Last Friday, “Eat, Pray, Love” opened in movie theatres around the nation. It’s likely many a Baby Boomer woman was in the audience, marveling at the tale of self-discovery. Professionals marketing to Baby Boomers and 65+ seniors can discover a few insights into their own mature audiences by considering how we eat, pray and love.
Baby Boomer Spending on Food
* I really appreciate The Bundle’s infographics that illustrate household spending by age. Take a peek at their 2010 report and you’ll see that Baby Boomers (aged 50-65) and Silent Generation (65+) spend more on food and drink than the “coveted” 18-25 year olds – $6,992 and $5,211 respectively. 36-49 year olds are the tops in food and food and drink, averaging $7,487 in 2010 per household.
* Mature marketing expert Brent Green has called Baby Boomer men the “next marketing frontier,” noting that men are more apt to spend than save (even in a downturn) and more prone to buy national brands at the grocery store. (more…)
… and 98% of Americans have at least one television set
Kudos to Roy Wells for tackling the misperception that only teenagers and college students are on Facebook. His post for SocialMediatoday.com this week calculated that 41.6% of all Americans have a Facebook account. And, as we’ve reported frequently on this blog, ALL Americans on social networks includes quite a few members of Gen X, Baby Boomers and the Silent Generation.
I most appreciated Wells’ emphasis on – gasp! – understanding your audience and crafting a marketing strategy appropriate to those targets.
If you are a CEO, or someone whose job it is to grow your business, the role that social media will play in your strategy is a function of who comprises your target audience, and where you can find and engage that audience. Clearly, a portion of that audience, regardless of age, are using social media channels.
So, with that in mind Creating Results would like to remind those businesses hoping to drive business with mature Americans – 40 years or older – that TV is a place you can find and engage your audience.
Learn more about how – when it comes to marketing to Baby Boomers and 65+ (seniors) – social media hasn’t yet killed television by reading Nielsen’s statistics or posts from the Ad Contrarian, Chuck Nyren and this blog.
Americans are watching more video today than ever before. There were 135.9 million unique viewers in May 2010, per Nielsen. According to a Pew Internet Research study, online video viewing has nearly doubled since 2006 and is up 46% over last year alone. More people watch video on sites like YouTube than are active on social media sites or use Twitter.
And don’t feel sorry for your local cable TV provider, because television viewing increased 1.5% over the last year. It seems that no matter what size the screen, we are all becoming even more avid consumers of video.
For those marketing to Baby Boomers and 65+ seniors, here’s a quick overview of the types of online video and how they can help you meet your goals.
Types of Online Video
Daniel Sevitt, video expert and regular blogger on the EyeView Digital Blog breaks down online videos for businesses into three types: Viral Video, Conversion Video, and Educational Video. Each has a distinct place and purpose.
1. Viral Video is hosted off-site and shared as widely as possible (think YouTube). Multiple goals: Brand awareness. Hopefully bring traffic to your website.
This is a local commercial gone viral, and one of Advertising Age’s top picks for YouTube commercials of all time. The humor and honesty are great.
Keep in mind that no business can say “I’m making a viral video.” You can make a video and hope it goes viral. Also, there is a growing trend away from viral videos towards more practical applications in the business world. Eloqua’s Joe Chernov recently called this a “smarter and more sensible use of video.”
2. Conversion Video is on the homepage or landing page. Goal: Delivers a call to action that is focused on increasing conversion.
When the Complete Monty Python Collectors Edition was released on Amazon, free videos of entire sketches from the show were posted on the landing page, with the statement “We’re letting you see absolutely everything for free. So there! But we want something in return. None of your driveling, mindless comments. Instead, we want you to click on the links, buy our movies & TV shows and soften our pain and disgust at being ripped off all these years.”
Visitors spent more time on the page, ‘clicked through’ to more related products, and the video collection shot to #2 on Amazon’s best seller list.
