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Archive for September, 2009

With Sights on Baby Boomers, Elderhostel becomes Exploritas

Friday, September 25th, 2009

Elderhostel – the non-profit organization that has given hundreds of thousands of seniors educational/travel experiences – is changing its name and opening its tours to anyone over 21 years of age. Participation in programs has been dropping. Baby Boomers weren’t joining their tours. Many of their most loyal travelers (Silent Generation and older) are becoming too frail to participate fully. Will Exploritas’ new brand provide the results the organization needs?

Creating Results applauds Elderhostel for taking on this major rebranding and organizational shift. Our only question, “What took them so long?”

For years we have struggled to understand how they could allow such wonderful experiences to be ignored by Baby Boomers who could never see themselves being associated with “Elders.” We wish them well and hope that Exploritas takes Boomers on a trip they will remember.

As generational marketing experts, we love the community-building initiative that built up to the brand announcement – check out this slide show on the Exploritas website of travelers revealing the name. In that spirit, we have a message of our own for Elderhostel/Exploritas and the mature (40+) travelers who enjoy their trips each year:

Tags: Elderhostel, Exploritas, rebranding
Posted in Boomers, Branding, Silent Generation, Travel, Uncategorized | 1 Comment »

Marketing to Boomers, Seniors … and SWELS?

Tuesday, September 22nd, 2009

Functional Ingredients Magazine recently took a look at the business of marketing healthy foods and supplements to Baby Boomers and beyond. Their article, Marketing to SWELS: Seniors with Energetic Lifestyles, has a nice mix of statistics, advice and a case study of a UK ad campaign for probiotics. And it inspired us to put down the Swedish Fish and share more insights into mature consumers and food.

What Boomers eat is no small question – it’s big opportunity for businesses that take time to understand swell SWELs. Market Research Group reported that:

Boomers age 45-54 spend $123 weekly on food, compared with $102 for 25- to 34-year-olds and $75 for 65- to 74-year-olds. Moreover, over 10 million boomer households allot $125 or more weekly to grocery expenditures alone, while nearly 20 million visit either family or fast-food restaurants 6 or more times monthly.

FoodProcessing.com noted functional foods as one of its consumer trends for 2009, tying the prediction to the desire of mature, 40+ consumers to actively age. “Health and wellness is expected to continue its march into new product development particularly foods with added health benefits for babies, children, aging baby boomers, seniors and pets,” wrote Diane Toops.

Food marketing often is aimed at women. But mature marketing expert Brent Green calls Baby Boomer men “the next marketing frontier.” Green whets the appetite of marketers with this economic perspective:

Boomer men are more prone to spend discretionary dollars during the economic crisis. They are more likely to make impulse purchases than women (25% men versus 9% women). They are more apt to spend than save (37% versus 28%). They are more self-directed on investment decisions (70% versus 46%). At the grocery store, they are more willing to buy national brands over generic store labels (46% men vs. 26% women).

What do you think? Please share your examples of ”swell” food or supplements marketing aimed at Baby Boomers/seniors living – and eating! - energetically.

(And a note of thanks to FunctionalIngredientsMag for recommending Creating Results’ research on photography that is motivating to Baby Boomers, Silent Generation members and other mature consumers.)

Tags: Brent Green, food marketing, food trends, Functional Ingredients Magazine, healthy foods, supplements
Posted in 40+, 50+, Boomers, Marketing, Mature Consumers | 1 Comment »

Mature, Affluent, Educated and LinkedIn

Thursday, September 10th, 2009

Part 4 of a series on using social media for marketing to Baby Boomers and beyond.

PART 4: FIVE WAYS LINKEDIN CAN HELP YOU REACH 40+ PROFESSIONALS

Where can you be virtually guaranteed to find affluent, educated and mature consumers online? Try LinkedIn. For companies targeting younger matures (the tip of Gen X, Gen Jones/trailing edge Baby Boomers and those in between), the fourth most popular social networking site offers several marketing opportunities.

LinkedIn describes their average user as a male, 41 years old, with an annual household income of roughly $109,000.

As blogger Steve Schultz put it, “This is clearly the result of the nature of the website and its purpose.”

If your purpose is to influence 40+ matures, including Gen X and trailing edge Baby Boomers, here are five ways LinkedIn could help:

• Web site traffic and brand exposure. Searchers of all ages can find you on LinkedIn, then move to a corporate site.

• Trust. It’s a critical factor in a mature consumer’s decision to purchase. You can build trust by providing easy access to background information on company executives. Seniors will spot a phony a mile away; a public profile on LinkedIn can help show you’re the real deal.

• Advertising. (And no, we don’t make commissions.) Those using LinkedIn to make connections in their professional lives are also consumers. They are open to services that make their personal lives easier. And most companies don’t block access to LinkedIn during the day as they might Facebook or other social networking sites. The service offers advertising options for budgets “large” or “small.”

• Referrals. In 2007, eMarketer reported that “nearly all (89%) of Baby Boomers who were asked for advice gave it to their friends, or fellow boomers. And nearly all boomers (93%) say that they consider their friends (also boomers) to be trusted sources of information.” 45% of Boomer recommendations were made online, and LinkedIn features many tools to encourage this type of word-of-mouth.

• Matchmaking. With LinkedIn, you can even find nationally-recognized generational marketing agencies to help you reach your goals with Baby Boomers and beyond.

Share your thoughts: will LinkedIn play a part in your mature marketing efforts?

- Part 3, Facebook offers marketing opportunities with Baby Boomers and Seniors

- Next week, Boomer-targeted niche sites – “online ghettoes” or a marketing opportunity?

