Boomers

The Problem with Baby Boomers and “Free” Offers in Advertising

We consumers are inundated with offers of free products and services. Just turn on your television and wait until the next commercial break. Chances are some company will offer you something for free. The irony is that most of these offers are disingenuous and manipulative.

As Robert Heinlein popularized in his 1966 science-fiction novel The Moon Is a Harsh Mistress, “There is no such thing as a free lunch.”

Other than promotional offers designed to generate leads, when a company gives targeted consumers something in exchange for identifying personal information, most ads proposing a free-something-or-other are discounts. We give the company money and the company gives us something back as a value-added incentive … that’s paid for with our money.

Baby Boomers have been at the epicenter of marketing since they were in diapers. Trillions have been spent. Every marketing ploy that the human imagination can conceive has been tried, and tried, and tried. We are sophisticated consumers—and jaded. We know lunch and dinner are not free.

I could suggest dozens of examples of misleading free offers, but a mass-market TV ad caught my attention and serves as a case-in-point of how to create a cloying "free" ad:

When I learned the copywriter’s craft, the rule-of-thumb was that a 30-second TV commercial allowed for no more than 70 words of announcer copy, at the outside. More copy shoehorned into thirty seconds makes the ad frenetic, busy, car-dealer like. Less verbiage is usually better, especially when targeting older adults.

The advertising agency for Golden Corral restrained themselves by limiting narrated copy to 86 piping-hot, world-famous words. Additionally, the commercial uses the spoken word “free” five times. The free offer is also presented twice visually.

I guess they get their point across, and anyone paying attention has a brighter day knowing that he will get six free “piping hot delicious yeast rolls” to take home after consuming the legendary dinner buffet for one low price. The offer requires purchase of two adult dinner buffets, communicated in squint type on-screen for 1.6 seconds. A few perceptive viewers may notice, but the offer restriction conveniently appears twice in case we blink and miss it the first time.

I assume that Golden Corral paid a significant budget allocation for production of this television commercial. And it shows. The food videography is top-notch. Depicted buffet items are all-American “comfort foods,” including crispy fried chicken. The piping hot delicious yeast rolls do look piping hot as they appear from an oven in small batches. Happy customers, including possibly a Boomer mom, do indeed look happy.

Cinematography aside, Golden Corral has conceived another free offer that isn’t free; it‘s cloying, especially to this jaded Boomer consumer. And I think the ad must be annoying to others in my generational cohort who also learned from Mom and Dad that there are no free lunches.

Some viewers will be annoyed by the misuse and overuse of the word free. This is exacerbated by one of the most abused combination of words in the English language: “absolutely free.”

From a grammatical standpoint, something is free or it isn’t. “Absolutely” is superfluous, but copywriters have called upon this brassy adverb to add force to the overused promise of free everything. The next generation of copywriters may be forced to embolden their faux free offers with “absolutely, unrestrictedly, totally, utterly, and positively FREE.”

Other viewers will be annoyed by the nutritional truth of “piping hot delicious yeast rolls.” While this ad visually portrays something wholesome and yummy, in reality these rolls appear to be made from white flour, and the recipe probably includes doses of sugar and/or honey and some kind of mystery fat. Boomers today are becoming more nutritionally conscious as many struggle with being overweight or obese (allegedly 40 percent or more). White flour and sugar are two dastardly culprits contributing to modern diet-related diseases.

The “big idea” behind this ad probably came from a corporate marketing person or team nurturing dreams of industry acclaim. Imagine all the handsomely paid marketing folks and their ad agency colleagues getting excited about this breakthrough advertising strategy. This is how legendary reputations get built.

The offer strategy and copy certainly passed through many layers of approval but still reek of formulaic inexperience.

So what might be effective with Boomer consumers? First, and in a word, authenticity. B. Joseph Pine II and Jim Gilmore have written an excellent treatise on the importance of authentic branding and marketing today. 

What could be more authentic to Boomers than six free piping hot delicious yeast rolls? There are many possibilities, but one is an offer that embraces grandchildren.

Comfort food has its appeal to all of us, diets notwithstanding. Including the grandkids makes dining there all the more enticing. In addition to showcasing warm-fuzzy buffet food, Golden Corral could portray charming and motivating glimpses of authentic engagement between generations over dinner. Authentic food. Authentic family connections. If the marketing situation demands a motivating response kicker, then Golden Corral can offer a value-added incentive especially for the grandkids. 

