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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 »

Mature Marketing – Musical Edition

Tuesday, February 8th, 2011

For someone who shouldn’t sing in public, can’t play an instrument or even read sheet music, I love music. It inspires me in life and work. My Andrews Sisters station on Pandora sets the mood when I’m writing copy for matures; I switch to a Beatles or Queen station for more Boomer-leaning marketing materials. And this week, I found three great sources of insight that are … well … music to a marketer’s ears.

1) “Life is one grand, sweet song, so start the music,” said President Ronald Reagan. Asia Pacific 50+ expert Kim Walker took it one step further. The multi-talented marketer wrote and performed a lovely song that speaks to how we see older adults around the world, and how they see themselves.

Kim’s created a memorable, enjoyable song that also pushes people to look past wrinkles to knowledge, experience and enthusiasm. Here is “When You Look at Me.”

“Life’s a great adventure and the best is yet to come …” Well said sung, Kim.

2) Paula Jacobs wrote a nice piece for The (New York) Jewish Week on “The Do’s and Don’ts of Appealing to Boomers.” It’s her wish list for the organized Jewish community. As several of our Twitter followers agreed, these guidelines clearly also apply to marketing to Boomers and beyond.

As I read the article, I couldn’t help but hear Aretha Franklin’s RESPECT running through my brain. Whatever your denomination, and whatever product/service you’re selling to 50+ers, it’s about respect. Without it you won’t connect with your target.

It can’t be just lip service. Your ads, your customer service and your entire organization needs to prove to Boomers that you care about what they care about. “Delve deeper to understand what motivates boomers or run the risk of losing us forever,” writes Jacobs.

A real world example of this best practice comes from Traditions of America, the leading developer of active adult communities in Pennsylvania. The founders, Tim McCarthy and JB Reilly, take prospects to lunch so they can hear first-hand what their concerns are about moving to a retirement community. They are on site meeting with residents each week to delve deeper into their desires for community connections, help with selling current homes, lifelong learning opportunities or even more faucet options. Then Traditions meets those needs.

No wonder that while other developers have struggled during the housing downturn, Traditions sold more homes in 2010 than they did in 2009. Respect has a high ROI.

3) Whatever your age, music can be transformative. Brent Green recently wrote about how Boomers will spend money on transformation experiences, such as a fantasy Rock Camp. The camp combines entertainment, escape and education. As Brent writes,

“The most powerful marketing campaigns of the future will have core attributes similar to Rock Camp: immersive, cathartic, transformative and potentially life changing.”

Can you think of any recent advertising or marketing designed for Baby Boomers or seniors that hit those notes? Share your thoughts/links in the comments section below.

Tags: baby boomers, Kim Walker, rock camp, The Jewish Week, video
Posted in 50+, Boomers, Marketing, Mature Consumers, Uncategorized | No Comments »

Come! (Good Baby Boomer)

Friday, January 28th, 2011

Our Wheaten Terrier, Bailey, is now a year and a half old. He’s exuberant, fun, a bit of a teenager. Morning walks are spent with his leash in my pocket as he keeps pace. Bailey is always racing off after bunnies in our tiny, rural community, dashing in and out of neighbor’s yards, and quickly returning to me.

A little while ago he stopped coming back when I called. “Come!” Bailey would not. He’d scamper just out of reach, all the way home. “Come!” No response.

After a few days I was frustrated and ready to give in to his direction. “Fine,” I muttered. “Let’s go.”

Bailey was immediately by my side.

For marketers, perhaps there’s a lesson in this. Maybe we’re trying too hard to convince mature consumers to “come”? Most marketing materials try to persuade boomers and seniors to see things our way, to stop what they’re doing/thinking and buy into our vision of healthcare, aging or retirement.

What if we instead invited Boomers to “go”? It’s more of a call to action, to keep moving forward. And as Brent Green describes the Baby Boomers in his new book, Generation Reinvention, this is a generation that has always been about action, exploration and change.

In their teens, they questioned authority and insisted on a more egalitarian society through their consciousness revolutions. In their young adult years, they popularized new industries such as personal computing and natural products. In middle age, they have become dominant consumers of luxury products, automobiles, educational travel, financial services, second homes, healthcare services, and more.

With a majority over age 50, Boomers are already changing many traditional business practices and institutions, from advent of medical tourism to later-life entrepreneurialism. They are still shaping popular culture, from blockbuster films to stadium filling rock concerts.

Baby Boomers in particular have demonstrated they don’t want to follow anyone else’s playbook. If marketers invite them to “go,” our service or product can be a part of the journey they’re on. It might even open up a new path of discovery or reinvention. Start something amazing instead of being forced to stop.

What do you think? Is it time to GO instead of COME?

