Guide to How to Reach the Burgeoning Baby Boomer Market

All across the nation, companies are faced with a massive demographic avalanche. The burgeoning baby boomer market is currently at the 77 million-mark. One-third of the U.S. population will reach age 50 or better by 2010--that’s up from one-quarter in 1991. These boomers wield a big purchasing portion of American consumer spending. Due to their purchasing power, seniors have shaken up every major industry with their immediate and long-term consumer needs.  This equates to 2 trillion in yearly spending and a net-worth that’s nearly twice the U.S. average.

A force to be reckoned with and certainly one not to be ignored, the big question is: How does one capture this mature market? 

 A combination of common sense and marketing strategy suggests that by providing products or services in alignment with basic marketing principles will help reach the affluent baby boomer sector.  

10 Tips and Techniques to Accommodate the 50 Plus Market 
1.  Go for experience rather than age. Boomers don’t need to be reminded they’re aging, and prefer to be known as experienced, 
2.  Don’t make the assumption that baby boomers are brand loyal. Studies show they will go for the best value that their dollars can buy.  
3.  Offer products and/or services with a wide mature market appeal. Accommodate those with disabilities as well as the general prime population. 
4.  Use positive, healthy, active age-appropriate role models in your marketing to attract all levels of the 50 plus crowd. 

5.  Cater to the needs of your customers by paying attention to the color and type sizes used in your marketing and advertising vehicles. Information should be clear and easy to read. 
6.  If you have a store or office front, provide a warm reception area that is well lighted  with comfortable seating. 
 7.  Have patience. Spend more time with those aged 50 and better and avoid the fast-sell.  Take the opportunity to develop relationship marketing with this sector and deliver  what you promise. 
8. Show respect. Unless invited to do otherwise, address your customers as “Mr.” or “Mrs.” 
9. Make it convenient for boomers to do business with you. Offer a “one-stop-shopping” experience. 
10. Offer excellent customer service and keep them coming back for more. Offer same-day service or deliveries. 

As the affluent 50 Plus market continues to grow, companies such as High Voltage Interactive certainly understand these demographics demands and will enable you to profit from this market eruption. Contact High Voltage Interactive today for all of your mature market reach requirements.  

At a Glance: 50 Plus Market Demographic Details 

•  The most affluent of any age segment 
•  Represents 26% of the population and spends 28% of all     discretionary income—nearly double that of households headed by those 34 years old     or younger. 
•  Represents close to 50% of all consumer spending in North America •  Own three-fourths of the nation’s financial wealth •  Owns 70% of all money market accounts and cds. 
•  Spends $7 million online annually •  Fastest growing segment on the internet 
•  Accounts for 60% of all healthcare spending •  Purchases 74% of all prescription drugs 
•  Acquires 41% of all new cars and purchases more than half of the luxury automobiles in North America. 
•  Purchases 25% of all toys
 •  Accounts for 80% of all luxury travel 

Reach the Mature Market Through Effective Media  Print media:

• Newspapers have high rates of readership among boomer consumers. There are special “"senior" sections or “senior”-based publications available.             
• Consider special-interest publications such as hunting, gold, fishing, tennis, alternative medicine or crafts.
• Because mature market consumers do more traveling for pleasure than any other age group, don’t overlook in-flight magazines as well as food and travel publications.
• The mature market consumers are known to be patrons of the arts. The local theatre, ballet, or opera all produce programs for each performance and those programs will usually have advertising space.
• Boomer consumers are also likely to read fraternal, religious and service publications.

Online:    

•    Keep it simple. Studies show that the mature market values simplicity over bells and whistles on a website.   
•     Your brand values should be clearly conveyed on websites, in email newsletters, in online order forms and at online checkout pages.   

With these tips and techniques in the forefront of yor mind, you will reap the benefits of targetingt he affluent baby boomer market.


Visit Connie Werner Reichert's new website at www.conniewreichert.com. The President of Write Side Up Copywriting & Publicity may be reached at Connieis@pacbell.net or at 530.277.4560