well connectedandwired.immn2
TRANSCRIPT
Well-Connected and WiredMarketing to the Vibrant Boomer Woman
• Vibrant Women = Smart, successful women 50+
• Defying the stereotype of increasing marginalization as they age– Their social networks are growing– Their social networks are growing
online– Online connections are driving
purchase decisions
• Vibrant Women reveal previously unidentified consumer segments
Boomer Women are in the prime of their lives and the healthiest,
wealthiest, best-educated generation in history.
About VibrantNation.com
VibrantNation.com is the leading website devoted exclusively to the influential and fast-growing demographic of smart and passionate women over 50.
At VibrantNation, women can look for tips, share information, and join smart conversations about work, style, relationships, wellness, books, and more.
VibrantNation.com is the place where they
can connect with other women at their lifestage and discuss the issues they are passionate about.
VibrantNation.com Research
• Baseline quantitative study of 1,000 U.S. women:• Aged 45+• 70% over 50 • Household income $75,000+ (50% over
$100K)• Cross-section of marital status
• Ongoing research by VN. Examples:• Technology (Feb ‘09)• Sources of News (May ‘09)• Supporting their Adult Children (June
’09)• Caregiving (Aug ‘09)• Healthcare Reform (Sept ‘09)
vibrant women’s connections keep growing
• Average active 30-day personal network for Vibrant Women is 48
• Most highly-connected (1/3 of study) have 99 personal contacts
• Majority of Vibrant Women report that network is still growing
• Fastest-growing population on Facebook: Women 55+
: average active 30-day personal network for vibrant women
top information influencers
Other
Previous experience
Referrals from other people(online testimonials, people I know personally, etc.)
Basic/background information(manufacturer’s Web site, library, etc.)
Trials
Other research
Print magazine or newspaper articles
Advertising
Television
segmentation of the vibrant woman consumer market
the self-interested spender
making original, independent choices but need for
recognition
• “I have far more disposable income but have started rejecting brands that ignore me.”
• “Buying brands that help me set up my own business.”
• “I choose companies that acknowledge women my age in their ads”
• “I ignore most TV advertising, and have actually begun to reject brands whose ads treat me like I’m a gullible, trend-slave 20-year old.”
• “Products that speak to me!”
• You know what you want
• You deserve to have your needs/interests taken seriously
• You don’t care about what others think of your decisions
• You’ve earned the right to your opinion
messages that work
messages to avoid
• “They’ll love you for it…”
• 8 out of 10 doctors recommend
• 50 is the new 30 (say 50 is the new 50)
• No visuals of older men with younger women
the simplicity seeker
seeking quality and simplicity to explore a more authentic life
• “Collecting things doesn’t make much sense.”
• “Am putting quality over quantity with less of us in the house.”
• “I don’t need to impress anyone but myself. I seek out brands that give me true value.”
• “More disposable income, but I’m making smarter decisions on brands and products that I need and that last!”
• You set your own standards for what it means to be successful
• You trust your gut
• You seek balance
• This is about value not discounts
• You are discerning and selective
• We know we can’t fool you
messages that work
• You deserve it
• More is better
• You need this to achieve your goals
• This is what you’ve been missing
messages to avoid
valueendorsers
“I only buy what’s good for the environment and the world”
making societal values-based
choices
• “I reject brands that are not employee or community friendly”
• “I’m freer to support manufacturers with social policies similar to mine, and simply don’t purchase goods if I couldn’t find manufacturers that met my approval.”
• “Focused on companies that seemed to give back to the community.”
• “I have a lot more time and income to focus on brands that do good things for the environment.”
• We do more than talk green…we embody it
• Your opinion matters
• We respect you
• We share your concerns
• We ask for your support
messages that work
• Indulge yourself
• It’s your turn
• Don’t worry yourself about the environmental/societal costs
messages to avoid
experiential indulgers
other pleasers
• Enjoy indulging themselves with new, expensive brands
• Status-conscious• Want what they want,
when they want• “Cost be damned. I
deserve the best.”
• Make purchase decisions based on the needs of others
• Selfless and family-oriented
• Want to be told what to do
developmental marketing
• Vibrant Women continue to change and grow over time
• Motivational drivers differ markedly from earlier stages of their lives (and from younger women)
• Not all women 50+ are motivated by the same drivers
segments according to maslow
value endorser:
simplicity seeker:
self-interested spender:
experiential indulgers:
other pleasers:
actualized
evolving
the norm
progressing
least developed
How companies use social media to reach Vibrant Women
• Spokesperson Survey
• Healthcare Reform Advertising and Engage Engagement Program
• Awareness and Trial Program
• Research Engagement Program
• : VN Content and Expertise
summary
• Vibrant Women experience newfound personal and financial freedom
• Personal networks off and online are large and growing
• Twice as likely to select brands based on personal needs as in their 20s or 30s
• Four times less likely to focus on needs of others
• Six times more likely to make purchase decisions based on personal values
• Top external influencer: “Women like me”
what does this mean for your marketing efforts?
Questions and Discussion
Whitepaper: “Well-Connected and Wired: The Vibrant Woman” by Carol Orsborn, Ph.D. and Stephen Reily, Vibrant Nation.com. Web-based survey and interviews of 1000 Upscale/affluent U.S. Women 45+, June 2-June 5, 2008. For study: (CONTACT INFO)
Material drawn from BOOM: Marketing to the Ultimate Power Consumer—the Baby Boomer Woman by Mary Brown and Carol Orsborn. (Amacom Books)
Research survey by FH Boom, Fleishman Hillard and qualitative research by Drs. Carol Orsborn and Jimmy Laura Smull.Surveys conducted by VN: SuperBowl (Feb 2009), TechSurvey (Feb 2009), News Source (May 2009). Cosmetics Spokesperson (June 2009), HealthCare (Aug 2009), Adult Child (Jun 2009), Caring.com (Aug 2009)
for information:
Copyright 2009 Vibrant NationThese materials may not be reproduced without permission from
VibrantNation.com
or
Sources:
Stephen [email protected]
Carol [email protected]