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Following the True Leaders: Your Boomer and Senior Customers

Thursday, December 8th, 2011

Last week I had the honor of speaking at the International Council on Active Aging’s excellent annual conference. ICAA has for ten years been trying to change not only society’s perception of aging consumers but the way we age. I had only 90 minutes to change my audience’s perception of how aging consumers are leading marketers to better, more successful programs.

And today’s boomers and seniors are absolutely telling marketers what works – and what doesn’t – in motivating them to buy a product, sign up for a list, join a club or take other actions.

You just have to know what to ask and how to listen.

Unfortunately, many organizations working to attract or motivate older adults aren’t taking advantage of new, digital research methods. Why? I addressed three main reasons in my presentation:

Misconception: seniors and boomers are not online or expressing their opinions online
Fear: digital research requires costly, specialized tools or platforms
Cloudy vision: not seeing the gold to be found in the marketing platforms and services already in use

Didn’t make it to ICAA 2011? Never fear.

All this week I’ll challenge the obstacles noted above. Posts will share actionable tips for following your customer’s lead. I’ll include lists and links to resources available to organizations of all sizes. And I’ll look to you to lead us to your favorite resources via the comments below.

Mature Market Research 2.0

Thanks to the wild and wooly world wide web, market research has gone from formal and established methods to insights that are often offered informally … sometimes without research “participants” even being aware of what they’re sharing. Data has gone from a hard-earned trickle to a flood. As Tom Webster says, we’re now “drowning in numbers.”

For example, mystery shopping has long been a terrific but time- and person-intensive way to see first hand how sales teams interact with prospects. Or to spot potential turn-offs at an active adult community or destination.

Today, you can mystery shop without ever leaving your keyboard. Want to find out why people leave your floor plan page without first signing up to receive a brochure? Program a quick poll to ask that very question of web visitors. Curious about your sales team’s performance? A few quick web searches for your brand name plus “customer service” can let you know what customers really think.

But Baby Boomers … Seniors … Older People … Aren’t Online, Are They?

Yes, Virginia, there is an older and wired consumer. In fact, the Internet population in recent years looks more like the actual population.[link to another post of ours]

And per Creating Results’ Social, Silver Surfers research we know baby boomers and seniors are expressing their opinions as they interact with websites and social platforms. We found that 36% of 40+ respondents had voted or ranked items online, 25% used comments or message boards to share their thoughts, and 21% had posted a user review.

Online share tools most commonly used by baby boomers, seniors

Voting/Ranking, Blogs, Message Boards and User Reviews are most popular with older Baby Boomers. This mirrors their offline preferences. They love to talk and share; there is value in a peer’s opinion of a product or service.

And that’s just the information they’re volunteering. In the Wall Street Journal’s terrific series “The Web’s New Gold Mine: Your Secrets,” reporter Julia Angwin writes “… the tracking of consumers has grown both far more pervasive and far more intrusive than is realized by all but a handful of people in the vanguard of the industry.”

While all this can seem scary, there are big benefits to moving to market research 2.0:

* For consumers, they get more relevant content, better customized experiences and time-saving short cuts

* For marketers, you can be more targeted, more cost-efficient and more effective

Tune in tomorrow for ways you can enjoy these benefits by following your customer’s lead online.

Tags: International Council on Active Aging, market research
Posted in 40+, 50+, 60+, Boomers, Internet, Marketing, Uncategorized | 1 Comment »

Mature Marketing Tweets of the Week – 12/5/2011

Monday, December 5th, 2011

Before we explore the world of tweets from the previous week we first wanted to express our sympathy in the passing of David B. Wolfe. As a leading expert in marketing to mature consumers, David’s insights changed the way we marketers think about our approach to boomer and beyond marketing (his book Ageless Marketing is a required read at our agency for this reason). Brent Green wrote a very touching tribute that can be found on his blog that sums it all up.