Seasoned copywriters — those who have been engaged in the craft for decades, not merely months or years — have attuned their judgment to understanding the differences between fake and authentic portrayals of clients’ products and services. They stopped depending on outdated copywriting formulas such as nauseating repetition of the word “free,” especially when the free offer is a value-added discount or bonus for purchasing something.

There is no free lunch, and there are no shortcuts to reaching Boomers today. It takes maturity, sophistication, and deeper consumer insights. This does not come by believing ad industry mythology that offering something free is the only direct and certain path to the consumer’s heart ... or stomach.

Marketing to Baby Boomers - The Power of Generational Experiences Applied to Television Advertising

Generational Sociology and Boomers

Karl Mannheim (1893 — 1947), a founding father of the field of sociology, conceived the essence of generational theory through a seminal 1923 essay entitled "The Problem of Generations." Mannheim insisted that when a youth cohort faces substantial turmoil during its formative years between ages 12 and 25, a sense of generational identification strengthens. 

ERA march in 1976 is a precursor to the Women's Marches of 2017 and 2018

The leading-edge of the Boomer generation came of age between 1964 and 1975, an intense era of social, political, and technological changes. Protest marches, lifestyle experimentation, and social role reinvention became hallmarks of Boomer youth, a movement full of fervor, fun, and fantastical ideas about reorganizing society and culture.

Quantitative Research Supports Generational Theory

Even before I became fully aware of Mannheim's theories, and as I was finishing the first draft of Marketing to Leading-Edge Baby Boomers in 2002, I was convinced that Baby Boomers had substantial generational affinity influenced by extraordinary turmoil during our youth, buttressed by a mass-market advertising industry that had targeted us since we were in diapers. 

But I had no quantitative evidence, other than the insights I have gained since 1978 from creating myriad successful advertising and promotional campaigns targeting Boomers.  

The Pew Research Center conducted a national survey from March 10 through April 15, 2015. Researchers studied 3,147 adults who are part of their American Trends Panel, "a nationally representative sample of randomly selected U.S. adults surveyed online and by mail."

Pew's study concluded that Baby Boomers have the most pervasive sense of generational identification when compared with four other living generations: The Greatest Generation, the Silent Generation, Generation X, and Millennials or Generation Y. Pew concluded: "Fully 79% of those born between 1946 and 1964, the widely used age range of this generation, identify as Boomers. That is by far the strongest identification with a generational name of any cohort."

Not only do the majority of Boomers identify with their generational label, 70 percent also feel that their assigned generational label applies to them "very well (31 percent) or fairly well (39 percent)."

Research evidence suggests that shared generational values formed during external conflicts and cultural turmoil do not perish with time passing; rather, the sociological phenomena typical of Boomer youth are finding newer ways of manifestation as the generation ages. Shared generational values can also be thought of as "collective mentalities" or "dominant ways of thinking."

How can marketers tap into the powerful influence of generational values? 

One method is to employ nostalgic memories creatively, and this has been done successfully by a number of international companies, including Subaru, GE healthymagination, and Fidelity Investments. 

Here's how Volkswagen recently delivered a nostalgic advertising message targeting Boomers for its People First Warranty: 

This ad scored an 85 percent positive "sentiment rating" on iSpot.tv. 

Another method is to examine topical issues confronting members of the generation today, such as possible exposure to the hepatitis C virus infection. Gilead Sciences directly addressed Boomers in the following commercial: 

Also ranking high for viewer reception, this ad scored an 82 percent positive "sentiment rating" on iSpot.tv. 

Whichever method advertisers use to attract attention and instill positive brand impressions with Boomers, it is critical that creative directors and copywriters understand subtleties and nuances of what it means to have reached adulthood during the Vietnam War era.

Like all generations, we retain positive memories of our youthful years and struggles. Like all generations, we have contemporary needs, wants, and concerns unique to our generational journey.

Appropriated vs. Acquired Memories

Generational theory recognizes that memories we appropriate from other generations — meaning those memories we experience vicariously through stories shared by members of older generations and historical media — are not as powerful as memories we acquire through personal experiences during adolescence and young adulthood.

Picket fence behind "grassy knoll" where alleged second Kennedy assassin hid and fired.

