Baby Boomer Insights

Designer boomer web site bites the dust: TeeBeeDee's ample funding, content not enough

I was disappointed - but not surprised - to learn that TeeBeeDee has closed down, due to lack of participation by the very people it targeted - Boomers. Despite being well-funded and having experienced leadership with a track record of success, the site just didn't draw the 45+ set as intended.

The content was great, the site was well designed, and the information was interesting. But, the fact is Boomers don't want to hang out on web sites that filter for them based on their age. In other words, we don't see ourselves as a group of people who are so different from other generations that we should have separate sites.

When Boomers go online, it's usually to learn something, do some research, get a question answered, or share information with friends and family. We aren't looking for sites to just "hang out" with people our own age. Facebook, LinkedIn and MySpace will do just fine for when we want to socialize or enhance our network. Even the granddaddy of Boomer sites, Eons, has had to lower the age of entry just to survive.

Expect this trend to continue. That means marketers who want to reach Boomers need to go where they are, rather than try to find new ways to draw them. I can tell you from personal experience that I've seen an explosion in Boomers using the same social networking sites as their children and grandchildren. And why not? It makes staying in touch much easier. As a bonus, many all-purpose social networking sites make it easy to share photos, videos and whatever else we want.

Already, another trend is emerging - for better or worse. Boomers, like the generations below them, are starting to use the message functions of social networking sites as a replacement for e-mail. It makes sense in many ways - if you're already on Facebook to check on friends or see new pictures, why not just click on the message function and use it, instead of going to yet another site and logging in just to send a quick note? (Personally, I don't like this trend - I'd much prefer to get an e-mail in my personal account. I have a bit of a paranoid streak and never completely trust the confidentiality and integrity of sites not designed speficifically for e-mail. )

What's your experience, Boomers? Do you find yourself being increasingly satisfied to "use what the kids use"?

Three famous boomers die, leaving lasting legacies: RIP Farrah, Michael and Billy!

Wow... hard to even imagine that it's possible for the world to lose three iconic boomers in a matter of two days: Farrah Fawcett, Michael Jackson and Billy Mays. I admired each of them for entirely different reasons. Each was a quintessential boomer, too, whose lives closely tracked their fellow boomers, whether we realize it or not.

Farrah, as she came to be known (no last name required), 62, went from being one of the most cherished poster pin-ups to being a serious, credible actress. Like many boomers, she chose a career and worked very hard to be good at what she did. She wasn't always taken seriously and she had to start with commercials and bit-parts, but eventually her skill served her well, earning her critical acclaim, the respect of those who worked with her, and the love of legions of fans from every generation. Like many boomers, Farrah was independent and liked to do things her way. Her determination to fight her disease led her to travel to Germany to seek alternative, but eventually unsuccessful, treatments. She was also willing to use her bully pulpit as one of the most famous dying people in America, to share her experience and lessons via a documentary, which originally aired on NBC. Farrah proved that nice people can be successful, even in one of the toughest businesses.

Michael Jackson, 50, was also known by names other than the one his parents gave him: MJ, Wacko Jacko and others not suitable for a "family blog." I admired his incredible talent that spanned several decades. We grew up together (well, chronologically, anyway), so I've heard his music for most of my life. I remember "I'll Be There" like it was yesterday and sat in awe of Thriller when it was released on MTV. He was innovative beyond words and influenced musicians across genres and generations. He was also known for his big heart. Boomers love to give money, raise money, and volunteer their time to their favorite charities and MJ was no exception. In fact, he donated millions of dollars to about 40 charities he personally chose. On the other hand, he also wasn't a particularly good money manager (just like many of his fellow boomers). He made hundreds of millions, and yet spent it as fast as he could make it, indulging his desire for material things, as well as giving much of it away to friends, family and in support of his fanciful dreams according to many sources.

