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: An Innovative Fitness Program For The Mature Market – You Have To Watch This Video!

davidbw3Mature Market Experts: more mature market news and stats more often – Conductorcise – What does a well known conductor do for an encore? If you’re Maestro David Dworkin, you train health coordinators and fitness trainers in an extraordinary low impact exercise program for the mature market called Conductorcise. Watch this video segment The Today Show on NBC did on the Maestro, it’s guaranteed to delight. Mr. Dworkin’s unique exercise program is a symphony performance, a music lesson, and an aerobics workout all rolled into one!

The Maestro, who has led orchestras across America and abroad, and served as Conductor and Artistic Consultant of three PBS Television recalls, “About seven years ago, after a conducting engagement, I jumped off the podium (as I always do) sweating, excited, feeling so high. Amazingly, I am never tired after even the most strenuous program. I started to ponder why I was never exhausted. After all, I am a physical conductor, allowing the music to flow through my body like an electric current. So where did this exuberant source of energy come from? I found that conducting is a very physical experience just like any exercise program … This combined with the stimulus of the music allows your brain to function at maximum capacity, producing a joyful experience. So I thought, ‘Why shouldn’t everyone enjoy this natural high?’”maestro-david1

The Maestro continues, “I proceeded by asking to do the program in any venue I could find. Friends of mine set up performances . . . HUD housing in L.A, YMCA’s and JCC’s in New Orleans, and Tennessee . . . schools, senior centers, active 50+ retirement communities, continuing care retirement communities and libraries . . . anyplace I could find people to engage. I did the program for children, active adults, boomers and seniors. However, I also did the program for Alzheimer and stroke patients, challenged and dementia individuals and the chair bound. And guess what? It worked for all! Now we’re certifying fitness trainers at in schools and retirement communities around teh country and I’m having a blast!”

Fitness trainers love the program. How much? The International Conference on Active Aging has just chosen Dworkin’s fitness fusion concept, CONDUCTORCISE®, as one of North America’s six most innovative active aging programs.

Full Disclosure: Conductorcise is a client of TR Mann Consulting. That being said, I still think this is a really cool video that you have to see for yourself.

Gardening and Exercise: Healthy Aging for Older Adults

CBR003130 mature market gardening

Mature Market Experts: more mature market news and stats more often: Gardening and Exercise, Healthy Aging for Older Adults – More often than not, the outdoor environment of a senior ‘retirement’ community is ignored and people focus on the attributes of a building’s interior. However, the activities that can be offered on the outside of a building are almost limitless, constrained only by the imagination, and not by a person’s age. We should encourage people to explore how the exterior environment can provide avenues for older adults to participate in physical activities that benefit them in many different ways. The stereotype, unfortunately, that older persons over the age of 65 are for the most part ill, dependent, mentally incompetent, unproductive and unattractive is alive and well. Nothing could be further from the truth, and fortunately this is changing thanks, in part, to the “Baby Boomers.” In actuality, those persons aged 65 and older represent one of the most diverse population segments, with everyone aging differently. While some of the oldest cohort (85 years and older) are frail and experiencing multiple chronic conditions, others are active and rate their health status as “good”.

In order to encourage older adults to exercise, active lifestyles need to be created in and around senior residences. Ultimately this will result in greater independence in the daily lives of a majority of the older adult population. There are a great number of programs—such as bike riding, hiking, birding, canoeing, etc.—that can be implemented to encourage older adults to become more involved in the outdoor environment.

Among these activities, one of the more personally rewarding programs is gardening. Gardening is the number one leisure activity in America, today. Studies have shown that many people 65 years and older are interested in gardening as a hobby. Everyone has had some interaction with gardening, whether it was tending to a house plant on a fire escape, blueberry picking along the side of the road or sharing fresh grown vegetables from the garden with family and/or friends. The percent of seniors interested in gardening and related activities has increased significantly over the past years and the number is expected to continue to increase as the “Boomers” age. That generation is more inclined to expect organic vegetables, health foods, and other natural products as part of their daily living.