3. Educational Video is not usually on your homepage. Multiple goals: establish trust and thought leadership; FAQ support; provide tutorials and walk-throughs for processes; increase brand loyalty.
One of our clients, HunterLab, uses educational video for “how to” content. But an educational video on your web site doesn’t have to be about what your company does for your clients, it can offer other resources that are helpful and relevant. For example, tips on how to properly tie a tie are found on a variety of websites – Brooks Brothers, Jobseekers Advice and more. While Brooks Brothers’ slide show is nice, the content might be more effective as a video like this one.
Growing Numbers of Older Online Video Viewers = A Marketing Tool for Today
41% of users age 50-64 are online video viewers; 27% of Internet users age 65+ watch video online. Both percentages are lower than younger market segments, but both show significant increases over 2008, when the 50-64 year old segment was at 34% and the 65+ segment was at just 19%.
When it is used well, video can tell a story, grab attention, and bring ideas to life in an emotionally powerful way, more fully engaging the web visitor. An engaged online visitor will spend more time on your website, giving you more chances to connect and ‘convert’ them to customers. eCommerce group Invodo lists some statistics on how video on web sites increases sales and decreases returns.
Whether your site features video will increasingly give visitors an idea of how modern and helpful it is. The early adopters of online video have already blazed the trail and taken the brunt of the upfront development costs. What do you think? Have they proven the marketing value of online video? Do you plan to incorporate video into your Boomer or senior marketing efforts?
AARP has released new research into the social networking/social media and technology use of Baby Boomers and 65+ seniors. The upshot: Americans over 50 are definitely not technophobic. And, social networking is on the rise, with 27% of Boomers/seniors using social media websites. Consistent with older consumers’ desires for connections offline, the report finds that they are most often connected to – and most often motivated to join social networks by – their family.
Highlights from AARP’s Social Media Research
* 47% of Boomers and seniors originally heard about social networking from a family member other than their spouse.
* 70 percent of 50+ers first heard about social media from a child or grandchild.
* 24% of Boomers and seniors who are active in social networks were introduced to it by friends.
* Women were more likely than men to be introduced by family members (60% to 29%).
* Among adults 50+ who use social media websites, 73 percent are connected to relatives other than children and grandchildren. 62% are connected to their children. 36 percent are connected to grandchildren.
* Facebook was most popular among AARP’s respondents – 23% of their 50+ social networkers used this site. LinkedIn was #3, with 4% and Twitter clocked in at #4, with 3% of respondents using or visiting the microblogging service. Interestingly (and most likely driven by grandchildren) 4% had MySpace accounts.
We note that 73% of the 1360 older adults contacted reported they do not use social networks at all.
For tips and more insights about social media marketing and Boomers and seniors, here are some related articles:
More often than not, parody web sites are pure entertainment. Here’s one with a twist. AgentHarvest is a company that markets top real estate agents. To build exposure and get their message across, they created a parody site called Really Rotten Realty, which makes fun of the typical agent. I thought it was funny and clever and could help with word-of-mouth marketing.
The copy is terrific. Homebuyers truly looking for a good agent can relate to the situations described. From the “Sell A Home” page:
“We believe in the 3-P’s of real estate marketing: Put, Put and Pray. Put a sign in the yard, Put it on MLS and then Pray someone will come along and buy it. We usually find that after enough time passes, and after several price drops the house usually sells itself without too much intervention from us. That’s an easy commission earned. We like easy.”
And you’ve got to love the photos and stories on the testimonials page. Priceless!
I can see this site working well to recruit more top agents to AgentHarvest while simultaneously educating consumers in an entertaining way and driving traffic the parent web site. What do you think about parody web sites as part of a marketing program?
“What do you typically do when you’re having a problem like that?” L, the vivacious 80-something woman who was participating in one of Creating Results’ web usability testing sessions, laughed. “I call my son,” she said, “and he always tells me it’s operator error.”
