The "new" marketing

Advertising: television – newspapers – magazines – radio – Internet. It's everywhere. We can't seem to escape. Does it irritate you or capture your attention? For me, it's obvious what generation each ad is targeting. Those seeking the younger consumers are loud, invasive, and just drive me nuts. Those looking to sell more quick fix pills (i.e. the latest drug on the market) are quiet, sedate, and get even quieter when giving the mandatory warnings. Then there are the ads that really get my foot tapping, grab my attention and make me want to hear more.

The quality of some (and I emphasize the word "some") advertising has risen to new heights. Why? Because some companies finally get it! And those who do, will reap untold rewards. What are they doing different? They've figured out that we Boomers like to spend money and that we're no longer 18, slim, trim and ready to conquer the world. We've been there, done that, but aren't ready for the rocking chair for a long time to come.

Who would have ever dreamed that Dennis Hopper (famous in Easy Rider) would be a spokesperson for financial services?

The latest ad to catch my attention is the commercial for "Just For Men" hair coloring. If you haven't seen it, it's hot! It shows a group of Boomers surfing, the voice in the background says, "The generation who said they'd never grow up (pause) – didn’t. At the end, one of the surfers says, "Never trust anyone over 90!" Now that's an ad that gets my attention.

What about you? Do you find yourself watching less programming, but tuning in to see the latest commercial, on days other than Super Bowl Sunday? Do you view advertising that speaks to you as more favorable, or just another invasion? Send me your comments and I'll post them in future editions.Marketing to generational values is vitally important in today's competitive world – almost mandatory if a company strives for continued growth and success.

If you need a ready-made training session that addresses generational issues in the marketplace, my new Workshop in a Box titled "This is Not Your Father's Oldsmobile, Different Ages – Different Values – Different Words", is for you.