THEN THERE'S BILLY MAYS, WHO SHOUTED EVERYTHING! The iconic pitchman, 50, was the most in-your-face product endorser/demonstrator on TV. Even if you didn't know his name, because of him, you know about products like Oxyclean, ShamWow, and Kaboom. He was the most successful pitchman in the history of television, bringing companies that hired him millions of dollars in a matter of moments (especially on the Home Shopping Network) from viewers who couldn't resist his enthusiastic yelling. He even was selected for the Discovery Channel's reality show, "Pitchmen."  What I liked about Billy was that, like many boomers, he had an amazing entrepreneurial spirit and used his unique skill to get rich by making others rich. His, "Hi, Billy Mays here" was a common intro to his product pitches, and became a way of creating a personal brand that transcended whatever he was selling. If anyone ever doubted his fame and success, all they'd have to do is type his name into an internet search engine and see how many spoof videos appear. He was proof that "imitation is the sincerest form of flattery."

One thing that strikes me about these three boomers is that they all became famous first because of television. In recent years, you could find them on countless web sites, social networks and on YouTube, but they earned their fame the old-fashioned way. Each had to reach out to disparate, disconnected audiences and hope to improve ratings, unlike some of today's artists, who seek fame online with hopes of making it onto television. Today's many communications venues offer a chance to connect people to one another first, then use their connections to advocate for favorite artists across multiple channels. (Who can forget Susan Boyle?).

One thing's for sure... boomers will continue to play a significant role in creating tomorrow's famous performers. After all, in addition to being one of the fastest growing groups on the Internet, we still love our television and aren't likely to let it go any time soon.

So RIP, Farrah, Michael and Billy. Know that you've touched multiple generations with your talents and "you did it my way."

Niche social networking sites that really matter: CaringBridge sets the bar

Despite the fact that I'm pretty involved in online social networks, including Facebook, LinkedIn, numerous blogs and forums, I've come to appreciate a whole new type of niche social networking that serves a very specific - and often short-term - purpose.

I'm referring to CaringBridge, an online source that enables people to set up a personal, customized web site to facilitate support from loved ones during an illness or accident. Using a journal format, you can keep friends updated on your condition, treatment and recovery. In turn, subscribers to the journal can share their encouraging words, comments and insight.

Last week, one of my dearest friends lost her husband of 17 years to a brain tumor at the age of 51. Phil was diagnosed 18 months ago and his wife immediately set up a CaringBridge site to keep his many friends and colleagues up to date on what was happening. I'm so glad she did. Over the past several months, I've learned so much about him, not just through their daily experiences shared online, but through the comments left by friends, some of whom dated back to elementary school.

Regularly, new pictures were posted and stories told about what it was like to go through the roller coaster ride that became their daily existence. We readers shared the emotional ride too and learned a lot in the process, not just about the disease, but about them. When you have literally dozens and dozens of good friends and family members, this is a great way to keep everyone informed without having to do it one-on-one.

CaringBridge is free to users, supported purely through donatons, which come from individuals and corporations (including hospitals and healthcare entities). When Phil died, his wife asked that, in lieu of flowers, donations be made to CaringBridge so they could continue to provide support to others in need of such services. I considered it an honor to donate in Phil's memory.

But in Phil's case, the social networking extended beyond CaringBridge. Even the funeral home that arranged his visitations and memorial service used an interesting social networking platform. A page was set up on the chapel's site and friends could leave messages, which many did. There was even a way to upload photos of Phil and share stories. What a wonderful way to celebrate his life!

Both of these sites offer ways to create a permanent product from the entries, such as the Caringbook, a hard copy publicaton of the patient's CaringBridge web site. The funeral home offered a CD of the pictures and messages. 

Boomers have been quick to embrace technology, including social networking sites, and I predict they'll be the ones to keep these specialized niche sites going. Facebook is fun. LinkedIn is productive. But a site that lets you experience life when it matters most is truly special.

Is your brand's Bull's Eye Boomer driving up readership of People Magazine?