L was one of five seniors who participated in our web research that day. All were residents of continuing care retirement communities in their late 70s and 80s. None was afraid of or intimidated by computers. They were occasionally frustrated. Not sure of the value of some online features. But certainly not overwhelmed by technology.
This one from the Boston Globe searches for a way to write condescendingly about seniors and their fear and loathing when it comes to using a computer. We’re so lucky — a Harvard professor has offered their ‘insight’ about the acceleration of the ‘pace of change’ and the Cambridge Health Alliance, offering insight on how it takes longer to learn new things. Gee, was this a study? Oops, no, just a few anecdotes, vastly enhanced by the entertaining comments from seniors who have been using computers for years. Maybe that’s how they read the Globe — which would be a revenue-free access method.
(For both articles, check out the comments for additional insights.)
If you’re marketing to the Silent Generation or the Greatest Generation, we urge you to look beyond anecdotes and “me-search.” Instead, look at the research from the Pew Research Center (38% of 65+ Americans are online, 6% of Silents have a social networking profile, they are divided on whether technology isolates us or brings us together), Nielsen Online or eMarketer. The wired world is not either black and white; seniors react and adapt in more ways than either terror or delight.
You also can help Creating Results fight stereotypes by participating in ongoing research. If you’re over 40 and have an opinion, please take our current surveys (roughly 3 minutes, anonymous):
Not over 40? Please share these links with someone who is. We’ll be sharing the findings here and at industry conferences, doing our part to move marketing beyond this (as Orlov calls it ) “fear-and-loathing-in-computerland.”
Another look at the generational marketing snapshots provided in the new Pew Research Center study on Millennials (see yesterday’s post). Today’s topic: Technology.
Two years ago, Harris Interactive asked Americans what they’d re-name their generation, if they could. A full quarter of both Millennials and Gen X chose “Generation Tech.” That finding is confirmed in Pew’s new research which reported that – especially for the 18-29 year olds -, technology is what defines them as distinct from Boomers and beyond.
It’s not just use of technology but attitude that distinguishes Millennials and Gen Xers from their elders.
“[A] majority of the public takes the positive view of modern technology. Half of the public says that new technology makes people closer to their friends and family, but 39% say that new technology makes people more isolated. A majority of Millennials (54%) and Gen Xers (52%) think that new technology makes people closer to each other rather than more isolated. But Boomers and members of the Silent generation are more divided in their opinion.”
The upshot for those marketing to Baby Boomers and Silent Generation? Many elders are tech savvy and active online. But it’s not what defines them. Don’t forget traditional marketing techniques such as direct mail or print advertising when trying to motivate 50+ consumers.
eMarketer’s new data on the US Internet population shows that the online world now resembles the offline: filled with active older consumers. Internet usage is shifting, as mature users have taken to the Web. Those marketing to Boomers and seniors will note that eMarketer predicts this trend will continue for the next five years: “More than one-half of new users will be ages 45 and up, as many of the remaining laggards come on board.”
Here is the eMarketer chart projecting the US Internet user penetration, by age, for the next 5 years:
For those curious, here are the US Census projections related to the US population as a whole, by age:
As we noted on this blog last week, long gone are the days of thinking mature consumers are not online. Any business marketing lifestyle services to Boomers and seniors must have a well-constructed Internet strategy and design their websites so they are friendly to mature consumers. Internet success is critical to overall success, and it will not happen overnight.
Social media marketing seemed to be the topic of the hour at the 2010 International Builders Show (and other conferences I’ve attended in the past few months, such as the American Association of Homes and Services for the Aging event). Builders and developers – of active adult communities, of intergenerational housing, of continuing care retirement communities – are all wondering how these newer online marketing tools can drive sales with Boomer and Senior homebuyers.
In a new white paper with the “Top Ten Take-Aways from IBS 2010,” tip #9 addresses Untangling the Web. While the seniors housing industry is buzzing about social media, there are a lot of questions about whether to dive in.