Tags: Gen X, Generation Jones, LinkedIn, social media, social networks
Posted in 40+, Boomers, Gen X, Generation Jones (trailing edge Boomers), Internet, Marketing, Mature Consumers, Social Networking | 1 Comment »

The Face(book) in the Mirror is Getting Older

Wednesday, September 9th, 2009

Part 3 of a series on marketing to Baby Boomers and beyond through social networking.

PART 3: FACEBOOK PRESENTS OPPORTUNITIES FOR BOOMER, SENIOR MARKETING

First, the headlines touted how Baby Boomers (especially women) were flocking to Facebook. Then, statistics showed many older social networkers flocked right off again in the spring. Despite that dip, as of July 2009 usage among users over 55 reached all time highs. And 90% of those over 65 years old who are active in social networks prefer Facebook.

So, is Facebook worth the investment of time and marketing budget for companies trying to motivate the mature consumer?

In April/May, Inside Facebook offered four theories why Facebook usage dropped among 55+ Baby Boomers and beyond. Reason #1: Boomers – who often join Facebook after an invitation from their children – aren’t sure of the value of this social network just yet.

This is the challenge for brands serving active adults: how to use Facebook and other social media in a way that is relevant to mature internet users.

Marketers can gain insight from what works with older generations offline.

• Don’t waste their time – Remember that 40+ Gen Xers spend most of their days at work. Boomers are time-pressed, balancing work, leisure and often caring for older parents. Silent Generation members want to be sure that something is relevant before they make space in their busy lives.

• Share content that adds value. Per Burst Media, news, product information and health are what Boomers and Seniors are seeking online.

• Make it a two-way conversation. Facebook makes it easy for dialog, if companies are sincere. Whether in person or online, older consumers want a relationship, not blatant sales pitches.

What do you think? Please share examples of companies that have driven sales with seniors or Baby Boomers through Facebook.

- Part 2, Twitter and the Mature Market

- Later in this series, “silver surfers” and LinkedIn and Boomer-targeted social networking sites

Tags: baby boomers, Facebook, InsideFacebook, seniors, social media, social networks
Posted in 40+, 50+, Boomers, Internet, Marketing, Social Networking | 2 Comments »

Can Twitter Drive Sales with Older Generations?

Thursday, September 3rd, 2009

Part 2 of a series on using Social Media to market to Boomers and beyond.

PART 2: BABY BOOMERS, SENIORS AND TWITTER

The media appears to have fallen in love with Twitter (heck, even my 97-year-old Nana has heard of Twitter by now). Who’s on Twitter? The New York Times reports that younger Boomers are fueling Twitter’s growth, while Sysomos data suggests 81% of all Twitter users are 29 or younger. How important is Twitter for marketing to Baby Boomers and seniors?

Paul Briand of the Examiner notes “Baby Boomers 55 to 64 are Twitter users on a slightly lower level, but at a greater frequency than users aged 18 to 24. That’s because Twitter has become less of a social network and more of a marketing/social network.” We see that as in keeping with this cohort’s lifestage; it’s a time in their lives when they are focused on both social and vocational development.

The New York Times points out mature consumers and technology adoption are not actually strange bedfellows.

As the Web grows up, so do its users, and for many analysts, Twitter’s success represents a new model for Internet success. The notion that children are essential to a new technology’s success has proved to be largely a myth.

Adults have driven the growth of many perennially popular Web services. YouTube attracted young adults and then senior citizens before teenagers piled on. Blogger’s early user base was adults and LinkedIn has built a successful social network with professionals as its target.

At Creating Results, the jury’s still out on Twitter’s effectiveness as a business engine for effectively motivating seniors and Boomers to buy.

(more…)

Tags: baby boomers, Jet Blue Airlines, Paul Briand, seniors, social media, social networks, twitter
Posted in 40+, 50+, 60+, Boomers, Internet, Marketing, Mature Consumers, Silent Generation, Social Networking, Uncategorized | 2 Comments »

Social Media and Marketing to Boomers, Seniors

Tuesday, September 1st, 2009

Curious about the role social networking sites such as Twitter, Facebook and LinkedIn can play in your Boomer marketing programs? When deciding where to budget your dollars and effort to reach mature consumers, consider the research/statistics. Also, consider the similarities between the offline and online behavior of Baby Boomers and beyond.

“Businesses and mature consumers often approach challenges and decision-making in a similar fashion – cautiously,” we wrote in our summer newsletter. As Creating Results works with clients on comprehensive internet marketing strategies, we recommend acting like the Boomers and Silent Generation members we target: go slowly and be choosy.

Over the next few posts, we’ll be sharing stats on how Facebook, LinkedIn, Twitter and/or niche sites are used by mature (40+) consumers, along with some generational marketing insights to help your organization reach its goals.

PART 1: SOCIAL NETWORKING USE BY GENERATION

eMarketer statistics identify which social networking sites are used by Baby Boomers, WWII, and Generations X, Y and Z:

(Where are the Silents? Anderson Analytics either lumped the roughly 59 million people born between 1925 and 1942 in with the WWII generation or this cohort is very, very quiet indeed.)

The reasons for joining a social network are quite similar across the generations, per eMarketer:

(more…)

Tags: baby boomers, Facebook, LinkedIn, online marketing, Silent Generation, social networks, twitter, WWII
Posted in 40+, 50+, 60+, Boomers, Marketing, Mature Consumers, Silent Generation, Social Networking, Uncategorized | 6 Comments »

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Archive for September, 2009

With Sights on Baby Boomers, Elderhostel becomes Exploritas

Marketing to Boomers, Seniors … and SWELS?

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