All topics can be presented as keynotes, half to full-day trainings and/or multi-day retreats, and customized to your organization’s particular purposes

The FH Boom Training

Note: Can be tailored to be about boomer women or boomers in general.

How rare it is to discover an untapped demographic goldmine right beneath our noses. Marketers in a broad spectrum of fields are just now waking up to the fact that the boomer generation, and women, in particular, did not fade away as expected at 60. In fact, baby boomers are the greatest market opportunity today. With women influencing 80 per cent of household purchases, there are more of them consuming more products and services than any other segment of the population. But there’s another side to this story. Boomers continue to be vocal about their needs and are on the verge of flexing more combined social, economic, and political muscle than any generation in history. They are a force with which non-profits, institutions, the government, politicians and society as a whole will have to reckon.

From market research on the cutting-edge of automotive and pharmaceutical companies, and from financial services to cosmetics, here is your ticket to the front row of the consumer revolution. Based on the new Amacom (American Management Association) book: “BOOM: Marketing to the Ultimate Power Consumer—the Baby Boomer Woman” by Mary Brown and Carol Orsborn, Ph.D. Dr. Orsborn offers her boomer expertise to Fleishman-Hillard's marketing-to-boomers practice, one of a few initiatives by a global PR firm exclusively focused on boomer demographic.

Target Audience:
Marketers and general business audiences in a wide range of industries, including women’s association

Anticipated Outcomes:

• Learn how to increase your market share of today’s most lucrative consumer demographic
• Hear case histories drawn from the 35 top marketers featured in “BOOM’, such as Palm, Wellpoint, Seabourn Cruise line, Best Western International. (Can be customized to the individual group’s interests.)
• Gain an insiders’ perspective for making sound decisions and communicating the message that will reach and motivate this important target customer and constituent.

About “Boom: Marketing to the Ultimate Power Consumer—the Baby Boomer Woman” by Mary Brown and Carol Orsborn, Ph.D.

Fara Warner, author of “The Power of the Purse”: “The authors bring clarity, insight, and focus to a misunderstood group of consumers, and offer solutions from marketers who are successfully tapping into this important consumer group.”

David B. Wolfe, author of “Ageless Marketing”: “…a Swiss-knife aid for those committed to figuring out this huge market of more than 38 million women. BOOM gives you vital tools for opening up this market to whatever you are selling.”

Paco Underhill, author of “Why We Buy”: “…Wake up and rethink just who it is that has control over the economic purse strings…In 2006, Boomer women not only have their own money—they have a lot of money.”