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Mature Marketing Links of the Week – 10/1/12

Monday, October 1st, 2012

Happy October! This is going to be a busy month for the Creating Results team.

 I’m off to New Orleans this week to present at the National Conference on Philanthropic Planning (October 3-5). If you’re planning to attend this terrific event, I hope you’ll join me in Grand Salon A on Friday at 11:30 for a session on “The Power of Generational Marketing.”

Then, a small group of us heads to Denver for the LeadingAge Annual Meeting (October 21-24). Our fearless leader, Todd Harff, will be part of a panel on October 23. We’ll also have a booth (#1443) with a fun game show — “Super Seniors.” Stop by and test your knowledge of our favorite consumers. You might even win a prize!

Now, on with our regular Monday round-up of the top articles and resources of the week for 50+ marketers, based on social shares and engagement. Business first, then fun.

1. MOST SHARED: A tie –

* America’s affluent consumers ($100k+ in annual household income) crave connectivity, content, finds Ipsos Media.

“Affluent hunger for content and connectivity continues to grow – both in print and digital formats.

Affluents read an average of 18.7 issues of print publications from an average of 8.2 titles, with 82% of Affluents reading at least one of the 150 measured and reported print publications – all of these metrics are very stable from 2011, and all are substantially higher among Ultra Affluents ($250K+ HHI). Moreover, the six national daily newspapers measured showed a substantial 3.9% increase in overall readership.

At the same time, Affluent interest in digital devices and media continues to grow. The 2012 Mendelsohn Affluent survey finds that tablet ownership essentially tripled from 2011, to 26%, with smartphone ownership also rising significantly, to 55%. Hours online weekly rose 14%, to 37.4 hours a week, with the largest growth related to social media, entertainment and shopping.”

Read the report: http://bit.ly/SxIVGe

* There is a critical marketing tactic that Social Media marketers often forget, writes Jeff Bullas:

“… there is a danger.

That danger is that other marketing strategies, skills and basics are  forgotten or ignored in the glare of social media’s buzz and popularity.

There is one very core marketing tactic that should be woven  into every  part of your digital marketing. It is boring, it can be technical but it is  essential.

This tactic is sometimes described in code. That code is ..”

Read the post to find out the code: http://bit.ly/QvX1sg

Free download - charts, statistics on online and social media use by baby boomers and seniors.2. MOST CLICKED: New, free download: 12 terrific charts, stats & graphics on the online habits of babyboomers for your use. Sprinkle these graphics into your next presentation, to help colleagues and decision makers understand what consumers over 50 are actually doing when it comes to Internet and social media use.

Get the slides: http://slidesha.re/QEDF7e

Also of note: 37% of job-seeking & working #babyboomers stopped saving for retirement during recession. New data from the AARP details the recession’s impact on Baby Boomers.

Read the report: http://aarp.us/UKgfhW

3. MOST POPULAR … WITH NOTHING 50+ ABOUT ‘EM …

Proving mature marketers do not live on boomers and seniors alone, our two most popular links of the week were:

* New book by my friend @kenbakernow — “Fangirl.” Looks great! Ken’s an accomplished author and a news correspondent for E! (And a fellow Colgate University alum.) To check out Ken’s book: http://ow.ly/e23DU

* Genius! Cookie Monster & Grover sing The Hunger Games, Avengers, Dr. Who. http://ow.ly/e32aR

 

What did we miss? What do you think of Bullas’ “secret” tactic for social media success? Will we see you in New Orleans or Denver? Share your thoughts and opinions in the comments below.

Mature Marketing Links of the Week – 9/24/12

Monday, September 24th, 2012

“When I was young, my ambition was to be one of the people who made a difference in this world. My hope is to leave the world a little better for having been there.” Jim Henson, born on this day in 1936.

For more inspiration from Jim Henson, please scroll to the end. In the meantime, here are the resources/links that made the biggest impact on 50+ marketing friends/followers last week.

