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This article is a follow-up to Baby Boomers: The Next Wave of LLI
Members, part 1. It reflects current information that was recently found
regarding the next wave of LLI members, the Baby Boomers. This information
is presented in bullet form, making it easier for LLIs to select items
that may be useful in planning future membership marketing initiatives.
• Fully 1/3rd of the U.S. population will be age 50 or older by
2010, up from 1/4th in 1991.
• Baby Boomer marketing is the key to all marketing in this country
for the next 25 years.
• Community is the key to unlocking this market, which fits perfectly
with the LLI concept.
• The way Boomers were reached when they were 35 is the way they
will be reached when they’re 65.
• Emphasize market research. This means psychographics as opposed
to demographics. Psychographics mean looking at how people think and why
they do what they do.
• Don’t treat Baby Boomers the way you have treated similar
age groups previously. They expect much more.
• The history, lifestyles and cultures of the Baby Boomers are different
and they should be treated as such.
• Do not view the Baby Boomers as one gray mass. The danger lies
in not recognizing their diverse habits.
• If you are desirous of courting the growing 50+ audience, do not
define it by age or income alone, but instead segment this diverse market
based on a combination of physical, social and psychological factors.
• The traditional linear plan, from birth through adolescence and
marriage to death is no longer accurate.
• Baby Boomers are called “adult teenagers.” They’ll
never follow the path of the older generation.
• This cohort tends to be much more individualistic with an inward
focus. They do not accept the status quo and are marked by their skepticism
and rejection of authority.
• Attract them through ease of use and knowledge of their wants
and needs.
• They value simplicity and like being in control.
• Boomers have a sense of nostalgia and a desire to return to the
way things used to be. LLI classes that focus on the past should be a
big draw.
• Study the needs and dreams of this niche, then present your LLI
with clarity, honesty and responsiveness.
• They don’t follow trends. Your marketing methods have to
be personalized.
• The Boomers refuse to grow old, and they will never be empty nesters.
• This group will continue working well into their 70s and will
take their youth culture right to the end of their days.
• Out of necessity or otherwise, many Boomers of both genders will
continue working well past retirement age.
• They will not expect or accept physical deterioration. This is
the generation of aerobic exercise and “natural”
foods, terms that will continue to carry weight for this bloc as it matures.
They are not going to sink gracefully into old age.
• Highlight experience, not age. Talk about experiences, not getting
older, to attract this audience of individuals who are used
to getting what they want and are not interested in growing old gracefully.
Experience fits in perfectly with the LLI concepts.
• If your ads tout your LLI as being specifically designed for older
people, it will probably not be well received. Instead, emphasize that
the people who will benefit most from your LLI are those with experience
to share and a desire to gain more experience.
• Choose your wording carefully. Don’t address this group
by calling it “older” or “senior.” The words “mature”
or “prime” are viewed in a much more positive light.
• Use positive role models. Use healthy, active, age-appropriate
role models in advertising.
• Inspire people to take advantage of your LLI, don’t scare
them into doing so.
• Make sure that what you offer is perceived as good value for the
money. As Baby Boomers get older, they are making sure that what they
buy is priced reasonably. Show them the value – they’ll spend
the money.
• They have less leisure time than other adults, and claim to feel
stressed more often.
• Offer flexible services that are useful for busy people, such
as evening and weekend classes.
• Your marketing materials have to be simple and straight to the
point. The Boomers have a hurried lifestyle. Explain what you’re
offering; include a call to action.
• More boomers listen to radio than any other media. The Internet
and TV don’t even come close.
• Choose your media carefully, When targeting any specific market,
choose media that reach this audience. Find media that speaks to distinctions
on lifestyle, stage in life and health status. Don’t ignore
the Internet.
• Recent studies have shown that Baby Boomers online are growing.
There are more than 7.6 million online users in this age group today,
having risen from only 600,000 in 1995.
• The Internet is a tool to keep in contact with other people, break
feelings of isolation and to socialize.
• Boomers are highly educated and own more computers per capita
than any other group.
• When listing their priorities, they are more likely than others
to focus on education - perfect for the LLI concept.
• Although they are highly educated, many are still learning. This
trend will continue as long as they’re healthy and can learn –
just the membership an LLI needs and wants.
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May 11, 2008
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