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What does Missouri have to do with your marketing plans?  If you’re challenging your team to aim for the sky in 2010, we recommend you start by grounding yourselves in Missouri. It’s the “show me” state, and any planning should start with an understanding of how to show consumers (especially mature, Baby Boomers and beyond) that your product/service will deliver…

Generational marketing expert Todd Harff tells Housing for Seniors that 2010 will see innovation in the active adult (50+) housing market.  What form will that innovation take?  Many forms.  Harff says it's clear that builders are focused on new concepts and marketing strategies, and that some past trends targeting Baby Boomers and beyond have run their course. What's Out: 10-foot ceilings:…

Kudos to MetLife and NAHB who recently released a study about how builders were doing meeting the expectations of the mature market (Baby Boomers and beyond).  At Creating Results, we love research!  Decisions can be made based on data rather than that gut feel in your stomach or the old fall-back “we’ve always done it that way.”  In this economy, when…

Elderhostel - the non-profit organization that has given hundreds of thousands of seniors educational/travel experiences - is changing its name and opening its tours to anyone over 21 years of age. Participation in programs has been dropping. Baby Boomers weren't joining their tours.  Many of their most loyal travelers (Silent Generation and older) are becoming too frail to participate fully. Will Exploritas'…

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…

Part 4 of a series on using social media for marketing to Baby Boomers and beyond. PART 4: FIVE WAYS LINKEDIN CAN HELP YOU REACH 40+ PROFESSIONALS Where can you be virtually guaranteed to find affluent, educated and mature consumers online? Try LinkedIn. For companies targeting younger matures (the tip of Gen X, Gen Jones/trailing edge Baby Boomers and those in…

Part 3 of a series on marketing to Baby Boomers and beyond through social networking. PART 3: FACEBOOK PRESENTS OPPORTUNITIES FOR BOOMER, SENIOR MARKETING First, the headlines touted how Baby Boomers (especially women) were flocking to Facebook. Then, statistics showed many older social networkers flocked right off again in the spring. Despite that dip, as of July 2009 usage among users…

Part 2 of a series on using Social Media to market to Boomers and beyond.

PART 2: BABY BOOMERS, SENIORS AND TWITTER

The media appears to have fallen in love with Twitter (heck, even my 97-year-old Nana has heard of Twitter by now). Who’s on Twitter? The New York Times reports that younger Boomers are fueling Twitter’s growth, while Sysomos data suggests 81% of all Twitter users are 29 or younger.  How important is Twitter for marketing to Baby Boomers and seniors? Paul Briand of the Examiner notes “Baby Boomers 55 to 64 are Twitter users on a slightly lower level, but at a greater frequency than users aged 18 to 24. That's because Twitter has become less of a social network and more of a marketing/social network.” We see that as in keeping with this cohort’s lifestage; it’s a time in their lives when they are focused on both social and vocational development. The New York Times points out mature consumers and technology adoption are not actually strange bedfellows.
As the Web grows up, so do its users, and for many analysts, Twitter’s success represents a new model for Internet success. The notion that children are essential to a new technology’s success has proved to be largely a myth. Adults have driven the growth of many perennially popular Web services. YouTube attracted young adults and then senior citizens before teenagers piled on. Blogger’s early user base was adults and LinkedIn has built a successful social network with professionals as its target.
At Creating Results, the jury’s still out on Twitter’s effectiveness as a business engine for effectively motivating seniors and Boomers to buy.