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Archive for the ‘Mature Consumers’ Category

Mature Marketing Links of the Week – Landing Pages, Pictures

Monday, September 22nd, 2014

Monday morning and your to do list is already full. To help you get better results from your many efforts, let’s jump right into our top mature marketing links of the week, based on social media clicks/shares/+1s/etc.

1. MOST SHARED: A tie!

* Pictures are proven to motivate 50+ consumers. But how can you make an impact when email images get turned off? A case study from What Counts on a very clever effort for “A Place for Mom:” http://bit.ly/1v8jFM0

RELATED: Free ebook from Creating Results with insights into WHY photos are so powerful with older adults and tips for HOW to choose the images that will connect with baby boomers and seniors: http://bit.ly/50Photo

* The 10 essential elements of a landing page: http://bit.ly/1pokkEr. As writer Jacqueline Thomas notes,

“The only purpose of a landing page is to sell. Either you’re selling your design services or you’re selling your information for their email address. Your information comes in the form of newsletters, downloadable books, design freebies, pay-what-you-can fonts, courses, etc. … No matter how you use a landing page, the goal is to convert visitors into clients or community.”

At Creating Results, we love landing pages, especially when deployed as part of strategic integrated programs such as this one for CCRC Westminster at Lake Ridge. You’ll note that a critical element to its success was photography, #4 on Thomas’ list. This campaign featured original, authentic and engaging images of community residents (including a four-legged one!).

Photo - CCRC landing pages

Offline direct mail and print ads drove to online landing pages in a CCRC (continuing care retirement community) campaign that boosted leads 267%.

(Click here or on the photo to read the case study.)

 

2. MOST CLICKED: Why don’t advertisers value seniors? Public radio’s Marketplace tapped CreatingResults for an answer: http://bit.ly/1mp7xGU

 

And here are two articles that should have gotten more attention. They include new statistics to inform your mature marketing decisions:

CHART - The seven leading causes of death among elders* Snapshots of US 65+ seniors. Ronni Bennett calls out a few stats from the new Census Bureau report, “65+ in the United States.” Her post shares a few report highlights on life expectancy, income, and the seven leading causes of death among elders:

“Death rates declined for the 65-plus populations (other age groups too) between 2000 and 2010 but it was the same old, same old diseases – heart disease and cancer being the top two – that carried elders away.”

Read more: http://bit.ly/1uSee5U

* What does the “Boomer Nation” look like? Thanks to the AARP, you can explore an interactive, state-by-state snapshot.

It includes top 10s for the highest concentration of baby boomers, where the richest boomers live and where Spanish-speaking boomers are most likely to live. Haga clic aqui para aprender mas: http://bit.ly/1uYKsLL

 

Feliz Lunes! Happy Monday! (Whatever language you prefer, please share your comments and thoughts below. Gracias!)

Mature Marketing Links of the Week – Seniors Unhappy With, Ignored by Advertising

Monday, September 15th, 2014

Monday, Monday … you sneaky thing. Already a new week is upon us and, with it, our recap of the articles and links that got the most attention from marketing and advertising professionals this past week.

With ads like this, is it any wonder seniors don't feel they're represented with respect?

With ads like this, is it any wonder seniors don’t feel they’re represented with respect?

1. MOST CLICKED: Seniors say they don’t like the way they’re portrayed in advertising. It’s either “too good to be true” or “sick and feeble.” As MediaPost reported (http://bit.ly/YLcbVA),

“A mere 47% said they felt that seniors are portrayed ‘as people to be respected.’ It probably doesn’t help that most find ads targeting them uninformative, with just 31% finding value in ads for senior living and financial services, and 29% for ads pharmaceuticals.”

Wow. As sometimes happens, even more insights are found in the comments on this article. Richard Hammer wrote:

“I am the target audience that these advertisers are trying to reach. I am here to tell you that I am totally turned off by the ads targeted towards my age group. And that’s because of the three categories that these ads fall into. Senior Living. Pharmaceutical. Financial Services. Old age. Sickness. Poverty. Actors portraying stereotypes that belong to my fathers generation, not to mine. I am in my 60s and things still go better with Coke, The Pillsbury dough boy pops out of my oven on occasion. And Mr. Clean is alive and well and living under my sink. What I wouldn’t give to see a spot for Coca Cola with 60 somethings playing frisbee on the beach.”

