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Two new articles to share for those committed to more effective marketing to Baby Boomers and Silent Generation (seniors).  Last week, MarketingSherpa profiled a campaign for one of our retirement community (CCRC) clients that lifted leads from older prospects more than 267% over the previous year.  And, the International Council on Active Aging(ICAA) featured a by-line by our own Todd…

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…

Just before the holidays, REI released its first-ever TV advertisements - two spots that depart from typical outdoor gear marketing that show products as heroes and outdoor enthusiasts as superheroes.  Designed to inspire sales during the holiday season, they actually inspired a first-ever "generational face-off" blog post from the Creating Results team: will REI's new TV ads connect with Baby Boomers and beyond?

The REI Holiday TV Ads

Both new spots feature intergenerational groups.  In one, a group of hikers (including a sixty-something gent) wait for the rain to stop under a rocky ledge.  In the other, a mother and daughter enjoy a meal of peanut butter sandwiches on a cold mountaintop.  Both depict the outdoors as perhaps a little wet, cold or uncomfortable but still fun. Holiday Hikers/Just Add Water (cave) Mountain View/4-Star Dining Tom Vogl, REI vice president of marketing, says "We hope viewers find them inviting, fun and authentic..." Dan Neil of the LA Times says "I think the retailer just walked off a cliff." What did our team have to say?

She Said:  Boomers Love the Outdoors, Won’t Love these Ads

It’s only right that Kathy East, VP of Client Services Director and a Baby Boomer herself, starts our generational face-off.
What a missed opportunity!  And worse than that … The elders in both spots are TOTALLY IGNORED!  I'm not feeling all warm and fuzzy about that co-op I joined 35 years ago in Seattle.  Yes, 35 years ago when I was 2 years old 20 years old. 

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…