Tweet-Worthiest Tweets from the Previous Week

1. An infographic all about tea drove significant interest last week. Did you know that tea is served with salt and butter in some countries? Learn all about the wide world of tea with this fun trivia.

2. An insightful New York Times piece from last week provides a further glimpse into the graying workforce and retirement options (or lack of) for boomers and the impact on millennials: http://ow.ly/7HrsX

3. Resolve to stand out in the inbox in 2012, explore stats on email use by age and create your own recipe for email success: http://ow.ly/7HrJd

4. Creating new Thanksgiving traditions- a sweet piece from The 70-Something Blog about being thankful for family, health, shelter and peanut butter cups.

Interested In Your Thoughts:

A Q&A about QR codes and Baby Boomers: Do you utilize QR codes for marketing to baby boomers and beyond? What successes have you seen? We’d love to hear your thoughts.

Posted in 50+, 60+, Advertising, Boomers, Marketing, Mature Consumers | No Comments »

A Q&A about QR codes and Baby Boomers

Thursday, December 1st, 2011

Have you considered incorporating a QR (Quick Response) code within marketing pieces? The geek in me loves this as another avenue for marketing to baby boomers and seniors because of how easily we can measure responses and pull prospects further through the purchase funnel. But reports of senior usage (or lack of) leave me with two questions: 1) is it a viable application for baby boomers and beyond, and 2) what is the recipe for success for using QR codes to reach them?

During a recent coming together of the marketing minds of Creating Results we discussed the phenomenon of QR codes and their implications in marketing to the mature consumer. We debated the benefits and challenges and explored several opportunities that could be leveraged for this cohort.

Just the facts, ma’am!

According to a recent article on MarketingCharts.com , 72% of consumers could pick a QR code out of a line up and 55% of those aged 55 and better were familiar with the technology (surprisingly a higher percentage than those 45-54). The bad news….30% of the same survey respondents across all age breakdowns didn’t know exactly what it was. Further, comScore reported that those 55-64 and 65+ only make up 7% of overall QR code users.

Media Post’s Online Media Daily also examined usage within advertising avenues noting that use of QR codes in print rose as much as 228% over the last year.

The QR Recipe for Mature Marketing Success

Mature consumers may not be familiar with this code today, but that shouldn’t stop us from leveraging it. Here are a few ideas for how marketers can maximize their efforts and aid in fostering an awareness of QR codes among baby boomers and seniors.

1. Spell out HOW: So many times I see QR codes being utilized in advertising with no messaging that alludes to what to do with them. If your target audience is 55+ consider incorporating directions. It could be as simple as “Scan with your smartphone QR reader.”

2. Create opportunities: If your organization already offers classes and tech experiences to seniors, why not excite those seniors who already have an established smartphone comfort level? This is a great avenue for CCRCs. Retirement community North Hill, a client of Creating Results, is introducing QR code scanners to members of its iPad club (a group of 70+ early adopters).

3. Know where opportunities exist: One of the cardinal rules of marketing is knowing your target market. If you know how Boomers typically access information you can determine marketing avenues that would most benefit and be most effective for QR codes.

According to Vertis, 52% of Boomer women rely on ad insertions and print/online coupons and incentives. Have an upcoming insert scheduled? Why not incorporate a QR code as a way to gauge how your target will respond. And as with every avenue you will want to test, test and test until you ensure the perfect storm of elements to motivate to action.

4. Spell out WHY: Boomers and seniors are concerned about their digital privacy and how their information will be used. We heard that over and over again during our Social Silver Surfers research. And they’re incredibly time-strapped – working, caring for elderly parents and adult children and grandchildren. By spelling out the benefits at the other end of the QR code – the what’s in it for me? – you’ll earn their trust and earn a scan.

5. Make it worth while: As with any new technology there is a comfort curve for seniors, which is a slightly more extensive than their millennial counterparts. Make sure that your QR code usage complements your marketing efforts and doesn’t just lead to a landing page replica of your ad. No one appreciates that and seniors especially will find this inauthentic and unworthy of their time. (And you don’t want to get them there only to lose them).