Coincidentally, public radio’s Marketplace called Creating Results on Friday to ask why it is that Coca-Cola and other big companies don’t do just that.

Here’s what our team had to say about advertising to seniors on Friday’s show:

What do YOU think? Why would advertisers NOT want to reach viewers, simply because they’re in their 60s? Share your comments below.

2. Also of note:

* Almost half (48%) of older adults participating in the 2014 United States of Aging survey said they would move to an assisted living community if they could no longer care for themselves. Read more via LeadingAge: http://bit.ly/1uOvtTM

* Maine Rallies for Totally New Approach to Senior Care. The package of proposals tries to strengthen aging in place resources that go beyond traditional senior housing options like assisted living. Read more via Senior Housing News: http://bit.ly/1y6fVAu

* 13 Writing Rules from the terrifically-talented Ann Handley of MarketingProfs: http://bit.ly/1uA0s7y

 

All About Housing: Mature Marketing Links of the Week

Monday, September 8th, 2014

Happy Monday!  Let’s jump right into those mature marketing stories of the week that had people talking around the water coolers.  This week’s focus is all about housing.  Have something to add?  Please note in the comments below, we’d love to hear from you.

MOST CLICKED: Don’t blame the Millennials for housing market woes.  At least that is the sentiment in a recent article in Market Watch.  The article is based on new housing purchase insights released by Zillow.  Many homeowners are suffering from negative equity issues, which are preventing them from putting their current homes on the market.  This is especially the case for Millennials and Gen Xers, with the number of underwater homes for these cohorts nearly twice that of baby boomers.  For Sale

While boomers may not be as impacted directly by negative equity, they are still feeling the effects. Those boomers who want to sell homes and downsize are unable to find buyers, as Gen Xers and Millennials aren’t in a position to want to upgrade to a larger home.

According to the director of UCLA’s Richard S. Ziman Center for Real Estate:

Many millennials don’t have the resources to compete with cash offers or engage in bidding wars with older buyers, he adds. “The reality is, negative equity is part of the new normal, and finding creative solutions to keeping homes affordable, available and accessible to this generation will be critical,” he says.

There is good news, however, the article concludes: as home prices rise the negative equity issues decrease.

Read the full article here.

MOST SHARED:  An article referencing the recent report “Housing America’s Older Adults – Meeting the Needs of an Aging Population” discussed the current housing shortage for seniors. Specifically, that there are not enough affordable options that offer senior-friendly accessibility and are well-located.

Some points of the report included:

*  1/3 of boomers and beyond spend more than 30% of their income on housing, which could make it difficult if additional care/support is required as they age.

Younger baby boomers, those now in their 50s, are of special concern, since they’re less financially secure than generations past — thanks to the Great Recession, according to the report. This is a group of people with lower incomes, wealth and home ownership rates, who may struggle to afford housing and long-term care in retirement.

*Most seniors’ homes don’t have accessibility features to help them as they age, including no-step entries and single-floor living.  This makes either substantial renovations or moving required.

*For many seniors there is a  lack of amenities within close proximity to their current homes.  This is especially important as people become unable to drive and require easy access to nearby health-care and opportunities to remain socially active.

Click here to read the full article.

 

Mature Marketing Links of the Week – Class In Session

Monday, August 25th, 2014

Around the US, many elementary and secondary education kids are going back to school this week. Seemed an appropriate theme for this week’s round-up of links and resources for mature marketing “kids”!

ELDER logo1. MOST CLICKED: Todd Harff and I are thrilled to be teaching a course for Lasell College: Developing a Mature Consumer Strategy. Designed for professionals in elder services, the class will cover the fundamentals of strategic marketing so that emerging leaders can understand and support organizational marketing efforts. 

The course is offered through the new E.L.D.E.R. certificate program at Lasell. E.L.D.E.R. features eldercare and 50+ market experts from retirement communities, day health, adult learning and more teaching alongside Lasell’s excellent faculty. The result is a variety of unique management learning experiences, and Creating Results is proud to be a part of this initiative.

Find out more: http://bit.ly/1ntoElT

2. Several people clicked through to read what LifeHealthPro, an online resource for life and health insurance providers, suggested in its educational post called “5 Ways to Sell to Seniors.” Their tips include:

- Differentiate yourself online - agreed! (Insights for doing so: http://amzn.to/HSH0yD)

- Be patient, not pushy – agreed!

