Your SlideShare is downloading. ×
HRAMA: BOOMERS! Engaging the Over 55 Market
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

HRAMA: BOOMERS! Engaging the Over 55 Market


Published on

Marketing to the Baby Boomer generation is going to become more and more prevalent starting now! Beginning January 1st, 2011 every single day more than 10,000 Baby Boomers will reach the age of 65. …

Marketing to the Baby Boomer generation is going to become more and more prevalent starting now! Beginning January 1st, 2011 every single day more than 10,000 Baby Boomers will reach the age of 65. That is going to keep happening every single day for the next 19 years.

On March 8, 2012 we welcomed Deborah Coleman, the general sales manager of the After 55 Housing & Resource Guide and, a division of For Rent Media Solutions. Deborah Coleman demonstrates a knack for marketing to the senior community and continues to be the driving force in creating and cultivating strong relationships within the senior industry.

Deborah has served as director on the SEFAA board for several years as well as the associate vice president of the Florida Apartment Association Board for two years, co-chairing their annual Educational Conference. She has a keen understanding of the senior market and continues to provide complete and cost-effective marketing marketing solutions for the aging community.

  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. Boomers and Beyond Presented by Deborah Coleman General Sales Manager After 55 Housing & Resource Guide
  • 2. Every 7 secondsa Baby Boomer turns 50 years old which means every day another 10,000 Boomers turn 50 years old.
  • 3. “If Boomers were a nation unto themselves (all 78 million), they would be the 16th most populous country in the world, just behind Egypt and ahead of countries including France, the United Kingdom, Italy, Iran, Turkey, Spain, and Canada.” Source: CNBC
  • 4. Generational Breakdown• GI Generation 1905-25 50,000,000• Silent Generation 1926-45 35,000,000• Baby Boomers 1946-64 78,000,000
  • 5. The Coveted Demographic 135.1 135.9 18-49 +1% million million 111.3 89.3 50+ +25% million million 2006 2016Source: Boomer Project Analysis of US Census Data.
  • 6. Misconceptions• Old• Dependent on others• Very frugal• Take a nap at 1:00pm• Require walkers and wheel chairs• Are less active• Are bad drivers• They are frail
  • 7. Confusion Society is very confused about the aging population in regard to “old”, “senior” and “boomer”.• 50 years old = Eligible for AARP• 55 years old = Eligible for “senior discounts” • 1/2 price coffee at Burger King • 10% discount at Ross on Tuesdays• 6O years old = Eligible for more “senior discounts” • 10% off meal at Sizzler• 62 years old = Eligible to collect Social Security early • Up to a 15% discount at Marriot Hotels• 65 years old = Eligible to collect Social Security
  • 8. Age is not a number any longer.It’s a state of mind!
  • 9. Age Group Growth(Percentage change in U.S. 5-year age groups, 2005-2015) 50% 48% 45% 40% 31% 30% 30% 26% 20% 16% 14% 10% 10% 10% 5% 7% 3% 1% 0% 0% -3% -6% -10% -8% -14% -20% -5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+
  • 10. Statistics On Net Worth By Age The age group 45 and older own 82.6% of ALL the U.S. NET WORTH, or 41.5 TRILLION dollars. Age Net Worth % Of Total In $ Trillions U.S. Net WorthUnder 35 1.8 3.60%35-44 6.9 13.70%45-54 12.7 25.20%55-64 14.4 28.60%65-74 8.1 16.20%75 and older 6.3 12.60%Source: Federal Reserve
  • 11. Workforce 50 and Over RetiringWorking Retire 0% 20% 40% 60% 80% 100%
  • 12. Spending Habits• By 2010, total spending for 50+ households increased by $900 billion.• This group has $2.3 trillion in disposable income.• By 2010, 45+ outspent younger adults by $1 trillion annually.
  • 13. What Boomers Want Out of Life• Boomers want life-long learning• They want more time• Boomers want “experiences” vs “things”• Boomers want special treatment and feel entitled to it• “Me Generation” mentality
  • 14. What Boomers Want Out of Marketing• Boomers want to be understood• Boomers want a shopping/buying experience that is a success• Boomers want information on new options and choices• Boomers want value• Boomers want attention, respect and good manners
  • 15. Advertising Mediums
  • 16. Corporate AdvertisingLook who is targeting the Boomer market with age related icons …
  • 17. Corporate Advertising
  • 18. Marketing to 50+ Audience• Larger Font• Font Type• Contrasting Colors• Simplicity• Lifestyle Photos• Show and Tell• Strong Call to Action
  • 19. Internet Statistics• Fastest growing segment on the Internet• 2/3 of Americans age 50-64 use the Internet.1• 14 million seniors aged 65 and older are online.2• 72% of Baby Boomers have broadband Internet in their homes.3• E-mail is the most popular online activity among 50+ users, followed by web browsing, research, and shopping.3• Retired seniors go online an average of 15.9 days a month, more than any other group in the U.S. They also click twice as many banners as students do - 3 compared with the average of 1.5.4• Seniors are the most affluent consumer group that exists and are 30% more likely to purchase online than younger users.5Source: 1SeniorNet; 2Harris Poll; 3ThirdAge and JWT Boom; 4Net Value; 5SoldonSeniors.Inc
  • 20. Internet Statistics• The Internet is the most important source of information for Baby Boomers when they make a major marketing purchase, such as automobiles or appliances (Zoomerang).• Adults 50+ spend an average of $7 billion online annually (SeniorNet).• 92% of seniors shop online and 78% make online purchases (SeniorNet).• 71% will use the internet for new home research (• 92% of ThirdAgers visit an online website after they’ve read about in a print article and 89% typically visit a website after seeing a print ad (ThirdAge).
  • 21. Internet Activities
  • 22. Questions?