Posted by Amanda Chapel
St. Louis, MO - Fleishman-Hillard Inc. today announced the launch of a new team designed to reach baby boomers. FH Boom will offer research, training, program assessments, creative strategy... you know, the usual stuff corporations spend good money on chasing sales.
Dave Senay President and CEO of Fleishman-Hillard said, "I know I know... the gay practice was almost the exact same announcement. 'Such and such represents a strategic approach to communicating with a large group that has unique needs and interests as well as tremendous purchasing power blah blah.' But this is totally different. Gays only spend about $45 billion a year on goods and services where boomers spend more than $2.1 trillion! We're talking 50 times as much without all the drama and baggage. I mean, c'mon!"
Like the gay, lesbian, bisexual, and transgendered practice group, Fleishman-Hillard is one of the first global PR firms to offer a practice group that is exclusively geared to boomers. Other practice groups the firm is currently considering include: The CEOs of the Fortune 1000 Practice Group; The Really Large Land Track Owner Practice Group; The Recent Inheritors of Over a $100 Million Practice Group; and the Friends of Warren Buffett Practice Group.
Ben Finzel, co-chair of the firm's gay practice said, "FH Out Front was a simple, instantly recognizable name that describes who we are, how we operate, and why we know the community. FH Boom, well..."
FH Boom will be headed by Eileen Marcus and Carol Orsborn. Marcus is a senior partner who's been the agency lead on AARP. Orsborn is a ringer the agency brought on with a Ph.D. in adult development. Orsborn literally wrote the book on the boomer generation. Her most recent book is BOOM: Marketing to the Ultimate Power Consumer—the Baby Boomer Woman.
FH Boom is headquartered in the firms's Washington, DC office but can meet with potential clients anywhere throughout Fleishman’s global network of 80 offices.
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It has been brought to our attention that the photo featured with this story is actually from another book on Boomers. As Ms. Osborn had written "the" book, we naturally assumed. We were wrong. This is from "Marketing to Leading Edge Boomers," by Brent Green.
In all fairness, we've included a little review. Green's book gets 5 stars:
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The question is...will they only be hiring baby boomers to fill this
practice group? and how long will it last? until the last BB is in the home?
The homosexual community isn't going to go away...the BB...well, give 'em a
decade or so. (not to sound insensitive)
Perhaps the solution is to have a 'special teams group' (to use a football analogy) that covers demographics that are indeed important but have some sort of shelf life. Just a thought.
"Orsborn literally wrote the book on the boomer generation. Her most recent book is BOOM: Marketing to the Ultimate Power Consumer—the Baby Boomer Woman."
Not sure what this means. There have been a big handful of books about Baby Boomers - and another big handful of books about marketing and advertising to baby boomers. This isn't the first, or the 'the' by a long shot.
The irony here is that the image you use is the cover of Brent Green's book "Marketing to Leading-Edge Baby Boomers" -- which came out three years ago. (Actually, it's the cover to the 2nd Edition paperback - released early last year - well before Orsborn's book.)
I even wrote one: Advertising to Baby Boomers. It was published almost two years ago. A 2nd edition expanded paperback is due out Feb 2007.
Not sure how Brent and his publisher (we share the same publisher) will react when they see the cover image of his book on this blog - with no mention of his book. Sounds like a PR problem to me....
Then again, if this is a satirical post, everything is fair game. (Gee - that sounds like a PR person talking, doesn't it...)
BTW - I read your blog (obviously) - thanks to Peter Himler telling me about it. Lots of fun and very informative.
Thanks to my ever-vigilant colleague, Chuck Nyren, I'm now seeing part of the cover of my book, "Marketing to Leading-Edge Baby Boomers," being used to support the FHBoom announcement by Fleishman-Hillard Inc.
Amanda, that cool couple on the cover happens to be good friends of mine, and they are very proud to be associated with my book. They will be disappointed to see how the cover has been doctored: the author and part of the title eliminated with a little PhotoShop magic.
Just hypothetically, would you mind if I borrow one of your web photos to be included in my work for clients elsewhere -- without attribution or involvement by you? You really are an incredibly attractive young woman, so I can see several applications elsewhere in my web and PowerPoint projects for clients. I won't need high-resolution shots and can simply copy and paste the photos posted on your blog.
Thanks a lot!
P.S. I know Carol Orsborne and suspect that she would much prefer that you use the cover of her book, and it's quite well done.