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Boom: Marketing to the Ultimate Power Consumer - The Baby-Boomer Woman


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Table of Contents

"Foreword by Paco Underhill xiii

Authors' Note xvi

Acknowledgments xvii

Introduction: She's the Emerging Power Consumer 1

CHAPTER ONE: She's the Sweet Spot -- The New Demographic of Choice 9

Contributing Authors:

On Marketing to Technology Optimists

Rose Rodd, Director of Corporate Marketing

Palm, Inc. 10

On Marketing to Baby Boomer Women in Canada

Anne-Marie Caron, Marketing Manager

Liz Claiborne Canada, Yzza, and Sigrid Olsen Canada 14

On Baby Boomer Women and Experimentation

Jan DeLyser, Vice President of Marketing

California Avocado Commission 22

On Forging an Emotional Connection with Her

Kate Quinn, Vice President, Marketing Strategy & Insights

WellPoint 31

On Recognizing Her as a Driving Force in the Marketplace

Amy Marentic, Large Car and Crossover Product Marketing and

Planning Manager

Ford Motor Company 36

CHAPTER TWO: She's Complex --

Why There's No Such Thing as ``The'' Baby Boomer Woman 41

Contributing Authors:

On Appealing to Her Values

Joanne Sachse Mogren, Vice President of Merchandising/Apparel Division

Garnet Hill 45

On Getting Nostalgia Right

Cindy Marshall, Director of Marketing

The Vermont Country Store 48

On the Difference Between Marketing to Men and Women

Caleb Mason, Director of Corporate Marketing

DeLorme 52

On Why Not to Just Shrink It and Pink It

Fran Philip, Chief Merchandising Officer

L.L. Bean 54

On Marketing to Distinctions

Pepper Miller, President

The Hunter-Miller Group 57

On Marketing to Hispanic Baby Boomer Women

Isabel Valde's, President

Isabel Valde's Consulting, IVC 60

CHAPTER THREE: She's Her Stage, Not Her Age --

Leveraging Her Life Transitions 65

Contributing Authors:

On Playing Financial Catch Up

Lisa Caputo, President and CEO, Women & Co., and Chief

Marketing, Advertising, and Community Relations Officer, Global

Consumer Group

Citigroup 67

On Marketing to All Her Life Stages

William D. Novelli, Chief Executive Officer


On High Technology Marketing to Women

Gina Clark, Vice President of Internet Communications, Product


Logitech 97

On the Power of Creating Brand Personas

Claire Spofford, Senior Vice President Marketing and Retail

Appleseed's 101

CHAPTER FOUR: She's Motivated --

The 3-D View of Her 105

Contributing Authors:

On Appealing to Her Psyche

Michael Bohn, Director of Brand Marketing (Bosch, Siemens, Thermador,


BSH Home Appliances Corporation 106

On Embracing Both Her Demographic and Psychographic Drivers

Grant J. Schneider, Chief Marketing Officer, Corporate Sales and


Time Inc. 109

On Aspiring at Midlife

Peggy Northrop, Editor-in-Chief

Brenda Saget Darling, Publisher

More Magazine 112

On Banking on Women-Owned Businesses

Maria C. Coyne, Executive Vice President, Key4Women and SBA

KeyBank National Association 116

On Her Quest for a Free Spirit

Federico Musi, Vice President of Marketing (Piaggio, Vespa, and Moto


Piaggio Group Americas 134

CHAPTER FIVE: She's in the Driver's Seat --

She'll Problem-Solve Her Own Way Through the Marketplace 139

Contributing Authors:

On Getting to the Heart of the Matter

Joe Teno, President

Athleta 143

On Focusing on the ``Why'' vs. the ``How''

Heidi Baker, Chief Jane Officer

Eden Jarrin, Chief Executive Officer

Be Jane, Inc. 148

On the Personal Shopper Approach to Technology

Melissa McVicker, Director, Global Communications Group

Intel 155

On Paying Attention to Details

Kathy Moyer Dragon, Founder

The Dragon's Path 160

On Business ``Plus''

Anne Kelly, President

Junonia 163

CHAPTER SIX : She's Changing Channels --

Shaping the New Brandscape 167

Contributing Authors:

On Harnessing the Power of Women's Solidarity

Adam Hicks, Vice President, Marketing and Communications

CARE (Cooperative for Assistance and Relief Everywhere,

Inc.) 172

On Real Women Selling to Real Women

Yvonne Saliba Pendleton, Director of Corporate Heritage and Corporate


Mary Kay, Inc. 174

On Referential Not Deferential Marketing

Deborah Natansohn, President and Chief Operating Officer

Seabourn Cruise Line 179

On Delivering Beyond Expectations

Rick Lovett, President

H2O Wear 182

On Staying Relevant for the Boomer Woman

Ed Kinney, Vice President, Corporate Affairs and Brand Awareness

Marriott Vacation Club International 188

CHAPTER SEVEN: She's Waiting --

The Marketer's Call to Action 199

Contributing Authors:

On Redressing the Misconceptions

Dorothy Dowling, Senior Vice President of Marketing

Best Western International 200

On Getting Past Emotional Bias

Christopher W. Bradley, President and Chief Executive Officer

Cuddledown Inc. 206

On Moving Beyond the Holy Grail

Ira Mayer, President and Publisher, Marketing to Women

EPM Communications 207

On the Evolution of Marketing to the Baby Boomer Woman

Lori Bitter, Partner and Business Development Director

J. Walter Thompson, Mature Market Group 210

Notes 217

Resources 225

Marketing to Women 225

Marketing to Baby Boomers 226

Marketing to Baby Boomer Women 227

Adult Development 227

Index 229

About the Authors 237"

About the Author

"Mary Brown is President and Creative Director at Portland, Maine-based Imago Creative, the only strategic marketing firm in the U.S. specializing exclusively in helping companies reach women of the Baby Boom generation. With more than 20 years as an art director, creative director, and brand champion working with many of the country's top companies, she has distinguished herself as a leading voice on the subject of marketing to Baby-Boomer women.

Carol Orsborn, Ph.D., is Senior Partner at Imago Creative, and is known internationally for her pioneering work on the issues, desires, and concerns of the Baby Boom generation. Her previous books include The Art of Resilience, Inner Excellence at Work, and How Would Confucius Ask for a Raise? She is also the recipient of the public relations industry's highest award, the Silver Anvil."

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