About Californias Boomer Training California State Library Transforming

About California’s Boomer Training California State Library Transforming Life After 50 Training Institute November 27 -29, 2007 Online application: http: //www. library. ca. gov/grants/lsta_app_07_08. html © 2007 Boomer Project, LLC

Understanding Today’s Boomer Library Consumer An Webcast Tuesday, August 7, 2007 12: 00 noon to 1: 00 p. m. Presenter: Matt Thornhill matt@boomerproject. com Infopeople webcasts are supported by the U. S. Institute of Museum and Library Services under the provisions of the Library Services and Technology Act, administered in California by the State Librarian. © 2007 Boomer Project, LLC

Agenda Why Boomers? Why now? Understanding today’s Boomers Seven “New Rules” for marketing libraries to today’s Boomer Consumer The “Golden Rule” for understanding Boomers going forward Q&A © 2007 Boomer Project, LLC 3

Housekeeping Don’t wait Today’s webcast: for Q&A to Presentation: 50 minutes submit Q&A: final 10 minutes questions Submit your questions via “Chat” during webcast so presenter gets them in time Fill out evaluation during Q&A Webcast Archives: infopeople. org/training/webcasts/list/archived © 2007 Boomer Project, LLC 4

Using Chat Box is located at the bottom, lower left corner (below the video of the presenter) To send a message, select ALL from the dropdown Type message in box to right of ALL and press Enter Use Chat to send questions to the presenter and to get help with technical difficulties. Send messages to ALL. © 2007 Boomer Project, LLC 5

Agenda Why Boomers? Why now? Understanding today’s Boomers Seven “New Rules” for marketing libraries to today’s Boomer Consumer The “Golden Rule” for understanding Boomers going forward Q&A © 2007 Boomer Project, LLC 6

One out of every three adults in America is a Baby Boomer. Source: US

One out every three adults in California is a Baby Boomer One out of

The “coveted” demographic? 18 -49 135. 3 +1% 136. 3 +23% 113. 0 The

Even in California 18 -49 in California 18. 4 17. 4 Even +6% million

Agenda Why Boomers? Why now? Understanding today’s Boomers Seven “New Rules” for marketing libraries to today’s Boomer Consumer The “Golden Rule” for understanding Boomers going forward Q&A © 2007 Boomer Project, LLC 11

Understanding Boomer Behavior: Psychology Season of Life Sociology Life Stages and Styles Anthropology Cultural

Psychology Seasons of Life Cognitive development across the “seasons” of life: Age: Birth-20 Spring 20 -40 Summer 40 -60 Autumn 60 -80+ Winter What’s important to us changes over time… © 2007 Boomer Project, LLC 13

The Middle Age of Aquarius? 48 Middle Age Young Adult 40 45 73 Boomers 50+ 50 45 60 65 Old Age 70 75 80 Q: At what age does “Middle Age” begin. At what age does “Old Age” begin? Boomer Marketing Study, Nov 2005 © 2007 Boomer Project, LLC 14

Time to change some thinking © 2007 Boomer Project, LLC 15

Language Issues: Aging Growing older Aging Boomers Older Boomers Senior Programs Older Adult Programs

Sociology Life Stages of Boomers Parent Retired Care-Giver Single Again Life Stages of Boomers Empty Nester Entrepreneur Grandparent 40 45 Source: Boomer Project Nov 04 Study 50 © 2007 Boomer Project, LLC 55 60 17

Anthropology Key Shared Experiences © 2007 Boomer Project, LLC 18

Anthropology Defining Events The Boomer Archetype Birth of TV Prosperity Cold War Political Assassinations Watergate Rock ‘n Roll Growth of Suburbia Women’s Lib Civil Rights Vietnam Driven Transformational “Self” centered Generational Values Personal Gratification Entitlement Control Work Ethic No to Status Quo Optimism © 2007 Boomer Project, LLC 19

Understanding Boomer Behavior: Psychology Sociology Anthropology Season of Life Early “Fall” Feel Young Inner-directed Life Stages and Styles Diverse life stages Diverse lifestyles “Ageless” Cultural Experiences “Self” Centered Transformational Optimistic © 2007 Boomer Project, LLC 20

Agenda Why Boomers? Why now? Understanding today’s Boomers Seven “New Rules” for marketing libraries to today’s Boomer Consumer The “Golden Rule” for understanding Boomers going forward Q&A © 2007 Boomer Project, LLC 21

Libraries are on the case: Lifelong Access Libraries Initiative lifelonglibraries. org Phoenix: phoenixpubliclibrary. org/fiftyplus. jsp Denver Public Library denverlibrary. org/programs/fresh © 2007 Boomer Project, LLC 22

