Reaching the most affluent audience who holds 70% of the U.S. Wealth is now easier than ever with Navigate Boomer Media. There are 78 million baby boomers in the U.S. who purchase 60% of all new cars, 80% of luxury travel, majority of CPG, health and wealth products. One call and you can have your campaign up and running in 72 hours, here is how:
Banner Ads - up to 200 sites - Builds brand image
·
Placing standard IAB Ads (4 sizes)
· Over 1.7 Billion Monthly Page Impressions
Integrated
Packages and Sponsorship Programs - Increases engagement and conversion rates
·
Banner Ads, Content, Social Media, eNewsletter
email
and Mobile - Engagement
·
email -
100 Million database with 200 data segments
· Mobile - 49 Million database with 200 data segments - Text Messages, 96% Open Rate
Mobile
Banner - Builds Brand image and engages
· Mobile - 3 Million Impressions - Display Ads
Navigate
Boomer Media Blog Network - Builds Brand image and engages
·
Up to 60 Blogs
·
Content distribution to key audience
·
Contests
·
Back Links to your site increases SEO
SEM
and PPC - Monthly budget depends on Search Words
·
SEM and PPC
Caregivers, Upscale Women - Build Brand and engages
·
eNewsletter and eMail - 700,000 distribution
·
Display ads - 250,000 impressions
Contact: Capri Inge, VP Sales
cinge@navigateboomermedia.com
www.navigateboomermedia.com
]]>In addition to their above-average assets, they also reported an average household income of $105,000 in 2011, more than 50 percent higher than the national average income of $62,912.
Mass Affluents are difficult for marketers to reach. They have a distinct lifestyle from the rest of the nation in terms of media consumption, technology adoption, financial attitudes and--most important to financial institutions--preferences for financial products and services. To win over this group, marketers will need to understand how to sub-segment the types of households within this group, as well as develop new products and services, differentiated messages and varied channels to serve them.
They often live in suburbs, are primarily empty-nesters and baby boomers and they often work in finance, business and management careers and possess multiple investment accounts. They are avid consumers of media.
Sophisticated, well-educated consumers (many have both a bachelor's and post-graduate degrees), these baby boomers tend to tune out traditional marketing strategies and, most importantly, do not think of themselves as rich.
SOURCE: Neilsen October 2012Marketers, start your holiday campaign engines! If you are not including Baby Boomers in your target audience, your competitors will be. Baby Boomers buy for themselves but also for their parents and their children. In fact, Baby Boomer women influence 80% of household buying decisions.
Baby Boomers spending, according to Forrester Research, include telecom, mobile, gadget and devices and overall online purchases. Boomers averaged $650 spent online vs. Gen X at $581 and Gen Y at $429. Baby Boomers also spend more on computer systems than other generations, $850 vs $820 on average. It also is worth noting that Boomers' Internet behavior includes: 91% use email, 88% use search engines, 80% research health and 74% get news.
As a professional in the media or marketing industry, you have read various facts and stats about Boomers. Here are stats where Baby Boomers have significant impact:
Baby Boomers ages 47- 66 purchase:
Baby Boomers are buying smartphones, iPads, big screens, Kindles for themselves and for gifts. iPads and Kindles make excellent gifts for Boomer parents as they are easy to see and use. Baby Boomer's hold 70% of the U.S. wealth and will be inheriting billions more. Is your brand engaging them?
Here are a few highlights and insights from the technology, travel and entertainment industries:
Baby Boomers grew up with technology -- they were the adopters of stereos, large cell phones, garage door openers, microwaves, home security systems, digital cameras, computers, cassettes, CDs, VCRs, DVRs, videos and DVDs. It's no surprise Boomers embrace Kindle, smartphones, iPads, iPhones, home automation, GPS, Facebook, chat rooms and websites focused on their interests and passions.
Baby Boomers grew up with travel. Boomers watched as the highways were being built across the United States and airplane travel improved to become faster, better and cheaper. Autos were a part of culture and freedom; they took them on the highways to new jobs in other cities. Today, Boomers believe travel is an entitlement. They spend time online researching and purchasing their vacations at a growing rate.
