The Graying Entrepreneur Is Not Old
Insights into selling and advertising to the affluent, mobile and powerful baby boomer generation by Anita Campbell titled "But I am Not OLD! Selling to the Graying Entrepreneur" really is not what you might think.
1) Use words, images and vignettes in ads and marketing materials that appeal to the advantages of age, such as increased experience and savviness and wisdom, but not the disadvantages such as gray hair.
2) If you have to give a name to those between the ages of 50 and 70, then make it something other than "seniors."
3) Retailers please note: a discount card for older entrepreneurs is a good idea.
4) Try running a contest to highlight the "second careers" or "later choices" of older entrepreneurs.
5) Baby Boomers are a generation interested in self-improvement.
6) With the Baby Boomer crowd, pay attention to social entrepreneurism.
The full article is worth a read as Anita makes some important points that anyone in business must know if you want to effectively market and advertise to the affluent baby boomer market. Here is a brief summary of her points, to read the back ground of the article, visit this page.