Don't you love it when you read in a credible source an article that validates what you believed to be true, but had trouble convincing others? That's how I felt when I read an article in the Sunday NY Times about People Magazine.

The article agreed with the results of research Edelman and its marketing research arm, Strategy One, revealed two years ago: Boomer women still read People. Every time we share our research showing what media outlets influence boomers, someone questions whether People really belongs in the same company with the CBS Evening News, Time Magazine and the NBC Nightly News. 

Yet, based on the NYT article, boomers are not only a target, they play a big role in how the publication plans cover stories. The 45 to 59 year-old boomers make up 28 percent of the magazine's readers. Moreover, while other publications that focus on celebrities are seeing a decline in circulation, People's readership is up.

So, how does the boomer demographic actually influence People's coverage? In the first five months of 2009 alone, the magazine has devoted 10 covers to boomers vs. only 11 in the entire year of 2007. Editors consider subjects that can cross generations, such as the weight gain of Kirstie Alley, the deaths of Crocodile Hunter Steve Irwin and Tim Russert, and the inside scoop on the current relationship status of Bristol Palin.

I'm a long-time reader of People and consider it a favorite guilty pleasure. When the magazine arrives on Friday, I immediately put it into my stack of reading material to take to the lake house, where I peruse it over the weekend. It has come in handy, too. Thanks to what I've read between the covers, I've been able to come up with answers to the celebrity trivia category in "Catch Phrase," a favorite game my college daughter, Sydney, and her friends like to play.

So, what's all this mean to you as a marketer? Simply this: don't make assumptions about the media outlets boomers consume. It's important to know who the Bull's Eye Boomer (tm by Edelman) is for your brand and what media outlets they like. With all the changes occurring in the media today, it's critical to stay on top of what's in and what's out with boomers. Know, too, that online outlets are increasingly influential. Today, People is hot. But there's no guarantee is will be weeks, months or even a year from now.

Bodacious blogging boomers influence decision making for peers

According to Forrester Research, the number of boomers who use social networks, including blogs, forums, podcasts, etc., has grown to 60 percent from 40 percent just over the past year alone. At the current pace, boomers will just about be on par with the younger generations within a couple of years.

So, what are they doing? It depends on what life stage they are in. Women are often looking for information about medical conditions, whether for themselves, their spouses, parents or children. As the chief healthcare officer of the family, boomer moms (especially those in the sandwich) are voracious consumers of online tools.

Empty nesters, meanwhile, are often just being curious. They make new friends online, recommend favorite travel spots and look for online courses to take.

Trailing boomers (those between 45 and 50) often still have kids in school and are looking for everything from financial advice to tips on running a booster club.

And guess what? The 45-54 age group is also rocking Twitter. They average higher use than any other age.

What we are seeing is that boomers are increasingly embracing technology to enhance their lives and those of others. Those sandwich moms I mentioned? They're all about sharing what they learn. Give them something of value and they'll tell everyone they know. (If you're a regular reader of this blog, you know I'm in the sandwich and use this blog specifically to share my opinions on all kinds of things.)

Marketers are starting to understand the power bloggers have to influence boomers in their decision making, whether the decision is to make a specific purchase, avoid a particular company, or rally a group of peers. I can tell you as a long-time blogger that in the past six months, I've received more "pitches" from PR firms than in the previous six years combined. Some are are very good and have, in fact, influenced me to write about a particular product or study. Others are completely irrelevant and cause me to roll my eyes and file them in the "never hire this PR person" file.

I'm going to share some insights about blogging boomers in an upcoming webinar that's open to the public, if you'd like to learn more. Go to the International Mature Marketing Network site (disclosure: Edelman is a member of this organization) and sign up to attend. It's one hour on Wednesday, May 20, at 11:00 eastern. If you attend, let me know what you think!

Meanwhile, if you have favorite boomer sites that have influenced your decisions, let me know. (But, please, don't promote your own blog here, OK?)