MADISON, Wis. - "Baby Boomers" and "Fifty-Plus" are the last two installments now available in the CUNA Center for Professional Development's four-part series, "Marketing Across the Generations." The series, which includes "Youth, Ages 0-19" and "Generation X, Ages 20-35" was created to help credit unions identify and better understand their members. The series emphasizes that the better approach to marketing is dropping the one-size-fits-all mentality and addressing parts of the market in unique ways. The series gets inside the head of each segment to discover what makes it distinct. Armed with this insight, credit unions can then determine what products are best suited to each group's need and subsequently build a stronger brand image. "Baby Boomers," written by Jack Ferreri, examines the challenges and opportunities presented by this large population segment. According to the author, the baby boomer generation is the largest marketing opportunity to ever present itself to credit unions. While they bring with them the prospects for significant impact to the credit union bottom line they also present some unique challenges. For example, Ferreri says helping to simplify many boomers' financial lives will build strong relationships but credit unions should also be looking at ways to ease the financial transition of many boomers into the fifty plus lifestyle. "Fifty Plus," written by Sarah White, focuses on members in today's older generation. The author says that members over the age of 50 can't be pegged with labels like "matures" or "seniors" because they consist of three critical subgroups: middle adults (50-64), late adults (64-79) and elders (80+). Each subgroup has unique needs and should be evaluated not only for service possibilities but tapped for volunteer opportunities. For more information call CUNA customer service at 1-800-356-8010 ext. 4157 or visit the CUNA Web site at www.cuna.org. -
mbourjolly@cutimes.com
