Group project for marketing management with multiple aspects of marketing to senior citizens including sports management, mass communications, and restaurant customer service.

1. MARKETING TO THE AGING
POPULATION
Keith
Cole
Patrick
karli

2. HEALTHCARE FOR SENIOR CITIZENS
Doctors are more involved the promotion of pharmaceutical products than the
companies themselves.
Pill related products themselves are a multi-million industry.
Senior discounts bring in twice the profits that rebates or customer loyalty programs
ever will.

3. LIFESTYLE
Housing aids
Wheelchairs
No stand showers

4. Sports Marketing for Senior Citizens
• What is Sports Marketing?
• Subdivision of marketing, focuses on promotion of sports events and teams as well as
the promotion of other products and services through sporting events and sports
teams.
• Can be promoted with physical product or a brand name.
• Three sectors:
• Advertising of sport and sports associations such as the Olympics, Spanish Football
league and the NFL
• The use of sporting events, sporting teams and individual athletes to promote various
products
• The promotion of sport to the public in order to increase participation

5. Benefits of marketing sports to senior citizens
• Benefits:
• Membership
• Sales
• Recognition
• Those factors represent biggest benefits for companies, the athletes,
leagues, associations, and sport event managers.

6. Marketing to Senior CitizensThrough Sporting
Events
Examples of major games that involve marketing:
• NBA Finals (Basketball)
• Super Bowl (Football)
• FIFAWorld Cup (Soccer)
• UEFA Champions League (Soccer)
• Olympic Games

7. Examples of Sports Marketing
to Senior Citizens and their families
• Allstate-Sponsored by NASCAR driver Kasey Kahne; print andTV ads; NCAAF net
• Reebok-Sneaker maker led one of the favorable fiction rivalry's; Dan O’Brien & Dave
Johnson
• Coke-Joe Green; signed autograph “Have a Coke and a smile”
• Stubhub-Ticket agents featured a common sports sound (buzzer signaling end of period).
When fans heard this sound, they thought of Stubhub.
• Budweiser-Invests in several humorousTV ads during yearly Super Bowl
• Citi Bank-Paid millions of dollars to get naming rights of NewYork Mets home field
renamed to Citi Field.

8. Revenue from Collegiate SportsTeams
(Via ESPN)
• Arkansas Razorbacks
• Tickets: $28,645,905
• Donations: $12,768,088
• University:$1,518,452,
• Media Rights:$1,561,000
• Branding:$2,279,843
• Total Revenue:$66,174,916
• Ranked 28th in 2008 inTotal Revenue.
• Alabama CrimsonTide 1st with $123,769,841

9. Other smaller examples
• TV Sports Packages
• ESPN Brands advertising beer while on air
• Beer commercials during ESPN televised games (NCAAF, NBA, NFL, MLB,
etc.)
• Athletes used in commercials

10. Louisville Slugger’s Cardinals’ scavenger hunt
• Following 2011WS championship, 45 bats hid in St. Louis
• Twitter & Facebook
• Facebook: 755 users prior, 7,049 after (143% jump)
• Twitter: 161% follower jump
• Helped bat and team company

11. Baylor Bold Rewards Program
• Post pictures, videos, retweet @BaylorAthletics, use certain
hashtags=points.
• Redeem points for prizes
• Team gear, tickets, season tickets to overall winner, lead football team out of tunnel
• November 2011: three weeks, made 4 million impressions
• Facebook, jumped from 18,000 to 26,000 fans

12. Professional Athlete Endorsements
• Tiger Woods:
• $55,000,000 2014 Endorsement Earnings*
• Was $121.9M
• Total Endorse value: $12.6 per tweet
• Sponsors: Nike, Rolex, Upper Deck, & NetJet
• 7 of out 10 senior citizens watch professional golf

13. Professional Athlete Endorsements
(continued)
• Kobe Bryant($32M): LeBronJames($42M):
• Nike Nike
• McDonald’s McDonald’s
• Sprite Coca-Cola
• Upper Deck Samsung
• Spalding Dunkin Donuts
Statistics show 59% of senior citizens watch professional basketball.

14. THE SENIOR CITIZEN DEMOGRAPHIC
The El Dorado, AR market for senior citizens retired and on disability:
Price sensitive
Retired citizens spend an average of 8 hours per day on leisure activities
On the 1st and 15th of every month, retired consumers (mostly women) relying on
social security spend an average of 3 to 4 hours shopping on those days every
month

15. USING TELEVISION TO REACH SENIOR
CITIZENS
Baby boomers werenthe first generation to have television as a major part of their lives
During the 1960’s the Vietnam war could literally be observed from your living room television
Early commercials had to be socially conservative,no abortion, no homosexual references, no
Watergate jokes.

16. HOW MUCH TV DO SENIOR CITIZENS
WATCH?
Men 65 and older watch 5.2 hours of TV per day while women 65 and older watch 4.2 hours per
day
Senior citizens over the age of 75 watch more TV than any other demographic age group in
America
Between the hours of 10 am and 4pm on non-holiday weekdays marketers direct their
advertisements towards senior citizens on popular networks like A&E, CBS, NBC, FOX, FOX NEWS,
ABC.
Yet after 5pm when most of American is home from work, television marketing is geared towards
the ages of 18-65 where shows related to "Everybody loves Raymond", and "The King of Queens",
feature senior citizen characters yet they are never the focus of the shows dynamic.

17. VALUE OF THE SENIOR CITIZEN MARKET
As of 2050 we will see 88.5 million senior citizens in the United States
The Top 10 Concerns Of Boomers & Seniors
About Aging And Their Health
1. Losing Our Health
2. Inability To Care For Ourselves
3. Losing Our Mental Abilities
4. Running Out Of Money
7. Becoming A Family Burden
8. Ending Up In A Nursing Home
6. Not Being Able To Drive
5. Inability To Get Good Healthcare
9. Inability To Work or Volunteer
10. Being Left Alone & Lonely

19. TIPS FOR RESTAURANTS MARKETING FOOD TO SENIOR
CITIZENS
Offer Senior Discounts
Promote Early Bird Specials
Mind Portion Sizes