Want to Reach Boomer Consumers? Alternative Distribution Channels Are Where the Action Is Today

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Expert panelists share their best go-to-market insights at March 19 What’s Next Boomer Business Summit

Communication with family often happens through texting and picture sharing. More than 57 percent of women 45-54 text and nearly 40 percent of women 55-64 do the same. The numbers for males are nearly identical.

Thanks to the recession and consumers' reluctance to spend on purchases they would not have hesitated to buy even two years ago, companies are finding it harder than ever to motivate their target customers to spend. This is especially true for boomer consumers, who have embraced frugality and are carefully monitoring their spending habits. The good news for businesses targeting boomer consumers, however, is that niche marketing and distribution through alternative channels is opening up a world of new opportunity for reaching boomers and generating more sales.

Mary Furlong & Associates, the nation's premier consultancy for marketing and business development strategies for the 50+ market, will devote several panel sessions to niche marketing strategies and alternative distribution channels at the 7th annual What's Next Boomer Business Summit, taking place on Friday, March 19, 2010 at the Hyatt Regency Chicago. The Summit will explore the most important trends that are influencing baby boomer consumer behavior and showcase the most effective go-to-market strategies for products and services serving baby boomers and seniors today.

"There are lots of ways to be more creative in your approach to reaching boomer and senior customers today," said Mark Willaman, founder of SeniorCareMarketer.com and one of the presenters on the topic of alternative distribution channels at the Summit. "We'll identify some extremely effective niches and channels of distribution that marketers tend to overlook. Ignoring these channels and niches is like leaving money on the table. We'll show you how to avoid doing that by taking advantage of these areas of opportunity."

Whether your company is well established and looking to diversify its marketing strategy or a cash-strapped start up seeking creative ways to generate sales, the Summit will offer ideas on how businesses can leverage non-profit organization alliances, niche chambers of commerce, social networks, direct marketers, members-only loyalty clubs, targeted media, Web 3.0 and more to reach millions of boomer and senior constituents. Consumers buy from market distribution channels they trust, so successful entrepreneurs must hone in on those models, whether traditional or alternative, to meet their needs.

Willaman will lead the "Finding Channels and Alternate Distribution," which will touch on how to market to boomers through the direct to consumer channel in healthcare; reaching purchase influencers such as physicians, nurses and attorneys; association and institutional endorsements; employee assistance programs; worksite marketing and niche newsletters. Additionally, panelists will provide insights on finding channels; who or what touches the boomer, senior and caregiver and alternate distribution tech targets.

There will also be eight lively panels of "Finding Riches in Niches: Optimal Go to Market Stretegies by Sector," where attendees will have the opportunity to interact with expert panelists and learn from their first-hand experience when are the best and worst times to go to market in each space. Industry leaders will share wisdom and advice for how to succeed once you enter the market and how to reach boomer consumers. Stuart Rosenthal, publisher and editor of the Beacon Newspapers, will share insights on how to reach boomers in media. "Targeted publications effectively reach millions of loyal 50+ readers every month," said Rosenthal. "Newspaper ads were cited by older consumers as most helpful in making purchasing decisions by a third more than television ads and by 15 times as many radio ads."

What's Next will also explore Web 3.0 strategies and how to boost online marketing programs to reach boomers. Experts will share how to maximize the effectiveness of e-newsletter campaigns, understand mobile marketing trends and reach customers on smart phones, connect with customers using social media, how to make Google tools work for them and incorporating iPhone apps into overall marketing strategies.

Jeff Hasen, chief marketing officer with Hipcricket, will share mobile marketing strategies to reach and serve the boomer consumer. "Boomers are more tech savvy than some believe. Phones are becoming more intuitive, breaking down barriers," said Hasen. "Communication with family often happens through texting and picture sharing. More than 57 percent of women 45-54 text and nearly 40 percent of women 55-64 do the same. The numbers for males are nearly identical."

Registration information and full agenda details are available online at http://www.boomersummit.com.

The What's Next Boomer Business Summit is an official post-conference of the NCOA-ASA National Aging in America Conference taking place March 15-19 in Chicago. For more information, visit http://www.agingconference.org.

About Mary Furlong & Associates
Founded in 2003, Mary Furlong & Associates (MFA) is a proven team of business innovators, comprised of talent from marketing, editorial, business, online content and community. Mary Furlong, Ed.D., the firm's founder and CEO, has guided the offline and online 40+ market strategies of leading corporations and nonprofit organizations for more than 20 years. Furlong is Dean's Executive Professor of Entrepreneurship at Santa Clara University's Leavey School of Business, and previously founded SeniorNet and ThirdAge Media. Her latest book, Turning Silver into Gold: How to Profit in the New Boomer Marketplace, was published in February 2007. More information is available at http://www.maryfurlong.com.

This press release was distributed through PR Web by Human Resources Marketer (SeniorCare Marketer: http://www.seniorcaremarketer.com) on behalf of the company listed above.


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