marketing to baby boomers

Marketing tothe Baby Boomer

Colin MilnerInternational Council on Active Aging

www.icaa.cc/parks.htm

Marketing tothe Baby Boomer

Colin MilnerInternational Council on Active Aging

www.icaa.cc/parks.htm

Today we are going to look at 10 tip for marketing YOUR services

to the Baby Boomer

Stop, look and listen

What is marketing?

Marketing is any and everything

you do that influence your

current and future clients

Marketing and the Boomer: You have 4 choices

• Status quo• Have a destination, however you

have no plan on how to get there• Give up

• Create a focused plan ON HOW TO GET TO YOUR DESTINATION

• How to get the most out of this session:

• Don’t just agree or disagree with me, ask “what if?”

• How can I apply this information to meet my needs?

• Take two ideas and implement them right away• Be engaged• Ask questions• Think relevance

No idea is too small, too big, or insignificant to be considered as a catalyst of transformation.

•Think big. •Think out of the box. •As a matter of fact, create a new box, because our box is not working.

No idea is too small, too big, or insignificant to be considered as a catalyst of transformation.

•Think big. •Think out of the box. •As a matter of fact, create a new box, because our box is not working.

How to get the most out of this session:How to get the most out of this session:

Marketers constantly complain about the ineffectiveness of marketing, but maybe they should complain about the ineffectiveness of marketers.

•Nearly two-thirds of Baby Boomers are growing increasingly dissatisfied with media that ignores them and are tuning out.

Source: TV Land’s New Generation Gap Study

People ages 55-64 are more likely to be offended by ads and less likely to enjoy them.

31% of people 55 and up avoid products in ads they think stereotype people.

SOURCE: RoperASW. Consumers and the Center for Mature Consumer Studies.

Source: USA Today

Marketing myth

Marketers can reach mature consumers as ''spillover'' by advertising to younger consumers. Marketing is becoming so segmented that mature consumers need their own messages.

Marketing myths about the older adult

Mature consumers are brand loyal. This is the single-biggest myth, experts say.

Source: AARP and RoperASW.

Boomers are just as likely as young adults to be open to buying new products and services (71%/71%) and to be influenced by effective advertising (55%/55%). Source: TV Land’s New Generation Gap Study, 2006

How to be more effective

1. Know your market

What is your perception of Ageing?

What is your perception of Ageing?

• Who does your brand appeal to?

• Who makes up the majority of your customers? And why?

• What do these customers know, like or dislike about your programs and services?

• What do these customers know, like or dislike about your brand? Is there a difference? How do you know?

The basics

Secret shopper

How engaging was the..

Marketing (pre-frame)Environment, Staff,ProgramsExperience

Deeply interestedInterestedEngrossedInvolved AbsorbedSeekingCommittedFocused attractedRetainedPassionate

• Who do you want?• What age group?• Income level?• Where do they live?• Availability?• What is their functional

ability?• How will you

communicate with them

The basics

•See midlife as a time of reckoning and change

•Hold on tightly to midlife and aren’t prepared to let go

•Work is the centerpiece of their lives

•They feel stretched

•Example: They aren’t sure how to fit exercise into their lives

SOURCE: AARP

Baby Boomers

Hanging onto this stage of life and aren’t ready to move on.

Although still career oriented, they have started thinking about how to battle the aging process — a growing concern for them

Source: AARP

Pre-retired

Delaying disability

• Do not smoke• Exercise, and proper

nutrition can delay disability by 10 years

Source: CDC

Pre-retired

Adopt a new sense of time, as their values and beliefs begin to change

Health and disease is a concern for this group

They focus on how long they can maintain their independence and functionality, as well as what they would have to do to extend and maximize it

Source: AARP

Retired

The first step: Identify who your potential customer is, and what are their… • needs,• capabilities,• desires, • dreams and

expectations

It’s not about ageIt’s about function

Physically DependentPhysically Dependent

• Can’t execute some or all of the BADL’s (Basic Activities of Daily Living- self-feeding, dressing, toileting, transferring, and walking)

• Dependent on others for food and other basic functions.

• Can’t execute some or all of the BADL’s (Basic Activities of Daily Living- self-feeding, dressing, toileting, transferring, and walking)

• Dependent on others for food and other basic functions.