To members of younger generations, the assassination of President John F. Kennedy represents an abstract lesson from history; to leading-edge Boomers, the killing of this president remains vivid and enduring. Every one of us born before 1957 remembers that fateful day — exactly where we were when we heard the shocking news. America changed, and the Boomer generation lost much of its innocence and trust. Kennedy's assassination persists today in our collective psyche.

To members of other generations, the Woodstock Music & Art Fair may sometimes be seen as a hackneyed cliche. To Boomers, the festival represents a time and place when everything changed in dramatic ways, whether or not as individuals we attended.

To members of other generations, being at risk for infection with Hep C may represent a moral failing of too much "free love." To Boomers, the possibility of being infected hearkens back to memories of long-lost lovers when "making love" was not seen as something awful but rather natural. 

The inexorable journey of contemporary aging includes novel opportunities to reach and motivate Boomers+ through TV advertising that rings insightful, authentic, and compelling.

Dr. Mark Crooks, A 57-Year Cancer Survivor, A Life Dedicated to Showing Adults How to Age Well

Brent Green has written and published a biographical novel inspired by Dr. Mark Crooks, his long-time friend and fitness mentor, entitled: WARRIOR: The Life and Lessons of a Man Who Beat Cancer for 57 Years. His buddy died ten years ago, on July 8, 2010, and this is Brent's tribute to Mark and his lasting impact. 

Mark Crooks, PhD, an exercise physiologist, sports psychologist, fitness pioneer and daredevil, risked everything to survive five bouts of cancer spanning 57 years. 

The stony truck driver was exhausted following his overnight drive from Chicago to Kansas City. He had kept himself awake by drinking a thermos full of coffee and taking several No-Doz. His eyes burned from staring at dark, isolated highways. Even morning chatter on his radio did not perk him up for the final leg of his long haul to Salina, Kansas.

His eighteen-wheeler raced across the Paseo Bridge spanning the Missouri River. The weary driver ignored a crudely hand-lettered sign held by one of Dr. Mark Crooks’ assistants. The sign demanded: Slow Down, Jumper Ahead.

A warning sign about a jumper threatening to hurl himself into the angry Missouri should have been sufficient to cause any alert driver to pause. But the trucker could only think about the number of miles he must still drive to finish a tough haul to Salina. At that moment, he didn’t care if another idiot might be threatening a suicide jump.

Focused on the river below, Dr. Crooks stood outside the guardrail at the apex of the bridge, the roiling river ten stories below — the distance to impact easily sufficient to break his back and end his life. Several nearby assistants grasped the situation, understanding that this eighteen-wheeler would throw off sufficient wind draft to push the fitness expert out of a carefully practiced vertical pose and force an awkward angle that could snap his back. The truck’s diesel engine issued a throaty rumble, but Mark could not hear anyone’s warnings not to jump.

Instead, he gazed into the choppy, brown water below, envisioning his carefully selected landing spot, a deep gulch running through the river bed where his scuba diving surveillance mission had discovered this place of optimum depth, free from impaling junk. At six-foot-four inches tall and 215 pounds of sculpted muscle, he stood on the bridge ledge above the river as if a Greek god surveying the Aegean Sea from mighty cliffs of weathered limestone. He wore a midnight-black diver’s suit, which might offer some insulation upon impact, perhaps binding his anatomy together as the force of water, hard as concrete, made contact with his feet.

Mark’s intractable goal was to leap from the bridge and will himself into a perfect vertical posture soon after reaching the apex of trajectory. Then he would press his arms to his side so that they would not be dislocated or broken at impact. If his calculations were correct, buttressed by six months of dogged preparation, he would slide into the water without damaging himself, being the first human not to die by a jump from this precarious location. His focus had become so intense to have rendered awareness of impending danger irrelevant.

With three full breaths to oxygenate his system and prepare for the plunge, he pulled his arms behind him as if an artistic highdiver and leapt. The errant trucker rumbled by Mark’s jump location at forty-five miles an hour — five-miles an hour above the speed limit. The draft off the truck flung small rocks and paper liter behind it, and gusts caught Mark’s back as he reached jump apogee, pushing him head first into an uncontrolled, awkward freefall. His assistants gasped as they watched Mark cascade downward, his legs and arms flailing to return his body to a vertical posture.

Will Tests Life.