There are reasons why gardening should be a natural part of a senior living community. It is a highly visible hobby in which everyone can participate, either passively or actively. And there is always one person that is a ‘resident expert’ who has had previous gardening experience and can lend advice. If a person has never experienced the joy of raising a plant, they can be encouraged to start small and build up gradually. The senior can begin with one tomato plant in either a container or in a small garden space. What person has not delighted in raising and ultimately sharing a fresh grown vegetable from their garden with family and/or friends?

Development of activity programs can be designed to meet the various needs of the seniors. Higher-functioning individuals who are physically active will be able to participate in a wide range of activities. Gardens can be located on-grade or at ground level, in order to take advantage of the larger growing areas. There can be minimal costs associated with the construction of smaller raised planting beds. Seniors residing in Assisted Living Residences may require a higher level of support. There can be garden spaces for Community Gardens located throughout the complex. However, there should be provisions for raised planters located closer to the residence. This will enable seniors who utilize wheelchairs and walkers to experience the joys of gardening nearer to the building. And seniors who are not able to actively participate can watch from windows or on a porch.

Accommodations for handicapped seniors should be incorporated into the overall design of garden activities in order to allow everyone to participate and feel a part of the program. Various levels of gardening can be introduced to encourage individuals to take part. Containers or raised planting beds are more easily accessed for people in wheel-chairs. Vegetable plants with brightly colored fruit and with a fragrance are good for the visually impaired. Ergonomically designed tools that are lightweight and have long handles make the job easier, especially for arthritic and wheelchair-bound seniors. Each person needs to experience his or her own unique sense of accomplishment. After all, the purpose of participating in an activity program is to promote better health, increase agility, maintain a sense of independence and feel better about oneself.

Gardens for special needs residents, Alzheimer’s and other memory-impaired patients, are another very specific level of programming. Gardens should be designed to meet the needs of the people at each stage of the disease. For example, plant material should be nontoxic for stage-three Alzheimer patients. Plants can be a wonderful tool for remembrance therapy. The tomato plant is widely recognized, has a very distinctive odor and the red fruit is attractive. Vegetables offer stimulation to almost all of the senses, therefore, they should be readily utilized in the garden.

The key to success in developing any activity program is achieving a level of motivation that stimulates a personal interest. There should be opportunities to interact with other people. We all like to meet friends in various settings. Education regarding the benefits of gardening can also be an important part of the program. Guest lecturers, how to/educational videos, magazine subscriptions, walking tours and classes can be part of the gardening program.

Individual goals should start small and be realistic. A person should not try to do more than they are able to the first few days. Moral support is also very important. Remind the senior of the benefits of physical activity and how participating will personally reward them. The same logic that motivates a person to participate in a group also motivates a person to pursue individual interests. Help the person set goals that can be achieved on a daily basis. Keep track of their progress so they can see the results of their efforts. Socialization, the enjoyment of nature and education all contribute to the success of any activity program.

Gardening involves many small tasks that encourage physical exercise. Bending, reaching, pulling, stretching are just a few of the movements that are required. A study conducted at Tufts University in Boston discovered a “threefold increase in muscle strength among frail, elderly nursing home residents aged 86 to 96 who exercised their legs on a weight machine over an eight week period.” (DiGilio1994) Seniors who have never been exposed to an exercise program continued even after the program has been concluded. They realized the importance of being physically active. As a result of their consistent efforts, they now have increased mobility, agility and energy and are experiencing increased independence.