Posted in 50+, Boomers, Marketing, Mature Consumers, Uncategorized | 2 Comments »

Mature Marketing and the Longevity Revolution

Thursday, January 20th, 2011

When I was growing up, there was old (anyone over 30), there was really old (my Nana – then in her mid 60s) and there was George Burns. Born this day in 1896, Burns graced the silver screen and did nothing less than give God a new image. He also stood out in my mind because – at the time – it was really rare for someone to live to 100 … not to mention living an active life at 100.

Now, 65-year-olds are younger than ever and 100-year-olds aren’t as rare as they once were. There are an estimated 72,000 centenarians in the United States today and there could be as many as a million by 2050. As the Stanford Center on Longevity puts it in the New Realities of an Older America:

In less than one century, life expectancy has increased an average of 30 years in developed regions of the world. This added longevity is, at once, among the most remarkable achievements in all human history and one of our greatest challenges. More and more Americans are reaching old age, and older Americans are making up a larger share of our total population.

Here are some ideas on what the longevity revolution means for those who are marketing to Baby Boomers and beyond:

• Stanford Center’s excellent report notes that “the number of old people – age 65 and over – will double over the next 30 years.” The description of anyone over 65 as OLD conflicts with the way Baby Boomers and Silent Generation members see themselves. How could they be old when Boomers are launching businesses in record numbers? Their neighbors are getting re-married at 82? Or taking Hollywood by storm at 89, like Betty White?

• If you’re pitching your product or service with a message of “perfect for your last years,” those last years will last longer than ever. What’s your guarantee? Older consumers will want assurance they’re making the right choice.

• Many marketers are focusing on what Boomers will inherit but for many, that ship won’t come in for another 10-20 years. Until then, Boomers will be spending their time & money on maintaining their own lifestyle and health, as well as caring for older parents/family members.

Marketers should take a cue from their Baby Boomer targets and adjust their timeframe. You must build brand relationships with Baby Boomers that last longer than a Presidents Weekend special. Work towards your monthly sales goals but don’t discount long leads – invest in those relationships and give them time to pay off.

Boomers are in it for the long haul, and your organization needs to be as well.

(Now, say goodnight, Gracie.)

Tags: Betty White, centenarians, George Burns, longevity, Stanford Center on Longevity
Posted in 50+, 60+, Boomers, Marketing, Mature Consumers, Silent Generation, Uncategorized | 1 Comment »

Flying Solo: Baby Boomer Women and Travel

Wednesday, January 12th, 2011

This week in history, Amelia Earhart became the first woman to fly solo across the Pacific. Her achievement was one for the record books. Yet even today, it can be a struggle for Boomer and senior women to travel solo. Why? Because the travel industry has typically penalized women (and men) for cruising and vacationing as “singles.”

Some travel experts see signs of change. CruiseCritic.com writes that “solo travelers [will] find a friend”in 2011. They cite innovations such as the Norwegian Epic cruise ship which will feature 128 cabins for singles, and other cruiselines that are incorporating options for parties of one.

It’s about time. Single, mature women are an economic force to be reckoned with. As Todd Harff wrote in our newsletter:

There are 13.1 million single women over 50. Only 3.6 million are low income. DelWebb, the nation’s largest builder of communities for 50+ homebuyers, reports that more than 20% of their sales are to single women.

Women spend more than $200 a year on girlfriend get-a-ways and 25% have taken a trip in the last 3 years. They spend money on themselves and want to do things with their friends. They are likely to buy fewer but better things.

Boomers as a group are big spenders on travel. Vibrant Nation found that 42% of Boomer women will spend more than $2,500 per person on every vacation. Imagine the economic impact it might have when the hated single traveler surcharges disappear?

Some tour companies are beginning to remove those surcharges on their packages. Grand Circle Travel, for one, has long touted its “solo friendly” travel. And I like the way the straightforward way they market it. The web page and collaterals for solo travel feature photos of women, alone and in groups. Scarcely a man in sight. Grand Circle offers flexible options so you can decide what you’re comfortable with. They address security concerns. And there’s a prominent link to read solo traveler stories – a good use of testimonials to reduce anxiety.

Do you think this is the year we’ll see the travel industry truly embrace solo, Boomer and senior women? If you have an example of single-friendly/single-unfriendly travel marketing, we invite you to share it in the comments below.

Tags: baby boomer women, cruise industry, cruisecritic, travel trends, vibrant naion
Posted in 50+, Boomers, Mature Consumers, Travel, Uncategorized | 1 Comment »

Stop Hunting for Active Adult Homebuyers. Start Gathering.