Baby Boomers grew up with entertainment: Television, Disneyland, Universal Studios, Elvis, Beatles, attending football and baseball games, board games, train sets, hula hoops and dances. Today, Boomers spend more online than Gens X and Y. They are the largest audience for Wii and purchased the most concert tickets, making the following (Boomer-focused) bands and entertainers the highest earners: Eagles, Rolling Stones, Bruce Springsteen, Madonna, U2, Paul McCartney, Elton John and Billy Joel.
And (surprise!) baby boomers care about a lot more than medications that help them feel younger and gadgets that allow them to call emergency services.
Editor's Note: Baby Boomers dominate 119 out of 123 Consumer Packaged Goods (CPG) categories, purchase 62.5% of new cars, purchase 80% of luxury travel and spend over $65 Billion annually on their grandchildren
SANTA MONICA, Calif, June 19, 2012 - Navigate Boomer Media has appointed Capri Inge to Vice President of Sales, Cheryl Valice to Western Sales Director and Joy Zurzolo to New York Sales Director. Navigate Boomer Media is the largest online baby boomer media resource representing over 140 boomer focused sites for banner display advertising, sponsorships, email, mobile, research, and content placement with dashboard access and complete transparency.
Newly appointed Vice President of Sales, Ms. Inge has demonstrated digital leadership and advertising success through many campaigns. "I am happy to be part of the largest online boomer source. The timing is perfect for Navigate Boomer Media to help healthcare, automotive, travel and pharmaceuticals firms seeking their share of the 78 million boomer's $2.3 trillion disposable income." said Inge.
Ms. Valice will be leading the Western Region digital advertising
efforts. She built her media sales career at Petry Television, Cable Networks,
Inc., Telerep, NCC and Millennium Sales and Marketing. Cheryl was responsible
for multi-million dollar sales budgets, maximizing profitability and building
client relationships.
Ms.
Zurzolo built her career at Mary Ann Liebert, Inc., Publishers, internationally
acclaimed medical and life science publisher. She led their sales department and built a multi-million
dollar advertising department. She
believes it is the right time to focus on the boomer and added, "Baby Boomers
are the most powerful consumer segment today, changing how clients market and
to whom. Navigate Boomer Media is the
leading industry resource offer content, scale and granular targeting."
Ms. Alexander, Midwest Director built her advertising sales career at Tribune, Neilsen and VNU Publishing with New York MPA. "I am pleased to be a part of Navigate Boomer Media, their sites are perfect for marketers engaging the healthy, wealth baby boomer market. Marketers now have a single media source in reaching the lucrative baby boomer's online."
"We are delighted to have their media leadership and expertise in our firm. Our talent has extensive media and digital knowledge to serve our clients such as Razorfish, Digitas and StarCom MediaVest effectively," said Nancy Shonka Padberg, CEO of Navigate Boomer Media.
Ms. Inge, Ms. Valice and Ms. Zurzolo's appointments are effective immediately.
About Navigate Boomer Media
Navigate Boomer Media, LLC (www.navigateboomermedia.com), Santa Monica, CA, is the largest baby boomer online media source representing 140 sites, delivering 1.5 billion page impressions per month through banner advertising, as well as email, mobile, caregiver databases, and content placement. Their sites serve the 78 million U.S. Baby Boomers, born between 1946 and 1964, who control 70% of the U.S. net worth and spend 15 hours per week online according to Pew for the AP.
Politicians and the media's attention will be on consumers ages 47-67 (Baby Boomers) this year for the Presidential election. Occasionally, I still have to educate young media buyers on this significant demographic -- not sure what marketing classes are teaching in colleges these days. How does a marketing or media curriculum overlook the significance of 78 million individuals holding 70% of the U.S. wealth?
Political consciousness and activism consumed the influential years of this giant generation. Baby Boomers grew up with the threat of a nuclear attack, redefining women's roles, the Vietnam War and social justice for the oppressed. Voting, speaking up and showing up is in their DNA.
Election 2012 - 2 Key Areas at Stake for Baby Boomers
Health Issues. Baby Boomers will find a way to improve their health and extend vitality. Have you noticed the proliferation of products and services in recent years? Viagra, anti-age creams, health spas, Porsche and Mercedes as dream cars, pharmaceuticals, colonoscopies, fitness centers, nip-and-tuck surgeries and medical travel to name a few.
