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Kia's marketing team may be aiming their efforts at "young non-conformists" (see coverage in MediaPost and BNET) but their average owner is aged 52.  (One year younger than the industry average and firmly in the Baby Boom generation.) The ad for the Soul is actually a nice example of ageless marketing.  The message of non-conformity and fun speaks to all…

This just in! People of different ages respond differently to advertising! Now that we’ve got your attention … Lightspeed Research and the Internet Advertising Bureau have released the results of a recent survey to see what kind of ads grab attention online. The results show key differences by age group that should guide marketers. As MediaPost summarized, “The survey found…

Neat case study and analysis by Boomer marketing expert Brent Green of a wonderful Mutual of Omaha campaign.  Consumer testimonials + videos = emotional relevance.  As "professor" Green puts it, "the Mutual of Omaha’s campaign [is] quite wise in the context of much national stupidity. It’s a nuanced and integrated branding program that appropriately portrays older people as relevant, passionate…

Who's behind those Foster Grants? Smart marketers who seem to understand that marketing without regard to age is the best marketing. We applaud Foster Grant for their recent selection of Raquel Welch (68) for a new ad campaign. Welch seems a great match for the brand's message: both are sexy, authentic, and timeless.

It’s the most wonderful time of the year!  Yup, the time of marketing top ten lists. These are some of the lists that Creating Results team members appreciated, as they can shine a light on best practices and help mature marketers reach their goals in 2009. 2008 Review: A PowerPoint, Chuck Nyren’s 20 minute take on mature marketing,.  Good info…

Resources for marketers looking to connect with the 40+ market, including Baby Boomers and members of the Silent Generation: White Papers and Reports Is your website primed for 50+ visitors? - A website usability guide for satisfying silver surfers. A Focalyst study on Green Marketing - "Green means more than money when targeting Baby Boomers." Webinars What's working (and what's missing the target) with…

Research tells us that mature consumers place a high value on product trials, and on referrals. Vaseline's new campaign tracking lotion recommendations in an Alaskan town demonstrates the power of one plugged-in 40+ consumer. As Stephanie Clifford notes in the New York Times: "Rather than creating an online social network, [Vaseline] is aiming to map the social network of a…

Does a green initiative make sense - from a brand perspective - for Wal-Mart? MediaPost asked Creating Results for its thoughts, and the answer was "yes - perfect sense." Consumers "are looking to make a connection, and it's a way for brands to speak right to people's core values," [Creating Results' Erin] Ruddick says. Values marketing is important when trying…

In tough markets, many companies wonder if they should be investing in "doing branding." When Todd Harff recently addressed one of the largest chambers in the Washington DC area, he advanced the notion that a slow economy is the perfect opportunity to focus on branding, because you have the time to invest. Check out Todd's slides:  http://www.creatingresults.com/slides/branding/index.html The presentation includes…