Second50Years Marketing Blog

At our main site, Second50Years.com, we’ve profiled more than 50 businesses and nonprofits that serve older adults, plus interviewed numerous marketing experts who spend their time studying the ins and outs of this huge demographic. Here are some of their top tips:

Know your market.

The founders of GRAND magazine, targeted to baby boomer grandparents said,

“We seem to be on to something….The timing is very right for GRAND. We’re writing for a generation of 60 million plus people – the famous elephant going through the population python. More than two-thirds of Americans over the age of 45 are grandparents….And this generation is grand-parenting with both style and substance.”

Jump in.

The founders of Gold Violin, which retails products suited to older adults, said,

“The opportunity is ripe for entrepreneurs to come in….It doesn’t even have to be that unique of an idea. You can go up against some of the big, established companies just because they are not doing anything about the senior market. Eventually they may, but you may be the one who gets a foothold (in the market) and your company becomes a great acquisition play.”

Let your older adult clients promote your products or services.

When Dottie Drake, president of Miracles Fitness, started advertising her fitness business targeted at older adults, she was advised to use the young and fit in brochures and TV ads. She knew that seniors would reject or ignore these ads. Seniors want to see people like themselves so they can identify with the program or product.

Stay sharp….Never underestimate your older adult customers.

Brian Reilly, publisher of Geezer.Jock, said,

“I believe mature consumers will reward good ideas with their business. But also remember, mature consumers will switch brands just like younger consumers. So you always need to be examining what you do to make sure you’re delivering more value for the money than anyone else.”

Establish a new paradigm.

Nader Robert Shabahangi, the founder of AgeSong, a new kind of retirement facility for seniors, says,

“AgeSong strives to create an environment where people are accepted for who they are. Young and old interact and learn from each other. The facilities have an open, communal feel about them that illustrates this is not an old-folks home. It’s basically just another place where you hang out”

Do you have some favorite tips for reaching the older adult market? Let us know in the comments.