Segmenting the Market
Source: Ageing in Place Technoloy Watch
Lots of detail about the under-65 crowd. We are a society so consumed by age bracketing and labels, you'd think there was enough data to meet all the needs of marketers. We have Generation X and Y/Millennials ("What, me worry?"), or Young, Middle, and Older Boomers. We know whether they love their iPhone or their BlackBerry, and whether they signal the end of voice calling capability because texting is the beginning, the middle, and the end of their cell phone use. And today's WSJ helped us understand that a 35-year-old could have the arteries of an 80-year-old.
Source: Seniour Housing News
Beyond Boomers: Find Success in Marketing To Specific Boomer Segments
Think the Baby Boomer demographic is simple to reach effectively? Think again. Last Friday, a workshop entitled “Marketing to Boomers and Beyond: How to Build Your Business with the Mature Consumer,” was held in New York City to address this and other related mature marketing issues, including the latest demographic trends, research findings, and how to effectively reach and resonate with the 50 plus population.
Source: Minyanville
How Companies Are Targeting Boomers
Baby boomers, though getting up there in age, are far from being has-beens. In fact, their $1 trillion spending power is making boomers an increasingly sought-after demographic. Earlier this year, at the Consumer Analyst Group of New York conference, General Mills (GIS) announced plans to strengthen its pursuit of those baby boomer dollars.
Source: Media Post
Engage Boomer: Writing A Brand New Book
Somewhere in America, a baby Boomer will turn 50 every seven to ten seconds. That's more than 12,000 each day and over four million each year for the next decade. Baby Boomers and older consumers are the single largest economic group in America. But be careful what you call them. Euphemisms like "elder," "of a certain age" or "senior" may not go over well. Many may become more than a little upset with being labeled. After all, they aren't simply writing a new chapter of their lives, they're writing a brand new book -- and each book is different.
Source: AARP
Experts: Marketing to baby boomers requires attention to the individual
Hoards of baby boomers are nearing and reaching the age of retirement, which has companies in the U.S. and Canada searching for ways to get inside their heads - and their wallets. As this generation of retirees grows older, very few of them are willing to live like their parents did during their later years. In fact, most of them are attempting to hold onto their youth as long as possible. As a result, marketers who wish to reach these individuals will need to portray them as active, unique and vibrant, experts say.
Source: Marketing Week
Get your share of the century-old consumer
The number of consumers aged over 75 is set to escalate, opening up a ’virgin territory’ of opportunities for brands. But tomorrow’s ageing population will look vastly different from that of today’s, demanding new communication and targeting techniques.
Source: The Journal on Active Aging
Market segmentation: successfully targeting the mature population
Marketing to mature adults is a vital activity for any organization catering to the active-aging market. What complicates things is knowing how to appeal to this burgeoning demographic, and knowing when nontraditional marketing messages come into play.
Source: Information Management
Do you watch The Late Show with David Letterman, or do you watch Ted Koppel's Nightline? This question, which generated a lot of controversy earlier this year, is at the heart of a great marketing paradox. While the audiences of the two shows are approximately the same size, The Late Show generates $100 million more in advertising revenues than Nightline. Why the difference? Marketers are obsessed with targeting the 18 to 49 demographic segment, which heavily watches David Letterman. Ted Koppel, on the other hand, attracts an older crowd.
Source: Journal of Consumer Marketing
Targeting the mature market: opportunities and challenges
The purpose of this paper is to highlight key issues confronting marketers who contemplate targeting the older population, and to provide guidelines for addressing these issues. These range from issues definition of the mature market to specific marketing strategies. In this paper we address some of the most commonly raised issues for which there is wide variation in opinions.
Source: MetLife - Marture Market Institute
Generational Profiles of Americans Born in the 1900s
These 6 profiles provide a snapshot of Americans born since the early 1900s . They look at their current demographics and the historical events occurring during their teen and young adult years that influenced their values and their viewpoints.