What’s Next Boomer Business Summit Empowers Entrepreneurs and Marketers with Current Research, Trend Data and Strategies for Successfully Marketing to Baby Boomers

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America’s Leading Authorities on Mature Consumers to Meet in Washington, D.C. on March 28, 2012. Event produced by Mary Furlong & Associates.

What's Next Boomer Business Summit takes place March 28, 2012 at Marriott Wardman Park in Washington, D.C. It is an annual event that brings together top businesses and organizations that are focused on the baby boomer and beyond marketplace.

Every attendee will leave with a much greater understanding of the trends that are shaping growth in the boomer and senior markets, how to use that information to more effectively engage their customers, and how to generate increased revenue streams.

At more than 100 million in size and with $2 trillion in spending power, yet with much more market opportunities to serve them, marketers who ignore baby boomer consumers do so at their own risk. Essential to economic recovery is marketers finding better ways to reach and serve those age 50+ who constitute nearly one-third of our population, two-thirds of our nation’s financial assets (and set to inherit $14 trillion more¹), and who began to turn age 65 this year – an age segment set to double by the year 2030 (2), according to Mary Furlong & Associates.

Business leaders, authors, executive marketers, analysts, media, innovative entrepreneurs and researchers will answer how to reach and successfully market to today’s baby boomer and senior consumers at the ninth annual What’s Next Boomer Business Summit on March 28, 2012 at Marriott Wardman Park in Washington, D.C. the What's Next Boomer Business Summit is the annual event that brings together the country's top businesses and organizations that are focused on the baby boomer and beyond marketplace. The event is produced by Mary Furlong & Associates, the nation’s premier consultancy for marketing and business development strategies for the 50+ market. It is sponsored by AARP, and other leading businesses in the baby boomer and senior markets. The event theme for 2012 is The New Normal, which will be a showcase of the groundswell in social media, the surge in the services economy and the rise of the independent sector.

The focus of the annual event is to foster a cutting-edge community that explores and shares products and services that will serve the needs and wants of the 50+-age consumer. It is where the country’s leading strategists gather to introduce new research, products and services that truly represent what is next on the horizon for businesses selling to baby boomer and senior customers today. The event is for those who are interested in advancing their understanding of this market and who are developing products and services to address the needs of aging baby boomers. Attendees seeking to attract mature customers will access new research, learn new go-to-market strategies and tactics, and attain such insights as how mobile and wireless growth leads to monetization of baby boomers, ways to engage mature consumers with integrated media (through social, local, mobile, print and gaming) and what impact baby boomer and senior voters will have on the 2012 election.

“More than 100 million Americans today are age 45 or older, and households headed by someone 40 or older account for 91% of our country’s net worth,” said Dr. Mary Furlong, president and CEO, Mary Furlong & Associates and the Summit producer. “Everyone attending this conference will leave with a much greater understanding of the trends that are shaping growth in the boomer and senior markets, how to use that information to more effectively engage their customers, and how to generate increased revenue streams for their organizations.”

Featured Tracks:

  •     The Innovation of Frugality: Boomers and seniors are facing the daunting reality of a downshifted U.S. economy. They face smaller returns on savings, underfunded pensions, and unanticipated caregiving costs. This is combined with an increasing financial responsibility for adult children, grandchildren, and extended family members. This is causing a shift in how they plan, spend, learn, and save. Hear from the brands that are successfully serving those consumers’ needs, and about the growth of emerging markets and global aging landscape.
  •     Integrated Media and Marketing: Social, Mobile, Gaming: These sessions delve into how mobile and online social networks are being used by mature consumers to connect and engage customers and what new applications are driving the purchase of iPads, tablets, smart phones and new computers. Trends in online and mobile retail will be presented. This track will explore how media companies are integrating TV, online and mobile, and the crossroads where media and merchandising intersect.        
  •     The New Service Economy: Housing, Caregiving, Mobility and Healthcare: The service sector is becoming the largest economic growth area for the baby boomer and beyond marketplace. This track is the place to get the most current trends, data, and innovations in the service sector. Gain the process of how other corporations are crafting new solutions for aging in place, health and wellness, caregiving, grandparenting, transportation, and technology.
  •     Entrepreneurship, Encore Careers and Personalized Business Models: Boomers are creating businesses in record numbers. The concept of an encore career has captured the imagination of this generation. Discover the power of this new trend and learn from the market leaders who are helping baby boomers that are reimagining their lives.

