Mature Market Experts Gem of The Day: Receive Special Reduced Rate At DC Conference!


Mature Market Experts: more mature market news and stats more often – Mature Market Experts Members Receive Special Reduced Rate At DC Conference! Joining Market Experts is Free, and the benefits are awesome. Members receive special rates on conferences like Hot Trends In Marketing To The Boomer and Mature Consumer which is now just $295! Here’s where to register. I’ll (Tom Mann of TR Mann Consulting) be there . . . more importantly, there’s an incredible lineup of speakers:

New Insights for Companies and Their Agencies
Targeting Boomers and Beyond

A Workshop Sponsored by the International Mature Marketing Network
and the Market Research Global Alliance

May 15, 2009 in Washington, D.C.,
at the Marriott Residence Inn Arlington – Pentagon City*

• Hot Trends in Marketing to the Boomer and Mature Consumer
• Breakthrough Strategies
• Case Studies
• New Ideas
• Solutions to a Recession Economy

About this special one day event:

The workshop provides new insights into how to develop new products and services in these challenging economic times. Attendees will hear from some of the leading experts and thought leaders on how to build successful relationships in this fastest-growing demographic segment which has its unique combination of needs.
Our culture places a premium on “youth”. However, age 50 plus is the fastest growing demographic segment (and will be for the next 30 years). This group more than any other generation before them is highly focused on the brands that satisfy their unique combination of needs.

Receive practical advice, case studies and actionable research. All in an exclusive setting limited to 130 participants designed to maximize networking opportunities with key decision makers.

You will learn how to:
• Segment and reach this lucrative market using new methodologies,
• Develop products and services that reflect the needs and wants of this market,
• Create meaningful and effective advertising messages,
• Market your products and services in even the worst economy,
• Turn the recession marketplace into a unique opportunity for increased sales.

MME Members $295.00 (Mature Market Experts)

Special offer: Register before April 30 at $395.00 and bring a colleague for Free.

Please contact Dr. Leslie Harris, workshop organizer, at

*Attendees will receive a free copy of
After Fifty :How the Baby Boom Will Redefine the Mature Market or
After Sixty: Marketing To Baby Boomers Reaching Their Big Transition Years

Market Leaders Confirmed as Speakers:

Kevin Lavery
One of the co-founders of Millennium Direct and is currently Managing Director. Millennium is the leading resource of marketing and research services in the United Kingdom for the 50+ population. Kevin is also President of IMMN, an international network formed to provide marketing services to the Boomer generation.

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. Dr. Orsborn was also co-founder of Fleishman-Hillard’s FH Boom, the first initiative by a global public relations agency dedicated to helping companies market to the Boomer Generation.

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.
*Kennedy’s book “The Daughter Trap” is due out from St. Martin’s Press in spring of next year. Look for it!

Tom Mann
Managing partner of TR Mann Consulting and is a recognized leader in the senior industry. Tom is the managing partner of TR Mann Consulting and is the co-founder of Mature Market Experts. Tom was the Senior Vice President of Advertising for Erickson Retirement Communities. His responsibilities included market research, strategy, budgeting, creative review and media placement. 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 clients include real estate developers, retirement communities, exercise and fitness programs, car companies, magazine publishers, the travel industry, and companies that sell consumer goods or services to the senior marketplace.

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.

Todd Harff
President of Creating Results, a strategic marketing, public relations and advertising agency that develops demand for lifestyle-oriented products and services. Todd is a nationally renowned expert in understanding and motivating mature consumers. Over the past 15 years, Creating Results has worked with government agencies, not-for-profits, Fortune 500 companies and entrepreneurs in a variety of industries to build relationships with Boomers and beyond. Some of the clients that have been served include: National Association of Home Builders, Rhode Island Hospitality & Tourism Association, Mystic Coast & Country Travel Industry, Willow Valley Retirement Communities, Potomac Hospital, Ingleside Retirement Communities.

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. And a third service is the provision of Interim Marketing Leadership services for organizations. He is a frequent writer and speaker, whose thinking has appeared in dozens of trade and professional journals. And he has made over 100 presentations and speeches at association meetings and conferences. He also serves on the editorial review board for the Journal of Current Issues in Research and Advertising (JCIRA). And he is the co-author of the forthcoming book, MORE Guerrilla Marketing Research, which will be published by Kogan Page in the first half of 2009

Brent Green
Brent is a marketing communication strategist and consultant with internationally respected expertise in generational marketing He is the author of Marketing to Leading Edge Boomers: Perceptions, Principles, Practices, Predictions. Established in 1986 and located in Denver, Colorado, Brent has received over 50 regional, national and international awards for creative and strategic excellence. The firm has produced programs for a diverse range of clients including The Broadmoor, Total Petroleum, Orange Glo International (OxiClean brand), McDonalds, Blue Cross Blue Shield, The American Water Works Association, The General Merchandise Distribution Council, The American Numismatic Association, Men’s Fitness Magazine, Rodale’s Best Life and Men’s Health magazines, Experimental and Applied Sciences (EAS), FrontRange Solutions, Hewlett-Packard, and the United States Olympic Committee.

