That huge group of people in the United States born between 1946 and 1964 have been dubbed the “Baby Boomers.” Is this a major target for advertising professionals? Yes, and for so many reasons. Think of just one statistic: baby boomers alone will double the size of Medicare coverage in 10 years (2011-2021). As we all know, this is driving politicians crazy, because they just can’t grasp the magnitude of the issue while attempting to do their most important job, getting re-elected.

What does all of this have to do with you, the advertising guru? It is new business! This group of baby boomers is much more mobile than previous generations, and they have money to spend. They may also have a real underlying incentive to move; they have been taking care of kids and grandkids and now they want to find their “happy place,” that next stage in their life.

At this juncture these baby boomers are moving from their old home to a new one – maybe with fewer stairs and less square footage to upkeep, less outside maintenance – and perhaps a new location in the south or southwest for warmer weather. OK, some of us move to be closer to the grandchildren, because they need us, right?

No matter what the reason for the move or how you perceive it, this migration is a growing opportunity to an astute advertiser. It is new people and new money moving to your part of the country, and they will need new services. That’s where you come in! You introduce them to the services that you represent. You brand or re-brand those services for a living, and this is your big chance for the next 20 years of opportunity. Another thing to consider regarding baby boomers is that they carry with them a lot of predictable media habits. Sure, some will change…but they accept a certain type of media into their lives each day, sources they’ve come to like and trust. They want their news a little bit more on the conservative side, and they like prime time programming like NCIS, 20/20, Grey’s Anatomy, and a lot of prime time professional sports. Their news is often preferred early in the day rather than late at night, and movie choices could be all over the map.

In a nutshell, baby boomers are a big market, on the move with a lot of money and some predictable media habits that are affordable for advertisers. All you have to do is put together an ongoing advertising campaign to reach them! Now get started!

We are an advertising agency in a top 100 market. If, like me, you are in the business of advertising, you’ve been to dozens of self-serving presentations on how to your client’s sales. Are the presenters the solution because they have the answers? Think back. Doesn’t it always come down to using one media or research company or an over-used formula for success? Why don’t we take a fresh approach!

Let me give you that fresh approach. It’s one that makes sense, and is very believable for both you and your clients. MOVING. Yes, people moving. Those people moving into town, out of town, and around town…for whatever reason, are a great opportunity. They may be moving because of the grandkids, or it may be for warmer weather, a job opportunity, or another significant change in their family or lifestyle. But whatever the reason for this annual turnover in your town, it may be the biggest and easiest advertising opportunity in the country because it is believable.

How do you get started? Check out your town’s turnover rate, and see if it might be the best thing you can focus on for advertising effectively. Who can argue with migration into and out of the area? Whether people are coming or going, businesses can benefit from knowing about the movement, and why shouldn’t the information come from you? It makes you sound smart!

Check the county offices for available data, and check out the telephone companies for changes in white pages listings year-to-year. Check county property tax data, and trusted media research services for their annual turnover rate figures. You’ll get some answers and can run with the ones that will be accurate and believable to business owners. With these results, begin presenting to your clients, then move to potential new clients who will need the information.

For example, in our metro area of approximately 600,000 people, we have fluctuated from 22% to 28% per year population turnover. That averages out to 25% annually and 2% per month. In just two years we turnover 50% of the whole population. Yes! One-half of our town moves every two years, and that has been the case for 30 years. Are the lights going on upstairs? That’s a very big deal, and everybody needs to know that figure in order to run their business better. You can be the hero, the expert, the advertising person with the answers. Older companies in our town absolutely need to replace 2% of their customers monthly, and 25% every year. New companies starting up therefore have an untapped market to pursue because new residents have no established loyalties to the old established businesses. You benefit either way, because you have answers and valid solutions on how to brand or re-brand both old and new companies in the minds of the consumers. You win, and the clients win. You just have to do a little homework and put some programs together for advertising campaigns that reach the new residents quickly.

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