Boomers and their media habits: experts discuss learnings at JWTBoom LiveWire Summit
Boomers don't consume media the same way their children or parents do. That was a key message of the media panel at today's JWTBoom LiveWire: A Summit here in San Francisco. Kelly Greene, longtime reporter for the Wall Street Journal, moderated a panel of boomer media experts that included Robin Wolaner, founder of TeeBeeDee; Helena Plater-Zyberk, Business and Consumer Insights Manager, Conde' Nast portfolio; David Zellhart, Western Regional Manger for National Public Media (PBS and NPR); Sharon Whitely, CEO of ThirdAge; David Cooperstein, CMO of Burst Media; and Susan Bidel, Marketing Director of Money Magazine.
Asked what significant changes they've seen in how boomers consume the media over the past few years, they answered;
- They don't conform to age expectations;
- Content is king... and they want to be able to share it;
- Localization is increasingly important;
- They want to see more connection between online and offline content in a single brand; and
- Boomer business execs still like print media most, but like online version of media too.
The panelists talked about the challenges of staying relevant in a fast-moving world. Most emphasized a strategy of providing content on their sites that complement their primary delivery channel, such as print or TV. Boomers indicate they like a mixed bag and smart media outlets deliver in multiple ways. And boomers want positive news too, so many stories are a celebration of aging.
I was especially interested in the panelists' answers to Kelly's request that they name brands they believe have good examples of boomer-focused campaigns: Fidelity (with the guy who has had all kinds of bosses and now plans to be his own boss; Ameriprise (with Dennis Hopper); MasterCard ("priceless");several pharmaceutical companies; and Charles Schwab (noted for its online presence that is effective without being forceful in engaging in online conversations). All panelists agreed that the financial services and insurance industries have a head start on other industries in creating boomer-relevant campaigns.
Helena from Conde; Nast noted that the Toyota Scion was a great example of a brand that chose NOT to do much TV advertising and that it actually targeted Gen Y, but boomers liked it too and help to create the viral buzz surrounding it. One key learning there is that sometimes what's relevant to young people is also relevant to boomers. You can't assume you know the difference automatically.
Helena also observed that boomers don't always know whom to trust online because they know that marketers have "gotten to" people on social networks like Facebook and MySpace. That's why they tend to use a mix of media sources.
The lessons here for all of us is simply that there's no one way to reach boomers. It's a segmented audience that likes variety; what's more, their preferences aren't age-driven. So, if you want to reach a particular group of boomers,, don't think you can do it by picking a half dozen well known media outlets, buy some ad space and call it a day.
Asked what significant changes they've seen in how boomers consume the media over the past few years, they answered;
- They don't conform to age expectations;
- Content is king... and they want to be able to share it;
- Localization is increasingly important;
- They want to see more connection between online and offline content in a single brand; and
- Boomer business execs still like print media most, but like online version of media too.
The panelists talked about the challenges of staying relevant in a fast-moving world. Most emphasized a strategy of providing content on their sites that complement their primary delivery channel, such as print or TV. Boomers indicate they like a mixed bag and smart media outlets deliver in multiple ways. And boomers want positive news too, so many stories are a celebration of aging.
I was especially interested in the panelists' answers to Kelly's request that they name brands they believe have good examples of boomer-focused campaigns: Fidelity (with the guy who has had all kinds of bosses and now plans to be his own boss; Ameriprise (with Dennis Hopper); MasterCard ("priceless");several pharmaceutical companies; and Charles Schwab (noted for its online presence that is effective without being forceful in engaging in online conversations). All panelists agreed that the financial services and insurance industries have a head start on other industries in creating boomer-relevant campaigns.
Helena from Conde; Nast noted that the Toyota Scion was a great example of a brand that chose NOT to do much TV advertising and that it actually targeted Gen Y, but boomers liked it too and help to create the viral buzz surrounding it. One key learning there is that sometimes what's relevant to young people is also relevant to boomers. You can't assume you know the difference automatically.
Helena also observed that boomers don't always know whom to trust online because they know that marketers have "gotten to" people on social networks like Facebook and MySpace. That's why they tend to use a mix of media sources.
The lessons here for all of us is simply that there's no one way to reach boomers. It's a segmented audience that likes variety; what's more, their preferences aren't age-driven. So, if you want to reach a particular group of boomers,, don't think you can do it by picking a half dozen well known media outlets, buy some ad space and call it a day.
