The document outlines strategies for effectively marketing services to baby boomers, emphasizing the importance of understanding this demographic's unique needs, preferences, and values. It challenges misconceptions about older consumers, encourages tailored messaging, and stresses the need for genuine engagement and relationship-building. Additionally, it highlights the significance of creating relevant and relatable marketing content to attract and retain older adults as customers.

1. Marketing to the Baby Boomer Colin Milner International Council on Active Aging www.icaa.cc/parks.htm

2. Today we are going to look at 10 tip for marketing YOUR services to the Baby Boomer

3. Stop, look and listen

4. What is marketing?

5. Marketing is any and everything you do that influence your current and future clients

6. 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

7. 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

8. 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:

9. 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

10. 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.

11. 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.

12. Marketing myths about the older adult Mature consumers are brand loyal. This is the single-biggest myth, experts say. Source: AARP and RoperASW.

13. 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

14. How to be more effective

15. 1. Know your market

16. What is your perception of Ageing?

17. • 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

18. Secret shopper How engaging was the.. Marketing (pre-frame) Environment, Staff, Programs Experience Deeply interested Interested Engrossed Involved Absorbed Seeking Committed Focused attracted Retained Passionate

19. 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

20. 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

21. 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

22. Delaying disability Do not smoke Exercise, and proper nutrition can delay disability by 10 years Source: CDC Pre-retired

23. 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

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

25. It’s not about age It’s about function

26. Physically 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.

27. Physically 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

28. Physically Independent Live independently Usually without debilitating symptoms of major chronic diseases, Have low health & fitness reserves

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

30. Physically 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.

31. 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

32. 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

33. 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

34. 2. Just the facts

35. Bone biopsy from a normal woman, age 75 Bone biopsy from a women with osteoporosis, age 47

36. The Loss of Muscle & Strength with Age Leg Strength Age Strength %

37. According to renowned researcher Dr. William Evans, “the single greatest deficit in many older people is their inability to lift 10 lbs.”

42. Marketing that does not work

44. 3. Build relationships

45. 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.”

46. 4 . Use life stage marketing

47. The intellectual dimension

48. 5. Educate the market

49. 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.”

50. 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

51. Brain fitness Brain Age Happy Neuron Mattel Posit Science Brain Fitness on Entrepreneur magazine 2008 Hot List

52. Impacts of Active Aging On a Canadian Healthcare Model CEI ARCHITECTURE PLANNING 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

53. 6. Design with eyes in mind

54. 7. Don't call them names

55. What words come to your mind when you hear… Senior Older -adult Baby Boomers Middle-aged One word: Negative 98% - senior 85% - older adult 74% - middle aged 66% - baby boomers Source: The Boomer Project

56. 8. Keep it real

57. Your marketing MESSAGE MUST BE RELEVANT to… Engage, not outrage, your potential customer. Enable them to see themselves using your product or service.

58. 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

64. Marketing elements: Feature real people Provide concrete information Make recommendations that are clear Recognize the obstacles people face: times, health Don’t make exercise look like work Don’t call it exercise Don’t play the age-card Don’t be confrontational Use doctors

67. 9 Speak my language

68. Exercise: Very negative response Study 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

69. Market wellness

70. SOURCE: National Wellness Institute The 6 dimensions of wellness are key to an active, healthy life Physical Intellectual Social Vocational Spiritual Emotional

73. What do your customers want to see, hear, touch, smell, and taste. How can you get that feeling and experience to them? Words Images Emotions Relevance The story

74. Physical dimension Strength Flexibility Activity level Perfection Fitness Abilities Attraction Mental health Disability disease management Pleasure Appearance Self-image Independence Self-reliant Attributes Fun Movement Functionality Healthy Mobility Work Freedom Engaged Endorphins Five senses

75. Family Recreation Friendships Relationships Belonging Entertainment Clubs Connection Work/Employment Support Intergenerational Social dimension Engaged Pets Fun Social butterfly Food Belonging Community Status Loss Cliques Happy hour

76. Learning Self-actualization Brain fitness Vitality Analyzing Entertainment Education level Creative Engaged Problem solving Artistry Contribution Intellectual dimension Intelligence Communication Memory Growth Curious Scholarly Willing Innovative Reassuring Respect Cognitive Status

77. Self-actualization Serenity Well-being Meditation Oneness Reconciliation Giving Service Forgiveness Strength Wholeness Growth Personhood Spiritual dimension Transformation Hope Peacefulness Fulfillment Introspection Relaxation Love Soul Purpose Charity/Charitable Journey Destiny Seeking

78. Feelings Purpose Support Well-being Maturity Friendship Compassion Acceptance Content Satisfied Empathy Emotional dimension Balance Harmony Laughter Humor Joy Apathy Powerless Stability Valued Emotional Self-control

79. Skills Volunteering Purpose Responsibility Productivity Education Training Experience Self-worth Creative Role Vocational dimension Change Financial reward Security Independence Challenge Career Rehabilitation Hobby Job Ability Value

81. 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

83. 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.

84. 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.

86. 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.

87. . 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.

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

91. 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.)

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

94. 10. Demonstrate your credibility and commitment

95. 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.

96. Be the one

97. The mass media and aging

98. Examples Changing the way we age Active Aging Week Expert article Partnership support Brazil Calendar of 50 plus women

100. Other Campaigns Milestones Awards Success stories Human interest stories New products or trends Events, workshops, etc.

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

102. Phone on Hold Advisory Board Brochure Free consultation Survey results Educational events Survey findings

103. 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 .

104. What tools will you use to accomplish your objectives?

105. 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.

106. 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

107. Media to Use Internet: The internet offers you the opportunity to get people involved in what you have and creates an Interactive community.

108. If you build it “he” [they] will come Field of Dreams

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

111. Photo: SFCS

112. If you build it… they will come they will stay they will use it, and they will have expectations Field of Dreams

113. Wellness Communities: Craig Ranch Where you live, can help you live .

114. Wellness Communities: Canyon Ranch Living The power of possibilities Spa complex Club house Health and healing center Life Enhancement Center Aquatic Center Golf center

115. Miraval Life in Balance Resort and Spa There is life. And there is living Experiences Breathe Connect Create Dare Explore Nourish Strengthen Thrive Unwind

116. California Health & Longevity Institute Medical and alternative medicine Fitness Life Balance Nutrition The 360 degree approach to health

117. 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 Cafes

118. 50 Plus Clubs

119. 50 Plus Clubs

120. 50 Plus Clubs Nifty After Fifty

121. Unlock your potential at The Ranch

122. Find SOCIAL areas that people 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 Unlock your potential at The Ranch

123. 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) Unlock your potential at The Ranch

124. Find educational areas that people young and old would like to engage in to unlock their potential i.e. computers for young and old, Cognifit Games, Cooking schools, photography classes Unlock your potential at the Ranch

125. 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 Unlock your potential at the Ranch

126. 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, walking Again without a walker Unlock your potential at the Ranch

127. 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. Unlock your potential at the Ranch

128. 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 Unlock your potential at the Ranch

129. 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 Unlock your potential at the Ranch

130. Each program and staff member must help unlock residents and members untapped potential? Unlock your potential at the Ranch

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

132. To attract the older adult remember to unlearn our past habit Old New Fit for being fit Health and energy One size fits all programming and marketing Customization Programming Engagement Its all about the equipment Its all about the experience Be the same Be unique Age specific programming Fitness to function Dominance of 18-40 Old is gold Fitness Wellness Technology Wellness 2.0 Heart Hearts and minds In the box Out of the box

133. Thank you If you have any questions please contact me at [email_address] or call me 1-866-335-9777