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

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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 mmrharris@aol.com.

*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 Nation.com, 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!

Details

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

Where:

Marriott Residence Inn Arlington
550 Army Navy Drive
Arlington, Virginia 22202
USA
703.413.6590

Eastern Time Zone

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Mature Market Experts Gem of The Day: A Need That Recession Can’t Stop

Mature Market Experts: more mature market news and stats more often – A Need That Recession Can’t Stop – Interesting story in yesterday’s Dallas News that includes a quote from me (Tom Mann of TR Mann Consulting) about how the greying population means job stability for at least one sector of our economy.

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.

Mature Market Experts Stat of The Day: English Speaking Hispanics Represent Two-Thirds Of Hispanic Boomers

Hispanic Mature Market

Mature Market Experts: more mature market news and stats more often – “Marketers are missing important segments by using language as the defining characteristic according to a new report from Focalyst – Marketers and advertisers have recognized the importance of Hispanic consumers for some time but have segmented within the Hispanic community primarily on the basis of language — creating Spanish language ads and communication for the unacculturated, Spanish-speaking population while relying on their mainstream communication to reach more-acculturated, English- speaking Hispanics. Recently, however, marketers have started to realize that messages aimed at the general market may not resonate with more-acculturated Hispanics.

A new report from Focalyst, “More Than Just Language: A Look at Diversity Among Hispanic Boomers,” focuses on the 7 million Hispanic Boomers in the United States and examines whether marketers are missing important segments by using language as the defining characteristic. Focalyst, a specialty practice within Millward Brown, combined results of the Focalyst View Study of over 17,000 Boomers (born between 1946-1964) and a major nationally representative Multicultural Segmentation study of 1,300 respondents conducted by Millward Brown’s Multicultural Practice to better understand the more-acculturated Hispanic Boomers The more-acculturated Hispanic Boomer is made up of those that are Bicultural and Acculturated. Acculturated Hispanics are U.S. born and speak primarily English. They identify strongly with American culture, but still keep ties with their Hispanic culture. Bicultural Hispanics are bilingual consumers born either in the US or in Latin America that identify with aspects of both cultures. These two segments represent two-thirds of Hispanic Boomers.

While there are common values around family and traditions, these two groups have different life experiences, differing attitudes about life and different goals for the future. Such desires are likely to affect the way these consumers interpret messages and behave in the marketplace.

Among the notable findings:

• There are more trailing Hispanic Boomers (64%) than in the General Market (57%), meaning that they have additional years before many will be reaching the age when critical insurance and financial decisions are made.

• Employment among Bicultural Hispanic Boomers is about equal to the General Market, however they earn 23% less income on average.

• Hispanic Boomers live in larger households (3.3 vs. 2.9 for the General Market), often made up of younger children, adult children, or older relatives. With extended families, Bicultural households have the largest household composition (3.6 people).

• Acculturated Boomers are the most likely to be a caregiver for a family member, with 14% recently taking on this role.

• Besides supporting larger households, a quarter of Hispanic Boomers are providing substantial financial support to someone outside of their homes.

• Acculturated Hispanic Boomers are more likely to aspire to continue their education (28%), while Bicultural Hispanics are almost twice as likely to desire to start a new business than the general market Boomer.

• Despite experiencing more negative life events and not having many of the educational and financial advantages that the General Market and even the Acculturated Hispanic Boomers have had, Bicultural Hispanic Boomers have very positive attitudes, with 86% agreeing that they have been fortunate in life. “

Source: FOCALYST

Hispanic boomers represent about 10% of the U.S. Boomer market . . . that’s about 7 million people in this country alone. If you’re not including them in your national marketing plan, you’re missing a big piece of the puzzle. To help capture this part of the mature market’s business for our clients, TR Mann Consulting has recently added Elianne Ramos a seasoned marketer and copywriter specializing in the Hispanic boomer market. To see the rest of the TR Mann Consulting team, click here.

 

Mature Market Experts Stat of The Day: HealthCare Worker Shortage

Mature Market Health Care Workers

Mature Market Experts: more mature market news and stats more often – Healthcare Worker Shortage– “The Bureau of Labor Statistics projects that in this first decade of the twenty-first century, 1.2 million additional direct care workers will be needed to both cover projected growth in LTC (long term care)  positions and replace departing workers. This increase in need is accompanied by a decrease in the pool of individuals from which the paraprofessional LTC workforce is generally drawn: women 25 to 55 years of age.”

 

Source: University of Maine, Center on Aging

 

Note: If you need help with a retention plan, TR Mann Consulting can help.

Mature Market Experts News: Seven Mistakes Job Hunters Older Than 50 Make

Mature Market Experts: more mature market news and stats more often – Seven Mistakes Job Hunters Older Than 50 Make – Nice story by Michelle Goodman that includes a quote by me (Tom Mann of TR Mann Consulting).

Hot Trends In Marketing To The Boomer and Mature Consumer

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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 Nation.com, 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
Tom Mann, Managing Partner
TR Mann Consulting
Co-founder, Mature Market Experts