GKV to present Marketing to Today’s Boomers webinar

Baltimore-based advertising agency GKV will present the next webinar in its Good Point by GKV series — “Marketing to Today’s Boomers — Early Boomers vs. Generation Jones.” This free, live webinar will focus on strategies for marketing to two unique cohorts within the baby boomer generation, who were born between 1946 and 1964.

“Most people think of boomers as one marketing cohort, when in reality, early boomers and later boomers are quite different as the result of distinct cultural influences during their formative years,” said GKV CEO Roger Gray.

Until recently, when surpassed by millennials, boomers were the largest generation in U.S. history at 78 million strong. They also are the wealthiest generation, with more disposable income than generations that came before and after.

This webinar will focus on the best approaches for marketing to early boomers, born from 1946 to 1954, and “Generation Jones” boomers, born 1955 to 1964. Due to dramatically different political, social and cultural conditions experienced during their formative years, these two cohorts within a single generation do not necessarily share the same priorities, preferences, values and attitudes.

In this webinar you will learn how to:

  • identify and define your specific boomer audience
  • select messaging platforms preferred by your boomer audience
  • communicate to early and later boomers in ways that resonate
  • position your business to leverage opportunities with this sizeable market

The May 16 virtual event, presented live from 11 a.m. to 12 noon EST, will be moderated by Andrew Robinson, a Partner at GKV Health with more than 20 years’ experience in marketing healthcare plans and insurance. Panelists for the upcoming session include:

Barbara Gassaway, Vice President of Qualitative Research, Ironwood Insights Group

Barbara has more than 20 years of creative market research experience in the healthcare and pharmaceutical industries. Before joining Ironwood Insights Group, she was the principal of The Research Group in Baltimore.

Drew Kondylas, Executive Vice President, Partner Success — Unified Partnerships, iHeart Media

Drew has more than 20 years of experience working with public agencies, private sector companies, political campaigns and nonprofit organizations, including multiple statewide campaigns in Pennsylvania. He specializes in data-driven integrated marketing analysis and is an audience development expert.

Stacey Wynia, GKV’s Director of Public Relations and Social Media

Stacey leads public relations, social media and grassroots event work for GKV clients. Along with her team, she provides strategic guidance in the development and execution of public relations plans, earned media campaigns, strategic messaging and social media marketing, including social media planning, content creation, publishing, advertising and reporting.

GKV launched its webinar series in January to create a platform to share insights, expertise and strategies in marketing and communications from thought leaders at the agency, as well as guest panelists from related industries and organizations. Each webinar will feature a panel of three or four experts and provide ample time for participant questions and comments.

Topics to be presented throughout the year will include building brands, developing effective public awareness campaigns, marketing consumer products, selecting an advertising agency, engaging hard-to-reach audiences and optimizing social media reach. The first session focused on restoring trust in public health messaging; a recorded video of the session can be viewed here.

Registration is still open for the free May 16 event. Visit our website for more information and to sign up for this helpful and informative session.

Start the conversation today and find out what GKV can do for your brand.

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