Interview with Baby Boomer Advertising Expert Chuck Nyren

Chuck Nyren is an award-winning advertising video producer, creative strategist, consultant, and copywriter focusing on The Baby Boomer Market. He is also the author of "Advertising to Baby Boomers." Unlike most business books about advertising, Nyren's book is written for clients with products or services that they want to market to Baby Boomers. The book was revised in 2007 and contains current product and advertising examples.

In short, Chuck doesn't think too much of the work of modern day ad agencies when it comes to creating campaigns to capture Boomers. He breaks down the process for selecting and managing an ad agency. He also argues that marketing messages should focus on a product's features and benefits and not on the age of the intended customer. Boomers are smart enough imagine how these features are applicable to them without having to have it spelled out (especially in a negative manner). Boomers are also impatient enough to be turned off if they feel like they are having their time wasted with fluff.

Also, even if you are trying to be funny, don't present Boomers or seniors as "doddering" as you'll push away more than you entertain. (After reading the book I realized that it was probably a good idea that LifeTwo rejected the proposed ad copy, "Hey aging Baby Boomers, write down our URL before you have a senior moment and forget it!" To be clear, this short sentence violates every single maxim of Chuck's book.)

It seems simple enough, so why aren't ad agencies doing it right? We felt compelled to ask Chuck and he was gracious enough to respond.

LifeTwo: One of the primary rules of marketing is to “follow the money”? Why haven’t marketers done this with Baby Boomers? Why does it take a book to tell them?

It might take a few books, maybe a truckload of them. Two new ones that are top-notch: Marti Barletta’s Primetime Women – and Matt Thornhill of the Boomer Project has one coming out titled Boomer Consumer. I’ve read both. So should everybody in advertising and marketing.

Aside from all the arguments and explanations in my book, I think one of the reasons Baby Boomers (and 'the money') are being ignored is because of the recent upheaval in advertising/marketing due to cable/satellite radio and television, and the internet. It’s confusing at the moment. Add to this the word-of-mouth marketing movement (not one I’m particularly impressed with). The industry has taken their eyes off the ball – actually off a lot of balls.

LifeTwo: Is your expertise advertising to Baby Boomers or is it advertising to 40-65 year olds? Gen Xer’s are already turning 40, will this book apply to them as they hit the Baby Boomer years or are they too dissimilar?

The real message in my book has to do with diversity in the creative workplace. Gen Xers are turning 40 – and in ten years, if things don’t change, there won’t be any Gen Xers in advertising – especially in creative departments. Another generation will be overlooked, marginalized. At the moment I’m waiting for ad agencies to discover the Hispanic and Asian markets. The Hispanic market is starting to get some play, but not much.

LifeTwo: You say in your book "When marketing and advertising to baby boomers, don’t trust anyone under 40"? Is this tongue & cheek or do you believe it’s impossible for someone under 40 to learn the intricacies of marketing to Boomers?

There will always be a few people who can sell anything to anybody. I’m talking about playing the odds. You have to hire the right people. My book is simple common sense. If I had a product to be marketed to late-teen and twentysomethings, even thirtysomethings, and I walked into my ad agency and all I saw were people in their fifties, sixties, and seventies – I’d be very, very worried.

Again, it’s diversity. Over the last few years two people have approached me with this idea: "Let’s open an ad agency and hire only people over fifty. What a horrible idea. I’d walk in at 8:45 every morning and fall asleep by 9:15.

Rance Crain, publisher of Advertising Age, talks about Baby Boomers and diversity in two recent editorials. I blogged them in these two posts: "Calcified Advertising Agencies" amd "Rance Crain Makes Perfect Sense Yet Again"

It’s great to have so much of what I’ve been saying over the last four years validated. But – I’m not so sure the powers-that-be will even listen to Mr. Crain.

LifeTwo: What’s next for you?

Client work, even more consulting. In September I’m booked for a ten-day, seven-country speaking/consulting tour in Europe for two major media/publishing companies. I’ll be in Sweden, Norway, Belgium, The Netherlands, Germany, France, and Spain. Also on the bill are Carol Orsborn, co-author of Boom: Marketing to the Ultimate Power Consumer-The Baby Boomer Woman, and Brent Green, author of Marketing to Leading-Edge Baby Boomers.

Amazon link: Advertising to Baby Boomers Revised

More information on Chuck can be found at his blog Advertising to Baby Boomers.