Senior Year
Is the senior market coming of age in 2002? It is . . . if you know how to reach it.
Aging baby boomers may fuel the senior market's growth, but
they're not the only segment out there. "Generational
marketing recognizes that every individual is shaped by the history
he or she lived through," says Ann Fishman, president of
Generational Targeted Marketing, a New Orleans marketing firm that
focuses on generational characteristics, and former fellow for the
U.S. Senate Special Committee on Aging. That means there are three
distinct groups of seniors you should market to:
GI Generation, 1900-1924 (ages
77-100). Growing up in WWI and the Depression,
they'll always be financially conservative. They weren't
able to be "kids," and now make up for it with travel,
painting and other leisurely activities. They respond to customer
service as well as prepackaged travel and "senior"
promotions and accommodations (easy-to-enter showers, early-bird
meal deals, etc.)
Silent Generation, 1925-1942 (ages
59-76). A generation of helpers involved in raising
their grandchildren, they have money and may feel life is passing
them by, so they're willing to indulge in soft adventure and
once-in-a-lifetime opportunities. Once people return to the
airlines, "grandtravel" (grandparents and grandchildren
traveling sans busy parents) may be hot. Meanwhile, expect Internet
communication with grandchildren to grow.
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"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 testimonials
with them, because living through Vietnam and Watergate made them
distrustful of experts. Any service you can provide that makes
their lives easier is likely to be popular because boomers are
still busy and may be caring for ailing parents.
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