- Be an educator – agreed! (Our thoughts on baby boomers & lifelong learning: http://bit.ly/1soJxla)

I like to participate in classes, so I cheekily suggested a 6th way to sell to seniors: skip those tired, stock photos. (The article had a few, sadly.)

Read the item in LifeHealthPro: http://bit.ly/1p5m312

3. MOST SHARED: It never fails. At the end of a week, the tweets that are most frequently retweeted or favorited (another way of sharing with your followers) are those in which we thank people! We express our gratitude to someone for becoming a follower, or for sharing one of our posts, or for sharing great content … and they will RT or favorite that item.

What lesson can you learn from the behavior of this class?

Never underestimate the power of a “thank you.” Especially with Silent Generation seniors, who were raised in an era where manners mattered. Do your sales and marketing team members thank folks for their time? For their referrals? For attending an event? For considering your brand  (even if they didn’t purchase)?

In The Cluetrain Manifesto, thesis #2 is that “Markets consist of human beings, not demographic sectors.” A “thank you” is a great way to connect with the humans your brand wants to motivate.

thank you blog post

How frequently does your brand say “thank you,” on- and offline?

 

With that, I want to THANK YOU for subscribing to this blog! Happy Monday!

Mature Marketing Links of the Week: Emotion and Email

Monday, August 18th, 2014

Happy Monday.  Let’s jump right into the mature marketing stories of the past week that had people talking and clicking.  Have something to add, please don’t forget to add to the comment section.

MOST CLICKED: We have fEmotionound time and time again that creating an emotional connection is critical when marketing to mature consumers.  A recent article reinforced this idea, showcasing how three brands effectively use emotion to drive behavior.

Each of the brands highlighted use their messaging to create a strong emotional response by touching on a topic or desire that will resonate with people and, hopefully, increase the desire to purchase their products.

So how can you effectively harness the power of emotion?  The author offered these tips:

* Get to know your audience: Let your metrics be your guide to determine how people are engaging online with your brand.
* Understand your audience: Do your homework to gain insights into behaviors, motivators, etc.
* Define your strategy: Set goals in advance that will help define the avenues you use and how your campaign will take shape.

 

MOST SHARED: 86% of digital marketers use email marketing regularly. This along with other stats detailing how email remains an important marketing avenue were featured in a recent eMarketer article.
The article incorporated data from several studies and looked at the impact of email across all stages of the purchase funnel, calling it:
…the single most effective—for reaching all goals, including awareness (41% of respondents), acquisition (37%), conversion (42%) and retention (56%).
Because of these results, many marketers are increasing their email marketing budgets, specifically in mobile optimization.

Boomer Purchases
WORTH REPEATING: 
Another great eMarketer article that we shared last week didn’t receive as many clicks or shares, but contains valuable insights for marketing to boomers and seniors.  It details what products/services baby boomers and seniors buy online and noted that even if they see a product in-store that they like, they are likely to go home, research and ultimately purchase.  Read the full article here.

 

Mature Marketing Links of the Week: Pop Icons and Pdfs

Monday, August 4th, 2014

Happy Monday!  The mature marketing news that had people talking over the last week is brought to you by the letter “P”.  Have something to share?  Be sure to note in the comments below.senior calenar

“P” is for Pop Icons:  Beloved pop culture icons and moments in movie history including The Beatles, Wizard of Oz and I Love Lucy were given a new look within a calendar created by residents of Senior Living Communities.  Participants designed their own costumes and sets and even used green screen to bring a little movie-magic to the project.

Members were thrilled with being asked to not only participate by to use their vision to create memorable scenes.  Some Members were even asked for their autograph after the shoot!  They felt like movie stars.

See the pictures and discover how you can create a fun project that excites and involves residents of your community.

“P” is for PDF: An article highlighting the pros and cons of pdfs from an SEO stand-point garnered a lot of interest this past week.  In the article the author explored how (and why) PDFs are valuable, as well and some drawbacks to use within your website.

Pros

* By incorporating clickable links within your PDFs you are giving site visitors yet another way to dive deeper into your website.

*Your content can be indexed and read by search engines when originally created as a text document.

Cons

* Excessive use of PDFs can make it difficult for your visitors to get back to your website, as they typically don’t include site navigation (thus the importance of including links within your content.)

*From an analytic standpoint it can be difficult to track engagement with the piece.

