Marketing: Never Trust Anyone Over 30

By Christopher Zoukis

Baby boomers believe they are special. This means they demand the best, because the best bolsters the idea that they are extraordinary. This translates to mean they are attracted to perks, such as frequent flier miles, credit cards that offer access to upgraded hotel suites, and travel packages that give them special access to creative performances, such as art shows or stage shows. It also means they desire customized luxury goods and services. Baby boomers dislike being part of the rank and file. For example, when traveling to San Francisco and visiting Fisherman’s Wharf, boomers don’t want to stand in line with everyone else to ride the ferry to Alcatraz. They want to take one of the exclusive evening tours offered only by the Blue and Gold Line. These tours cost more, but offer more personal touches, such as a visit to the ferry’s control room, and human guides on Alcatraz rather than the standard audio guide.

When baby boomers say they want an experience, they mean they want a luxury experience. Gourmet food, panoramic views and superb service are essential to this experience. They do not want to rough it or stay in a standard motel room. Only the finest hotels complete with the most luxurious decor fits the tastes of boomers.  Image courtesy onlinemarketingideas.info

Baby boomers have hectic lifestyles, because they are trying to pack so much living into each day: work, spouses, hobbies, sports, and social activities. This explains why boomers like products and services that save time. Laptop computers, the internet, smart phones, and iPads are absolute necessities for baby boomers. Service providers have to earn the trust of baby boomers. Once they do, the boomers remain loyal.

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Marketing To That ‘Special’ Feeling

By Christopher Zoukis

Affluent women buy the latest styles so they stand out. Soon, though, everyone is wearing the same style, which means they don’t stand out anymore. This commonality de-stabilizes the affluent woman’s self-image, which includes standing out and feeling special. She demands a newer style, which the designers provide. The affluent woman buys it and once again feels special, because her self-image has been preserved.  Image courtesy jdm-digital.com

Evelyn Brannon, who wrote the book Fashion Forecasting, places affluent women in four categories: Individualists, who are fashion innovators. They use fashion as an exploration tool. As they explore, they feel distinctively special. The Mimics are affluent women who look to others, such as celebrities, to give direction to their fashion sense. They constantly change their look according to what is “in” with others. Fashion Arbiters form the third category. Arbiters dress in a more traditional style, influencing others in their group. The last category is called Followers.  Followers emulate the style of other mainstream, affluent women, such as the Arbiters.

In the ongoing search for feeling special, affluent women often find the feeling in distinctive designer brands. Zborowski points out that purchasing a brand name article of clothing can increase self-confidence, which makes the buyer feel special. Thus, brand names and designer logos are not only status symbols, but also symbolize a feeling of specialness. This means fashion choices are made deliberately for the feeling they carry with them. Clothing lets people feel special.

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