1. MOST CLICKED: Boomers, it’s not the tech, it’s your attitude that counts. A new post from AARP’s new Work Reimagined project with ideas for bridging the technology gap so you can make a difference on the job. (Includes insights from Creating Results.)

An aside: I really like the way Work Reimagined is focused on and integrated with LinkedIn. LinkedIn is the right fit for a community focused on careers and mature professionals. AARP isn’t spreading their message too thin, as some organizations do when they try to be all things to all people on all platforms.

Read the post: http://bit.ly/OVRFFz

2. MOST SHARED: Much of social media marketing is focused on public platforms — LinkedIn, Twitter, Facebook. We guide our clients to these networks because they can extend their brand reach, build “social authority” in Google’s eyes which helps with with search engine optimization, and so on. The very savvy Christopher S. Penn believes “that in the future, there would be more and more social networking occurring in private venues, unavailable to the general public.” Penn’s tips for gaining entrance and influence in these non-public, online social communities caught the attention of many of our followers last week.

Read the post: http://bit.ly/PAOqpo

3. NOTABLE: Mature women give more of their income to charity than do men of the same ages, finds a new study.

“According to the Women Give 2012 report from the Women’s Philanthropy Institute at the Center on Philanthropy at Indiana University, Baby Boomer and older women give 89 percent more of their total income to charity than their male counterparts when all other factors such as education and income, are equal. Women with more financial resources are even more generous than men with similar resources, the study found.”

This despite the fact that – in general – women make less money, save less money in retirement and live longer than men. If you’re a non-profit seeking donations of time or treasure from older adults, this study likely confirms what you already knew. It also should make a difference in your marketing photography and design choices.

Read the article: http://bit.ly/RWiTwJ

 

Which brings us back to Jim Henson. At Creating Results, we count ourselves the lucky ones, working with the older adults who have never stopped trying to make a difference in this world.

This line from the finale of The Muppet Movie seems to reflect the attitudes of not only our targets – baby boomers and seniors – but our clients providing products and services to them: “Life’s like a movie, write your own ending, keep believing, keep pretending.” Here’s to another week of believing.

As You Like(d) It – Mature Marketing Links of the Week – 4/23/12

Monday, April 23rd, 2012

It’s Shakespeare’s birthday! In his honor, a themed run-down of the top baby boomer and seniors marketing links and resources of last week.

1. MOST SHARED: As the number of baby boomers now eligible for “senior” discounts swells, this traditional marketing tool is under fire.

Some critics wonder why older generations deserve a price break when younger generations are struggling more. There’s also the question of affordability: Will businesses keep cutting prices for seniors as hordes of baby boomers push into their 60s?

“This is a huge influx of people,” notes Margaret Lynn Duggar, a consultant in Tallahassee, Fla. “It’s one thing if [senior discounts] apply to just 5 percent of the population, and another if you’re talking about 35 percent.”

Could senior-discounting go the way of the blue-plate special or dish night at the movie theater? “I can’t imagine that five years from now any senior discounts will still be available,” says Ken Dychtwald, founder of Age Wave, an Emeryville, Calif., consulting firm specializing in the mature market. “It’s silly to give the most affluent segment of our society [an age-based] discount.”

The Bard says: “How quickly nature falls into revolt When gold becomes her object!”

Read the article: http://bit.ly/Jl1Lh7

2. MOST CLICKED: Six ways PURLs (personalized URLs) can increase the virality of your campaign. We noted that we like PURLs for baby boomers because they impart a VIP feeling – something that jives well with the boomer mindset.

The Bard says: “What’s in a name? That which we call a rose By any other name would smell as sweet.”

Read the article: http://bit.ly/IrzTIu

3. MOST COMMENTED: This public service announcement quickly the social media world a-twittering. SaferSex4Seniors.org has a serious mission – to promote the use of condoms and safe sex by older adults. (The STD rate among baby boomers and seniors has doubled in the last ten years.) When sharing on our Facebook page, we wrote that it was a fun ad that recognized and celebrated seniors as sexual – finally! Several commented it was a little too much celebration for their comfort …

Here’s the PSA:

Dr. Pepper Schwartz of the AARP said: “It’s a bit racy (some of those positions take some gumption) but oh so welcome.” My CFO said: “What in God’s name were you thinking posting that video?”

