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Senior Year

Is the senior market coming of age in 2002? It is . . . if you know how to reach it.

By Gisela M. Pedroza

Opinions expressed by Entrepreneur 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.)

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