1. © 2007 Boomer Project, LLC 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/lsta_app_07_08.html California State Library Transforming Life After 50 Training Institute November 27-29, 2007 Online application: http://www.library.ca.gov/grants/lsta/lsta_app_07_08.html

2. © 2007 Boomer Project, LLC Understanding Today’s Boomer Library Consumer Presenter: Matt Thornhill matt@boomerproject.com Presenter: Matt Thornhill matt@boomerproject.com Tuesday, August 7, 2007 12:00 noon to 1:00 p.m. Tuesday, August 7, 2007 12:00 noon to 1:00 p.m. 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. An Webcast

3. © 2007 Boomer Project, LLC3 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 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

4. © 2007 Boomer Project, LLC4 Housekeeping Today’s webcast: Presentation: 50 minutes Q&A: final 10 minutes Submit your questions via “Chat” during webcast so presenter gets them in time Fill out evaluation during Q&A Today’s webcast: Presentation: 50 minutes Q&A: final 10 minutes Submit your questions via “Chat” during webcast so presenter gets them in time Fill out evaluation during Q&A Don’t wait for Q&A to submit questions Webcast Archives: infopeople.org/training/webcasts/list/archived

5. © 2007 Boomer Project, LLC5 Using Chat 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 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.

6. © 2007 Boomer Project, LLC6 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 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

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

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

9. © 2007 Boomer Project, LLC9 The “coveted” demographic? +23% 113.0 million 113.0 million +1% 136.3 million 136.3 million 18-49 50+ 135.3 million 135.3 million 91.5 million 91.5 million The “coveted” demographic? Source: US Census 2007 2017

10. © 2007 Boomer Project, LLC10 Even in California +31% 13.6 million 13.6 million +6% 18.4 million 18.4 million 18-49 50+ 17.4 million 17.4 million 10.4 million 10.4 million Even in California Source: US Census 2007 2017

11. © 2007 Boomer Project, LLC11 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 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

12. © 2007 Boomer Project, LLC12 Understanding Boomer Behavior: Season of Life Life Stages and Styles Psychology Sociology Anthropology Cultural Experiences

13. © 2007 Boomer Project, LLC13 Seasons of Life Cognitive development across the “seasons” of life: Age: Birth-20 20-40 40-60 60-80+ Spring Summer Autumn Winter What’s important to us changes over time… Psychology

14. © 2007 Boomer Project, LLC14 73 The Middle Age of Aquarius? 40 45 50 45 60 65 70 75 80 48 Q: At what age does “Middle Age” begin. At what age does “Old Age” begin? Old Age Young Adult Boomer Marketing Study, Nov 2005 Boomers 50+ Middle Age

15. © 2007 Boomer Project, LLC15 Time to change some thinking

16. © 2007 Boomer Project, LLC16 Language Issues: Aging Boomers Older Boomers Aging Growing older Senior Programs Older Adult Programs 50+ Older Adults Matures Older Adults

17. © 2007 Boomer Project, LLC17 Life Stages of Boomers 40 45 50 55 60 Grandparent Entrepreneur Empty Nester Single Again Parent Retired Care-Giver Source: Boomer Project Nov 04 Study Sociology

18. © 2007 Boomer Project, LLC18 Anthropology Key Shared Experiences

19. © 2007 Boomer Project, LLC19 Anthropology Driven Transformational “Self” centered Driven Transformational “Self” centered Generational Values Personal Gratification Entitlement Control Work Ethic No to Status Quo Optimism Generational Values Personal Gratification Entitlement Control Work Ethic No to Status Quo Optimism The Boomer Archetype Defining Events Birth of TV Prosperity Cold War Political Assassinations Watergate Rock ‘n Roll Growth of Suburbia Women’s Lib Civil Rights Vietnam Defining Events Birth of TV Prosperity Cold War Political Assassinations Watergate Rock ‘n Roll Growth of Suburbia Women’s Lib Civil Rights Vietnam

20. © 2007 Boomer Project, LLC20 Understanding Boomer Behavior: Psychology Sociology Anthropology Diverse life stages Diverse lifestyles “Ageless” Diverse life stages Diverse lifestyles “Ageless” “Self” Centered Transformational Optimistic “Self” Centered Transformational Optimistic Early “Fall” Feel Young Inner-directed Early “Fall” Feel Young Inner-directed Season of Life Life Stages and Styles Cultural Experiences

21. © 2007 Boomer Project, LLC21 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 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

22. © 2007 Boomer Project, LLC22 Libraries are on the case: Lifelong Access Libraries Initiative lifelonglibraries.org Phoenix: phoenixpubliclibrary.org/fiftyplus.jsp Denver Public Library denverlibrary.org/programs/fresh Lifelong Access Libraries Initiative lifelonglibraries.org Phoenix: phoenixpubliclibrary.org/fiftyplus.jsp Denver Public Library denverlibrary.org/programs/fresh

