This session offers 10 tips on how to marketing health and wellness products and services to the Baby Boom generation.

1. Marketing to the Baby Boomer Colin Milner International Council on Active Aging www.icaa.cc/parks.htm

2. Today we are going to look at 10 tip for marketing YOUR services to the Baby Boomer

9. Marketers constantly complain about the ineffectiveness of marketing, but maybe they should complain about the ineffectiveness of marketers. • Nearly two-thirds of Baby Boomers are growing increasingly dissatisfied with media that ignores them and are tuning out. Source: TV Land’s New Generation Gap Study

10. People ages 55-64 are more likely to be offended by ads and less likely to enjoy them. 31% of people 55 and up avoid products in ads they think stereotype people. SOURCE: RoperASW. Consumers and the Center for Mature Consumer Studies.

11. Source: USA Today Marketing myth Marketers can reach mature consumers as ''spillover'' by advertising to younger consumers. Marketing is becoming so segmented that mature consumers need their own messages.

12. Marketing myths about the older adult Mature consumers are brand loyal. This is the single-biggest myth, experts say. Source: AARP and RoperASW.

13. Boomers are just as likely as young adults to be open to buying new products and services (71%/71%) and to be influenced by effective advertising (55%/55%). Source: TV Land’s New Generation Gap Study, 2006

15. 1. Know your market

16. What is your perception of Ageing?

18. Secret shopper How engaging was the.. Marketing (pre-frame) Environment, Staff, Programs Experience Deeply interested Interested Engrossed Involved Absorbed Seeking Committed Focused attracted Retained Passionate

21. Hanging onto this stage of life and aren’t ready to move on. Although still career oriented, they have started thinking about how to battle the aging process — a growing concern for them Source: AARP Pre-retired

23. Adopt a new sense of time, as their values and beliefs begin to change Health and disease is a concern for this group They focus on how long they can maintain their independence and functionality, as well as what they would have to do to extend and maximize it Source: AARP Retired

25. It’s not about age It’s about function

29. Physically Fit Exercises at least two times a week for their health, enjoyment and well being, have high of health and fitness reserves.

34. 2. Just the facts

35. Bone biopsy from a normal woman, age 75 Bone biopsy from a women with osteoporosis, age 47

36. The Loss of Muscle & Strength with Age Leg Strength Age Strength %

42. Marketing that does not work

44. 3. Build relationships

46. 4 . Use life stage marketing

47. The intellectual dimension

48. 5. Educate the market

49. The vast majority of older Americans say that taking care of their health is very important , but they do not feel knowledgeable about how to prepare for a healthy old age. Source: National Council on the Aging. 2002. “American Perceptions of Aging in the 21st Century.”

50. Older adults are seeking nutritional advice to manage chronic diseases. National survey shows they aren't getting enough direction from doctors. Source: American Academy of Family Physicians and the American Dietetic Association, 2002

53. 6. Design with eyes in mind

54. 7. Don't call them names

55. What words come to your mind when you hear… Senior Older -adult Baby Boomers Middle-aged One word: Negative 98% - senior 85% - older adult 74% - middle aged 66% - baby boomers Source: The Boomer Project

56. 8. Keep it real

58. Adults in their 50s are more likely than those in their 40s to say they want to see more ads for products and services people their age want to buy. Source: TV Land’s New Generation Gap Study, 2006

67. 9 Speak my language

68. Exercise: Very negative response Study participants saw exercise as too hard and difficult. “Exercise is not a word that you would want to use in your message. Source: AARP Exercise vs Physically Active

69. Market wellness

73. What do your customers want to see, hear, touch, smell, and taste. How can you get that feeling and experience to them? Words Images Emotions Relevance The story

74. Physical dimension Strength Flexibility Activity level Perfection Fitness Abilities Attraction Mental health Disability disease management Pleasure Appearance Self-image Independence Self-reliant Attributes Fun Movement Functionality Healthy Mobility Work Freedom Engaged Endorphins Five senses

77. Self-actualization Serenity Well-being Meditation Oneness Reconciliation Giving Service Forgiveness Strength Wholeness Growth Personhood Spiritual dimension Transformation Hope Peacefulness Fulfillment Introspection Relaxation Love Soul Purpose Charity/Charitable Journey Destiny Seeking

81. RESULTS Dove sales increased by 700% in the first 4 months of the campaign, 800 stories in the media The campaign won awards as most effective

83. Lessons learned By dissecting Dove’s pro•age program, you can discover the DNA of a successful marketing campaign for the age 50-plus market. Here are seven lessons you might apply to your marketing: 1. Do your homework. Get to know your clients and their needs, so you can better understand what to communicate to these adults and how.

84. Lessons learned 2. Realize that your marketing needs to “capture the spirit” of the viewers, readers or users by featuring real people, with real stories. How would your clients react to your offerings if they captured their spirit? Ask your clients to share their successes online and to encourage others to share theirs.

87. . 4. Demonstrate that you’re an advocate for your clients. Engage in community events that support mature women or men—from the Red Hat Society, to raising funds for breast or prostate cancer, to hosting postmenopausal education workshops.

89. 5. Create a debate in your community around your offerings.

93. 7. Be pro-age! Like Dove, promote “affirmative and hope-driven” attitudes toward aging.

94. 10. Demonstrate your credibility and commitment

97. The mass media and aging

108. If you build it “he” [they] will come Field of Dreams

109. Community clubhouse and community center: It is now about the experience

111. Photo: SFCS

113. Wellness Communities: Craig Ranch Where you live, can help you live .

117. SPAdominium “ We are looking at the possibility of many of the senior centers having both health clubs and Starbucks coffee houses.” Josefina G. Carbonell, assistant secretary for aging, Department of Health and Human Services Source: U.S. Senate, Special Committee on Aging , May, 2003 Mather Cafes

118. 50 Plus Clubs

119. 50 Plus Clubs

120. 50 Plus Clubs Nifty After Fifty

121. Unlock your potential at The Ranch

131. A business that simply manages to maintain its current share in the 50-plus market should increase its sales by 35 percent to 50 percent during the next 20 years. Source: AARP