The Bard says: “Why then, can one desire too much of a good thing?”

What do you say? Please share your thoughts in the comments below.

Fifty is the New Thirty? Not so fast, Seth.

Thursday, March 22nd, 2012

I enjoy Seth Godin’s blog. The writing is typically concise and insightful. But for me this week his pithy style led him down the wrong path, in telling readers that “Fifty is the new thirty.”

Here’s what Seth wrote on his blog this past Saturday:

“Baby boomers continue to redefine our culture, because there’s just so many of us, we’re used to being the center of attention.”

I couldn’t agree more. Baby boomers have had an impact on every aspect of US culture – from the workplace to mass marketing to “helicopter” parenting to self-help to lifelong learning to …

Seth continues and I continue to agree with him:

“Add into that the fact that we’re living much longer and careers are becoming more flexible …”

But then he states:

“… and it’s pretty clear that in just about every cultural respect, fifty year olds are living, acting and looking more like thirty year olds every day.”

Sorry, but this is where we part ways.

Baby Boomers are not “acting more like 30 year olds.”

* 30 year olds do not raise grandchildren. Nearly 1 million American kids have their basic needs met exclusively by a grandparent, no parent present. A total of 4.9 million live in households headed by grandparents. As the AARP put it, “Clearly, grandparents are increasingly providing the stability and security of home for their families.”

* 30 year olds aren’t balancing careers, their families and caring for their own aging parents.

* 30 year olds aren’t paying off their kids’ college tuitions while pursuing continuing higher education themselves.

* 30 year olds do not pay for their grown children’s cell phone bills, as do 59% of Baby Boomer women. Or pay for their child’s insurance, rent, cars, computers and more. (Get the full picture of what Boomer moms pay for at VibrantNation.com.)

* And 30 year olds don’t have that ability to be understanding that life satisfaction comes from within. That kind of introspection requires another 20 years or so …

Baby Boomers are clearly not acting like 30 year olds. They’re acting like the best 50 year olds they can be. They’re acting like a new kind of 50 year old.

You might even say they’re not acting at all – they’re just living lives with purpose and vibrancy.

Seth’s blog closes by noting that “most traditional advertisers are stuck in the mindset that thirty is the end of your chance to find a new customer or build a new brand.” It’s a frustration our team frequently voices.

But if your brand wants to tap into the Baby Boomer market, you’ll have to look beyond slogans like “50 is the new 30″ and see them for who they truly are: exciting, challenged, challenging, thoughtful, skeptical and lucrative consumers who absolutely are acting their age.

Top Mature Marketing Tweets of the Week

Monday, November 7th, 2011

Tweet, tweet! Twitter now has more than 100 million active monthly users and Creating Results is one of them. Tweeting under the handle @CreatingResults we’ve tweeted more than 7500 times with links to new research, best practices, tips, insights and articles about marketing to baby boomers and seniors. Twitter bird

We’re honored that nearly 1000 people choose to follow and share our tweets. But, despite the rapid growth of Twitter, we know a lot of people interested in marketing to the mature consumer aren’t yet using this social/micro-blogging platform. Pew Internet & American Life has estimated that 13% of online adults use Twitter while 92% use email.

So, we’re introducing a new blog feature. Every Monday, we’ll bring you those tweets that were most shared/clicked/actionable/discussed during the past week. All with greater detail and delivered straight to your inbox.