Is Social Media Marketing Worth It with Baby Boomers and Seniors?
For those with 50+ age-qualified properties, question #1 often is: Should I even bother? As we’ve talked about frequently on this blog, YES. Seniors, Boomers, folks over 40 – they’re online, and actively engaged in social media. Just last week, eMarketer highlighted the growing presence of Boomers on social networks.
It’s not just Baby Boomers, either. The stats show that 36% of Internet users over 63 are actively maintaining a social networking profile. (Roughly 13% of the entire US population is over 65.)
The short answer is every builder needs to be engaged in social media at some level.
Case Study: Using Social Media Techniques to Reach CCRC Retiree Prospects
Recently our team had the honor of working with Willow Valley Retirement Communitiesto revamp their website. Willow Valley is the nation’s third largest retirement community, and – unlike most CCRCs which draw primarily from their local area – it’s a true destination. Willow Valley attracts retirees from 37 states.
Their prospects are educated, active and typically in their 70s. However, the Willow Valley and Creating Results teams recognize the gradual shift that will occur over the next decade, as the Silent Generation (born between 1925 and 1942) is joined by Baby Boomers (born 1946-1964).
Our plan for their new website was to make it not only functional and attractive, but to make the website the first stop on a prospect’s journey to retirement. That means it has to truly engaging. Social media techniques are built in throughout the site:
* share with a friend features – retirees can email, tweet or post content from any where in the site to their Facebook account
* videos embedded into the site from a branded WillowValley-TV channel on YouTube
* publications piped in from a digital publishing library that encourages sharing
* multiple calls for feedback and interaction (“suggest it to our librarian”)
The site is structured so that, looking ahead, the client can phase in more social engagement opportunities – message boards, blogs and comments/reviews.
Getting Social with Seniors, Strategically
Judging by the turnout at IBS social media sessions, many builders and developers are stuck on question #2 is: Where do I start?
I counsel our clients with active adult or continuing care retirement communities to start with the fundamentals, and that includes a plan. Any business wanting to incorporate social media into their Boomer marketing should have a strategy, goals, and have a plan that shows how social engagement is integrated into their rest of their marketing program for maximum impact.
(Creating Results also offers clients a bundle of social marketing services, including education, strategy and training … but that’s another story.)
Let’s put the question to you: In 2010, where will you start in your efforts to untangle the web and reach Boomers/senior homebuyers through social media? How can building community online drive sales for active adult and retirement communities offline?
Marketing to seniors and Baby Boomers via the Web involves making full use of SEO best practices, social networking tools, interactive features, active adult friendly designs and more. Sadly, too many builders and developers forget to approach online marketing the way they would a new home: with a blueprint for success. I love the way eMarketer puts it: “planning and organization are no longer optional.”
At IBS, sessions related to Internet marketing and homebuyers were very popular. It seemed like everywhere builders and developers looked at this Las Vegas conference, someone was telling them to bet some or all of their marketing dollars on the Web. Without an internet strategy – a “blueprint” –, many communities are wasting time and money.
When speaking at the 50+ New England Housing Council’s annual meeting last month, I said there are three things to keep in mind for marketing active adult and retirement communities online:
* Print is not dead
* The Internet is not free
* Internet success is not overnight success
I invite you to share your thoughts below: In your experience, are builders and developers spending enough time on internet strategy? What “three things” will you keep in mind for your efforts in 2010?
P.S. The “10 take-aways” white paper I mentioned above offers additional insights and some statistics from the new NAHB Marketing to Active Adults course that can help you benchmark your Internet success. Complimentary download here.
Creating Results is currently conducting two national surveys on Online Preferences and Social Media. Click on the buttons below to contribute to our surveys.
oomers are in second place, spending an average of $4,001.
Learn more about how – when it comes to marketing to Baby Boomers and 65+ (seniors) – social media hasn’t yet killed television by reading Nielsen’s statistics or posts from the 