The following list offers insight into just how beneficial exercise and physical activity can be:

• The risks of cardiovascular disease decrease dramatically
• Mental acuity increases, as more oxygen is available to the brain
• Proper weight is maintained
• Neurotransmitters are regulated, resulting in less depression and anxiety
• Digestion and gastrointestinal mobility is increased
• Flexibility and balance is improved
• Self-esteem is enhanced
• Individuals experience an increased emotional resiliency in response to life’s changes and losses
• A perception of positive health status contributes to an overall satisfaction with life

The ability to be outdoors and interact with nature also has been proven to have its own unique benefits. The natural production of Vitamin D occurs with exposure to sunlight. There are psychological benefits to interacting with the environment. Watching a beautiful sunset or experiencing the sunrise has a profound effect on mood and emotion. All of the senses are activated when you are outside. The smell of Lavender angostifolia (lavender), the sound of a bird’s song, looking at a chipmunk scurrying about for food, as well as touching the soft leaf of a plant such as Stachys byzantina (lambs ear) are all activities that excite the senses. Research supports the preceding findings and the results are significant.

It is also important to be needed. The act of gardening not only maintains a connection with nature, it creates a sense of dependency. When a senior raises a plant and is responsible for its care, that person develops a bond. Both need food, air, light and water as a basic minimum. A person also gains positive reinforcement from growing plants. We feel better about ourselves when we have accomplished a talk, such as growing a plant or harvesting vegetables.

Another indirect benefit of gardening is the promotion of quality sleep through natural means. Older adults suffer from a decreasing production of melatonin, the hormone that regulates sleep. Many older adults tend to get sleepier in the early evening, around 8 pm, and then wake up at 4 am. This can be very frustrating because it offsets normal routines and disrupts schedules. Daily activities and regular exercise regulates hormones and bright natural light resets our biological clock. Exercise promotes peaceful, uninterrupted sleep and diminishes episodes of insomnia.

Senior residences should be designed to meet the needs of older adults who want to use the exterior environment. Some residences may offer a walking path and/or a few benches. The plant material, exterior furniture and other amenities must be suited to a specific use by the older resident. Whether creating a new project or upgrading an existing residence, it is important to incorporate the professional expertise of a Landscape Architect and a Gerontologist. These two professionals need to be involved from the onset, along with the Architect and Engineer, in the development of a new residence. The Landscape Architect is experienced in the selection of a site, including the placement of the building in a location that enhances the views to and from the building, minimizing impact on the existing environment and presenting a realistic construction budget. The Landscape Architect understands how to create environments suited to a person’s specific needs and is experienced in the art of problem solving. Functional and aesthetic perspectives are equally important to the success of any building. The Gerontologist understands the aging process and how to meet the needs of a particular age group when designing a senior residence. The physical, emotional and social aspects of the aging person must be considered. The Gerontologist works with the staff to tie together the multiple needs of a person successfully “aging in place”. The psychosocial dynamics of stimulating a person’s interest and engaging them in an activity is very important. The Gerontologist and Landscape Architect are vital links to the success of a project and are therefore integral parts of a design team.

An exciting aspect of the creation of outside areas that stimulate physical activity is envisioning how these spaces will evolve over the coming years. In the future, residents who participate in various activities will not resemble the residents today. The Baby Boomers, many of whom are currently caregivers for their parents, will demand a different set of standards for themselves in years to come. They are an active, mobile, environmentally conscious generation that will face today’s challenges in new and exciting ways. Comfortable exercise outfits and sneakers will replace walkers and orthopedic shoes. Health food and environmental programs will become industry standards. These predictions help to challenge our imagination and keep us focused on how we will create the living environments we ourselves will expect tomorrow.

About the Authors: Nancy Norton Carman, M.A. Gerontology, CMC and Jack Carman, FASLA, RLA

Jack Carman, owner, founder and president of Design for Generations, LLC, has over 20 years experience as a landscape architect. He is a nationally recognized expert in the design of therapeutic gardens, particularly Alzheimer’s gardens and outdoor environments for senior living communities.

Note from Tom Mann: Gardening is America’s #1 hobby. Guess who makes up the biggest percentage of gardeners?

Mature Market Experts Stat of The Day: Exercise

j0309147 Mature Market Experts bikingIs the mature market exercising enough? Sadly, the answer is no.

“Statistics from the Centers for Disease Control in Atlanta show that only 28 percent of seniors ages 65-74 engage in the recommended amount of physical activity, while 34 percent are totally inactive. Only 24 percent of seniors over 75 exercise at recommended levels, while 46 percent remain completely inactive.”


