Characters crafted for the cell phone service provider' TV commercials could portray Boomers with all colors of hair. Some could even be bald and proud of their bare heads. Some commercials' could be created to include Boomers, who are also grandparents, showing some one in the younger generation how to program a new cell phone, while pointing out some of its unique features. Effective commercials could show fit and trim Boomers fearlessly attempting new goals in new, as well as, in familiar places. Instead of showing a younger person pushing a Boomer in a wheelchair, a poignant twist could be the presentation of a Boomer tenderly caring for an individual in the younger generation, suffering with an illness, or helping a younger person who has a broken leg.
Age Matters
Rather than attempting to connect with Boomers by appealing to their reported quests to remain forever young, cell phone service providers could merit better responses if they, instead appealed to the wealth of knowledge the Boomers possess the researchers suggests. The researcher experienced a mixed reaction to the contention that regarding targeting more than one consumer group (generation) in a TV commercial. In some environments, the researcher suggests, this could prove to be a positive move, while on the other hand, due to varying perceptions held by different generations, the researcher reasons that this tactic could, in fact, "backfire" and further alienate the Boomer generation. Merging a number of generations together in one commercial would require, the researcher attests, sensitive and/or humorous components contributing to the scenes. As both Boomers and younger generations share interests in active lifestyles, showing Boomers competing against individuals in a younger generation in a sports' activity could work for good in a TV commercial. The further revelation of the Boomers winning the competition, the researcher contends, could also help the cell phone service provider better connect with the Boomers. In addition, this...
TV commercials relating health enhancing strategies and tactics could also particularly appeal to Boomers. Developing ways to present these and other messages aimed to solicit Boomers business through TV commercials, albeit, without being obtrusive may present the ultimate challenge to cell phone service providers. As an employee of Verizon Wireless, the researcher believes that a number of the contemporary TV commercials Verizon Wireless currently airs do strive to relate to Boomers. The researcher also admits, however, that Verizon Wireless, as well as numerous other prominent cell phone service providers need to enhance their capabilities in this area. (Stefano, need something more personal added here)
Paying Attention Pays
To keep TV commercials from exploding and doing damage, rather than the intended good they are created for, cell phone service must invest energy and effort into "codes" that research reveals about Boomers.
In the process of creating more positive, profitable advertising concepts, the researcher concurs with the contention that cell phone service providers, or any other business seeking to connect with Boomers, cannot conduct business the same way they conducted it in the past. Setting social contexts Boomers can readily connect with, and presenting the commercial's message in a unique, yet in a manner relevant to Boomer's wants and needs, the researcher reasons, appear to be another primary point cell phone service providers need to consider when crafting TV commercials.
As a result of implementing the best practices noted in this DRP, the researcher contends, cell phone service providers may begin to better connect with Boomers. In turn, as the cell phone providers begin to connect more, and more effectively market to Boomers in advertisements, particularly TV, their vested interests will more likely help ensure they experience more certain fiscal futures.