At the beginning of my second year of graduate school at the University of Kansas, several students and I were visiting a professor at her home. Her boyfriend stopped by, a man of imposing stature. At six-foot-four-inches and with a chiseled jaw, Mark appeared to be a stereotypical jock, albeit one who could have also posed as a male fashion model. I learned that he was a PhD candidate seeking double degrees in sports psychology and exercise physiology.

Mark’s extraordinary fitness and friendly nature caused me to confess that I was then having concerns about my health. By the early 1970s, the connections between cigarette smoking and cancer were gaining wider acceptance in spite of persistent denials by tobacco companies. I knew my long-term health was on the line. Mark invited me to go jogging with him and though hesitant I accepted.

The next Saturday we ran in a city park in Lawrence, and at first I kept pace, being young and lean. But as the miles stretched out, Mark’s graceful stride left me in the background. He jogged effortlessly ahead in the distance. Because health was what I wanted more than anything after a childhood of illness, I quit smoking four days later, on September 14, 1973, an auspicious occasion more important to me than my birthday. Mark never scolded or lectured me about smoking but caused me to seek health because of his example.

As our friendship grew, I discovered that he also had confronted severe illnesses in childhood but to a degree far greater than my own tribulations. When he was an infant and living with his mother in Mexico City, relentless intestinal bleeding threatened his life; but his mother persevered until she found a physician with knowledge of nutrition who prescribed a life-saving diet of soy instead of cow’s milk.

When Mark was two, he suffered from severe sinus infections, and a then-experimental therapy involved X-ray radiation. By today’s standards, Mark received an unfiltered radiation overdose fifty times what's recommended for an adult, predisposing him to cancer.

When he was eight, a tumor appeared on the left side of his neck; the diagnosis: neurogenic sarcoma. Surgeons removed muscle, lymph and nerve tissue, including the sternoclydomastoid muscle, which is responsible for assisting with head and neck rotation. Instead of becoming handicapped relative to his peers, Mark tenaciously worked out, played football, and ran in track while in high school, earning letters in both sports.

Because he had lost muscle tissue on his left side, throwing his physical symmetry out of balance, Mark also became committed to resistance training until he built himself up to the physical stature I first witnessed at my professor’s house. He joined the marines after high school, surviving the mental and physical ordeals of three months of training at Parris Island, South Carolina: “the ultimate rite of passage into manhood.” He also wanted to dispatch a lingering threat of cancer’s metastasis.

Mark may be the only marine in history who was also a pre-induction cancer patient, enduring rigorous training at Parris Island while receiving an Honorable Discharge after three years of service. In the Marine Corps, he also learned to love running since new recruits ran everywhere as they fulfilled daily duties.

Mark worked tenaciously to get his PhD, and discoveries during his education, as well as life experiences, became the foundation of his book entitled Achieving Wellness through Risk Taking. This book preceded many of the health and fitness trends of the 1980s and articulated now-commonplace ideas about nutrition and fitness. His premise is set forth in the book title: human beings can achieve greater states of health by taking measured risks.

While working as a health consultant in the late 1970s and early 1980s, Mark performed a number of experiments to test his own physical and psychological endurance, as well as to demonstrate principles set forth in his book. The feat of greatest impact to me was his jump from ten stories off the Paseo Street Bridge in Kansas City, into the swirling Missouri River below.

Mark prepared for months, enlisting support from scientific and medical advisors. The physical challenge for him was to enter the water vertically. Since the upper half of the human body weighs more than the lower half, the body has a tendency to tumble forward when falling from great heights.

If he did not hit the water exactly upright, he risked breaking his back. Several tortured people had already committed suicide from the location of his jump. Mark spent many weekends jumping from successively higher cliffs in the Missouri Ozarks until he perfected ways to achieve vertical orientation in midair.

Practice did make perfect, and, after making mid-jump corrections due to draft from the passing eighteen-wheeler, he landed artistically, making a small splash and emerging from the depths of the muddy river unscathed.

On another harrowing adventure of five days duration, Mark swam and floated from Kansas City, Kansas, to St. Louis, Missouri, in the Missouri River. Not only did he encounter man-made dangers, such as fishing lines and barges threatening to pull him into their wake, he also struggled with severe hypothermia since the muddy river relentlessly sucked away body heat.

I understood these experiments as true testimonials to the power of mind over body. Their enactment stood as a metaphor for Eros, the life force.

