Turning Silver into Gold: How to Profit in the New Boomer Marketplace

Chapter 12. Growing the Boomer Business: Sales and Marketing Strategies That Really Work

Introduction

One of the key points of this book is that life transitions create business opportunities. In previous pages, you’ve seen how the transitions in baby boomers’ lives are creating underserved markets ripe with potential. This chapter shows how to bring commercial innovations to consumers using new sales and marketing tools that have developed in recent years.

As more businesses become aware of the unprecedented number of people around the world who are approaching 60, they are getting serious about reaching boomers. Call it the new Silver and Gold Rush. Smart businesses understand that the old media—print, radio, and television—won’t be enough to ...