B.I.G.G. things in store for Edelman U.S.  just in time for 2008 Pitching & Planning Season:  Boomer practice launches!

So what’s the B.I.G.G. idea, anyway? Edelman’s newest knowledge bank, Boomer Insights Generation Group™, launching today. 

 

Dedicated to helping clients and prospects understand all things boomer, this research-based, multi-disciplinary virtual practice focuses on the “Me Generation,” those born between 1946 and 1964.

 

Designed from the beginning as a co-venture between Edelman U.S. and Strategy One, B.I.G.G.’s core  assets are our proprietary research and our proven industry and stakeholder communications expertise.  The Boomer Insights Study, is an extensive look at this influential generation, which at 78 million strong, makes up about a quarter of the U.S. population. With a spending power of $3 trillion, boomers represent a significant target market for many Edelman clients. And yet, many companies don’t really understand the boomer mindset; consequently, their messages and methods could be entirely off the mark.

 

While every day someone is writing, blogging, broadcasting and complaining about boomers, agreeing that the sheer force of their numbers are staggering, very few are looking behind and beyond the  statistics. Consider these few highlights from Edelman/Strategy One research findings:

 

· More than a quarter of those born between 1946 and 1964 don’t identify themselves as baby boomers.

· An overwhelming majority of boomers feel misrepresented and/or ignored by the media  and  entertainment industries.

· Despite pioneering for gender equality, there’s a significant gender gap when it comes to how boomers think and act

· Boomers consume media and share information differently from other generations

· Boomers are multi-generational connectors who embrace the tools of technology.

· Boomers are the original social networkers.

 

Boomer Insights Generation Group consists of senior counselors at Edelman and Strategy One who can help identify your client’s “Bull’s-Eye Boomer™,” the specific segment of the boomer population that is a realistic target for message reception and dissemination.

Jody Quinn, Edelman’s EVP veteran innovator and boomer practice co-leader with Laurence Evans,  president of StrategyOne, is bullish about getting to the core boomer behavior drivers and know  Edelman’s investment is a wise one. “ Cracking the boomer communications code is the new cost of entry for almost every company or brand in every sector, from every angle.  It’s a fully-matrixed demographic tailor made for Edelman’s trust-based communications platform.  It’s worth remembering that this generation was told never to trust anyone over 30. Now, we say don’t trust anyone under 50.”

 

Even before formally launching, senior leaders have been working with account teams in NY, Atlanta and Chicago on projects for Dr. Scholl’s, Avodart, Brite-Age and Georgia-Pacific.  Here are various ways you  can tap B.I.G.G.:

 

Check out our area on Infusion, which is chock full of great details on all things boomer, including BIGG research, case studies, online resources, books, published articles, the Baby Boomer Insights blog, and much, much more! Feel free to access the pre-formatted presentations, article reprints, blog posts but    you must use the embedded credit lines.

 

A quick call or email to Marilynn Mobley or Courtney Zegarski could steer you toward one of B.I.G.G.’s industry experts or in the right direction for independent knowledge gathering. Or, you should get in touch with Jody Quinn or Laurence Evans if you are a senior account supervisor, group head or above and need more in-depth analysis, custom research, senior counsel and/or creative strategic direction and program planning. 

 

For example, we can work together on a workshop called “The B.I.G.G. Dig”, where we’ll share the details of our research findings in a “Meet the Boomers” seminar, plus conduct original research on how boomers interact with your client’s brand. A boomer-specific Pioneer Thinking Roadmap process brings it all    together into a solid multi-dimensional PR plan that gets results for clients and lets us continue to do what we do best: build brands while having fun!

 

So, what are you waiting for? Approximately two dozen people turned 50 in the time it took you to read this note!