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Jan
21

BMW brand “trick” bothers Boomer Bimmer fan

by Kevin Kane

I’m a BMW enthusiast (and, in the interest of full disclosure, also in the 50+ age bracket) … I love driving my BMW, I love its road feel and its blend of safety features and uncompromised performance engineering.

I’m also a marketer – perhaps, at my age, I might even be better described as a marketing curmudgeon. And I’m annoyed with BMW. Annoyed because I believe the company has insulted consumers by using a marketing “trick” instead of working hard to develop communication that enhances brand image.

Kevin Kane
Kevin’s professional portfolio encompasses over 25 years of strategic and brand marketing, new business development, and direct response marketing. His background includes a broad range of business-to-business and business-to-consumer engagements.

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Jan
13

TV’s hot “new” viewer segment…those 50-plus Boomers

by Bill Spink

Perhaps its just the natural way of things: The audience that created TV is today’s hot “new” audience.

Yep – those same folks who first made Ron Howard a star as Opie back in Mayberry are still here, and watching as much TV as ever. And just like then-advertisers are liking them, and their money.

Bill Spink
Crafting winning creative executions, and leading creative teams as they develop winners, has been Bill’s forte’ for over three decades. Bill’s work has won recognition at numerous award shows, including several Caples and a Clio.

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Jan
11

Leading-Edge Boomers – an unlikely part of the sandwich generation – supersized

by Warren Hunter

Leading-Edge Boomers approaching Medicare are finding themselves to be an unlikely part of the sandwich generation – supersized. The traditional sandwich family consists of children, parents, and their parents. Today, thanks to our healthcare system, many Boomers are finding that they are looking after their parents, helping their kids and also providing help for their grandkids.

Warren Hunter
For nearly 35 years, Warren has helped marketers reap the fruits of their marketing investment: first as a marketing director and officer at various insurance companies, and since 1988 working with clients as an agency consultant.

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Jan
06

TV and the 50-plus Market

by Len Zappolo

Time and time again we hear how social media is on the rise, exploding through every demographic and walk of life, and while it may be, there is still another powerhouse that should not be ignored, especially if your audience includes the 50+ market. It’s traditional TV

Len Zappolo
Len brings DMW Direct clients over 17 years of general and direct marketing media experience. He is responsible for comprehensive media research, planning, and analysis.

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Jan
03

It’s Not Too Late: Boomers’ New Year’s Resolutions!

by Wendy Vagnoni

I recently came across an amazing fact: In 2011, 78 million Baby Boomers will start to turn age 65 and it all started on New Year’s Day. That’s a huge number; one that represents unprecedented financial power – and mental firepower too!

No drifting lazily into their golden years – this group wants to stay busy and involved in present-day, while getting better prepared for their futures at the same time. They don’t talk (or even think) about a traditional retirement at age 65, as the ongoing financial crisis has deeply hurt them; and even if it hadn’t, they wouldn’t be content to simply rock away their lives on a front porch!

Wendy Vagnoni
As a multi-award-winning creative director at DMW Direct, Wendy Vagnoni is responsible for managing the agency’s creative resources against specific client programs, as well as continuing to develop innovative, winning creative approaches.

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