Creative, and is known internationally for her pioneering work on the issues, desires, and concerns of the Baby Boom generation. Her previous books include The Art of Resilience, Inner Excellence at Work, and How Would Confucius Ask for a Raise? She is also the recipient of the public relations industry's highest award, the Silver Anvil.