I recently attended the International Council on Active Aging (ICAA) and presented some ideas on how retirement communities and fitness centers could engage the mature market through relational marketing. Regardless of your product or service, many of the techniques I discuss in this PowerPoint are effective ways to cost-efficiently market while building strong, lasting relationships. To see the presentation, click here on: TR Mann Consulting – Relational Marketing.

By the way, several years ago the AARP in conjunction with the ICAA did a study on terminology . . . the mature market reacted very negatively towards the term “exercise” while the term “active” tested very positively.

Mature Market Experts Stat of The Day: 5 Truths about U.S. Health Care

mature market

Discrepancies among life expectancy in the mature market? “Despite its vast medical resources, the U.S. ranks just 34th in life expectancy, at 77.9 years. That number masks the large disparities that exist within the U.S. On average, Asian-American women live the longest-88.8 years- while African-American men have the shortest lives, 69.4 years.”

Source: Time Magazine

Excellent graphics from Time Magazine on how long we live.

Tom Peter’s PowerPoint ties into this same subject. I published this last week, but it’s worth posting again. It took Tom ten years to build this PowerPoint! Tons of interesting stats . . . I don’t agree with everything Tom says but this is well worth reading.

Note: My take on this subject is that while we can make many, many, many improvements to our health care system, it’s still the best one in the world. Unfortunately, we also have the worst health habits (diet, exercise, stress). Until we start taking better care of ourselves and demanding better food choices, we will be fighting an uphill battle. Boomers will lead the charge for healthier choices . . . those that provide them these options will reap the rewards!

I think my TR Mann Consulting teammate Dr. Gary Applebaum’s take on this subject is a balanced take on the subject: Sick Care – Part 1 and Sick Care – Part 2.

Sick Care, You Get What You Pay For

In America it generally holds true that you get what you pay for. When you pay more for something you get more of it. How about health care?

As a nation we spend about 16% of our annual income, our gross national product, on health care. That’s more than all other countries spend. Are we getting more health care for all the money we spend? Then again do we really want more health care?

Health care is a service just like tax accounting. Receiving the service may not feel very good but in the end if it’s done well we appreciate the outcome. In the case of our accountant we receive a well prepared, unlikely to be audited, tax return. Our health care providers perform tests, treatments and give advice but ultimately what we really want is good health, not health care. So are we getting what we pay for?

Unfortunately, despite the fact that we spend more on health care than anyone else, by many measures we are not any healthier. American’s life expectancy does not lead the world and because of obesity, smoking, alcohol, drug addiction and other lifestyle issues we are not the healthiest nation on earth. In fact, we currently rank 42nd in life expectancy behind other less affluent, less developed countries.

Health for sale?

So does this mean the basic economic treatise of “you get what you pay for” doesn’t hold true for health care. Actually, it does, it’s just a matter of what you measure.

In America, physicians, hospitals, pharmaceutical companies, medical equipment suppliers, virtually everyone in the “health care food chain” all benefit financially when they do more to us or sell us more stuff. Sadly, they benefit financially when we are sick, not when they lead us to good health.

Think about it, when was the last time you sent a hospital a thank you card and a check because you were still healthy four years after they did your cardiac by-pass surgery? Did you send the company that provided you with the antibiotics for your cough an extra $10 this week because you were still feeling great? And most importantly did you give your family doctor a bonus at the end of the year because he got your blood pressure under control and you didn’t have a stroke?

In all of these cases they would be financially better off if you weren’t feeling well so they could get paid to take care of you again.

It may seem crass but the truth is we have a sick care system, not a health care system. For the most part everyone in the system gets paid more when we’re sick and less when we are healthy. And as sick care consumers we’re also at fault in that we continue to pay for products and services regardless of whether in the end they make us healthy.

So how do we convert a sick care system to a health care system? Well for the next several days, exercise, eat a healthy diet and enjoy a safe Labor Day Holiday . . . then return to Mature Market Experts for my prescription for our sick care system!