View other pros and cons here.

Mature Marketing Links of the Week: Viral Videos and PR Success

Monday, July 28th, 2014

Happy Monday!  The mature marketing stories and articles of the past week that garnered the most interest focused on tips and tricks for making your marketing efforts as successful as possible.  Have something to add?  Be sure to share it in the comment section below.

MOST SHARED: You can learn a lot from music groups regarding how to make your videos viral sensations, according to a recent ReelSEO article.  The article examined success of the group OK GO, who in a period of just six days received over 1 million views their music video.  By looking at tViral Video tipsheir approach the author offered tips that can be applied when creating your own videos to promote your brand or organization, including:

* Keep It Simple: You don’t need to be flashy to be impactful and interesting.

*Make it Relatable: Know your audience and what matters most to them and incorporate within your video, you’ll encourage more shares and expand your reach.

Read the full story here.

MOST CLICKED: According to PR Newswire, over 1 million press releases were sent through the online service in the last year. For a marketer, that translates to a great deal of competition for coverage.  The service recently conducted a review of the releases to determine the perfect recipe for success in driving the best results. The finding: the more visual the better.

The results are clear – visuals drive more content views, and adding multiple media assets to your content (press releases, and anything else you publish online, for that matter) generates even better results.

In fact, according the their research, half of the top performing releases included visual elements. By incorporating as many visuals as possible you can help stories gain attention in a variety of mediums, encourage social sharing and help connect your story to your audience and make it more appealing.

Read more here.

What do you do to make your news stand out?  We’d love to hear your thoughts.

 

 

Mature Marketing Links of the Week – Encore Jobs and Marketing Flashbacks

Monday, July 21st, 2014

Chart - living US veterans by age group

 

On this date in 1930, President Herbert Hoover established the Veterans Administration. There are an estimated 21,972,964 living US Veterans, and it’s a decidedly gray group — 72% are over the age of 50.

As we wrote on this blog back in 2009, senior veterans are educated, adaptable and everywhere. Since that post another half a million veterans entered the 65+ block, which means their health needs are have only increased.

(Does your organization’s marketing program consider the values and perspectives of elder veterans?)

Don’t want until November 11 to thank a Veteran. Do it today.

 

Now, on to the week’s top mature marketing links.

1. MOST SHARED: Roughly 9 million Americans over 44 are working in “encore” jobs, using skills and earning a living, reports the Chicago Tribune. Some do so by choice — this is how they want to spend their retirement. Others by necessity — they found themselves involuntarily retired.

“… 9% of the 100 million people [ages 44 to 70] work in encore jobs, according to a 2011 survey by Encore.org, a nonprofit organization, and the MetLife foundation. An additional 31 million would like to …

The share of older Americans in the workforce has risen sharply since the mid-1990s, and polls show millions of people plan to work in years that once were classified as retirement.”

Read the article: http://trib.in/WyunAu

RELATED: Un-Retiring Presidents

2. MOST CLICKED: McKinsey & Company recently posted an article from its archives — 1966, to be precise — that looked at the “changing face of marketing.” The analysis of six major trends struck a chord with me … and with Creating Results’ followers on Twitter who clicked through and responded.

Many of the changes identified by McKinsey consultant John D. Louth in 1966 continue to be strong forces in marketing today.

1. The dominance of the customer - Louth wrote that “the end users of almost every company’s products are shifting in makeup, location, and number at an ever-increasing rate. The significance of this to senior marketing executives is twofold: First, they cannot—indeed, they must not—assume that yesterday’s customers will be available tomorrow. Second, they had better be certain that they have adequate sources of market information.”

Todd Harff and I have stressed this point in a series of presentations to senior living associations this year. Pointing out the best practices of global brands such as Nordstrom and Marriott, we emphasize that continuing care retirement communities (CCRCs) cannot base today’s selections and offerings on what residents who moved in 10 years ago like. Or even those who arrived 2 years ago. CCRCs must be thinking of what people who will move in 2 years from now want.

2. The spread of marketing research - “Beyond this value in reporting on historical and current conditions, however, I see a trend toward increased use of marketing research as a creative tool to help solve future management problems.” Well put, Mr. Louth!

