Colin Milner
Article Archive
Marketing strategies and campaigns that resonate with older consumers portray people and life as they know it. Because images make such an impression, they will have a powerful impact on how people respond to your efforts.
Likewise, your choice of design elements
can produce an ad that connects with potential consumers or causes them to ignore it. Follow these guidelines to successfully navigate the visual elements of your marketing efforts:
Use Models People Can Relate To
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By 2017, one in every two adults in the United States will be 50 or older (Nielsen 2012a).
Let’s take a moment to absorb what this means to you and your business.
By next year, half of your potential customers will be 50 or older. That’s a very large number. Are half of your current customers in that age group? Gaze at the people on your exercise floor. If the answer is no, maybe it’s time to explore how to maximize this demographic opportunity. Given that this age group accounts for seven of every 10 dollars that could be spent with you, it is well worth your time and effort (Nielsen 2012b).
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Marketing to older adults: Finding the Right message
By Colin Milner
To connect with Baby Boomers and their elders, you have to target their interests and abandon stereotypes.
By 2017, one out of every two adults in the United States will be 50 or older (Nielsen 2012a).
Let’s take a moment to absorb what this means to you and your business.
By next year, half of your potential customers will be 50 or older. That’s a very large number. Are half of your current customers in that age group? Gaze at the people on your exercise floor.
Over the past two decades, fitness equipment manufacturers have gone from peddling basic barbells to hawking digital talking machines. During this time, many new products have rocked the way fitness professionals design exercise programs, while other gadgets have fizzled away, never to be seen again. Now, with the first of the Baby Boomers turning 60 this year, a new line of senior-friendly pro…
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Sales & Marketing
By Colin Milner
Small Studio = Big Business
Learn how owners of private, independent personal fitness training studios can attract the burgeoning older-adult market. With more than 8,000 locations opened worldwide in just 9 years, Curves…
What could a newborn have in common with a 21-year-old, a 45-year-old, a 68-year-old and even a 92-year-old? They’re all different generations of the same family.
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Marketing
By Colin Milner
Eight Ways to “Age” Your Business
Implement these action steps to appeal to an aging population. According to the World Health Organization (2002), “Older people spend more of their income on health than any other need or activity.” In addition, a recent study reports that the “anti-aging” movement is on the rise, currently accounting for $45 billion in tummy tucks, faci…
Aging is something that happens to all of us, whether we want it to or not. It brings with it life’s experiences and challenges. One such challenge, a decline in functional abilities, is due in large part to a decreased fitness level. Thanks to a mound of scientific evidence that would make believers of even the most skeptical among us, we now know that most of this decline can be prevented, reversed or delayed through exercise.
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Turn on your television and there they are: the exercisers. Pick up a newspaper or magazine and you can read about “them” exercising—not to mention all the companies advertising fitness equipment. Get on the Internet or call a friend and you discuss exercise.With the massive media penetration and “top of mind awareness” fitness has achieved, it should come as a shock that in 10 years there has been virtually no growth in those of us actually exercising, rather than just talking about it.
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