Senior Year Is the senior market coming of age in 2002? It is . . . if you know how to reach it.
Opinions expressed by BIZ Experiences contributors are their own.
Aging baby boomers may fuel the senior market's growth, butthey're not the only segment out there. "Generationalmarketing recognizes that every individual is shaped by the historyhe or she lived through," says Ann Fishman, president ofGenerational Targeted Marketing, a New Orleans marketing firm thatfocuses on generational characteristics, and former fellow for theU.S. Senate Special Committee on Aging. That means there are threedistinct groups of seniors you should market to:
GI Generation, 1900-1924 (ages77-100). Growing up in WWI and the Depression,they'll always be financially conservative. They weren'table to be "kids," and now make up for it with travel,painting and other leisurely activities. They respond to customerservice as well as prepackaged travel and "senior"promotions and accommodations (easy-to-enter showers, early-birdmeal deals, etc.)
Silent Generation, 1925-1942 (ages59-76). A generation of helpers involved in raisingtheir grandchildren, they have money and may feel life is passingthem by, so they're willing to indulge in soft adventure andonce-in-a-lifetime opportunities. Once people return to theairlines, "grandtravel" (grandparents and grandchildrentraveling sans busy parents) may be hot. Meanwhile, expect Internetcommunication with grandchildren to grow.
"Me" Generation, 1943-1960(ages 41-58). Boomers are trying to prolong their youth,so speak to them of life stages rather than aging. Use testimonialswith them, because living through Vietnam and Watergate made themdistrustful of experts. Any service you can provide that makestheir lives easier is likely to be popular because boomers arestill busy and may be caring for ailing parents.
Contact Source
- Generational Targeted Marketing
www.annfishman.com