Mark didn’t choose to live in a safe, predictable groove; his early encounters with mortality caused him to stare death in the face — by his accounting — thirty-nine times. To Mark and many people lucid about the exigencies of mortal existence, this aggressive, gentle man chose to challenge life on his terms.

In 1992, Mark called me to let me know that the area around his Adam’s apple had swollen twelve times normal size. The diagnosis of thyroid cancer, undoubtedly a residual of his overdose of X-ray radiation, did not bend his knees for more than two days. Surgeons removed the cancerous gland, and forty-eight hours later Mark ran 2 ½ miles through wooded trails around his home. Again, this aggressive activity wasn’t rash; Mark had prepared with weeks of conditioning for the surgery and rapid return to extreme activity.

Mark called me nine years later to tell me that while running his usual path he felt tightness in his chest. He finished the four-mile run but continued wheezing and coughing over the next few weeks. One day while running he coughed and tasted blood. After a carousel of medical tests, surgeons recommended evasive surgery to remove a cancerous egg-shaped tumor.

Mark spent six weeks getting into peak condition for one of the most difficult and painful surgeries imaginable. The week following his operation was excruciating; removal of his left lung also required breaking ribs.

As he told me, “Getting to the bathroom was like running a marathon (and I refused to use a bedpan). Tubes hung from everywhere: a venous line, an arterial line, a needle in my low back delivering titrated morphine, an oxygen tube in my nose, and drainage tubes under my left armpit.”

Mark reflected on the irony of his own medical history: “I have never smoked, and I avoid others who smoke. I was a running pioneer, doing it way before it became a social norm. I could not rationalize this happening to me. I had crafted my body into 215 lbs of toughness, and this was not part of the plan.”

Nevertheless, Mark struggled out of his bed, where it was so much easier to lay anesthetized by pain medications, and began to fight At first he walked hesitantly. Then he set physical goals. His one-year post-operative celebration included running three miles nonstop. His goal for the next year was to run four miles nonstop, which again he accomplished. Then he ran three miles in thirty minutes.

Mark believed his survival through so many adversities was due to a determined effort that never waned. “It comes from winning all those little confrontations with oneself. Once I’m standing on a treadmill, I know that I have won. This is how I survive.”

Getting old isn't part of the plan for many Baby Boomers, a generation noted for its youth-seeking character. But the human condition demands that we age, and we have two fundamental choices for how we do it: to surrender to aging, allowing the body to unravel with the mind and spirit; or to confront and fight aging, as was the path of Dr. Mark Crooks, who faced the diseases and accidents of aging long before his contemporaries.

In November 2009, Mark learned that lesions had appeared in his liver. Resolute as always, he began exploring how he might receive a liver transplant. Medical policies required that patients be declared cancer free for at least five years before a transplant could be scheduled.

When it became clear to Mark that this would be his final confrontation with Thanatos, he accepted his fate and continued exercising in whatever form he could manage, even pushing an IV cart in front of him as he circumnavigated a hospital floor. He never stopped challenging himself until one week before his death — a week spent in the Kansas City Hospice. He died on July 8, 2010.

What have I learned about aging from Mark? Any excuse not to stay in the best shape possible is insufficient. Any excuse not to keep setting and fighting for goals is inadequate.

Life is a test of will demanding that we make conscious daily choices to prevail and thrive. Mark’s approach to living is also an optimistic metaphor for a generation getting older and coming to represent societal conceptions of the aging process.

We can choose Thanatos and allow our bodies to perish due to sloth and gluttony, bad habits and dependencies, or we can choose Eros and get in shape physically and mentally, redefining the meaning of aging. We can confront media forces aimed at tearing apart aging spirits and demonstrate that this generation is not narcissistic, self-absorbed, fatuous, or any other condescending label.

To the media and to ourselves, we can resurrect an aphorism from our youth: “Hell no, we won’t go.” Against all odds, we won’t go passively to Thanatos. We will go on.

Enjoy an intense and uplifting story inspired by Mark's life through Brent Green's biographical novel, Warrior, which focuses on the protagonist's steadfast commitment to health and fitness while fighting cancer for 57 years. 

Click on this link to order your copy of Warrior on Amazon.

All photos and videos, Copyright 2020, Brent Green. All rights reserved.

Related articles

Two Major Boomer Wellness Goals: End of Sarcopenia, Compression of Morbidity