• Sell Professional Boomer Women more of the kinds of products and services they want by discovering how and on what, they spend their money.
• More successfully relate to Professional Boomer Women by understanding their values, attitudes, and concerns.
• Create effective messages and deliver your messages through media that will reach Professional Boomer Women by discovering the most effective media to reach them and the type of information that will best appeal to them.
• Market effectively to Professional Boomer Women as a whole and to smaller niches by discovering differences by gender and age.
• Discover even more ways to improve your marketing by determining addition characteristics of Professional Boomer Women.

The target market of professional Boomer women differs from both non-professional women and those in other generations.

This target market includes the first wave of college educated professional women to enter the workforce in droves. Baby Boomer women were the pioneers of working women, especially in professional careers. Although a small percentage of WWII Generation women worked, most were not college educated and, thus, were not professionals.

Forging this new ground took its toll on Boomer women. Today they are considered the most stressed women in the nation. Their stress started as they juggled careers and families. It has continued as professional women adopted the same workaholic attitudes as male Boomers. As a target market, their stress provides you an important characteristic to use in your marketing.

If you give them what they need, this target market can be quite lucrative. In mid-life, many professional Boomer women are now getting the professional opportunities that previously went to the men. So their careers are taking off as they realize a greater need for friends, a sense of belonging and purpose outside of their jobs. They want information and products to help them accomplish socially and personally what they have accomplished professionally. And because of their professional success, they have the money to get what they want and need.

Part of this target market's discretionary income comes from fewer personal expenses. Their children are out of the home, and college.

Their homes are often paid for or bought long enough ago that their payments are small compared to payments for a new home. They've already acquired what they need to furnish their homes, but are willing to spend to make their homes more comfortable.

The women in this target market are generally still in good health so that they don't spend much on medical bills and medicine. The cumulative effect of all this is that the professional Boomer women target market has lots of discretionary income.

To get your share of that discretionary income, you should use their situation, values and preferences to create effective marketing appeals. Besides the characteristics mentioned above, others that provide effective appeals include:

• Staying young and healthy
• Reaching their potential
• Becoming more self fulfilled, and
• Making a social contribution.

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