More than 15 experts on the Boomer market will share strategies for marketing to Boomers in a workshop at the Manhattan Marriott on May 14. The organizer of the workshop is Dr. Leslie M. Harris, a noted Boomer expert and the author of After Fifty: How the Baby Boom Will Redefine the Mature Market and After Sixty: Marketing to Baby Boomers Reaching Their Big Transition Years. The workshop is titled “Marketing to Boomers and Beyond: How to Build Your Business with the Mature Consumer.”

After conducting successful workshops in the Chicago and Washington, DC, areas, Dr. Harris decided to organize a third workshop in New York to help marketers tap into the $7 trillion in personal wealth that is held collectively by people over the age of 50.

“Marketers continue to undervalue Boomer and beyond consumers and therefore allow these consumers to make their buying decisions with few marketing or advertising programs to gain their loyalty or favorable brand attitudes. This is a long-held and failing attitude toward these consumers,” Dr. Harris tells Selling to Seniors. “The Boomer and beyond generations are the most written-about age segment. The objective of this workshop is to try to point out that Boomers are big business. The presentations will clearly identify the importance of the 50-plus marketplace.”

Confirmed speakers for the workshop are as follows:

• Kevin Lavery, managing director of Millennium Direct, UK, and president of the International Mature Marketing Network (IMMN) — keynote address
• Jerry Shereshewsky, CEO, Grandparents.com — luncheon speaker
• Adriane Berg, CEO, Generation Bold, a business development consultant to reach Boomers, older adults and caregivers; and author of How Not To Go Broke at 102 and 12 other books
• Helen Foster, Foster Strategy, Former Partner, JWT Mature Market Group
• Todd Harff, president, Creating Results, and a founding member of IMMN
• Dr. Elaine Lyons and Ken Lyons, Perceptive Market Research, who will report on a national omnibus study of “Boomers and Beyond” that they recently conducted
• Paul E. Johnson, former account manager at TNS, Wirthlin Worldwide, MORPACE International and McCann-Erickson Advertising Agency
• Tom Mann, managing partner, TR Mann Consulting, and founder of the Mature Market Experts Group
• Pat Burns, author of the No. 1 bestseller Grandparents Rock: The Grandparenting Guide for the Rock-n-Roll Generation; corporate advisor; co-founder of the Orange County Children’s Book Festival; and motivational speaker
• Kurt Medina, president of Medina Associates consutancy and co-author of the best-selling book 77 Truths About Marketing to the 50+ Consumer
• Steve Howard, author of 50 Low-Cost Ways to Acquire New Customers and Boomer Selling

Special Panel Presentation

Also, a panel presentation titled “Marketing to Boomer Women: How to Successfully Reach Them Using Social Media” will be moderated by Martin Diano, CEO of Boomer Authority™ Association (http://BoomerAuthority.org) and publisher of the Baby Boomer [Knowledge Center]™ (http://babyboomerknowledgecenter.com). The three panelists will be:

• Marva Goldsmith, author, Branding Yourself After Age 50, www.branding50.com
• Sandra Levitin, CEO and publisher, www.KalonWomen.com
• Nancy Padberg, CEO, www.NavigateBoomerMedia.com

Additional Presentations

A partial list of presentations is as follows:

• Mature Marketing Around the Globe
• Transformational Communities: Building Relevance and Quality of Life for Boomers
• Mature Consumers and Social Media
• Finding the Fit: How to Create Strategic Alliances that Reach Seniors, Caregivers and Boomers with Guaranteed Customer Appeal
• Grandparenting: A New Image
• Omnibus Survey of 1,000 Boomers and Beyond
• The Shift in the Rock-n-Roll Generation—The Boomers’ New Plan: 5 Trends that Will Surprise You

• Family 3.0: The Changing Shape of the American Family

Early-Bird Deadline: March 1

Those who register for the workshop by March 1, the early-bird registration deadline, can attend the workshop for $175 per person or $275 for two attendees.

In addition to breakfast and lunch, each attendee will receive a copy of Medina’s book 77 Truths About Marketing to the 50+ Consumer (the co-author is John Migliaccio, VP and Director of Research, MetLife Mature Market Institute) and a copy of one of Harris’s books – either After Fifty or After Sixty; both are described at http://www.beyondboomers.com/.

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