Tuesday, November 1, 2011

ShelfGenie – they get it!

It’s refreshing to discover that there are manufacturers and service providers that “get it” when it comes to marketing to Baby Boomers and that is exactly what we discovered as we explored Boston's New England Boomers & Seniors EXPO 2011. One company that stood out was Shelf Genie® based out of Marietta, GA and represented by franchise owners Jeffrey Cohen & Raffi Iskenderian of Concord Massachusetts. ShelfGenie’s line of Glide-Out™ shelving solutions is an answer for Boomers requiring low stress, easy access for their belongings in the kitchen, pantry or bathroom. What makes ShelfGenie so special and different is that the shelves are designed and built, then installed into your existing cabinets.
Laura's favorite was the pull-down rack that makes those hard-to-reach items on high shelves accessible without using a step stool (which she says is one of her most-used items in the kitchen).
So how does ShelfGenie “get it” when it comes to marketing to Boomers? It’s quite simple, they have done the following:

– Created a product that's smartly designed to be helpful and useful everyday
– Identified the Boomer audience as a key demographic
– Tastefully portrayed Boomers in their promotional materials

Although ShelfGenie is ideal for any home looking to organize, we're happy to see that they realize there is an enormous opportunity with Baby Boomers who want to update their home or help aging parents stay independent longer, and they do it in a stylish, inviting way. Kudos to ShelfGenie!

Written by Tom Gorski

-posted by Laura Willis

Labels: Marketing to Baby Boomers, ShelfGenie

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