Following this recipe will ensure that your QR codes get the love they deserve and become effective elements of your marketing plan.

Posted in 50+, 60+, Advertising, Boomers, Marketing, Mature Consumers, Uncategorized | 1 Comment »

Mature Marketing Tweets of the Week – 11/28/2011

Monday, November 28th, 2011

Last week was Thanksgiving in the US, and Creating Results has plenty to be thankful for on Twitter. (Does that mean we give thwanks??) First, we’re thankful for the nearly 1,000 people who share our passion for marketing to baby boomers and seniors and have chosen to follow @CreatingResults. And, we’re grateful to those who click on, re-tweet and discuss the links and resources we share on this platform.

TOP TWEETS THIS WEEK

1. A pair of search-related tweets continue to be the MOST CLICKED. First, a link to a post by Ted Ives on a paid search finding that has bearing on organic search marketing (the post also features a nice explanation of the difference between paid and organic).

Next, a link to new research on how retailers will divvy up their digital marketing budgets in 2012. “[R]etailers intend to devote 30% of their digital marketing budget to paid search, 18% to email and 11% to SEO/natural search. And 31% of respondents say they expect SEO to generate the most revenue, 30% say mobile, and 22% email.” (MediaPost)

2. MOST SHARED: From toilet paper to technology, the challenges of Universal Design - http://bit.ly/uu0cvz. The author observes:

It’s funny how anti-universal some everyday items can be. Most toilet paper holders, for instance, require two hands to change the roll. Some people, particularly the elderly and stroke survivors, often can only use one hand – and suddenly, the simplest everyday tasks become impossible. The same thing can be said for many of our websites and consumer software. For instance, more than 100 million web surfers all over the world today are colorblind, and potentially can’t view important details in websites due to subtle color differences. So in addition to the challenge of coming up with good web pages, web designers need to make sure that their pages are viewable by people with all sorts of vision deficiencies.

(To learn how your website can create a more positive experience for users of all ages – but especially baby boomers and seniors – download our free white paper, “Usability Guidelines for Active Adults Online.”)

3. MOST DISCUSSED: Social media requires the art of brand storytelling: it must be beautiful, talkable and living. http://bit.ly/vePfN0

4. MOST MUPPETATIONAL: File this under GenX: How social media revived the Muppets. http://on.mash.to/tVbwPN

They’ve done it partly through viral videos such as a spoof of the Happy Huffmans (that senior couple experimenting with a webcam). The Muppets version features of Statler & Waldorf trying to jump on the Internet superhighway: http://bit.ly/t6iuyC

Have a thought on any of these links? Please share it below – we’re always thankful for your comments.

Posted in Boomers, Gen X, Internet, Marketing, Social Networking | No Comments »

Mature Marketing Tweets of the Week-11/21/2011

Monday, November 21st, 2011

Top Tweets from @CreatingResults that were most shared, clicked and action oriented from the past week:

1. MOST CLICKED: “What if we cherished our elderly as we worshiped youth?” Hi-impact video from Rogerson Communities. Thought provoking look at the value of services and care of #Seniors. Click here to see the full video.

2. MOST SHARED: 27% of Virginia #babyboomers & 19% of VA #seniors say they’re not financially ready for retirement ow.ly/7wGmV. Informative survey into the insights and perceptions of #boomers. Other interesting results include 68% #seniors feel prepared for impact of aging and 42% say their communities are ready to meet the needs of that process. See the full report here: www.olderdominion.org.

Actionable tweets of the week:

1. Blah, blah, blog, #blog: Takeaways from BlogWorld conf from which all can benefit ow.ly/7sDEm

2. Study: radio has positive impact on all stages of purchase funnel ow.ly/7tWPn Chart w/ % lifts ow.ly/7tWSF

3. Understanding paid vs organic search, & why to think LEFT for better results (@tedives) ow.ly/7sEBv

4.Something to think about: Leading retailers commit to paid search, email & SEO in 2012 ow.ly/7sLRG What are your priorities?