23. © 2007 Boomer Project, LLC23 Denver’s “Fresh City Life”

24. © 2007 Boomer Project, LLC24 Make it relevant to me Provide more information, not less Use life stage and lifestyle, not age Understand my changing values Realize the rules will change 1. Be positive (literally) Use emotional images and concepts 2. 3. 4. 5. 6. 7. The New Rules for Marketing to Boomers over 50

25. © 2007 Boomer Project, LLC25 1. Understand my changing values Becoming Someone Being Someone 40 50 60

26. © 2007 Boomer Project, LLC26 Values change after age 50 Question: Of these, which one would you say is most important to you in your daily life? 10% Boomers 50+ Young Adults 18-39 Basic Values Social Values 20% 30% 40% 50% Internal Values Boomers 40-49

27. © 2007 Boomer Project, LLC27 Life at 40 “I’ve always felt your 40s 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.”

28. © 2007 Boomer Project, LLC28 Life at 50 “So while your 40s are about who you aren’t, I suppose your 50s 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.”

29. © 2007 Boomer Project, LLC29 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.” “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

30. © 2007 Boomer Project, LLC30 Dove “Campaign for Real Beauty”

31. © 2007 Boomer Project, LLC31 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 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 1. Understand my changing values

32. © 2007 Boomer Project, LLC32 2. Use emotional images and concepts Younger Older Rational Emotional “Gut Feelings” How People Make Purchase Decisions

33. © 2007 Boomer Project, LLC33 Language makes the difference

34. © 2007 Boomer Project, LLC34 Use emotional language You’ll feel as safe in Panama as you do in your own neighborhood.

35. © 2007 Boomer Project, LLC35 Carnival Ad

36. © 2007 Boomer Project, LLC36 $400,000 Motor Home ad

37. © 2007 Boomer Project, LLC37 Selling on emotion, not facts

38. © 2007 Boomer Project, LLC38 Implications: Don’t present more facts, but more reasons Implications: Don’t present more facts, but more reasons 2. Use emotional images and concepts

39. © 2007 Boomer Project, LLC39 Dr. Laura Carstensen, Stanford University 3. Be positive (literally)

40. © 2007 Boomer Project, LLC40 Positive, negative & neutral images

41. © 2007 Boomer Project, LLC41 YoungerOlder Positive/ Neutral Negative/ Neutral Brain activity

42. © 2007 Boomer Project, LLC42 Negative doesn’t get attention

43. © 2007 Boomer Project, LLC43 Another bad example

44. © 2007 Boomer Project, LLC44 Make it relevant to me Provide more information, not less Use life stage and lifestyle, not age Understand my changing values Realize the rules will change 1. Be positive (literally) Use emotional images and concepts 2. 3. 4. 5. 6. 7. The New Rules for Marketing to Boomers over 50

45. © 2007 Boomer Project, LLC45 Guess where they go for information? www.yoursite.com

46. © 2007 Boomer Project, LLC46 5. Make it relevant to ME!

47. © 2007 Boomer Project, LLC47 Scottsdale ad

48. © 2007 Boomer Project, LLC48 6. Use lifestage, not age. 40 45 50 55 60 Grandparent Entrepreneur Empty Nester Single Again Parent Retired Care-Giver

49. © 2007 Boomer Project, LLC49 MasterCard Grandparent ad

50. © 2007 Boomer Project, LLC50 Schwab Teenager Ad

51. © 2007 Boomer Project, LLC51 Be careful what you call them. 53

52. © 2007 Boomer Project, LLC52 Business Week: Love Those Boomers! ? ? ? ?

53. © 2007 Boomer Project, LLC53 Meet the experts: 7. Realize the rules will change.

54. © 2007 Boomer Project, LLC54 Make it relevant to me Provide more information, not less Use life stage and lifestyle, not age Understand my changing values Realize the rules will change 1. Be positive (literally) Use emotional images and concepts 2. 3. 4. 5. 6. 7. The New Rules for Marketing to Boomers over 50

55. © 2007 Boomer Project, LLC55 Marketing to Older Consumers can work to attract younger consumers, but the opposite is not true.

56. © 2007 Boomer Project, LLC56 Good Grips ® Kitchen Utensils Good Grips ® Kitchen Utensils Red Bull ® Energy Drink Red Bull ® Energy Drink What’s in your kitchen?

57. © 2007 Boomer Project, LLC57 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 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

58. © 2007 Boomer Project, LLC58 Viva the Vital

59. © 2007 Boomer Project, LLC59 Financial Physical Mental Social Spiritual Five areas of vitality

60. © 2007 Boomer Project, LLC60 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 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