Space is limited to 130 attendees, so sign-up now!

Continential Breakfast and Full Lunch will be served.
Hotel is located 2 miles from Ronald Reagan Airport w/ complementary shuttle service.

*Sponsorship Opportunities Available*
Workshop Sponsorship

See you in May!


When: Friday, May 15, 2009 7:30 AM – 5:00 PM


Marriott Residence Inn Arlington
550 Army Navy Drive
Arlington, Virginia 22202

Eastern Time Zone

Mature Market Experts Gem of The Day: Baby Boomers Continue To Push On Food Labeling

Mature Market Experts: more mature market news and stats more often – Baby Boomers Continue To Push On Food Labeling – As baby boomers age, the markets are responding with healthier food choices. Under a new policy enacted by Congress, shoppers will now know where their food comes from (remember, the majority of Congress are now boomers).

According to a recent MSNBC article, “Labels on most fresh meats, along with some fruits, vegetables and other foods, will now list where the food originated. In the case of meats, some labels will list where the animal was born, raised and slaughtered.”

To see a corresponding news video, click here.

Look for descriptive labeling and marketing to become more and more important (and more of an art form).

Mature Market Experts Stat of The Day: Nursing shortage partially due to lack of teachers

j0438630 mature market experts nursing

Mature Market Experts: more mature market news and stats more often – Nursing shortage partially due to lack of teachers – “An estimated 116,000 registered nurse positions are unfilled at U.S. hospitals and nearly 100,000 jobs go vacant in nursing homes, experts said.

The shortage is expected to worsen in coming years as the 78 million people in the post-World War Two baby boom generation begin to hit retirement age. An aging population requires more care for chronic illnesses and at nursing homes. “The nursing shortage is not driven by a lack of interest in nursing careers. The bottleneck is at the schools of nursing because there’s not a large enough pool of faculty,” Robert Rosseter of the American Association of Colleges of Nursing said in a telephone interview.

Nursing colleges have been unable to expand enrollment levels to meet the rising demand, and some U.S. lawmakers blame years of weak federal financial help for the schools. Almost 50,000 qualified applicants to professional nursing programs were turned away in 2008, including nearly 6,000 people seeking to earn masters and doctoral degrees, the American Association of Colleges of Nursing said. Pay differences One reason for the faculty squeeze is that a nurse with a graduate degree needed to teach can earn more as a practicing nurse, about $82,000, than teaching, about $68,000.”

Source: MSNBC

Mature Market Experts Gem Of The Day: Boomers and the Wii Fit

Mature Market Experts: more mature market news and stats more often – Boomers and the Wii Fit – My wife and I just got a “Nintendo Wii for the kids.” According to the Wii’s virtual fitness trainers on the Wii Fit game, the first time I stepped on the Wii pad, I was 15 years older than my actual age. Pretty disheartening for a guy who’s active and regularly runs marathons. I blame it on my poor balance which the game tends to penalize. Anyway, this morning I tried it again, and knocked it down to just 4 years over my actual age so I’m making progress.

No one should confuse the Wii Fit program for real science or a real cardiovascular workout but there is definitely something to be had with the concept. For example, for someone who has never had anything to do with Yoga or stretching, the Fit introduces some worthwhile drills. Most importantly, it introduces some areas to work on to improve key deficiencies (i.e. falls are the number one cause of hospitalizations among seniors, so balance is definitely worth working on). The Wii is not there yet, but it doesn’t take a genius to see where this technology is headed.

In the meantime, Nintendo … by incorporating the mature market … continues to trounce their competition.



As I’ve mentioned before, When I was at Erickson, heading up the advertising team, the brilliantly creative interactive team produced a series of incredibly cool/funny videos centered around Wii bowling at their retirement communities. Definitely worth watching!

Note: The Washington Post did an excellent review on Wii Fit.

Mature Market Experts Gem of The Day: Hearing Aids Get Stylish For Baby Boomers

The new Lyric hearing aid is a good example of how far hear aid design has come.

The new Lyric hearing aid is a good example of how far hearing aid design has come.

Mature Market Experts: more mature market news and stats more often – Hearing Aids Get Stylish For Baby Boomers – This past October I lost most of my hearing in my right ear to a relatively rare condition called Sudden Sensory Neurological Hearing Loss, so I suddenly find myself in the market for a hearing aid. Fortunately, hearing aids have become much more stylish. Once again, boomers are on the forefront of pushing for improvements . . . and it makes sense . . . 16 percent, one in six, of the 78 million boomers have some loss of hearing.