5. Shameless plug of the week (and shared case study): Case study on another CCRC website that increased leads from 5/mo to 25/mo after re-design ow.ly/7sAWh

Posted in 40+, 50+, 60+, Advertising, Boomers, Marketing, Mature Consumers, Uncategorized | No Comments »

Messaging, Part II: In the Name of All That is Email

Monday, July 25th, 2011

A week ago my post To Email or Not to Email reviewed recent research and examined different ways to make email work for you when engaging Boomer consumers.

The news at first glance doesn’t appear great for those who target consumers aged 55 and better, as many of these folks are moving away from checking email on the web.

But don’t worry, Chicken Little, the sky isn’t falling – especially for those who target the mature consumer. The same report shows that Boomers and seniors are actually relying more and more on email. This is a trend Creating Results has seen on the rise for a while and even highlighted in a post by one of my colleagues.

You see email really isn’t dead – it’s just our definition of what email is that is changing. I believe that “email” isn’t just a pretty html piece that hits an inbox.

It’s any online or SMS messaging that is sent in an effort to engage and, if you look at your various avenues and messaging in that light, you can apply many of the same email principles to achieve desired results.

The challenge for marketers is to know their target consumers as intimately as possible in order to identify their preferred channels – email, second channel, third channel. Then we must become experts within those channels and modify messaging accordingly.

There are some key channels that are gaining popularity with the mature consumer segment. eMarketer recently reported that 43% of Boomers on Facebook have established themselves as brand advocates by “liking” brands (and that is a pretty significant increase over the course of less than a year). With the ever expanding ways we can message (email) directly through Facebook this stands out as an avenue to test to reach this segment.

One note of caution for those putting all their marketing eggs in the Facebook basket: not every mature consumer is active within social networks (something to keep in mind when looking at your media mix). In fact, during a recent Creating Results study of the web and social marketing preferences of “Social, Silver Surfers,” 68% of respondents who hadn’t tried social media avenues to date indicated they would NEVER venture down that path (a response repeated most regularly among 55-64 year olds and those 75 and better) . And those who are active in online social networks, aren’t jumping over themselves to LIKE your brand.

Percentage of social networkers who want to engage with brands by age

Another avenue that is popular among those 55 and better is blogging. This audience is looking for authentic, informative insights to help drive their purchase habits and preferences and reading insights from contemporaries speaks directly to this desire. Who are your current brand ambassadors? Is it a current home buyer for a senior living community or a family member with a mother who just received excellent rehabilitative care from your health care professional? Encourage them to contribute to your blog or post on your social media sites to help reinforce the value of your brand.

All this is well and good – but consumers have to know where to find your message.

When creating email programs for national restaurant chains during my previous life, I found this to not only be true but to be an important key to driving traffic. By informing consumers of the wide range of avenues through which they can receive messages we were able to expand our reach and drive measurable and immediate results.

Variety is the spice of life and offering a number of online avenues through which you communicate with consumers is especially important, if your marketing goal is to drive traffic and sales. Remember I may not check my various email accounts for a week (evident by the fact that one of my email accounts has 500+ unopened messages – a fail for any brands who have reached out) but I have my cell phone with me at almost all times. If you know that and want me to act, tell me I can receive information that way and make it easy for me to subscribe.

Knowing not only who you are talking to but how you are talking to them is an important piece to your messaging (email) strategy. Not all boomers are created equal when it comes to their avenue of choice but one thing is universal among this cohort – they want us to listen. It’s up to us to demonstrate through our messaging that we are.

Posted in 40+, Boomers, Internet, Marketing, Social Networking, Uncategorized | No Comments »

To Email Boomers or Not to Email …Is that the Question?

