he Center for Ageless Marketing provides consulting, education and training in the science and art of ageless marketing. Ageless marketing is a strategic approach to enlarging the customer universe for a brand based on tenets of developmental relationship marketing. DRM is a marketing framework that integrates market-critical insights from the “hard” science of neurology with the “soft” science of developmental psychology. The DRM platform thus has a behavioral foundation in contrast with traditional marketing, which relies primarily on survey research, informal queries (e.g., focus groups), anecdotal information and customer information databases.

   The biggest challenge in extending marketing reach across a larger consumer universe than covered by niche marketing is generating resonance with consumers across generational divides. The DRM solution is to invoke values that do not change from one generation to the next which have meaning across multiple age groups.
    Aggressively reaching for multiple age groups has commanded little support since marketing academic Wendell Smith introduced the idea of consumer segmentation nearly 50 years ago in The Journal of Marketing. Today, it is axiomatic in marketing circles that conforming marketing to the values and needs of specific consumer segments delivers the best results, especially since ad clutter became a big issue. However, brain clutter can be a bigger problem than ad clutter. In each

waking second, the brain sorts through clutter created by billions of bits of information sent to it by the senses in a process called information triage. This is necessary to reduce information flow to what the conscious mind can handle because its RAM or working memory is too small to handle everything the senses send into the brain (See Brain Fact in inset).

    Marketing messages that follow DRM guidelines have high likelihood of surviving information triage processes the brain uses to determine what information should be sent into the conscious mind. The reason is that DRM guidelines facilitate connections with root motivations that form outside the consciousness mind. These root motivations, which cannot be revealed by traditional consumer research cannot uncover, are the starting point of any willful decision of a consumer.

    For more details on education and training programs in DRM offered by the Center for Ageless Marketing please see E & T.

    Should you be interested in consulting services please see the red buttons at the top of this page that will take you to descriptions of various consulting services available through the Center for Ageless Marketing.

   For more information on consulting services and educational programs provided by the Center for Ageless Marketing,
   Call 703-758-0759.