3. The rise of the computer - “Generally speaking, I think it must be conceded that companies have dragged their feet in taking advantage of electronic data-processing analyses, online communications, and information-retrieval systems as tools to help make marketing more efficient.” The more things change …

4. Expanded use of test marketing - Louth notes that with rising costs of introducing new products and packaging and training salespeople, market tests can “narrow the odds of an error.”

5. Metamorphosis of field selling - Could Louth have imagined today’s network marketing? Every month I am invited to join or host a house party featuring baskets, jewelry, kitchen ware, natural skin care. At times the “party” is a one-day event promoted on Facebook.

6. Global market planning - “For the smaller company, this trend may emphasize the need to establish or strengthen export relationships so that it too may market on a worldwide basis. For many larger companies, it points to a day when the United States may be merely a domestic division within the worldwide corporation,” wrote Louth. Even CCRCs are not immune to globalization. The smartest ones are looking at what innovative, successful ideas are being implemented around the world, and then applying those learnings closer to home.

Read McKinsey’s archive feature: http://bit.ly/1kLELdB

The piece got a few of us flashing back, as you can see in this exchange with George Harben, of Prince William County Economic Development.

tweet exchange

 

Then George won the internet with the video he shared:

What do you think of the 6 marketing changes ID’d by McKinsey in 1966? Do they resonate with your challenges today? Please share your insights below.

Mature Marketing Links of the Week – Is that All You Blighters Can Do?

Monday, July 14th, 2014

Words! Words! Words! I’m so sick of words! 
I get words all day through;
First from him, now from you! 
Is that all you blighters can do? 

My teenage daughter and I watched the wonderful musical My Fair Lady this weekend. The Lerner & Loewe song “Show Me” seemed to perfectly capture the sentiment of last week’s top mature marketing links.

There’s Freddie, full of best intentions, desperately trying to connect with Eliza through passionate prose. There’s Eliza, tired of talking. If the movie were made today, she’d likely respond with Elvis’ “A Little Less Conversation (a lot more action).” Instead Eliza demands: “don’t waste my time, show me!”

Have mature marketers been too worried about the words, words, words they use? The items that got the most shares, clicks and comments last week had to do with the language of aging.

1. MOST SHARED: “Updating the Language of Aging,” an article by LeadingAge’s Jane Sherwin about why language is so important in the senior living industry.  Sherwin shows how leading providers are not just picking words that don’t offend but are choosing those that will uplift and empower.

Michelle Seitzer of SeniorsForLiving summed it up when she shared the link:

updating-language-of-aging-tweet

Can words change the world? Read the piece at http://bit.ly/1mwDomu.

2. MOST COMMENTED: “Banana-fana Fo-senior …The Name Game and 50+ Marketing.”

This post on this blog generated some great discussion. We shared the results of two surveys related to the language of aging — namely, which words are loathed and which are liked. (No age-related labels seem to really be loved.)

Deb Unger is definitely in the show me camp. She wrote on the blog:

“Don’t market to my age. If you do you are in essence telling me what I should like or use based on my age. Market to a person instead and let me decide if it’s for me regardless of my age.”

Ronni Bennett, elderblogger, journalist and source of one of the two polls, countered:

“I don’t agree that descriptive words for old people shouldn’t refer to their age. There are a zillion reasons stories, reports and advertising need to target by age – sometimes for medications or for over-the-counter products (I, at 73, don’t need acne cream and it’s a waste of advertisers’ money to include me) and any reporter would be negligent to not declare teen, young adult, elder, etc. when they don’t have an age to report.”

The conversation’s just begun. Add your two cents here: http://bit.ly/1oVuRtA

3. Also of note:  No matter what marketers choose to call older adults, we can connect by understanding the stress they’re under and showing them we have solutions. NPR Health had a fine series of reports on stress last week.

What stresses older adults? Health problems are the dominant concern for seniors, while money is tops for baby boomers.

Table - Reasons for Stress by age group - NPR, Robert Wood Johnson, Harvard Health

The study was conducted by NPR, the Robert Wood Johnson Foundation and the Harvard School of Public Health. Read more here: http://n.pr/1jHUM9q

 

My solution to stress? Curling up on the couch with my kids and a good movie. And singing along with Eliza as she uses words to change her world.

Banana-fana Fo-senior … The 50+ Marketing Name Game

Wednesday, July 9th, 2014

leslie nielsen - don't call me shirley* A new ecommerce site debates, do we create a category for 40+ products or for aging needs or for more complicated prescriptions?
* A senior living community wants to ban the word senior from brochures.
* A 55+ housing builder wants to strike the word retirement from its website.

