Brent Green « Mature Marketing Matters

Posts Tagged ‘Brent Green’

Mature Marketing Links of the Week – 3/12/12

Monday, March 12th, 2012

Hello, Monday! (How did you get here so fast?) Time for the baby boomer and seniors marketing links that received the most attention from friends and followers on Twitter, Google+ and other social platforms last week.

1. MOST CLICKED: The most effective SEO strategy of all time – This must-read post by Barry Feldman in Social Media Today sums it up as follows:

“Read 10 stories on SEO and you get, well, 10 different stories. No one agrees on anything. Or should I say everyone agrees on nothing?

I lied.

Everyone seems to agree on one eensie-weensie word of wisdom. The word is relevance. While 1,001 SEO schmoes may have 1,001 different fail-safe, white hat, field-proven tactics, everyone agrees the one thing all search engines are after is relevance. So come what may, scholars and simpletons can once and for all agree: the most effective SEO strategy of all time is to produce relevant content.”

We encourage you to read the full post for insight and some truly helpful pointers: http://ow.ly/9puWu

2. MOST SHARED/COMMENTED UPON: Inspired by International Women’s Day, five facts about 50+ women, with related tips for marketing to these very important baby boomers and seniors http://ow.ly/9wXsp

And a few more resources that earned clicks/shares:

3. The divorce rate for 50+ baby boomers and seniors has doubled in the past two decades. The Wall Street Journal looks at why: http://ow.ly/9rrmY

4. An excerpt from Brent Green’s new book on how to market to baby boomers, perhaps the most examined generation ever: http://ow.ly/9rrwr

5. Beth Rand’s excellent post on this blog, “The Facebook Times are Changing – What the new Facebook Timeline means for for brands.”

Whether you like it or not, Facebook will change brand pages over to the new look/functionality on March 30. Beth offers an overview of key new features, a checklist for readying your page for the transition and examples from brands already taking advantage of the new features (such as Lennar Homes, below): http://ow.ly/9umYQ

Please take advantage of the comments tool below to share your thoughts on this feature. And thank you for sharing our passion for marketing to baby boomers and beyond!

Tags: Barry Feldman, Brent Green, Facebook Timeline, Lennar Homes, SEO, Social Media Today
Posted in 50+, 60+, Boomers, Internet, Marketing, Social Networking | No Comments »

Marketing Outdoor Recreation to Baby Boomers, Silent Generation

Wednesday, January 20th, 2010

Yesterday we let a Baby Boomer, a “gap kid” (born just after Generation Jones) and a member of Generation X sound off on whether REI’s first-ever TV ads will motivate Boomers. It was the first-ever Creating Results generational face-off. Today, we address a perhaps bigger question: Old People Don’t Hike or Camp, Do They?

Demographics of Outdoor Recreation

Outdoor recreation such as hiking or camping are indeed popular with mature Americans (Baby Boomers and members of the Silent Generation). The Outdoor Foundation’s Special Report on Camping shows that a full third of participants in camping are over the age of 45 years old. (However, their report shows only one person over age 30, and he’s on page 9.)

The Sporting Goods Manufacturers Association has reported that seniors are frequent day hikers; more than 1,524,000 Americans age 55 and older hike at least 15 days a year. 64.9% of American Hiker readers are Baby Boomers or Silent Generation members (50+).

And research completed for the Canadian Tourism Commission in 2003 pointed out that as Baby Boomers age, hikers will get slightly older on average in the coming years, with “almost 3-in-10 hikers/backpackers falling into the 55+ age group.”

For REI specifically, Quantcast estimates that a quarter of the visitors to their website are over 50 years old. The average age of their catalog buyer has been reported as 44. And as Brent Green has commented, 27% of REI’s business comes from Baby Boomers yet REI has rarely incorporated older models before these TV ads appeared.

Brent’s been consistently vocal about how REI’s marketing has missed the mark with Baby Boomers. We’d love to hear if there are any outdoor gear companies out there you feel hit the bullseye. Share their names and/or links below.

Tags: Brent Green, camping, hiking, outdoor recreation, REI
Posted in 40+, 50+, 60+, Advertising, Boomers, Marketing, Mature Consumers, Silent Generation, Uncategorized | 5 Comments »

Marketing to Boomers, Seniors … and SWELS?

Tuesday, September 22nd, 2009

Functional Ingredients Magazine recently took a look at the business of marketing healthy foods and supplements to Baby Boomers and beyond. Their article, Marketing to SWELS: Seniors with Energetic Lifestyles, has a nice mix of statistics, advice and a case study of a UK ad campaign for probiotics. And it inspired us to put down the Swedish Fish and share more insights into mature consumers and food.

What Boomers eat is no small question – it’s big opportunity for businesses that take time to understand swell SWELs. Market Research Group reported that:

Boomers age 45-54 spend $123 weekly on food, compared with $102 for 25- to 34-year-olds and $75 for 65- to 74-year-olds. Moreover, over 10 million boomer households allot $125 or more weekly to grocery expenditures alone, while nearly 20 million visit either family or fast-food restaurants 6 or more times monthly.

FoodProcessing.com noted functional foods as one of its consumer trends for 2009, tying the prediction to the desire of mature, 40+ consumers to actively age. “Health and wellness is expected to continue its march into new product development particularly foods with added health benefits for babies, children, aging baby boomers, seniors and pets,” wrote Diane Toops.

Food marketing often is aimed at women. But mature marketing expert Brent Green calls Baby Boomer men “the next marketing frontier.” Green whets the appetite of marketers with this economic perspective:

Boomer men are more prone to spend discretionary dollars during the economic crisis. They are more likely to make impulse purchases than women (25% men versus 9% women). They are more apt to spend than save (37% versus 28%). They are more self-directed on investment decisions (70% versus 46%). At the grocery store, they are more willing to buy national brands over generic store labels (46% men vs. 26% women).

What do you think? Please share your examples of ”swell” food or supplements marketing aimed at Baby Boomers/seniors living – and eating! - energetically.

(And a note of thanks to FunctionalIngredientsMag for recommending Creating Results’ research on photography that is motivating to Baby Boomers, Silent Generation members and other mature consumers.)

Tags: Brent Green, food marketing, food trends, Functional Ingredients Magazine, healthy foods, supplements
Posted in 40+, 50+, Boomers, Marketing, Mature Consumers | 1 Comment »

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Posts Tagged ‘Brent Green’

Marketing Outdoor Recreation to Baby Boomers, Silent Generation

Demographics of Outdoor Recreation

Marketing to Boomers, Seniors … and SWELS?

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