The keynote will be delivered by veteran Democratic political strategist Donna Brazile, an adjunct professor at Georgetown University, and vice chair of voter registration and participation at the Democratic National Committee, and former chair of the DNC's Voting Rights Institute. Brazile is an author, syndicated columnist for United Media, Ms. Magazine and O Magazine, television political commentator and on-air contributor to CNN, NPR, and ABC. Brazile has worked on every presidential campaign from 1976 through to 2000. When she served as campaign manager for former Vice President Al Gore, she became the first African-American woman to manage a presidential campaign. In 2009 she was named among the 100 Most Powerful Women by Washingtonian magazine. She has been listed as a Top 50 Women in America by Essence magazine, and has received the Congressional Black Caucus Foundation's highest award for political achievement. Brazile is founder and managing director of Brazile & Associates LLC, a general consulting, grassroots advocacy, and training firm based in Washington, D.C.

Additional featured speakers include:

Jody Holtzman, SVP, Thought Leadership, AARP
Ilya Oshman, SVP, FP&A, Weight Watchers
Lori Bitter, President, Continuum Crew
Greg O'Neill, Director, National Academy on an Aging Society
Laurie Orlov, Founder, Aging in Place Technology Watch
Lee Rainie, Dir., Pew Research Center's Internet & American Life Project
Sandra Timmermann, Asst. VP, MetLife; Dir., MetLife Mature Market Institute
Myrna Blyth, Editor-in-Chief, ThirdAge.com
Suzanne Braun Levine, writer, editor & nationally recognized authority on women & family issues, & media
Karlis Nollendorfs, Senior Manager, General Mills
Kurt Hulander, Platform Leader for Health Solutions, Best Buy
Jeff Makowka, Sr. Strategic Advisor, Thought Leadership, AARP
Gary Moulton, Product Manager, Trustworthy Computing Group, Microsoft
Jodi Olshevski, Asst. VP, The Hartford
Gail Sheehy, bestselling author & columnist, USAToday.com
Jeff Shoemate, VP of Innovation & Business Development, United Healthcare - Medicare & Retirement
Katrina Shonbeck, Account Planner, Google
Missy Sullivan, Sr. Editor, Smart Money, The Wall Street Journal
Charlotte Yeh, Chief Medical Officer, AARP Services, Inc.

A highlight of the Summit for many attendees is the opportunity to interact directly with these expert thought leaders, brand managers, authors, age-beat reporters, bloggers, and entrepreneurs who are shaping the baby boomer market, through several networking and one-on-one access opportunities.

Sponsors of What’s Next Boomer Business Summit are, at the platinum level: AARP, UnitedHealthcare and Continuum Crew; at the gold level: Best Buy, Microsoft, Caring.com, Linkage, Microsoft, Silverado; at the silver level: General Mills, GreatCall, The Harford, Silver Ride; at the bronze level: Linqto, MetLife Mature Market Institute, VibrantNation.com and GrandCare Systems.

Registration, agenda and additional event details available at http://www.boomersummit.com. Registration costs are: for early bird rate (prior to January 31) $275.00, advance rate (prior to April 27) is $350.00 and onsite is $425.00.

What’s Next Boomer Business Summit
The ninth Annual What’s Next Boomer Business Summit is produced by Mary Furlong & Associates. What’s Next Boomer Business Summit is affiliated with the American Society on Aging (ASA) Aging in America Conference being held on March 28 to April 1, 2012 in Washington, D.C. Registration and program information is available at http://www.boomersummit.com. Facebook page is http://www.facebook.com/pages/2012-Whats-Next-Boomer-Business-Summit. Twitter username is WhatsNextBoomer, and hashtag is #boomersummit. The event has a LinkedIn group.

Mary Furlong & Associates
Founded in 2003, Mary Furlong & Associates (MFA) works with companies seeking to capitalize on new business and investment opportunities in the Baby Boomer market. MFA provides business development, financing strategy and integrated marketing solutions to entrepreneurs, corporations and non-profit organizations serving the 50+ market. Mary Furlong, Ed.D., the firm's founder and CEO, has guided the offline and online 40+ market strategies of leading corporations and non-profit organizations for more than 20 years. In 2011, Furlong was honored as one of the top 100 Women of Influence by the Silicon Valley Business Journal. 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 (FT Press), was published in 2007. More information available at http://www.maryfurlong.com.

1. Big-spending Baby Boomers Bend the Rules of Marketing, USA Today, November 16, 2010.
2. Mary Furlong. Turning Silver Into Gold: How to Profit in the New Boomer Marketplace. Financial Times Press, 2007.

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