Physically FrailPhysically Frail

• Performs BADL’s but can’t perform some or all of the activities that are necessary to live independently

• Generally due to a debilitating disease or condition that physically challenges them

• Performs BADL’s but can’t perform some or all of the activities that are necessary to live independently

• Generally due to a debilitating disease or condition that physically challenges them

Physically IndependentPhysically Independent

• Live independently • Usually without debilitating

symptoms of major chronic diseases, • Have low health & fitness reserves

• Live independently • Usually without debilitating

symptoms of major chronic diseases, • Have low health & fitness reserves

Physically FitPhysically Fit

Exercises at least two times a week for their health, enjoyment and well being, have high of health and fitness reserves.

Exercises at least two times a week for their health, enjoyment and well being, have high of health and fitness reserves.

Physically ElitePhysically Elite

• Train on an almost daily basis

• Competes in seniors’ sport tournaments, or work in a physically demanding job.

*Levels of function identified in, Physical

Dimensions of Ageing, Human Kinetics, by

Waneen Spirduso.

• Train on an almost daily basis

• Competes in seniors’ sport tournaments, or work in a physically demanding job.

*Levels of function identified in, Physical

Dimensions of Ageing, Human Kinetics, by

Waneen Spirduso.

Top 7 reasons why older adults say they exercise

• 83% improving overall health• 69% increasing energy level• 67% preventing disease• 60% reducing stress• 48% looking good• 34% socializing with others• 28% better sex

Source: Synthesis of AARP Research in Physical Activity: 1999 - 2003

Reasons why people do not exercise

• Lack of interest (by far the number one factor) • Lack of daily access to a car • Shortness of breath • Joint pain • Dislike of going out alone • Dislike of going out in the evening • Perceived lack of fitness

SOURCE: Age and Ageing 2004;33:287-292

• Lack of energy • Doubting that exercise can lengthen life • Not belonging to a group • Doubting that meeting new people is beneficial

Strategies suggested include changing beliefs about desirable levels of activity; relieving physical symptoms; addressing fears related to becoming physically active; and providing easily accessible facilities.

SOURCE: Age and Ageing 2004;33:287-292

2. Just the facts

Bone biopsy from a normal woman, age 75

Bone biopsy from a women with osteoporosis, age 47

0

10

20

30

40

50

60

70

80

90

100

20 30 40 50 60 70 80 90

The Loss of Muscle & Strength with Age

Leg Strength

Age

Str

eng

th %

According to renowned researcher Dr.

William Evans, “the single greatest deficit

in many older people is their inability to

lift 10 lbs.”

Marketing that does not workMarketing that does not work

3. Build relationships

HEADLINE: “It's funny, the more we sweat, the more the ladies find us completely irresistible.”

HEADLINE: “We swim laps and discuss world politics. Baloney! We dog-paddle and gibber-jabber.”

4. Use life stage marketing

The intellectual dimension

5. Educate the market

The vast majority of older Americans say that taking care of their health is very important, but they do not feel knowledgeable about how to prepare for a healthy old age.

Source: National Council on the Aging. 2002. “American Perceptions of Aging in the 21st Century.”

Older adults are seeking nutritional advice to manage chronic diseases.

National survey shows they aren't getting enough direction from doctors.

Source: American Academy of Family Physicians and the American Dietetic Association, 2002

Brain fitness

• Brain Age• Happy Neuron• Mattel• Posit Science

Brain Fitness on Entrepreneur magazine2008 Hot List

Impacts of Active Aging On a Canadian Healthcare Model

CEI ARCHITECTUREPLANNING INTERIORS

The majority of older people are keen to learn new skills:

•59% interested in learning about the internet & digital television•73% want courses on how to stay healthy and active •58% want financial advice and tips on managing money

The research, commissioned by Help The Aged, warned that one in three older people now felt out of touch with modern life.

Source: Help the Aged

6. Design with eyes in mind

7. Don't call them names

What words come to your mind when you hear…

SeniorOlder -adultBaby BoomersMiddle-aged

What words come to your mind when you hear…

SeniorOlder -adultBaby BoomersMiddle-aged

One word: Negative98% - senior85% - older adult74% - middle aged 66% - baby boomers

Source: The Boomer Project

One word: Negative98% - senior85% - older adult74% - middle aged 66% - baby boomers

Source: The Boomer Project

8. Keep it real

Your marketing MESSAGE MUST BE RELEVANT to…

• Engage, not outrage, your potential customer.

• Enable them to see themselves using your product or service.

Adults in their 50s are more likely than those in their 40s to say they want to see more ads for products and services people their age want to buy.

