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This post features two quick hits relevant to those marketing to 55 plus consumers. You’ll also quickly note a theme … Read on for why!

Betting on Brands

MarketingSherpa last year conducted an online-only survey in which they looked at who follows brands on social media. Key findings included:

“Broken down, 74% of people aged 55-64 years and 71% of people aged 65 and older said they used social media, compared to 95% of 18-34 year olds, 92% of 35-44 year olds and 85% of 45-54 year olds.

The older generations were also less likely to follow brands. Only 35% of 55-64 year olds and 35% of participants 65 years and older followed brands on social media, compared to 95% of 18-34 year olds, 92% of 35-44 year olds and 85% of 45-54 year olds.”

This was pretty much in line with Creating Results’ ongoing studies of Social, Silver Surfers. Our multi-year research into the preferences of older adults shows a great resistance to becoming a social follower.

Willingness to Engage With Brands on Social Networks - All, 2010-2013

MarketingSherpa also found demographic distinctions in WHY someone would become a fan, follower, etc. of a brand on a social network.

Why-follow-brand-social-media-by-age.MarketingSherpa

As shown on this chart, their findings again echoed our Social, Silver Surfers dataOur 2013 research found that 41% of 40-plussers were motivated to follow brands on social networks because they wanted Discounts, Coupons & Offers.

Want to attract more followers of any age? The sure bet is that money is the main motivation.

MarketingSherpa’s study: http://bit.ly/1REKvdG

Social, Silver Surfers eBook: http://bit.ly/SSS13blog

 

Even Money

On January 19, thousands of builders, developers, and suppliers to the real estate industry will pour into Las Vegas for the 2016 International Builders’ Show (IBS). Among them will be Creating Results’ Kathy East and Todd Harff!

This year IBS attendees have three opportunities to benefit from Kathy and Todd’s 55 plus marketing expertise. (We are privileged that the organizers doubled down.)

If you’re going to the Show, please consider joining one of the following sessions:

A New View on Mature Digital Home Buyers (Kathy East)
Move beyond what technology can do for you and focus on what your prospects want. viewmaster
When: Wednesday, January 20 | 8:00 – 8:45 AM
Where: 55 Plus Housing Central (North Hall) – N257

Reach & Motivate the 55+ Home Buyer with a Winning Marketing Strategy (Todd Harff)
Explore new, successful strategies and tools to connect with and motivate today’s sophisticated active adult buyers.
When: Wednesday, January 20 | 9:00 – 10:00 AM
Where: 55 Plus Housing Central (North Hall) – N257

Baby Boomers and Millennials: They May Be More Alike Than You Think (Todd Harff)
Discover their wants and needs in a community and home. Discuss ways to market / build to accommodate BOTH generations.
When: Thursday, January 21 | 10:00 – 11:00 AM
Where: South 231

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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