Tuesday, July 19th, 2011

comScore recently reported that web-based email use among those younger than age 55 is on the decline. In response, many pundits are inferring that email will soon not be viable for engaging consumers. Many B2C marketers are examining online strategies and, in some cases, reducing the frequency of email messages delivered to their database of loyal brand enthusiasts.

As a marketer who has managed email programs for national restaurants, I have to say that I disagree with this new fear and tactic. Email is not dying, it’s just evolving and continues to be especially viable for engaging baby boomers and seniors.

The way people of all ages communicate is changing – not a shocking statement to marketers. Relevancy based purely on preferences of message type used to serve as the primary strategy for moving the open rate needle. Now, a new layer of relevancy is in the mix: the preferred avenue of choice for receiving said message. The new (and ever evolving reality) is that we rely on a variety of mediums to receive and send communications – from smart phones, social media, SMS and more.

So what does this mean for marketing strategies targeting Boomers? Knowing that your target consumer is not using email alone presents some clear areas of opportunity for even further email engagement and opens the door for discovering other technologies and online mediums they prefer.

So how should you discover and then leverage this knowledge? Here are some key questions and related insights:

1. How are you connecting? People respond (and most importantly, take ACTION) to messaging that they can relate to because it is relevant to them. Relevancy in email can’t be stressed enough. First, ask the right questions, including how they want to receive news and alerts. After you capture the preferences of your database, be sure that you respect them. There is no quicker way to alienate a Baby Boomer and lose a potential prospect than to ignore what they want.

2. Message frequency: Traditionally the rule of thumb has been no more than two messages per month. Look at your monthly send rate over the last quarter. Are you sending enough? Are you sending too many? Testing and reviewing open rates is a great way to gain insights. Or, just ask your list. They are loyal and won’t be afraid to let you know what they think.

3. What links are Boomer targets following? The most successful integrated campaigns are those that complement each other in order to engage your target market. Why not leverage social media beyond just encouraging people to share your email? You could instead highlight a special feature, gallery, video or content and drive email recipients to that site to complete the action. The same holds true for links that lead to your website to pull the consumer farther down the purchase funnel. Let your message results be your guide- if they are clicking on it it’s time to highlight it.

The old adage is true: knowing is half the battle. Email is not only a great medium for communicating relevant and timely information to Boomers and Seniors, its ability to present dynamic and engaging information tying to other online avenues makes it a no-brainer. So, if you’re questioning “to email or not to email Boomers.” the answer should be a resounding YES.

Posted in 40+, Boomers, Marketing | 1 Comment »

House Calls for Baby Boomer…Pets?

Wednesday, May 18th, 2011

Lately, I’ve been thinking I’m our Vet’s best customer. I’ve taken our little Ebony there 3 times in 5 weeks and haven’t seen any other “repeats” in the waiting room. At our last visit I noticed something new: “House calls available.” My initial reaction was “whoa, my internist doesn’t make house calls and neither does my daughter’s pediatrician.” After giving it some thought I concluded that this was a BRILLIANT move for any veterinarian or service targeting Boomers (a group which includes me) and other older pet owners. Here’s why:

Do you struggle getting your 80-pound lab into the car when he/she knows where that car is headed? Imagine if you were an 80-year-old like my mother-in-law who always had a big black lab up until her death at 82. None of them were that well-behaved and, thinking about it, I still can’t figure out how she managed to get them to her vet. As a senior, she would have truly valued a vet who made house calls. And she would have been a big source of referrals. Heck, I’ve just written an entire blog post about my vet! Talk about great word of mouth marketing.
Ebony, after a grooming (wish the groomers made house calls!)
Do you work during the day? More of us do: 60% of those between 55 and 64 years old are working full time; 30% of those between the ages of 65 and 69 are working. That means our work hours are the same as those of most veterinarians making it tricky to schedule an appointment, particularly if it is an emergency (don’t think of the bill-we’ve all been there). House call vet to the rescue!
What happens when your beloved dog or cat is sick, and so are you? Like most pet lovers, you would even be more anxious to get your dog or cat in for medical attention than taking care of yourself. But the thought of sitting in the vet’s waiting room with a bunch of whimpering dogs when you feel as sick as a dog … Again, house call vet to the rescue!
Does a trip to the veterinarian makes your pet so nervous they vibrate the floor or get physically ill? Your dog or cat would be more relaxed if his or her vet came into their domain. Baby Boomers are most likely to pay for the privilege of a home visit – anything to avoid feeling like a bad Mom or Dad. As the American Veterinary Medical Association put it way back in 2000, “it appears the boomer generation and those generations hence are more willing than ever to spend their money on products and services, including veterinary care.”