Wednesday, January 5th, 2011

Many developers of active adult housing still struggle to separate hype from reality when it comes to online marketing and social media. What really works with 50+ homebuyers? That’s the topic Creating Results’ President Todd Harff will address next week in Orlando, where he’ll be a featured presenter at the 2011 International Builders Show.

Todd - along with co-presenters Dee Minich, Group Senior VP of Sales & Marketing for industry leader K. Hovnanian Homes and Jennifer McKee Hannon of the McKee Group – will present “50 Ways to Engage 50+ Consumers Through the Web and Social Media.” They’ll show attendees how to create their own Internet marketing action plan. And, they’ll share key findings from Creating Results’ soon-to-be-released national study, “Social, Silver Surfers.”

If you’re headed to Orlando, find your way to West 314B on Friday, January 14th. For the rest of us, here’s one big “ah-ha” Todd and his co-presenters will be stressing:

Want to pursue active adults? Stop hunting. Start gathering.

Gathering? Yup. Gathering.

Let’s be honest. No longer are builders simply “hunting” 50+ homebuyers with oversized postcards targeted by age, zip and income. Prospects begin hunting on their own – starting their research online, on their time, long before they think of paying you a visit in the real world.

So an integrated Internet Strategy that matches your prospects’ preferences is a critical resource to help you pursue AND nurture Leads.

Lead nurturing is an ongoing conversation, not a series of hit-and-run campaigns.

The Internet lead and the in-person lead should receive the same level of energy and service from your team. Start and maintain a conversation. Find out where they want to talk to you (your website? by email? on Facebook?) and respect that choice.

Give generously and frequently of your (online) time and (relevant, useful) content. Offer friendly incentives and discounts. Don’t think huge dollars, but make people feel special.

Play match-maker for other resources. That time-strapped Baby Boomer, trying to figure out how to downsize 30 years of household memories while caring for elderly parents and adult children and still keep her job … she’ll really appreciate your sharing a link to a reliable local plumber, contractor, Realtor or moving consultant.

By shifting your mindset and pursuing an integrated online plan, you’ll build your brand, attract new leads through lots of lovely keyword-rich content, AND you’ll nurture those leads.

Happy hunting gathering!

If you’d like to gather more insights into the online preferences and pet peeves of active adult homebuyers, register to receive the findings from Creating Results “Social, Silver Surfers” research at www.CreatingResults.com/social_silver_surfers.

Tags: international builders show, K. Hovnanian, Real Estate Marketing, Todd Harff
Posted in 50+, Housing, Internet, Real Estate Marketing, Social Networking, Uncategorized | 1 Comment »

Social Networks on the Rise, Email for Everyone, Finds Pew

Monday, December 20th, 2010

The Pew Internet & American Life Project released its second ‘Generations” reportlast week, with data about what various cohorts – from Gen Y/Millennials to Baby Boomers to the Greatest Generation – are doing on the Internet. Turns out, these cohorts are becoming more alike in their online activities. A quick synopsis:

Activities Dominated by Millennials

Pew found that Gen Y/Millennials aged 18-33 are much more likely to use instant messaging, watch a video, or play online games. While larger numbers of older Americans are joining online social networks, they still lag their grandkids/great grandkids in this activity. Social network sites are used by:

* 16% of Greatest Generation (74+)
* 34% of Silent Generation seniors (65-73 years old)
* 43% of older Baby Boomers (56-64)
* 50% of younger Boomers (aka Generation Jones, 46-55)
* 62% of Gen X (34-45)
* 83% of Gen Y/Millennials

Use of the Internet itself is an area where older cohorts still lag. 79% of all Americans go online, states Pew, yet younger folks are overrepresented in a census of Web citizenry.

Chart: Pew Internet & American Life Project, Generations 2010

Online Activities Where Older (Gen X, Boomers & matures) Dominate

Pew found only 2 areas where older cohorts are more likely than Millennials to be active: visiting government websites and getting financial information online. Consistent with lifestage, Baby Boomers and Silent Generation seniors are spending the most time seeking out financial information, including mortgage rates, stock quotes and advice to help them plan for retirement or make the best of un-retirement.

Everybody Loves Email

As Pew puts it, the bulk of online activities are now more consistently popular across the age groups. Some have significant differences between the oldest cohort (Greatest Generation) and the youngest (teens & Millennial) generations – if they didn’t, THAT would be a headline!

For marketers feeling the pressure to put dollars into social media, if you’re targeting Boomers and beyond, remember that email is used by nearly 9 in 10 of all people over 50. Email is the most popular of all online activities regardless of age:

* 88% of 74+ers
* 90% of the Silent Generation
* 93% of older Boomers
* 91% of younger Boomers
* 94% of Gen X
* 96% of Millennials

Now that Pew has detailed what online activities Boomers and seniors are pursuing, how do you apply these statistics to your marketing program?

