In America alone, 78 million Baby Boomers are already rapidly becoming seniors. The leading edge began turning 65 just a few years ago and 20,000 more will become ‘seniors’ this year.
This new wave of Boomers, well these are certainly not your average seniors. Avoid the mis-steps of using antiquated stereotypes about seniors and retirees in your advertising. They absolutely do not work when trying to sell to this unique group.
What motivates older Boomers? How did you get their attention? Some observations...
TRADITIONAL RETIREMENT DOESN’T EXIST
65 may be the traditional age for retirement, but most Boomers are far from traditional retirement. They want to stay active and be prepared for the challenges and joys this next stage of life will bring. Embracing this spirit in how you position your company’s offering this group helps them connect with your brand.
BOOMERS DON’T SLOW DOWN
Boomers have lots of leisure time to be active and social. They take part both in individual pursuits as well as activities as a couple or in a group. Fitness, artistic pursuits, music appreciation and travel are popular past-times. These are not couch potatoes.
TRY SOMETHING DIFFERENT...
BOOMERS ARE DIFFERENT!
Boomers relate to being unique and so not following the set notions of what it means to be a senior is right up their alley. Using humour, unusual headlines and imagery that breaks sterotypes and instead portrays empowered older people enjoying life that are young at heart is what these folks will respond well to.
PROVIDE VALUE WITHOUT COMPROMISING ON QUALITY
Boomers have consumed their entire life. Now in their older years, they cannot be as easily swayed as younger audiences however they will still buy and consume when they see value.
To find out more about Zoomer Marketing and to make the most of this new year visit their website at www.zoomermarketing.com
Elisa Wilson Prashad is the
Senior Marketing Strategist
for Zoomer Marketing Inc.
Out with the old ideas and in with some new
A new year brings new opportunities to connect with Baby Boomers and to sell them on your business. How will you connect and grow your base of older consumers this year?
By Elisa Wilson Prashad, Senior Marketing Strategist of Toronto-based Zoomer Marketing Inc.
Contact us to book a complimentary evaluation to see
how Zoomer Marketing can grow your older client base.
Zoomer Marketing Inc. Incorporated in November 2004