DAY 1 - JULY 29, 2002

Chairperson's Welcome and Opening Remarks
Chantal Walker, Chief Marketing Officer, Merrill Lynch HSBC

Keynote Address: Key to Success in Boomer Markets
David B. Wolfe, author of "Serving the Ageless Market" and Principal, Wolfe Resources Group (Reston, VA)

Many products and marketing campaigns designed for older consumers either do not achieve expected results or they fail altogether because they have been age stigmatized. Success is more certain among older consumers when they are marketed to in terms of their values rather than in terms of how old they are. In this keynote address, Mr. Wolfe will outline the basic rules of ageless marketing.

Reaching Baby Boomers without Diluting Your Focus: Understanding Motivators and Influencers
Robert Levy, Managing Director, BrandSpark International

Many brands have limited marketing and advertising resources and need to be targeted in their messages and their mediums in order to achieve sufficient levels of breakthrough. In addition, many brands realize that they must constantly rejuvenate their customer base for maximum lifetime customer value; however, their need for volume growth is best satisfied from marketing to their current more mature customer base. In this session, Robert Levy will draw on his experience with Swiss Chalet, Harvey's, Winners and the Wine Council of Ontario and address how to ensure maximum effectiveness of marketing communication initiatives by identifying and prioritizing key motivators within a brand's positioning and then applying targeted media strategies.

Developing Successful Co-Marketing Promotions
Tony Chapman, President, Capital C

1+1 = 5. Ten years ago the concept of co-marketing two brands, from different organizations, was almost unheard of. Today, it has become a proven tactic for breaking through the clutter to connect with the time-starved, and increasingly demanding baby boomer. Tony Chapman will share with us the long-term marketing alliance that has been forged between Hallmark and Canada Post, and the results it has delivered on market share, brand equity and overall volume.

Luncheon Address: Age Data from the 2001 Census
Jim McKibbin, Account Executive Manager, Statistics Canada

The 1996 Census confirmed an aging trend within Canada's population and a greying of our working age population. This presentation, based on statistics from the 2001 Census, will examine age characteristics of Canada's working population; comparability of Canada with the US, G8 and the rest of the world; geographic splits in aging patterns; urban/rural age trends; fertility; and growth/decline in various age cohorts. Developments in the age character of the Canadian population have implications for the labour force, economy, social services, health care and education, not to mention the marketing of products and services.

Brand Loyalty: Generating Awareness While Gaining Trust
Bev Legris, Manager, Mature Outlook, Sears Canada

Members of the mature market are extremely cautious about the buying process. You must evolve your brand position and identity to stay relevant, and continue to meet the needs of and appeal to this changing market segment. Understanding the needs and interests of this target market can significantly contribute to bottom-line growth and profit. This session will address approaches that work well to reach and retain the loyalty of mature consumers.

Marketing Health, Wellness and Anti-Aging to Baby Boomers
Therese R. Revesz, Senior Project Manager, Find/SVP Strategic Consulting & Research Group (New York)

From birth to maturity, the baby boomer generation has transformed their environment. Now moving reluctantly into their 50s, the first wave of boomers carry with them a set of expectations that don't quite match their realities, no where more so than areas of health, fitness and appearance. This presentation will look at what boomers will be spending on health, wellness and anti-aging, and will provide a perspective on how marketers should design products and services that address the expectations, as well as the needs, of this population segment and how they can craft messages that resonate with them.

Leveraging Leisure to Reach the Boomer: Creating Experiential Travel Opportunities
Howard Thomas, President, Vickers & Benson Companies Ltd.

What happens when a whole generation of Americans enter middle age and their interests in things like spa, cuisine, golf and music become critical factors in selecting a travel destination? How can these "high yield" American boomer travelers be convinced that Canada is the "coolest" place to visit? As important, how does the national tourist body organize the country for success? Find out as Howard Thomas and Tom Penney talk about the repositioning of the Canada travel brand against American boomers who are looking for new kinds of travel experiences.