Top Tweets This Week:

1. MOST CLICKED: Elderblogger Ronni Bennett (www.TimeGoesBy.net) tells the editors of the New York Times to stop using the word “elderly” and perpetuating ageism. http://bit.ly/sPr98L

2. MOST SHARED: Associated Press & LifeGoesStrong Poll: Baby Boomers prioritize living near adult children or family (73%) over living in a community with people “of your own age” (27%) in retirement. http://prn.to/tlHMtT

3. We love this idea from the LeadingAge 2011 Conference: Elie Wiesel promotes partnerships between children and elders in nursing homes. http://bit.ly/rKZcVl

4. We have @ChuckNyren to thank for this chuckle: 40 things that make old people happy … according to the stock photography so many organizations draw from. http://bit.ly/sRNKNa

(When you’re ready to invest in authentic photography that will move the sales needle, be sure to download our eBook with national “Photo Finish” research.)

5. Using Facebook for social engagement? You need to know that Facebook is showing your brand messages to more people, but fewer times. AdAge: http://bit.ly/s9tgbC

6. A new AARP surveys finds baby boomers and seniors are worried about today and tomorrow – specifically their own financial well being. http://bit.ly/uQ1d80

7. Do you want to reach Gen X and baby boomers? Consider radio advertising between 6a and 9a. Research from Magid Associates gets broken down at http://bit.ly/tTqGB8

Tell us what you think of this new feature! Use the comment section below or … Tweet @CreatingResults. We’d love to hear your thoughts.

How Baby Boomers Eat, Pray, Love

Wednesday, August 18th, 2010

Last Friday, “Eat, Pray, Love” opened in movie theatres around the nation.  It’s likely many a Baby Boomer woman was in the audience, marveling at the tale of self-discovery.  Professionals marketing to Baby Boomers and 65+ seniors can discover a few insights into their own mature audiences by considering how we eat, pray and love.

Baby Boomer Spending on Food

* I really appreciate The Bundle’s infographics that illustrate household spending by age.  Take a peek at their 2010 report and you’ll see that Baby Boomers (aged 50-65) and Silent Generation (65+)  spend more on food and drink than the “coveted” 18-25 year olds – $6,992 and $5,211 respectively.  36-49 year olds are the tops in food and food and drink, averaging $7,487 in 2010 per household.

* Reflecting their lifestage, 35-50 year olds spend the most each year on groceries - $4,322 per Bundle.  50-65 yr old BInfographicFoodSpendingByAgeoomers are in second place, spending an average of $4,001.

* Mature marketing expert Brent Green has called Baby Boomer men the “next marketing frontier,” noting that men are more apt to spend than save (even in a downturn) and more prone to buy national brands at the grocery store.  (more…)

AARP: Boomers, Seniors Growing More Comfortable and Involved with Social Networking, Tech

Tuesday, June 8th, 2010

AARP has released new research into the social networking/social media and technology use of Baby Boomers and 65+ seniors.  The upshot:  Americans over 50 are definitely not technophobic.  And, social networking is on the rise, with 27% of Boomers/seniors using social media websites.  Consistent with older consumers’ desires for connections offline, the report finds that they are most often connected to – and most often motivated to join social networks by – their family.

Highlights from AARP’s Social Media Research

* 47% of Boomers and seniors originally heard about social networking from a family member other than their spouse. 

* 70 percent of 50+ers first heard about social media from a child or grandchild.

* 24% of Boomers and seniors who are active in social networks were introduced to it by friends.

* Women were more likely than men to be introduced by family members (60% to 29%).

* Among adults 50+ who use social media websites, 73 percent are connected to relatives other than children and grandchildren.  62% are connected to their children.  36 percent are connected to grandchildren.

* Facebook was most popular among AARP’s respondents – 23% of their 50+ social networkers used this site.  LinkedIn was #3, with 4% and Twitter clocked in at #4, with 3% of respondents using or visiting the microblogging service.  Interestingly (and most likely driven by grandchildren) 4% had MySpace accounts.

We note that 73% of the 1360 older adults contacted reported they do not use social networks at all.

