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10_Ways_To_Get_Your_Share_of_the_Mature_Market
| 10 Ways To Get Your Share of the Mature Market
10 Ways To Get Your Share of the Mature Market (c)2002 Joanne
Fritz, Ph.D.
Every 7.7 seconds someone in the United States turns 50.
The 50+ population controls more than $7 trillion in wealth and
is responsible for 50% of all discretionary spending. It
purchases 41% of all new cars, buys 80% of all luxury travel,
and is 30% more likely to purchase products online than younger
users.
Yet, internet marketers often miss this rich potential market.
Perhaps they don't think older people are on the web. However,
older adults are often more "wired" than we think. Many seniors
are coaxed into going online by their children or grandchildren.
But, once they have logged on, many become eager Internet users.
Plus, internet use is high among those over 50 who work and have
college degrees.
Indeed, this group is more likely than younger Americans to be
online on a typical day. Wired seniors say it has helped them
connect better to loved ones and makes it easier to get
information.
So, how do you reach them? First, recognize that the over 50
crowd are not all alike. They are more diverse than any other
market segment, spanning those at the peak of their careers, to
active, independent seniors, to the elderly in need of care.
Here are some clues to communicating with and ultimately selling
to the new mature market.
1. Do not talk down to, or treat them as children, or remind
them of their age. Most do not consider themselves "old." 2.
Although there is disagreement about using words like "senior
citizen," reserve such terms for World War II veterans, but not
for the leading edge of the baby boomers who started turning 55
in 2001. 3. Use realistic but positive images of mature people.
Show people with wrinkles but have them doing something active.
4. Stick to the facts about your product or service. Mature
people make more independent judgments and base their decisions
on information rather than peer pressure. 5. Design your
communications so that older people will stick around and read
what you have to say. 6. Avoid overly busy website design; small
type sizes; garish colors; and gratuitous design elements such
as flash or slow-loading graphics. 7. Avoid "hype" at all costs.
The older consumer has "seen it all" and is naturally skeptical.
8. Win mature people over gradually. You will have to gain their
trust before they will buy from you. 9. Give them content. Older
people are avid readers and will appreciate the information you
provide. 10. Sell what appeals to the mature audience such as
health products and information; tips on managing their
retirement assets; ideas for low-cost travel; help with buying
gifts for their grandchildren; the low-down on the best places
to retire; products that make it easier for them to stay in
their own homes; ways to earn extra income; and opportunities to
save money.
Get with the "age wave" now, and find ways to profit from this
incredible, growing group of consumers.
About the author:
Dr. Fritz is publisher of www.notyetretired.com targeted to
people over 50; and www.second50years.com aimed at businesses
that market to seniors.
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