Source: TV Land’s New Generation Gap Study, 2006

Marketing elements:

1. Feature real people2. Provide concrete information3. Make recommendations that

are clear4. Recognize the obstacles

people face: times, health5. Don’t make exercise look like

work6. Don’t call it exercise7. Don’t play the age-card8. Don’t be confrontational 9. Use doctors

Marketing elements:

1. Feature real people2. Provide concrete information3. Make recommendations that

are clear4. Recognize the obstacles

people face: times, health5. Don’t make exercise look like

work6. Don’t call it exercise7. Don’t play the age-card8. Don’t be confrontational 9. Use doctors

9 Speak my language

Exercise: Very negative responseStudy participants saw exercise as too hard and difficult. “Exercise is not a word that you would want to use in your message.

Source: AARP

Exercise vs Physically Active

Market wellness

The 6 dimensions of wellness are key to an active, healthy life

SOURCE: National Wellness InstituteSOURCE: National Wellness Institute

Physical Intellectual Social Vocational Spiritual Emotional

What do your customers want to see, hear, touch, smell, and taste.

How can you get that feeling and experience to them?

WordsImagesEmotionsRelevanceThe story

Physical dimension

Strength FlexibilityActivity levelPerfectionFitnessAbilitiesAttractionMental healthDisability disease managementPleasureAppearanceSelf-image

IndependenceSelf-reliantAttributesFunMovementFunctionalityHealthyMobilityWorkFreedomEngagedEndorphinsFive senses

Family RecreationFriendshipsRelationshipsBelongingEntertainmentClubsConnectionWork/

EmploymentSupport Intergenerational

Social dimension

EngagedPetsFunSocial butterflyFoodBelongingCommunityStatusLossCliquesHappy hour

LearningSelf-

actualizationBrain fitnessVitalityAnalyzingEntertainmentEducation levelCreativeEngagedProblem solvingArtistryContribution

Intellectual dimension

IntelligenceCommunicationMemoryGrowthCuriousScholarlyWillingInnovativeReassuringRespectCognitiveStatus

Self-actualizationSerenityWell-beingMeditationOnenessReconciliationGivingServiceForgivenessStrengthWholenessGrowthPersonhood

Spiritual dimension

TransformationHopePeacefulnessFulfillmentIntrospectionRelaxationLoveSoulPurposeCharity/CharitableJourneyDestinySeeking

FeelingsPurposeSupportWell-beingMaturityFriendshipCompassionAcceptanceContentSatisfiedEmpathy

Emotional dimension

BalanceHarmonyLaughterHumorJoyApathyPowerlessStabilityValuedEmotionalSelf-control

Skills VolunteeringPurposeResponsibilityProductivityEducation TrainingExperienceSelf-worthCreativeRole

Vocational dimension

ChangeFinancial rewardSecurityIndependenceChallengeCareerRehabilitationHobbyJobAbilityValue

RESULTS

Dove sales increased by 700% in the first 4 months of the campaign,

800 stories in the media

The campaign won awards as most effective

Lessons learned

By dissecting Dove’s pro•age program, you can discover the DNA of a successful marketing campaign for the age 50-plus market. Here are seven lessons you might apply to your marketing:

1. Do your homework. Get to know your clients and their needs, so you can better understand what to communicate to these adults and how.

Lessons learned

2. Realize that your marketing needs to “capture the spirit” of the viewers, readers or users by featuring real people, with real stories. How would your clients react to your offerings if they captured their spirit? Ask your clients to share their successes online and to encourage others to share theirs.

3. Create a community feeling among your clients from the start.

For example, host gatherings in your juice bar or dining area after classes. Program support groups, and invite them to get involved with your center or community. You’ll know you’ve achieved that community feeling when your clients express a sense of ownership about your business. Pride is priceless.

.

4. Demonstrate that you’re an advocate for your clients. Engage in community events that support mature women or men—from the Red Hat Society, to raising funds for breast or prostate cancer, to hosting postmenopausal education workshops.

5. Create a debate in your community around your offerings.

6. Use your website as an interactive marketing tool for storytelling, and not just as an online brochure.

(Seventy percent of adults ages 50–64 use the Internet, as do 82% of those 30–49, and 33% of those over 65, according to a 2006 Pew Internet and American Life Project study.)

7. Be pro-age! Like Dove, promote “affirmative and hope-driven” attitudes toward aging.

10. Demonstrate your credibility and commitment

Over the course of the last 8 years ICAA has received millions

of dollars of free exposure, to millions of people worldwide

Tools: Newspapers, television, radio, the internet, newsletters, brochures, presentations, word of

mouth, etc.

Be the one

The mass media and aging

Examples

• Changing the way we age • Active Aging Week• Expert article• Partnership support

Brazil Calendar of 50 plus women

Other Campaigns

• Milestones• Awards• Success stories• Human interest

stories• New products or

trends• Events, workshops,

etc.

