UMaine Offers Online Workshop on Targeting the Boomer Consumer
Contact: Len Kaye, 581-3444; George Manlove, 581-4756
ORONO — When it comes to marketing to the Baby Boomer generation, a lot has changed in methods and sales strategies for this fiercely independent population still in the throes of self-discovery, adventure and personal improvement as its members advance in age.
The University of Maine Center on Aging is offering a free, on-line marketing workshop Nov. 1-2 to address some of the issues and strategies useful in catching the attention and meeting the needs of one of the wealthiest generations in the country.
The workshop, from 9:30 a.m. to about 4 p.m. each day, is designed for business owners, managers, marketing personnel and providers in the field of aging services who seek the knowledge and skills for effective marketing to America’s 78 million “boomers.” Regardless of specialty — professional services, healthcare, real estate, travel or consumer products, to name a few — becoming familiar with some of the market research on baby boomers is likely to help merchants and marketers.
The on-line lecture is based on PowerPoint presentation, to be augmented by a live chat session and e-mail communication with instructor Susan Kaye, a principal at Packard Judd Kaye Strategic Marketing Group in Bangor and an instructor in the University of Maine Business School.
“This is a little bit different from most Center on Aging offerings,” Kaye says. “It’s a departure in that we’re talking about boomers as consumers. This looks at promoting a product, service or contract to this cohort. It’s actually quite fun. It will be an exciting workshop.”
Typically, Center on Aging services involve assisting aging adults, and the professionals and family members who serve them, with information about policies, programs, services and education.
“This workshop focuses on the challenges of serving the more than 78 million Americans rapidly approaching their 65th birthdays, and it utilizes technologies that will enable this important issue be discussed by interested individuals virtually anywhere in the world as long as they have access to the Internet,” says Center on Aging Director Lenard Kaye.
Susan Kaye will be online between~10 a.m. to 4 p.m. on both days, as frequently as possible,~for email and website delivery of the e-learning program.~Discussions continue via emails at any times convenient to participants.
“It spans two days, but it’s not a constant commitment for participants,” Susan Kaye says. “You can do it while you’re at work. You can do it while your baby is sleeping beside you, for free.”
So far, at least 60 students have signed up for the workshop. They will be “attending” from offices, homes and businesses throughout New England, across the country and in Canada and even Germany.
The workshop, Susan Kaye says, is a case of the university taking advantage of technology to offer its services and expertise to participants everywhere.
“It’s the university reaching out to not just the local community, but to communities. It defies geographical boundaries,” she says. “Almost everyone who has signed up is a working person. People might be engaged for an hour or two each day.”
The world’s baby boom generation, those in their 40’s, 50s and 60s, are perpetual non-conformists shattering the mold that suited earlier generations. Marketing wisdom applied to yesterday’s mid-life and older consumers no longer succeeds, according to Susan Kaye, who has more than 20 years’ experience in the field.
Understanding and applying current information and proven strategies covered in the e-workshop not only improves return on marketing investment, it also allows the business community to meet the unique needs and wants of the baby boomers. It is possible to do well and to do good, Susan Kaye says.
People interested in learning more about the workshop or registering can find additional details and instructions for self-registration at the Center on Aging website (www.umaine.edu/mainecenteronaging).
“This workshop serves as an important reminder that attention to the challenges of aging extend beyond just studying the problems, diseases and frailty of old age,” Lenard Kaye adds. “Unprecedented numbers of older adults will be active, healthy, and engaged members in their communities, and we had better be prepared to respond to their expectations.”
The Center on Aging can be reached by telephone at (207) 581-3444.