January 3, 2007

BMD creates BoomerDM Division

New division will focus on marketing opportunities to leading-edge boomers

Alexandria, VA., January 2007 — BMD has launched BoomerDM, to specialize in direct response marketing to those industries whose future success depends on leading-edge boomer customers, part of the largest generation in U.S. history.

Every seven seconds, another American turns 50. “Donald Trump, David Letterman and Eric Clapton. In conversation, you wouldn’t call any of them or their cohort a ‘senior,’ so why would anyone market to them (50-80+) as though one size fits all” said Brian Brilliant, one of the founding principals of BoomerDM, along with Greg Munford.

Brilliant and Munford, have nearly 50 years combined direct marketing experience in business-to-consumer, business-to-business and not-for-profit. And in recent months, BMD has worked with several accounts such as GEICO, Help Hospitalized Veterans and the National Committee to Preserve Social Security and Medicare to develop creative solutions that address unique growth opportunities.

These experiences and more have further convinced Brilliant and Munford that one thing is for sure – these customers have very different self-images than their parent’s generation. These leading-edge boomers put the greatest value on their financial freedom, while the World War II generation is trying to gracefully maintain there physical independence.

“We’ve participated in a great deal of market research including mail surveys, focus groups and telephone interviews for our clients. It continues to show an increased resistance from the 50-60 age demographic to advertising, particularly the hard-sell,” said Brilliant.

BMS offers a unique multi-channel direct marketing approach, combining the latest thinking in sociology, cognitive psychology and consumer research with rigorous strategic thinking and outstanding creative execution.

Initial sales targets will be non-profit, insurance, pharmaceuticals as well as travel and leisure.