8 a.m. -2 p.m.



5:30 - 7:30 p.m.

Pre-Conference Workshop  (optional - separate fee) 
More details here. 

Speaker and Sponsor Reception

(Please pull up to front of Ruth Eckerd Hall and Valet Park)

Westin Tampa Bay, Tampa

Margarete Heye Great Room Balcony, Ruth Eckerd Hall, Clearwater

Plenary Session
(Re)Introducing Florida’s Boomers: 
A Fresh and Surprising Look at the Consumers We Thought We Knew (but really didn’t!)  

If your boomer marketing strategy is feeling a little stale these days, we’ve got the fix to help you reinvigorate your strategy and bust a few widely held myths along the way. Lorin Drake will unveil brand new findings that show how Florida boomer attitudes and priorities have shifted. It turns out that some of the messages targeting boomers are off key and even a turnoff - further alienating this highly influential group. Learn first-hand which boomer targeted advertising is completely missing the mark - and how to ensure yours doesn't.

Which trends are driving consumption and influencing Florida boomers’ purchasing behavior today?  You'll find out - and get the insight you need to craft messages that resonate with most with your boomer customers.

Lorin Drake, VP of Consulting Services, Schwartz Consulting Partners 

Morning Keynote
The Mission, the Man, the Money:  Marketing to Baby Boomer Men

If you were to ask the 6,000 American men turning 50 every day - or those who are turning 60 every 15 seconds – what their idea of a sexy encounter with their wife or girlfriend would be, chances are they wouldn’t offer a day spent in a meadow in two separate bathtubs.  Marketers still don’t get how to market to boomer men, who are changing the existing perception of what it means to be over 50.   Boomer men are redefining such enterprises as housing, healthcare, media, education, financial services and tourism. They’re setting new benchmarks for late-life accomplishments and social and political impact.  They’re bringing a badly needed positive perspective to male aging.  And collectively, they have plenty of cash to spend.  

In this presentation, Brent Green will reveal the demographic, sociological and cultural forces that are shaping boomer male attitudes today. There’s a huge payoff for those who can crack the boomer male marketing code – and Brent will show exactly how to do it.

Transformation in Progress:  A Report From the Trenches

Roger Chiocchi and Mark Miller have been studying, tracking, and writing about different aspects of boomer trends for years.  Roger and Mark both have new books hot off the presses that explore financial, professional, spiritual, and psychological dimensions of the post-bust boomer zeitgeist.  Join them for a fascinating discussion of what they've discovered in the past year and what the implications of their findings are for your boomer business strategy. 

Roger Chiocchi, author, Baby Boomer Bust?: How the Generation of Promise Became the Generation of Panic

Mark Miller, author, The Hard Times Guide to Retirement Security (forthcoming)

Break

Trend Reports (General Session)

Trend Report 1: Emerging Technologies

As millions of boomers deal with caregiving responsibilities for their elderly parents now and begin over the next several decades to require more assistive technologies and care services themselves, the marketplace for new technologies and services that help people live independently, manage their health, and stay connected to family and health providers will explode. 

Aging in Place Technology analyst Laurie Orlov will show you where the opportunities are in this fast-growing sector, estimated to hit $20B by 2020.  Learn who’s already in the game, where the competition is heating up, where investors are putting their money, and what the most successful marketers are doing to gain the greatest market share in their category.  Laurie, who resides in Florida, will also point out where the greatest opportunities are for Florida companies looking to compete in this arena.

Introduction: Mike Bell, Suncoast Hospice

Laurie Orlov, Founder and Analyst, Aging in Place Technology Watch

Trend Report 2: Health and Wellness 

Baby boomers have broken all the rules when it comes to accepting what changes in their health and appearance are considered a natural part of aging.  With advances in technology, access to greater health-related information, and willingness to spend money on feeling good and looking good, boomers are changing significantly the world of health care and health solutions.  Kevin Riley will bring you up to date on some key consumer trends and health priorities for Boomers today and introduce you to some of the innovations that Blue Cross Blue Shield of Florida is undertaking to meet these changing needs and demands.

Trend Report 3: Boomers & the Media

From tweets to text messaging, boomers are using different tools to send and receive news. What does this mean for the media? Paul C. Tash, editor of the St. Petersburg Times and chairman of the Poynter Institute for Media Studies, explores the boomers’ changing media consumption habits and what that means for the industry.

Afternoon Breakout Sessions 1 A-C