Health concerns include:
Wealth. Baby Boomers have done financially better than their parents (Silent Generation), on average achieving higher incomes and accumulated wealth.
Wealth concerns include:
Baby Boomers have long been activists and politically involved. I can assure you this election will be no different - just due to shear size of this grand group. What's different is how politicians reach them with their advertising messages. Boomers spend more time online each week than Gen X or Y. They are researching health issues online, planning trips, playing brain games and staying socially connected. And note they are also the largest demographic group purchasing tablets.
Indeed, Baby Boomers will rock the vote. They are the knowledge generation reinventing themselves as well as writing software programs, drawing blue prints for homes, consulting, marketing, doctoring, inspiring others and changing history because they have the most at stake.
Excerpt from Mediapost May 21, 2012 Article
As marketers, we know that consumers ages 45 + have the desire and resources to travel. Boomer consumers purchase 80% of the luxury travel and over 60% have their passports. There is a pent up demand for travel from years of our recession. Confidence is growing and travel planning is beginning to rise. Below are several categories of travel that are catalysts for Baby Boomer consumers to break out their Bank of America Travel Rewards Card or Fairmont Visa Signature Card from JP Morgan and book their next trip.
Popular Travel Categories
Religion - over 900,000 people from the U.S. average age of 55 traveled for religious reasons, according to the U.S. Commerce Department. Holy Land includes Israel, Jordan, Egypt, Turkey, Italy, Portugal and France. Ninety percent of the faith-based travelers are Christians.
Eco-tourism - Green focused consumers with sensitivity to the environment and world sustainability. The UN World Tourism Organization predicts 1.6 billion trips by 2020. Trips include hiking, seeing waterfalls, nature walks, bird watching and more.
Adventure Travel - Adventure travel is for everyone of all ages. According to a report by George Washington University and the Adventure Travel Trade Association, the adventure category spending was $89 billion in 2009 with much growth ahead. Boomers and seniors are hiking, sky diving, snorkeling, scuba diving, cycling and skiing -- and as I heard at the table, "after I raised my kids it was my turn to have the experience and not watch others do it!"
Culinary Cruises - Boomers love their food, wine and cruising. Put them together and you have a growing market. Holland Cruises started culinary cruises five years ago -- now most of the cruises include culinary delights and focus.
Destination Weddings - The fastest-growing online dating consumer category is ages 50+. According to The Wedding Report, 2 million couples get married in the U.S. each year, spending an average of $27,000. Destination weddings represent 16% of the wedding market and over $5 billion.
Multi-generational or Family Trips - These trips tend to be booked around milestone events such as birthdays or anniversaries. Note: grandparents are known now to take their grandkids to Europe today because they are savvy travelers themselves. These big-ticket trips will give them quality time and memories for a lifetime.
Medical Tourism - According to the Medical Tourism Association, the medical travel industry is a $60 billion industry. As Boomers age, affordable health care may be found outside the country. Most popular destinations include Singapore, Thailand, India, Mexico, Costa Rica, Jordan, Turkey and Brazil.
Facebook one of the most well known social networking sites is often a top choice for the baby boomer generation to visit during their free time.
According to Huffingtonpost between 2010 and 2011, there was a 109 percent increase in people 55+ who visited a social networking site from a mobile service. In addition, one-quarter of smart phone users are 55 or older. Posts 50s are also the fastest growing group of online daters. Many of the baby boomers are quickly adapting and learning how to use technology in order to maintain their interactions with others in current society.
Facebook is a growing; there is an increase of baby boomers signing up to have an account on this social networking site. With more baby boomers entering retirement age, technology will definitely be a popular tool used for discussing and research on leisurely activities.http://www.huffingtonpost.com/2012/03/05/baby-boomers-love-tech-_n_1321667.html
by Jonathan Li
Ad Age March 6, 2012
The leading digital advertisers believe that half of their budgets in the next 12 months will be spent on brand-focused advertising. That number was just 25% or 30% three or four years ago, Mr. Cohen said.
Note: Baby Boomers are online 15 hours per week and spend more than Gen X and Gen Y online each month. Baby Boomers purchase 3 out of 5 new cars, purchase 80% of luxury travel and hold 70% of the U.S. Wealth. Campaign strategy should include targeted impressions with relevant content, recency and receptivity.
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