– Web site, – Blogs– Mass E-mails/news– Mail– Editorial writers– Renewal Notices

– Phone on Hold – Advisory Board– Brochure– Free consultation– Survey results– Educational events

Survey findings

Testimonials add credibility: Use the exposure you gain in your marketing materials.

• Picture perfect• Advertising and Direct mail • Brochure• Newsletter• Letter• Bulletin board • Sales office walls and

presentation • Walls of FAME and • Facebook • E-mail• Public Relations, etc.

What tools will you use to accomplish your objectives?

What Media to Use?

Magazines:Readers associate the same credibility of the magazine with the coverage offered.

Radio:Offers one-on-one intimate connection.

Newspaper:Circulation numbers, newsworthy appeal.

Media to Use

Television:Let’s you show your message in use with all the benefits.

Signs:Impulse response, reminds them to get

involved if in buying mood.

Flyers:Economical and instant results

Media to Use

Internet:The internet offers you the opportunity to get people involved in what you have and creates an

Interactive community.

If you build it “he” [they] will come

Field of Dreams

Community clubhouse and community center:It is now about the experience

Photo: SFCS

If you build it…

• they will come • they will stay • they will use it, and • they will have expectations

Field of Dreams

Wellness Communities: Craig Ranch

Where you live, can help you live.

Wellness Communities: Canyon Ranch Living

The power of possibilities

•Spa complex•Club house•Health and healing center•Life Enhancement Center•Aquatic Center•Golf center

Miraval Life in Balance Resort and Spa There is life. And there is living

Experiences

•Breathe •Connect•Create•Dare•Explore•Nourish•Strengthen•Thrive •Unwind

California Health & Longevity Institute

•Medical and alternative medicine•Fitness•Life Balance •Nutrition

The 360 degree approach to health

SPAdominium

“We are looking at the possibility of many of the senior centers having both health clubs and Starbucks coffee houses.”

Josefina G. Carbonell, assistant secretary for aging, Department of Health and Human Services

Source: U.S. Senate, Special Committee on Aging , May, 2003

Mather CafesMather Cafes

50 Plus Clubs

50 Plus Clubs

Nifty AfterFifty

Unlock your potential at The Ranch

Find SOCIAL areas thatpeople young and old would like to engage in to unlock their potential

i.e. intergenerational debates, GPS

scavenger hunts, ballroom

classes,book of the month clubs, pool classes


Find Civic

Engagement areas

that people young

and old would like to

engage in to unlock

their potential

i.e. mentoring and

volunteering in an

area that has yet

to be tapped, living

libraries (CC)


Find educational areas that people young and old would like to engage in to unlock theirpotential

i.e. computers for young and old, Cognifit Games, Cooking schools, photography classes

Unlock your potential at the Ranch

Find areas that

people young

and old would

like to engage

in to unlock

their potential

through self

expression

i.e. music classes,

painting,

woodworking


Find health and fitness areas that people young and old would like to engage in to unlock their potential

i.e. becoming a fitness instructor,training for a Marathon, walkingAgain without a walker


Find spiritual areas that

people young and old

would like to engage

in to unlock their

potential

i.e. meditation, yoga,

serenity gardens, walks

at sunrise, hiking.


Find recreational

opportunities that

people young

and old would

like to engage

in to unlock

their potential

i.e. basketball,

wall climbing,

tennis, cycling,

sports teams


Find area that support environmental and nature for people young and old helping then unlock their potential

i.e. farmers market, bird watching club,horse back riding, camping, gardening


Each program and staff member must help unlock residents and members untapped potential?


A business that simply manages to maintainits current share in the 50-plus market should increase its sales by 35 percent to 50 percent during the next 20 years.

Source: AARP

To attract the older adult remember tounlearn our past habit

Old NewFit for being fit Health and energyOne size fits all programming and marketing

CustomizationProgramming EngagementIts all about the equipment Its all about

the experienceBe the same Be uniqueAge specific programming Fitness to functionDominance of 18-40 Old is goldFitness WellnessTechnology Wellness 2.0Heart Hearts and mindsIn the box Out of the box

Old NewFit for being fit Health and energyOne size fits all programming and marketing

CustomizationProgramming EngagementIts all about the equipment Its all about

the experienceBe the same Be uniqueAge specific programming Fitness to functionDominance of 18-40 Old is goldFitness WellnessTechnology Wellness 2.0Heart Hearts and mindsIn the box Out of the box

Thank youIf you have any

questions please contact me at

[email protected] or call me

1-866-335-9777

mailto:[email protected]

marketing to baby boomers

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