For tips and more insights about social media marketing and Boomers and seniors, here are some related articles:

- The Age of Social Networks? Mature
- From Social Media Socialites to the Socially Awkward (why one size doesn’t fit all for marketing)
- Untangling the Web: Social Media and Boomer, Senior Homebuyers
- Marketing to Gen X and Baby boomers via LinkedIn
- The Face(book) in the Mirror is Getting Older

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Hurray for Hollywood’s Mature Marketing Insights

Thursday, February 25th, 2010

Despite Hollywood’s infatuation with youth, half of movie tickets are bought by people over 30.

“Youth-oriented movies make or break themselves on their opening weekends,” says Bill Newcott, host of Movies for Grownups® and editor of AARP The Magazine. “But three of the highest-grossing movies of all time—the grownup-oriented My Big Fat Greek Wedding, Dances with Wolves, and A Beautiful Mind—never reached number one at the box office. How did they manage that success? It was thanks to mature audiences, who kept those movies in the theaters for months.”

That’s right, Bill, and don’t forget that many of our best known and most prolific directors, actors, and screenwriters are working until later in life and producing some of their most powerful work to date.

Imagine if Clint Eastwood’s career had ended at age 55? His last movie would have been Pale Rider. Instead, we have what is widely considered the best work of his career, including Invictus, Gran Torino, Million Dollar Baby, Unforgiven, and many more.

“Life is a constant class, and once you think you know it all, you’re due to decay. You’re due to slide. I have to keep challenging myself and try something I haven’t done before. ” – Clint Eastwood

clint-eastwoodLike most of us, Clint’s life experience has informed his acting work and his years of directing experience have honed his skills immeasurably.

At age 42, the type of movie that appeals to me now is not the type of movie that appealed to me twenty years ago. This is not unusual! We all change throughout our lives, and our tastes change along the way. That is what makes marketing to older age cohorts – Baby Boomers and Silent Generation – a greater challenge. Not only is the target moving (continuing to age), but mature consumers become more skillful in deciding if something fits their personal taste. They are a tougher sales prospect, less willing to give over precious time to be ‘sold’ on something.

What do mature movie-goers willingly pay the record ticket prices for? Check out AARP’s ninth annual Movies for Grownups® awards for insight into the cinematic tastes of matures. They reflect some of the attitudes and preferences of your Boomer and Silent Gen marketing targets.

The success of Movies for Grownups® illustrates there is a hunger for thoughtful, legitimate ‘grownup’ perspectives on what is in the marketplace for mature consumers. Use the life experience and skills of mature prospects to your advantage. Approach them as adults, not children. Well-executed mature marketing is authentic. Reward the target’s interest and time by focusing on their specific concerns and respecting their experience.

Happy Labor Day! The Recession and Older Workers

Monday, September 7th, 2009

Two new sources of data, statistics and insight into how the current economic conditions are affecting mature consumers.  First, the Pew Research Center finds that the majority of 65+ers (Silent Generation members) keep working because they want to and that older workers are happier on the job than younger workers.   However, as the AARP Economic Team notes in a July report, the unemployment rate for people over 55 has increased more sharply than for other age groups.

Read Pew’s report, titled “Recession Turns a Graying Workforce Grayer” at http://pewsocialtrends.org/pubs/742/americas-changing-work-force.  According to Pew:

According to one government estimate, 93% of the growth in the U.S. labor force from 2006 to 2016 will be among workers ages 55 and older.

Demographic and economic factors explain some — but not all — of these changes. Attitudes about work also play an important role — in particular, the growing desire of an aging but healthy population to stay active well into the later years of life.

WhySeniorsWork.PewResch(Did you get Labor Day off?  While the burgers cook, we invite you to search this blog.  You’ll find several posts on the desire of Baby Boomers and beyond  to delay retirement, and what that means for marketers.)

AARP’s study, “Older Americans and the Recession,” has several eye-opening charts.  It includes links to research on the impact of stock market woes and disappearing retiree health insurance benefits.  You can find it all at http://www.aarp.org/research/ppi/econ-sec/Other/articles/Older_Americans_and_the_Recession.html.


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