Wooing Boomers: Step 1

Customize your product’s image for greater Boomer appeal. If you assume that Boomers will buy whatever you’re selling, prepare to go broke. The fact is that you have to do whatever it takes to make your product as appealing as possible to them. That doesn’t mean rebuilding your product from the ground up, but you do have to reposition it in a way that focuses on the Boomers’ needs, wants and fantasies.

For example, let’s say you’re selling tons of iPods to kids, and you want to grow your bottom line by 10%. A dedicated communication campaign directed to the heart of the Boomers’ special interests (stressing podcasts over pure entertainment, for instance) might well garner incremental profits without much heavy lifting. The point is simple: You’ve got to make sure that your product’s image fits their lifestyle, then you’ve got a good shot at making a sale.