One company that certainly seems to have their product design approaching something more tolerable to the bulk of us is Lyric. The Lyric hearing aid is placed deep in the ear canal, so it is 100% invisible to other people. And the Lyric can be worn while you sweat or get wet – which is perfect for boomers who want to stay active.

I’ll be doing my research on the various hearing aid options and I’ll get back to you. In the meantime, Lyric listen up (pun intended), TR Mann Consulting can help you market your wonderfully designed product.

PS    I would be remiss if I didn’t mention two wonderful organizations that have been extremely helpful to me during this ordeal: Johns Hopkins Department of Otolaryngology, in particular, Dr. John Carey and the Hearing Loss Association of America.

Mature Market Experts Stat of The Day: A Snapshot of Mature Market Trends Shaping the Consumer Packaged Goods and Retail Industries

Mature Market Experts: more mature market news and stats more often – A Snapshot of Mature Market Trends Shaping the Consumer Packaged Goods (CPG) and Retail Industries – I recently read an interesting report by IRI on Boomers and the CPG category that had some interesting stats, charts and findings. IRA segments the mature market in the following way:

iri-cohort-definitions mature market

In addition to the sheer size of this population segment, as you know, the mature market controls the bulk of the nation’s wealth (yes, it’s still true despite our sagging 401Ks). So, here’s what IRI says,

“CPG manufacturers and retailers that view this group as a monolith, do so at their own peril. Market leaders who want to most effectively meet the needs of Boomers, some of whom are in their 60s, others still in their 40s, must identify the distinct and ever-changing attitudes and behaviors of literally hundreds of micro-segments based on income, geography, shopping trip missions, health and wellness and many other factors.

Overlaid with these differences in attitudes and behaviors is the profound transformation the U.S. economy is experiencing at present. Each of these micro-segments is likely to react differently to the rising then falling price of energy, a severely strained financial market, increasing unemployment and decreasing consumer confidence.

There are some broad commonalities among Baby Boomers that are worth noting, however. Approximately two-thirds of Baby Boomers will continue to work after retirement, some out of financial necessity, others from an eagerness to keep active. Baby Boomers, like their Gen X, Gen Y and younger compatriots, use the Internet actively to get information, research products and make purchases online. And, like no generation before, Baby Boomers are relying heavily on CPG products, from food and beverages to vitamins and supplements, for health and vitality. For the packaged goods industry, the opportunity is immense.”

dollar-sales-growth mature market

channel-share mature market

The full report is definitely worth looking at, although I still believe the best marketers avoid the trapping of categorizing their customers even on a micro level. I think it’s far more effective to practice relational marketing. As I’ve blogged before, this incessant labeling overlooks one key fact . . . regardless of age, we are all individuals.

David Wolfe, one of my favorite bloggers and a true expert on aging states in his blog Ageless Marketing:

“Needs drive our behavior. Our need to be physically and mentally comfortable, whole, safe and secure does not change from one generation to the next. In Maslow’s hierarchy, that bundle of needs is the most basic of all needs. Then, our need for love and to be loved never changes from one generation to the next. The same holds true of our need for self-esteem and the esteem of others.
What does change from generation to generation are the ways in which we strive to meet our needs.”

At TR Mann Consulting, we believe we are entering a new age of relational marketing . . . which has less do with age, than it has to do with technology. As ever-improving technology and quality improvement measures level the playing field in most, if not all industries, we are moving to a marketplace where your relationship with your customers is your key competitive advantage (or weakness). Simply put, it’s not just what you do; it’s how you do it. A great brand is a friendship unfolding—with each new interaction marking a new stage in the courtship. Your customer’s behavior and what they tell you as the relationship unfolds are what should be defining what “category” your customer fits in.

Mature Market Experts Stat of The Day: Boomer Real Estate Preferences

CB067787 Mature Market Housing

Mature Market Experts: more mature market news and stats more often – Boomer Real Estate Preferences – “An National Association of Home Builders (NAHB) survey of consumer preferences shows that Boomers prefer single-level living with three bedrooms (compared to their younger cohorts who want four bedrooms in a two-story house). Ease of maintenance, energy efficiency and an emphasis on quality were other preferences expressed by Baby Boomers for their homes.

The National Association of Home Builders is sponsoring a conference in April in Philadelphia called the “Building for Boomers & Beyond: 50+ Housing Symposium.”

Source: Baby Boomer Examiner

Note: For a ton of great real estate stats and figures, click here. Also, I should point out that TR Mann Consulting has a team that specializes in developing and marketing communities for boomers and beyond.