At ad:tech in San Francisco, Thomas Mueller, global director, dynamic media at Siegel+Gale, spoke to interactive marketers about digital demographics and how to connect with the boomer generation -- a highly influential group of consumers. Thomas revealed key insights into the boomer mindset and shared case studies of three organizations that have implemented successful campaigns targeting this group.

1. Baby Boomers: The shape ofdigital success The Big Digital Idea: Killer Creative Showcase April 21, 2010 Thomas Mueller Global Director, Customer Experience tmueller@siegelgale.com

2. 2 Boomers… so who are we talking about? A force to be reckoned with – online and offline 77 million Americans Represent nearly $230 billion in sales for consumer packaged goods products – 55% of total sales Baby Boomers weren’t expected to be web savvy – but they are Flocking to Facebook and becoming social media mavens Least willing to give up Internet Comprise 22% of iPhone and Blackberry sales Baby boomers are good communicators and used to changing technology Source: Nielsen 2008

3. 3 …so don’t underestimate them Age means experience – it’s a more complex audience Take the time to understand what a generation has been through and how this effects them Baby Boomers are good communicators From rallies in the 60’s to Facebook today, they have opinions and know how to share them 50 isn’t what it used to be Today’s 50-year-olds are more active, people are working longer Baby boomers are active in the digital sphere Baby boomers make up 32.5% of the US Adult population, and 36% of the adult online population

8. Dinner Tonight Daily & Everyday Food Emails

9. Print This Tool

11. ZipList

13. Bloggers post recipes, cost, and share their overall experience

16. Every year, millions of BabyBoomers are faced with the reality of caring for an aging parent

17. Background Care Support of America (CSA) focuses on offering these families caregivers – with the compassionate guidance and trusted support necessary to navigate these complexities with confidence With a proven approach, a passionate team of experienced nurse specialists, cost sensitive pricing and 24/7 access, CSA has all the elements of a leadership brand Despite this distinctive promise and offering, low company awareness is preventing millions of individuals from finding the help they need

18. So how did we unpack this situation? Siegel+Gale’s team set out to define CSA’s brand promise, positioning, and overall message to the market, while at the same time establishing CSA’s new brand identity. We positioned CSA as the “go-to source” for trusted guidance, compassionate support, and practical solutions. Opportunity to provide clear and direct answers to overwhelmed family caregivers. Audience characteristic revealed need to have a partner for a trusted conversation in a moment of crisis.

19. Digital is the main touch-point The main objectives for the site re-design were to create awareness and understanding for CSA, assert a thought leadership position, drive customer engagement, expand their digital footprint, and to identify future digital product and service opportunities. Research indicated that most prospects engage with CSA in a moment of crisis and are looking for a guide to lead them, however, CSA’s digital footprint was constrained only to it’s web site, populated with lots of information, but few answers. They also needed to more effectively complement the telephonic service, with sharing more answers online. Our approach provided CSA with a much greater opportunity to establish credibility and clarity, and qualify appropriate leads for its support service.

21. Key take-aways Planning a cohesive digital footprint beyond your website is essential Paying attention to SEO when starting out in an undefined category is critical Creating and publishing content on the web on a regular basis is mandatory Content syndication partnerships are important 15

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23. Let’s set the context Harley brand lives deep within riders and employees Internal organizational redesign to support the brand Functional silos were replaced with senior leadership teams that share decision making responsibilities Strong brands arise from the right community structure – not vice versa The Harley Davidson Museum fosters personal connections through programs like the Rivet Wall – where people order custom engraved rivets that are installed on decorative walls around the museum campus. Visitors viewing their own and others rivet’s start chatting, often forging friendships Harley Davidson is a community-based phenomenon Community-outreach programs are staffed with employees, not with hired hands. Relationship between loyalists and employees became on in the same

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26. 20 Key Takeaways A brand community is a business strategy It exists to serve the people in it. Enable the community and the brand will be strong. Communities are strongest when everyone plays a role. When all components tie together you’ll see greater engagement and brand impact.

27. A few words about Siegel+Gale Citibank IRS Chubb IBM Shearson Lehman Brothers AT&T Cleveland Clinic SEC Edward Jones NASD College Board Four Seasons Sony PSP Cox Cable IRS ECMC Gulf Region Telco 21 21 21

28. A few words about Siegel+Gale Strategic branding communications firm with 40 years of experience and 180 employees Full suite of strategic services, naming, creative, interactive, simplification, brand alignment, and custom research plans Part of the Omnicom Group (NYSE: OMC) Headquartered in New York with offices in Los Angeles, San Francisco, London, Germany, Dubai, Beijing, Shanghai History of innovation in branding and simplification Senior practitioners…people come here to do the work 22

29. 23 How to get in touch with me Thomas Mueller Global Director Customer Experience, Siegel+Gale www.siegelgale.com tmueller@siegelgale.com @tmuellernyc www.linkedin.com/muellerth

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