Denver’s “Fresh City Life” © 2007 Boomer Project, LLC 23

The New Rules for Marketing to Boomers over 50 1. Understand my changing values 2. Use emotional images and concepts 3. Be positive (literally) 4. Provide more information, not less 5. Make it relevant to me 6. Use life stage and lifestyle, not age 7. Realize the rules will change © 2007 Boomer Project, LLC 24

1. Understand my changing values Becoming Someone 40 Being Someone 50 © 2007 Boomer

Values change after age 50 50% Boomers 50+ Boomers 40 -49 40% Young Adults 18 -39 30% 20% 10% Basic Values Social Values Internal Values Question: Of these, which one would you say is most important to you in your daily life? © 2007 Boomer Project, LLC 26

Life at 40 “I’ve always felt your 40 s are about mourning the things that your past choices have now made impossible. For instance, by 40 I knew I would never become a ballet dancer or sail solo around the world. ” © 2007 Boomer Project, LLC 27

Life at 50 “So while your 40 s are about who you aren’t, I suppose your 50 s are about coming to terms with who you really are. So, no, I’ll never be a Mover and Shaker. I’m more a Sitter and Watcher, which happily coincides with my occupation. ” © 2007 Boomer Project, LLC 28

Life at 50 “I thought 50 meant you’d have all the answers. Instead it’s only meant the questions have changed. “And that is the closest I will ever come to understanding the Meaning of Life. ” -- Blogger Jeanne Jackson, spot-on. com © 2007 Boomer Project, LLC 29

Dove “Campaign for Real Beauty” © 2007 Boomer Project, LLC 30

1. Understand my changing values Implications: Downplay social benefits and focus on internal benefits Self-fulfillment, not self-absorbed Think how doing business with you makes them feel about themselves © 2007 Boomer Project, LLC 31

2. Use emotional images and concepts How People Make Purchase Decisions Younger Rational Emotional

Language makes the difference © 2007 Boomer Project, LLC 33

Use emotional language You’ll feel as safe in Panama as you do in your

Carnival Ad © 2007 Boomer Project, LLC 35

$400, 000 Motor Home ad © 2007 Boomer Project, LLC 36

Selling on emotion, not facts © 2007 Boomer Project, LLC 37

2. Use emotional images and concepts Implications: Don’t present more facts, but more reasons

3. Be positive (literally) Dr. Laura Carstensen, Stanford University © 2007 Boomer Project, LLC

Positive, negative & neutral images © 2007 Boomer Project, LLC 40

Brain activity Younger Older Positive/ Neutral Negative/ Neutral © 2007 Boomer Project, LLC 41

Negative doesn’t get attention © 2007 Boomer Project, LLC 42

Another bad example © 2007 Boomer Project, LLC 43

The New Rules for Marketing to Boomers over 50 1. Understand my changing values 2. Use emotional images and concepts 3. Be positive (literally) 4. Provide more information, not less 5. Make it relevant to me 6. Use life stage and lifestyle, not age 7. Realize the rules will change © 2007 Boomer Project, LLC 44

Guess where they go for information? www. yoursite. com © 2007 Boomer Project, LLC

5. Make it relevant to ME! © 2007 Boomer Project, LLC 46

Scottsdale ad © 2007 Boomer Project, LLC 47

6. Use lifestage, not age. Parent Retired Care-Giver Single Again Empty Nester Entrepreneur Grandparent

Master. Card Grandparent ad © 2007 Boomer Project, LLC 49

Schwab Teenager Ad © 2007 Boomer Project, LLC 50

Be careful what you call them. 53 53 © 2007 Boomer Project, LLC 51

Business Week: Love Those Boomers! ? ? © 2007 Boomer Project, LLC 52

7. Realize the rules will change. Meet the experts: © 2007 Boomer Project, LLC

The New Rules for Marketing to Boomers over 50 1. Understand my changing values 2. Use emotional images and concepts 3. Be positive (literally) 4. Provide more information, not less 5. Make it relevant to me 6. Use life stage and lifestyle, not age 7. Realize the rules will change © 2007 Boomer Project, LLC 54

Marketing to Older Consumers can work to attract younger consumers, but the opposite is

What’s in your kitchen? Good Grips® Kitchen Utensils © 2007 Boomer Project, LLC Red

Agenda Why Boomers? Why now? Understanding today’s Boomers Seven “New Rules” for marketing libraries to today’s Boomer Consumer The “Golden Rule” for understanding Boomers going forward Q&A © 2007 Boomer Project, LLC 57

Viva the Vital © 2007 Boomer Project, LLC 58

Five areas of vitality Financial Physical Mental Social Spiritual © 2007 Boomer Project, LLC

Agenda Why Boomers? Why now? Understanding today’s Boomers Seven “New Rules” for marketing libraries to today’s Boomer Consumer The “Golden Rule” for understanding Boomers going forward Q&A © 2007 Boomer Project, LLC 60