THE NEW SENIOR MARKET The days of reaching the age of sixty and fading into the background are long gone. Today, every marketer needs a plan to reach this growing and influential segment. It’s hard to believe that until recently, marketing demographic data was segmented into four age categories:
50-plus? What could a 50-year-old possibly have in common with an 80-year-old? Marketers have begun to realize the answer-not very much. And there is U.S. census data and the Baby Boom generation to thank for that realization:
And they have made it clear that they will not be making a quiet exit: Boomers are embarking on second careers, going back to school, and participating in philanthropic activity in droves. Much like the “18 and under” demographic segmentation that occurred a decade ago when marketers realized that 8 – 12-year-olds (“tweens”) have spending power, marketers are now beginning to tap 60 years of age and over celebrity spokespersons to pitch mainstream products, not Depend and Geritol. Some recent examples include:
Next on the agenda is a complete revision on the vocabulary commonly associated with marketing to seniors: ‘Senior citizen?’ ‘Golden years?’ ‘Elderly?’ These terms are verboten to Boomers, so be on the lookout for a whole new marketing vocabulary to emerge in the next few years. Successful marketing to this generation is a work in progress, but one thing is certain: they cannot be ignored. Just about every marketer should consider this developing segment an essential target audience. |
BRINGING STAR POWER TO YOUR BRAND
America is obsessed with celebrities. From the store checkout to the multitude of "insider" celebrity shows on television to the countless official and unofficial fan sites on the Internet, the insatiable appetite for celebrities is boundless. With so much star worship, many organizations hoping to break through the clutter associate their products and services with celebrities to ride the stars’ coattails. A celebrity provides your organization a unique sounding board, something your competition can't touch. Before you go on a star search, here are some tips to consider: 1. Keep it real. Especially when it comes to public relations, it's better if the celebrity has a personal tie to your product or service. For example, a celebrity who suffered from heart disease would make a more credible spokesperson for a heart health and nutrition campaign. 2. Have a relationship. While it may be tempting to have someone to appear once at your big event of the year, consider a longer agreement so that you have time to associate the celebrity with your organization and benefit from the media attention, which tends to build over time. 3. Choose your celebrity wisely. Celebrities are people too. With the benefit of stardom also comes the flip side. The tabloids make a point to report on anything and everything -- good and bad -- including last night's all-nighter and last year's messy divorce. What your celebrity says and does reflects on your brand or cause. 4. Bring your checkbook. Even stars representing nonprofits or other causes are usually paid for their services. These fees can start at $100,000 and extend into the millions of dollars, depending especially on the hot quotient of the celebrity. 5. Don't forget the extras. From first-class airfare and accommodations to hair and makeup, set aside a budget to take care of the niceties that are assumed in a celebrity endorsement or speaker agreement. Best regards, Visit Our Web site: www.kellenPR.com or contact Cara Clinton, at 212.297.2109 for more information. |