Across industries, marketers wonder … is any word safe for 50+ marketing anymore?

(Walking) Sticks & (Rolling) Stones

While Creating Results has addressed the “language of aging” on this blog before, the issue is not going away. And rightly so.

Today’s 50+ers are different than those of the same age in the 1970s. The industries that serve them are different, most notably in senior living where there has been a huge shift from a culture where older equaled frail patient to one where older now equals vibrant community member.

Why were marketers surprised that today’s older adults began challenging the words used to depict (and at restrict) them? The Silent Generation (born 1925-1942) is the same one that led the fight for women’s rights, civil rights, and gay rights. They didn’t do that without kicking several words to the curb. Then there are the rarely-silent Baby Boomers (born 1946-1964). As they clock more time on the planet, they’re calling a time-out on limiting words like cane or retirement, opting for positive-skewing walking stick and encore, instead.

As perceptions change, so does language. And as language changes, so can perceptions.

As Jane Sherwin wrote in an excellent piece for LeadingAge Magazine last month,

“It’s more than the changing population that is driving this new awareness of language, according to Karen Schoeneman … a consultant on culture change. She says that as early as the 1980s there was a growing interest in changing a culture that represented patients as objects through its institutionalized terminology.

‘You can’t just use words, you have to change your outlook as well,’ says Schoeneman. ‘You have to change your culture to more of a community, you have to wake up to how you are treating each other. It’s gradual, a journey. Change in culture and words are almost simultaneous.'”

This is why when senior living leader North Hill embarked on a multi-million dollar campus transformation several years ago, one of their first acts was a training and discussion series about words. They built up their culture before tearing down buildings.

You’ll find the LeadingAge piece and some excellent resources here: http://bit.ly/1mwDomu.

The Words We Love … and Loathe

Two new surveys may offer guidance for this 50+ marketing name game.

1) Ina Jaffe is the aging reporter for NPR. After taking on this beat, she quickly came up against the language issue. When someone put a headline of “Elderly” on a profile of a 71-year-old midwife, “Listeners were furious,” she said.“Maybe once upon a time, ‘elderly’ referred to a particular stage in life, but now people think … it means you’re ailing and you’re frail.”

This prompted NPR to do a survey of its own. “Older adult” emerged the dubious winner — it’s liked by 43% of respondents; nearly 1/3 liked “elder” and nearly 1/3 liked “senior”… but not if paired with the word “citizen.”

As Jaffe reported yesterday, “The category of dislikes had the most enthusiasm. There were about three and a half times more votes cast for terms that didn’t like than for terms that they liked. And I can sum up the overall response by saying that they disliked pretty much everything.”

It wasn’t the obviously offensive terms like “geezer.” Many aging industry-promoted phrases like “positive aging” are disliked as well.

You’ll find the NPR results at http://n.pr/1oFkwCa.

2) The fact that Ronni Bennett calls herself an “elderblogger” and frequently posts as “Cranky Old Lady” should give you a sense of her personality. In May she decided to get a sense of her readers’ preferences for aging language.

Like Jaffe, Bennett found that people are very definite about words they DON’T like, but can’t really say what they DO like. Note that some words showed up in both the yes and no columns:

Table - names to use for older adults. TImeGoesBy poll, May 2014

Bennett doesn’t pull punches, and she has little patience for those who do.

“The cutesy-poo names and descriptions like golden ager, third ager, oldster and Portland, Oregon’s transit designation of ‘honored citizen’ are embarrassingly patronizing. In American English, no other age group but old people are singled out for disrespect in this manner.”

You’ll find Bennett’s results here: http://bit.ly/1mGkFqc. (For more insights, be sure to read the comments while you’re there.)

Ageless Marketing vs. Age-Specific Markets

When we last blogged about aging language, Marilynn Larkin shared this comment:

“How about ‘people’? ‘Customers’? ‘Members’? The longer I work with companies that try to market to boomers, seniors, whatever–the more convinced I am that a demographic –age– is NOT a market. “

That post was almost exactly one year ago. I’d love to hear from readers — has your language changed in this past year? After these recent surveys, will it change in the next?

Or maybe I’m really asking, can 50+ marketing have it both ways: can we find ageless language that connects with consumers segmented by age?


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