Born out of frustration, Take3everyday.com puts female baby boom consumers first
New opt-in email service focuses on products and services for women over 40.
[USPRwire, Fri Sep 14 2007] Earlier this year, Joy Parks was frantically trying to find something to wear to an unplanned out-of-town meeting. She was distressed to find that her favorite plus-size boutique no longer carried the crisp tailored classic shirt dresses and suits she loved, but, instead, was filled with “skin-tight stretchy jersey things with fringe.”
“I’m 47 and a size 16. I don’t wear anything skin-tight. And I certainly wouldn’t have worn anything there to a meeting.” Frustrated, she asked the 20-something sales representative “where the good clothes had gone” and was dismayed to learn that, since so many teens now fit into plus sizes, the store had changed its focus to target a younger market.
“So in my mid-40s, what, I’m consigned to polyester mother-of-the-bride-style dresses and jeans with an elastic waistband? Not going to happen!”
Parks, an author, journalist and copywriter, and a 20-year veteran of the advertising and marketing industry, knew something was amiss. “The baby boomers, my generation, are now just coming into their greatest spending power. Women baby boomers, being the first generation to have their own incomes en masse, account for nearly 85% of all boomer household spending. That’s trillions of dollars annually. But no one’s talking to us. Why? Because advertising agency and product marketing people are in their twenties and thirties. And they don’t know how to market to us. It’s like they’ve forgotten we’re here.”
“But we are here. We have money to spend. And we ought to be spending it with the companies that understand who we are and what we need, the ones that value our business.”
From this thinking Take3everyday.com—an opt-in email subscriber service—was born. Taking its name from the French term “ troisičme âge” or third age, take3everyday.com promises a fresh take on information for female baby boomer consumers, and reviews products and services geared to their lifestyles and tastes.
“Granted, it won’t necessarily be about things that are directed specifically to us, because there aren’t a lot of them. It will, however, be about the products and services that make sense to us—the ones that don’t insult our intelligence and understand our reality. We’ll look at beauty products, fashion, gourmet foods, travel, financial services… and how we can buy better and smarter from the companies that get us.”
With take3everyday.com, Parks and co-founder Lynn Moreau hope to not only inform subscribers of what’s out there and show them they don’t have to settle, that they can be chic and fashionable and comfortable at the same time, they also hope to create awareness of this market among consumer product developers, manufacturers and retailers and inspire companies to focus on the needs of maturing boomers.
Take3everyday.com’s opt-in subscription service is free to members, but the website and daily emails will be supported by advertising. The founders are firm on keeping the integrity of the daily email content. “We’ll accept advertising from companies that want to get their products in front of this audience. But the content of the emails and the products and services we review will be totally separate from the advertising. Members need to know that the information we give is credible and real. And they also need to know that we will never, ever sell their information. If our subscribers can’t trust us, then there’s no reason for us to exist.”
The service, which is set to go live in early 2008, is currently allowing members to sign up via a simple splash page at www.take3everyday.com. Potential advertisers and companies wishing to pitch their offerings can also make contact there.
“Being boomers, maybe we’ve been spoiled a little. As we grew up and aged, the world made room for us. But we’re not done yet. We’re younger, healthier and more involved with our lives and the world than people our age have ever been… and with our collective buying power, companies that ignore us are doing so at their peril.”
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