In January 2011, Creating Results will release findings from our proprietary, national survey of mature consumers that could offer some answers. More than 400 consumers over 40 answered questions about web preferences – pet peeves, favorite features & more – and attitudes toward social media.

And we went “beyond the numbers,” inviting 40+ Americans to share their opinions in their own words. There also are specific take-aways for those marketing housing to Boomers and seniors.

To be first to receive the full findings of “Social, Silver Surfers,” please register here: http://www.creatingresults.com/silver_social_surfers/.

Tags: baby boomers, email marketing, online use by generation, pew internet and american life project, seniors
Posted in Boomers, Gen X, Generation Jones (trailing edge Boomers), Internet, Marketing, Millennials/Gen Y, Silent Generation, Social Networking, Uncategorized | 1 Comment »

No Need to Bend Marketing Rules When Targeting Baby Boomers

Tuesday, November 16th, 2010

USA Today and CBS News have been publishing a series of pieces on Baby Boomers and the headline of a recent article caught my eye: “Big-spending Baby Boomers bend the rules of marketing.” In it, reporter Bruce Horovitz writes that “making mass-market products relevant to Boomers is more like walking a generational minefield.” To help you avoid that minefield Horovitz suggests six ways to bend marketing rules:

1) Make Boomers feel like your product will help them feel good

2) Make them feel “hip”

3) Make them feel smart

4) Show how your products will make them feel slim, sexy and fashionable

5) Sell them on good quality food

6) Help them feel comfortable with technology, so they’ll buy more

To quote Chuck Nyren this is “no news news.”

As experts in marketing to 40+ consumers – including those big-spending Boomers – we are always thrilled to see companies wake up and recognize the potential of the mature market. Especially if it trims the number of patronizing ads that treat older people like shallow cartoons (yes, we’re talking to you, Just for Men.)

Treating customers with respect whatever their age might be … Making people feel that your products will add to their lives …. This is not bending marketing rules – it’s following them.

Tags: CBS News, Chuck Nyren, Just for Men, USA Today
Posted in 50+, 60+, Advertising, Boomers, Marketing, Uncategorized | 4 Comments »

Older Generations Puzzle over Today’s Youth (Redux)

Wednesday, September 1st, 2010

While Creating Results spends its time focusing on Baby Boomers and beyond, marketer Carol Phillips focuses on Millennials. After two “what’s the matter with kids these days” articles in high-profile publications, she mused about a Generational Culture Gap on her blog.

“Millennials have a way of driving older folks crazy … Gen X’ers and Baby Boomers find this generation puzzling, and rather than strive to understand the differences, instead are inclined to view them negatively. It’s as if they were visiting a foreign country, and instead of trying to understand the culture, they respond with, ‘Eww, look at them, can you believe it??!’

… Millennials meet the definition of a subculture. Data and experience both show that Millennials look at many things — work, food, religion, politics, fashion and more — differently.”

Phillips calls for all to suspend judgment and truly get to know their targets – good advice whether you’re marketing to a 50-something Baby Boomer or a 70-something senior or a 20-something Millennial.

As a marketing professional who specializes in the language, customs and drivers of Baby Boomers and other older generations, I’d venture pretty much every young cohort has a way of driving the older generations crazy.

* The “Silent Generation” (born roughly between 1925 and 1945) got its moniker from a Time cover story. The reporter (from an older cohort) sure sounded frustrated with the kids of his day. He bemoaned their lack of activism and reported that “the girls want a career – and marriage.”

* Baby Boomers (1946-1964) drove their elders crazy with their hairstyles, clothing, protests, drugs and more. Heck, “Bye Bye Birdie” was all about a (musical) generational culture gap.

* The nickname for Gen X (born roughly between 1965 and 1945) was popularized by yet another magazine article. At the time, the other name being used for this cohort of stand-for-nothing underachievers was the “Postponed Generation” because young adults kept moving back home.

Phillips wraps up her fine post by saying “It’s not better or worse, it’s just different.”

In my view it’s not better or worse, but quite familiar!

Posted in Boomers, Gen X, Marketing, Millennials/Gen Y, Silent Generation, Uncategorized | No Comments »

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Archive for the ‘Uncategorized’ Category

Social Media Grabs Headlines; TV and Print Grab Wallets

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

We ♥ Boomers & Seniors

Mature Marketing – Musical Edition

Come! (Good Baby Boomer)

Mature Marketing and the Longevity Revolution

Flying Solo: Baby Boomer Women and Travel

No Need to Bend Marketing Rules When Targeting Baby Boomers

Older Generations Puzzle over Today’s Youth (Redux)

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