Hot Trends In Marketing To The Boomer and Mature Consumer

CB104866 mature market shopping
I’ll (Tom Mann of TR Mann Consulting) be there will you? I’m scheduled to speak at this upcoming event “Hot Trends In Marketing To The Boomer and Mature Consumer” being sponsored by The International Mature Marketing Network and The MRGA Market Research Global Alliance. The event is being held May 15th in DC. Best of all, I’ve arranged for Mature Market Expert (MME) members to get a special rate of just $425 if you register before March 30th (if you’re not already a member, just join up through LinkedIn . . . it’s FREE to join MME). Also, you should know that there are only 125 seats available for this exclusive event. Here’s the list of confirmed speakers:
Kevin Lavery
Executive Creative Director of MillenniumDirect, the leading resource of marketing and research services in the United Kingdom for the 50+ population and President of the International Mature Marketing Network. Kevin will be the events’ lead-off speaker.
Andrew Nibley
Chairman and CEO of Marsteller, the advertising interactive, event management and production unit of Burson Marsteller, the world’s leading public relations agency, Andy has been a President, CEO or Chairman in four different industries – news, internet, music and advertising.
Sandra Timmermann
Assistant Vice President, MetLife, and Executive Director, MetLife Mature Market Institute. In her role, Sandy is responsible for research, education and consultation on aging and the 50+ market for MetLife and its business partners.
Dr. Carol Orsborn
Senior Strategist with Vibrant, an information sharing website for leading edge Boomer women. Carol has provided counsel to over 100 leading companies in a broad array of industries including AT&T, Pfizer Pharmaceuticals, Prudential, The Walt Disney Company, Hallmark and Visa.
Laurel Kennedy
Founder of the “thinking firm” (part think tank and part consulting) called Age Lessons. She has appeared on national television including CNBC and Comcast TV, and as a keynote speaker before numerous industry and corporate forums. She has consulted for such clients as Johnson Wax, Keebler, Kraft, Kellogg, Quaker Oats, Pepsi and Sara Lee.
Todd Harff
President of Creating Results, a strategic marketing, public relations and advertising agency that drives demand for lifestyle-oriented products and services. Mr. Harff is a nationally renowned expert in understanding and motivating mature consumers. Over the has 15 years, Creating Results has helped government agencies, not-for-profits, Fortune 500 companies and entrepreneurs in a variety of industries build relationships with boomers and beyond.
Jacob Brown
President of In-Depth Research, a strategic market research company specializing in Boomer/Senior Research, Healthcare Research and Technology Research. In-Depth conducts research for many leading companies, including Microsoft, Tivo, United Healthcare, Intel, Varian Medical Systems, Adobe and Disney.
Gerald Linda
President of Gerald Linda & Associates, a 15-year-old marketing consulting firm. The firm provides marketing strategy, planning and research services to a wide mix of large, sophisticated marketers as well as smaller entrepreneurial companies. A second service is adding advertising and public relation agencies with their new business and account planning efforts. His responsibilities have included providing marketing counsel and research needs for such clients as Miller Brewing Company, S.C. Johnson & Son, Inc. and BP Amoco.
Tom Mann
Managing partner of TR Mann Consulting, Tom is a recognized leader in the senior industry.  Previous to starting his own firm, Mr. Mann was the Senior Vice President of Advertising for Erickson Retirement Communities. In addition, he was the publisher of the Erickson Tribune, the nation’s largest monthly newspaper addressing health, active lifestyles for people 62 plus. His firm TR Mann Consulting specializes in advertising, marketing, communications and PR for Baby Boomers and beyond. Their clients include real estate developers, magazine publishers, the travel industry, and companies that sell consumer goods or services to the senior marketplace. Mr. Mann is also the founder of the Mature Market Experts Group.
Let me know if you plan on attending, I’d love to meet you.
Warmest regards,
Tom Mann, Managing Partner
TR Mann Consulting
Co-founder, Mature Market Experts

Mature Market Experts Stat of The Day: Video Games

CB041354 mature market video games

Mature Market Experts: more mature market news and stats more often: Video Games –“Twenty-four percent of Americans over age 50 played video games in 2007, up from 9% in 1999, according to the Entertainment Software Association. People age 55 and older account for less than 10% of Nintendo hardware sales. That’s a slight increase from about four years ago, when the previous generation of game consoles peaked, Harrison says. Seniors have “opened up the aperture of people who previously would’ve not considered themselves to be gamers,” he says. Nintendo has been bolstering its senior-friendly image, partnering with retirement communities, including Erickson, which has received 15 free Wiis.”

Source: Aging In Place Technology Watch

Note: When I was at Erickson, heading up the advertising team, the brilliantly creative interactive team produced a series of incredibly cool/funny videos that lead to the Nintendo/Erickson relationship.

Mature Market Experts Stat of The Day: Celebrity Endorsements

The mature market is not won over by celebrity endorsements according to a consumer poll in the UK conducted by YouGov. “A well known face fronting an advertising campaign is no longer a guarantee of success, with 46% of older consumers actively turned off, 39% ambivalent and just 11% more positive as a result.”


By the way, Seth Godin has an interesting blog entry about marketing to seniors / boomers and Psychographics vs. demographics . . . or as I say “stage NOT age.”

What To Do In A Bad Economy: Stop Marketing!


My fellow Mature Market Experts, I thought I’d share a great take on the economy and marketing’s relationship by Charles Osgood (just click here). If you love Dr. Seuss, you’ll love this!

By all means, it you want to guarantee that you have no chance at success, stop or cut back your marketing and advertising efforts.

If, however, you are interested in gaining sales and market share in the boomer or senior market space, I recommend you contact some mature marketing experts (preferably my team at TR Mann Consulting).

PS  I’ll be speaking at and attending the International Council on Active Aging’s upcoming Conference (December 4th thru 6th) at the Henry B. Gonzalez Convention Center in San Antonio, Texas. Let me know if you’re attending, so that we can try to catch up.


Mature Market Stat of The Day: Advertising

Boomer / Senior / Mature Market Stat of the Day – I recently attended AARP’s Life @50, National Event and Expo in Washington, DC (Sept. 4-6). As I toured the expo, I was struck by how few marketers actually understand the audience they are trying to reach. Perhaps the funniest example of this was the AARP’s expo brochure and map. The map, which was supposed to identify where the different company booth locations were, was printed so small that not even Superman with his superhuman powers could have read it. Unbelievable. I can’t tell you how many people asked me if I could read it (I couldn’t and I have better than 20/20 vision).


“People over the age of 50 account for half of all the discretionary spending in the U.S., and they are voracious cultural consumers. They watch more television, go to more movies, and buy more CDs than young people do. Yet, Americans over 50 are the focus of less than 10% of the advertising. In short, the romanticization of youth persists.”


Source: Glenn Ruffenach, Why Gerontologists Should Join Forces with the Business Community, 2005

I suspect most of these errors happen not because people/companies/ad agencies are lazy or stupid, but rather they don’t know what they should be looking for. Also, the larger the company, the more likely it is that implementation is developed further down the line (usually by a 25-year old designer who can’t be expected to think like a 50-year old).


People, do your company a favor and make sure that a 50+ year-old is reviewing your marketing materials (or hire an outside consultant who specializes in the mature market to act as your eyes and ears).