So, this really is a brilliant business move by my vet, the Herndon (VA) Animal Medical Center. I’m impressed that she recognized the potential of the older market. And that she understood there were too-busy Boomers and other mature consumers who may have difficulty bringing their pets in. Who doesn’t love the convenience of house calls?

* Come! (Good Baby Boomer) - Lessons from a dog for Baby Boomer Marketing

* Marketing to Boomers, Seniors … and SWELs? - Functional foods are being developed for aging boomers, seniors and pets

Tags: american veterinary medical association, avma, baby boomers, Boomers, pet owners, seniors, veterinarians
Posted in 40+, 50+, 60+, Boomers, Marketing, Mature Consumers, Silent Generation | 2 Comments »

Social Media Grabs Headlines; TV and Print Grab Wallets

Friday, April 1st, 2011

Food for thought: while social media marketing may appear to be the darling of the day, “old fashioned” TV and print continue to grab prospects by the wallet. The effectiveness of television advertising is consistent across all ages – high numbers of Millennials, Baby Boomers and 65+ seniors report that it has an impact on their buying decision. And the impact of magazine ads increases with age.

According to the latest edition of Deloitte Research’s “State of the Media Democracy” survey, 71% of Americans still rate watching TV on any device among their favorite media activities. In addition, 83% of Americans stated that TV advertising still has the most impact on their buying decisions.

This isn’t a surprise to Creating Results – this blog has repeatedly noted that television is still a safe bet with great reach when you are marketing to Baby Boomers and seniors. But it’s timely news this week given Century 21′s decision to return to TV.

Chief Marketing Officer Beverly Thorne told AdAgethat “ it was time to return to TV to raise awareness about agents with young-adult home buyers.” The median age of US primetime TV watchers is 51 (Boomers) and 65+ers (seniors) watch more television than any other age. So Thorne’s ploy to get in front of young adults will put Century 21 in front of the adults who actually do buy new homes: 40+ matures.

The ability of ads on web sites to move traffic to other sites has dropped from 72% to 59% over the past three surveys. Online advertising trails magazines for effectiveness, especially when it comes to older targets. More than 2/3 of matures (defined by Deloitte as 63-75) and half of Baby Boomers (which Deloitte defines as 44-62) say magazine ads are highly motivating to them.

According to the survey, since 2007 a consistent 70% of Americans state that they enjoy reading printed magazines even though they know that they could find most of the same information online. James McDonnell, principal, Deloitte Consulting LLP, says “… enthusiasm for printed magazines is consistent across all age groups, a unique result in consumer attitudes across all the media categories, we surveyed…

It may be April 1st but we’re not fools. As Creating Results has noted before, the top monthly magazines rely on older readers and news magazine readers, in particular are older, wealthier and more educated than the average. We feel we can safely predict that print won’t be dead for quite some time.

MediaPost shared the following chart with statistics at a glance – the advertising vehicles that have the most impact on the buying decision, by age:

Advertising With Most Impact On Buying Decision (% of Respondents)
	*All*	*Trailing Millennials*	*Leading Millennials*	*Xers*	*Boomers*	*Matures*
TV	83%	80	82	86	82	80
Magazines	50	44	45	45	53	67
Online	47	55	69	46	41	32
Newspapers	44	20	17	37	59	79
Radio	32	26	22	37	34	27
Billboards/outdoor advertising	13	11	12	14	13	8
In-theater advertising	11	27	19	10	6	3
Source: Deloitte Research, March 2011 (Trailing Millennials: Age 14-20, Leading Millennials: 21-26, Generation X: 27-43, Baby Boomers: 44-62, Matures: 63-75)

What do you think? Share your thoughts on TV, magazines and marketing to Baby Boomers and seniors below.

