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UPCOMING WEBINARS
FINDING THE WIN/WIN IN PROMOTIONAL SPEND– MAY 21ST
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MARKETING’S MOST VALUABLE GENERATION
Beth BradyApril 2013
INTRODUCING BOOMERS
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TODAY’S PRESENTERBETH BRADYGlobal Head – Marketing Effectiveness, Nielsen
Beth is responsible for bringing together Nielsen Watch and Buy capabilities to address the strategic needs of clients in an innovative and compelling manner.
She has 20 plus years of business building experience in the Consumer Packaged Goods industry.
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MARKETING’S MOST VALUABLE GENERATION
Beth BradyApril 2013
INTRODUCING BOOMERS
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WHAT WE WILL COVER….
WHY SHOULD YOU CARE? WHY BOOMERS? WHY NOW?
OBSERVATIONSWHAT YOU MIGHT KNOW? WHY IT MATTERS?
IMPLICATIONSHOW TO ACT ON BOOMER INTELLIGENCE?
1
2
3
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MISUNDERSTOOD BOOMER MARKET
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CPG Dollar Spend Ad Dollars Aimed at 50+ Years
50% 10-15%
THE DIVIDE
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BIG AND GETTING BIGGER
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LARGEST GROWTH RATEGROWTH RATE OVER NEXT 20 YEARS
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MASSIVE BOOMER POPULATION
80 MILLION
Born 1946-1964
US ADULT POPULATION
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They have advanced through life picking up energy and spending power along the way.
BOOMERS ARE A MARKETING’S TIDAL WAVE
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THEY MAKE MONEY,THEY SPEND MONEY
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$15TTHEY WILL
CONTROL 70% OF DISPOSABLE
INCOME
IN THE NEXT 20 YEARS, THEY WILL
INHERIT $15T
IN 5 YEARS, 50% OF
U.S. ADULTS WILL BE 50+
<5050+
IN 5 YEARS
70%
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INCOME BY GENERATION63% of Boomers have at least one person in the HH working full time
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Basket Ring $ Per Household
BOOMER ARE THE BIGGEST SPENDERS
Source: Nielsen Homescan, Total U.S. 52 weeks ending 12/29/2012, excludes gas only or Rx only trips; *UPC-coded products. Based on Total Retail Channels.
And shop retail channels like everyone else
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POLL #1
Beer
Wine
Coffee
Carbonated Beverages
WHAT CONSUMER PACKAGED GOODS CATEGORY ARE BOOMERS MOST LIKELY TO BUY?
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119 OUT OF 123
BOOMERS DOMINATE CPG CATEGORIES
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STILL DOING WHAT THEY’VE ALWAYS DONE Annual $ per household among category buyers
Source: Nielsen Homescan, Total U.S. 52 weeks ending 12/29/2012, UPC-coded products
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THEY ARE WINNABLE AND LOSABLE
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BOOMER’S BRAND LOYALTY IS THE SAME AS OTHERS
LOYALTY CAN CHANGE Continue to invest and prioritize their loyalty
DITTO FOR THEIR SENSITIVITY TO PRICING
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How often female heads of households look at unit price to compare products
ON A FEW/SOME TRIPS
ON MOST TRIPS
35-44AGE RANGE
45-54 55-64 TOTAL
40% 40% 41% 40%
54% 53% 52% 52%
SO WHICH IS IT?
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BOOMERS LIKE EVERYONE, PREFER BRANDSAnnual $ per household among category buyers
Source: Nielsen Online Views Survey, Dec 2012/Jan 2013; Nielsen Homescan, Total U.S. 52 weeks ending 12/29/2012 (UPC-coded)
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SOME PRICE DEAL SHOPPING
Source: Nielsen Homescan, Total U.S. 52 weeks ending 12/29/2012, excludes gas only or Rx only trips; *UPC-coded products. Based on Total Retail Channels.
