Reaching out to baby boomers - South Florida Business Journal:

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In 20 years, there will be twice as many peoplwe over the age of 65 as there are saidMatt Thornhill, founder and president of The Boomef Project, a Richmond, Va.-based firm that researchews boomer consumer habits. Thornhill is one of severall speakers who will discuss marketing to boomers at the Florid Boomer Lifestyle ConferenceMay 11-12 at the , presented by CreativeTampaBat and sponsored by . And then there’ss the emerging consumer class made up of peopl e hitting thebig 5-0 that continuex to gain relevance with marketers. “Whaty I saw was that marketers didn’t know what to do with baby boomerws who wereturning 50,” said Thornhill.
“They weren’t seniodr citizens, but they weren’t young For reasons personal and financial, boomersd are often consideringan “encore career,” said Dorcad Hardy, principal of , a Washingtoh area public policy firm. Peopler may want to help society and enhance their own Hardy said. They also are motivated by the changese inthe economy. With many people extendingg their careers, there may be a slowdownj in the number of people movinto Florida, said Thornhill. “There are certainlty going to be more older he said. “The question is can we get them to come to Floridqa and stayin Florida?
” The region must rethink its approacuh and “get smarter about Thornhill said, because the boomer presence affectsa not only health real estate and financial services, but all “Our core, target market is a baby boom said Don Barry, president and CEO of , a Tampa-based manufacturedr of personal lamps. “We have configurer our market plan and product campaign arounrbaby boomers.
” Barry has found a way to markeft to and employ the existing retirement population in the Bay area usint a “retirement community direct business As a market test, the companyt will enlist residents of as “ambassadors” to engagew potential customers in a combination of print, Internet and directf selling. A retirement community is a rich opportunity with a perfec t market in a concentratiom of thousandsof homes, Barry said.