Tags: AdAge, Century 21, Deloitte Research, MediaPost, television
Posted in 40+, 50+, 60+, Advertising, Boomers, Marketing, Mature Consumers, Millennials/Gen Y, Real Estate Marketing, Uncategorized | 1 Comment »

Three Not-So-Silly Statistics for Valentine’s Day

Monday, February 14th, 2011

We ♥ Boomers & Seniors

Three fun yet actionable facts for marketers about 55+ consumers (Baby Boomers and beyond), from the National Health Statistics Reports:

1. Marriage can be good for your health … up to a point. Currently married 55-74 year olds were less likely to report their heath status as “fair” or “poor.” But adults 75+ who were currently married were more likely to report fair/poor health. And more previously married adults over 55 reported fair/poor health than those who had never been married. (I guess it is not better to have loved and lost than never have to loved at all.)

Marketing implication: younger-old prospects who are currently married will be more motivated by, and should place a higher value on programs and services that help them maintain good health. Segment your messaging appropriately.

2. “My wife says I never listen to her. At least that’s what I think she said.” (Anonymous) Married Baby Boomers and seniors are more likely than those unmarried/formerly married to report a hearing impairment. They also are more likely to get a flu shot, visit a dentist and be a non-smoker.

Marketing implication: sometimes it’s quite effective to direct your messaging at the spouse. They often spot what their husband/wife needs and may not be willing to admit, and will prod them to address the problem.

3. Seniors with a spring in their step. In prepping the report, the US Department of Health & Human Services asked Americans if they had difficulty with social and physical activities such as socializing, relaxing, carrying 10 pounds or walking a quarter of a mile. Formerly married adults had the highest rate of difficulty with these activities; currently married adults generally had the fewest problems. Regular leisure-time physical activity was higher among currently marrieds than formerly marrieds as well.

Marketing implications: First off, it’s important for marketers to recognize that 1 in 4 Americans over 55 has difficulty walking 1/4 mile. 1 in 5 is challenged by walking up 10 steps, 1 in 4 will struggle with standing for two hours and 1 in 10 has difficulty sitting for two hours. The health and comfort limitations of mature prospects should influence how you plan special events, conduct tours of your historic attraction and/or design your sales centers.

Secondly, for marketers of active adult housing or CCRCs, divorced/widowed Boomers and seniors clearly have a need for someone who will encourage them to be physically and socially active. This need can be filled by new connections at your retirement or un-retirement community. That encouragement can be in the form of new friendships, the lifestyle director at the clubhouse, a bridge game and so on. So be sure your marketing photography is something these formerly married prospects can relate to, with shots of friendly, active un-couples.

Happy Valentine’s Day! Got another not-so-silly statistic about Boomers, seniors and marriage? Share it in the comments section below.

Tags: boomer health, statistics, Valentines Day
Posted in 50+, 60+, Boomers, Housing, Marketing, Mature Consumers, Uncategorized | No Comments »

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Archive for the ‘Marketing’ Category

Following the True Leaders: Your Boomer and Senior Customers

Mature Market Research 2.0

But Baby Boomers … Seniors … Older People … Aren’t Online, Are They?

Mature Marketing Tweets of the Week – 12/5/2011

A Q&A about QR codes and Baby Boomers

Mature Marketing Tweets of the Week-11/21/2011

To Email Boomers or Not to Email …Is that the Question?

House Calls for Baby Boomer…Pets?

Social Media Grabs Headlines; TV and Print Grab Wallets

Three Not-So-Silly Statistics for Valentine’s Day

We ♥ Boomers & Seniors

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