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MAKING THE TECH MOVEMENT MOVE
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HALF OF ALL ONLINE, SOCIAL MEDIA & TWITTER USERS
BOOMERS …
USAGE OF THE SOCIAL NET HAS DOUBLED
32% OWN A SMARTPHONE
f 53% ARE ON FACEBOOK
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“ ”The biggest growth over the past 2 years is the evolution of social and mobile.
AARP
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HIGH TECHNOLOGY ADOPTION WITH TECHNO BOOMERSGeneration comparison by index
Source: Nielsen ConneXions 2012
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GUESS WHO’S SHOPPING ONLINE
Source: Forrester Research
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ONLINE SHOPPING TRENDS
Source: Nielsen Homescan Panel
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MARKETING AND MEDIA FRIENDLY
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BABY BOOMERS GEN X MILLENIALS
174
LOOK WHO’S WATCHINGHours per month
133 107
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POLL #2
Big Bang Theory
NCIS
Dancing with the Stars
WHAT TOP 10 BROADCAST TELEVISION PROGRAM IS MOST VIEWED BY BOOMERS?
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16 out of 25
BOOMERS DRIVE THE TOP TV SHOWS
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TV:RADIO:
MAGAZINES:NEWSPAPER:
46444548
AGE OF MEDIANREADER/LISTENER
THEY’RE LISTENING AND READING TOO
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THERE IS JOY IN AGING
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MATURING BRAINS PROCESS INFORMATION DIFFERENTLY
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WHEN DOES YOUR BRAIN CHANGE? It happens over time beginning at 55
Source: Nielsen NeuroFocus study 2012
LOSE THEIR ABILITY TO SUPPRESS DISTRACTIONS
TEND TO THINK IN A MORE LINEAR WAY
DON’T RESPOND WELL TO NEGATIVITY
BETTER AT RECOGNIZING THE CENTRAL IDEA/BIG PICTURE
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AS WE AGE, KEEP IN MIND…
Reduced eyesight
Hearing loss
Diminished sense of taste or
smell
Health &fitness
concerns
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SUMMARIZING OUR OBSERVATIONSHuge Boomer opportunity
1 They are big and getting bigger
2 They make money and they spend money
3 They are winnable and losable
4 They are making the tech movement move
5 They are marketing and media friendly
6 Their maturing brain process differently
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HOW TO TAKE ACTION
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MARKETING TO BOOMERS
•Demand facts
• Less price sensitive
• Spend more time making purchasing decisions
• Less self oriented more altruistic
•More holistic messaging
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PUTTING IT TO WORK
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PACKAGE REDESIGN
FOCUSING ON MAKING THEIR PACKAGES EASY TO USE.
Diamond Foods• Redesigned packaging of the Emerald Snack Nuts line
to make it easier for the aging consumer to open & help with dexterity issues.
• Indentations make containers easier to hold &
grooves in the lid make it easier to open.
• Record sales posted--12% share gain in its category
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CONNECTING THRU MOBILE
CATERING TO THEIR TECH VITALITY.
Walgreens Rx App• Pill Reminder mobile app helps users track their
medication and receive alerts.
• Alerts can be scheduled many different ways & can hold multiple prescriptions, vitamins & other supplements.
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RE-DEFINING AGING
Depend• The average age of the Depend user is trending
lower as Boomers have aged and the American population has become more prone to diabetes.
• Perceptions are changing. They rejuvenated the brand via ad campaigns, packaging and consumer outreach.
• Ads now show energetic older people going about their everyday activities.
DOING MORE WITH THEIR LIVES THAN EVER BEFORE.
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MOVING FORWARD WITH BOOMERS
IDENTIFY WHAT’S VALUABLE
FIND THEM AND FIND YOUR WAY IN
PUT THE “ME” IN YOUR MESSAGE
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BOOMERS: IF NOT NOW, WHEN?
THANK YOU
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Q & A
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Phone: 800-553-3727
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• OR, if you have any questions regarding the content of this webinar, you can also contact:
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