The "BOOM" Tube: How Television Can Help You Reach Boomers
Brad Alles, Senior Vice President, Sales, Alliance Atlantis Broadcasting
Doug Davis, Director of Research, Alliance Atlantis Broadcasting

Baby boomers and television grew up together. Today, television is undeniably boomers' medium of choice: they spend almost one full day each week in front of the tube. But what are boomers really watching on television? Is it all news? Sports? With the myriad of choices available to them on conventional television, you might be surprised to learn that this much-coveted demographic spends a lot of time watching specialty TV. Join Canada's leading specialty television broadcaster for new research and case studies outlining how advertisers have used specialty effectively to reach boomers. This presentation will outline why television continues to be the most powerful medium to reach baby boomers and how specialty can be used to target them effectively and efficiently.

DAY 2 - JULY 30, 2002

Chairperson's Opening Remarks
Chantal Walker, Chief Marketing Officer, Merrill Lynch HSBC

Keynote Address: Marketing in the Next Economy
Elliott Ettenberg, Chairman & CEO, Customer Strategies Worldwide Inc. (New York) & author of "The Next Economy" (McGraw-Hill New York)

Stand-Out Campaigns: Creative & Products that Work for Boomers
Panelists:
Denise Darragh, Vice President of Brand Marketing, Hallmark Canada
Elizabeth Jackson, Group Account Director, TBWA\Chiat\Day
Liz Torlée, Managing Director, Liz Torlée & Associates
Paul Wales, Vice President & Executive Creative Director, Enterprise Creative Selling
Cathy Whelan Molloy, Vice President, Brand Advertising & Merchandising, The TDL Group Ltd. (Tim Hortons)

Advertising must relate to the experiential background of the mature market. In fact, marketers need to be true to older adults' needs, interests and lifestyles when crafting advertising aimed at those consumers. Our panel will critique relevant creative that hit or missed the mark.

Emotional Branding: Does It Really Work for Boomers?
Roberta Lacey, Director, Communications & Image Development, Avon Canada Inc. (Montréal)

The ability to bond with boomers is an enviable asset for companies that target this consumer. Sound branding techniques lead baby boomers to form emotional ties with your product and to feel a sense of loyalty to it. In this session, Roberta Lacey will explore why emotion is critical in building the Avon brand.

Marketing to Baby Boomers Anti-Aging Market
Charmaine Gooden, Consultant

Baby boomers concerned with retaining their youthful appearance, are the driving force behind the increase in anti-aging skincare products, cosmetic surgery and fast-fix wrinkle treatments. They want to fight wrinkles, stay slim and healthy, keep and colour their hair. Gone are the days of over-the-top claims and products that don't deliver. Understanding the needs and interests of this target market can significantly boost profits since they are literally spending billions to stay young. This session will address consumer expectations, the latest anti-aging promises and the growth in cosmetic surgery and medical 'quick fixes'.

Conspicuous Consumption among Baby Boomers: Online and Offline Spending Habits and Trends
Jason Tafler, Director of Business Development, 50Plus.com

Above-average incomes, significant inheritances and immense purchasing power will make the baby boomers one of the most attractive markets for decades to come. While the age wave will affect almost all consumer industries, some are poised for colossal growth, including those related to finance, health and travel/leisure. In addition, much of the boomers' spending will migrate to the internet over the next few years as consumers discover more sites geared to their lifestyles, as they become more comfortable using the internet, and as privacy and security concerns are addressed.

Affluent Agers Online
Chantal Walker, Chief Marketing Officer, Merrill Lynch HSBC

What are the needs and habits of the online baby boomers? Recently, many have retired from high-powered corporate jobs and now have time on their hands to invest online to supplement their retirement, grow their investments but above all keep their minds active. How do you service those clients who have not grown up with technology like their children and grandchildren? Do their needs differ and how do you balance the high tech with the high touch service that they demand?

Direct Marketing to the Mature Market
Valerie Saunders, Special Projects Coordinator, Forever Young Newsmagazine/50+ Lifestyle & Travel Show

This presentation will include: the power of print advertising; developing effective multi-level campaigns to reach your target audience; knowing your consumer and positioning your product and/or service effectively. As a case study, Valerie will discuss the re-branding of Forever Young from Today's Seniors in order to effectively reach their target consumer.