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Time once again for Creating Results’ mature marketing round-up, a collection of resources which garnered the most attention via Twitter, Google + and other platforms in the past week.

(Not engaged with us yet on these social networks? Please use the links above to connect.)

1. MOST SHARED: Financial planner Jill Schlesinger reminds readers that an aging America means an increase in need for long-term care. And an increase in costs.

“According to the 2014 Medicare & You, the national Medicare handbook … at least 70 percent of people over 65 years old will need long-term care services and support at some point … Unfortunately, many do not realize that Medicare and most health insurance plans, including Medicare supplement insurance (Medigap) policies, don’t pay for this type of care, sometimes called custodial care.”

Read the item in Newsday: http://nwsdy.li/Vfhzxs

2. MOST CLICKED: What is a “Celebration Vacation”? It’s a journey taken to mark a milestone, such as a birthday, anniversary or wedding. And it’s a growing trend with baby boomers, per AARP.Seniors spend money on travel, including travel with grandchildren or girlfriends.

“Nearly eight-in-ten (78 percent) of Baby Boomers over the age of 45 report they have taken or intend to take a Celebration Vacation in the next two years, the survey finds. ‘Travel is the number one aspirational activity for the boomer generation,’ noted AARP Chief Digital Officer Sami Hassanyeh.”

Aspirational travel as a trend isn’t news to Creating Results. Reunions and multigenerational trips were one of the segments identified in our strategic marketing plan for the Village of Valemount, a charming destination in the Canadian Rockies. (Click here to read a case study related to this award-winning project.)

In 2012, we helped client Traditions of America spread the word about a group of homeowners who frequently celebrate friendship via “girlfriend getaways.” And check out the travel category on this blog for more insights.

Read more about AARP’s baby boomer travel survey: http://bit.ly/1kW7oKD.

3. Also of note: Though they trail younger age groups, boomers do use digital tools for shopping (eMarketer): http://bit.ly/1B8B2B5 

Note that while online research is up, baby boomers are still more likely to to use offline resources than younger groups and less likely to rely on social media.

Chart - product research sources used by Millennials and Baby Boomers

We’d love to hear your thoughts on these mature marketing items. Please leave a comment below!

About The Author

Erin Read

Erin Read spearheads integrated and digital marketing programs for organizations targeting mature consumers. She writes, researches and speaks about marketing to baby boomers and seniors. Erin has addressed local, regional, international conferences on generational marketing. She is the co-author of three national studies/eBooks (Photo Finish; Social, Silver Surfers 2010 & 2013) and the principal blogger for Mature Marketing Matters.

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