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February 26, 2013

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News for marketers on the boomer and senior markets

Marketing

Restaurants can benefit as boomers remain open to dining out
Marketing strategies that go beyond the usual can help restaurants take advantage of the fact that boomers -- unlike younger generations -- are not cutting back on dining out, writes Varsity marketing strategist Derek Dunham. Boomers may respond to appeals focusing on healthful menu items, easy-to-understand specials and an atmosphere that's clean and not too noisy, Dunham writes. MediaPost Communications/Engage:Boomers blog (2/19)

Signs increasingly point to boomers as key marketing bracket
A number of factors are coming together to convince marketers that the boomer generation is important "[i]f you want to see a boost in your business and stay ahead of the game," writes Alexis Abramson. From their outsized buying power to the time they have for leisure activities to their focus on family finances, the opportunities and openings for marketers sensitive to boomer issues abound. The Huffington Post/Alexis Abramson's blog (2/19)

Other News

Experienced marketing team is key to turning around a luxury senior-living community
Senior Housing News (2/18)

Engage Boomers online with real ROI. Dot Boom: Engaging Baby Boomers through Meaningful Online Engagement is the key. Hailed by executives at AARP, PBS, Microsoft and Humana, Dot Boom provides the only complete picture of the online Boomer consumer and a roadmap to developing profitable online campaigns. Download now for iPhone, iPad, Nook, Sony Reader and Kindle.

Technology

Older readers read faster on tablets, study finds
The backlighting on tablet devices that elicits complaints from some readers can be beneficial for older readers, according to a German study. The study found that people aged 60 to 77 could read a given text an average 2.5 seconds faster on an iPad than on paper, while e-ink devices such as e-readers offered no advantage. NBC News/TechNewsDaily (2/8)

Other News

Senior-focused smartphone leads the way as Fujitsu enters European market
TechCrunch (2/18)

Trends and Insights

Over-65s are responding poorly to this year's flu vaccine
For Americans over 65, the flu vaccine this year is proving effective only about 9% of the time in guarding against the most problematic H3N2 flu strain, according to the Centers for Disease Control and Prevention. Nonetheless, "early antiviral treatment can reduce influenza-associated illness severity and complications. This season, antiviral treatment of elderly adults is especially important," the CDC's Morbidity and Mortality Weekly Report advises. National Public Radio/Shots blog (2/21)

Therapy can help caregivers recover from their experience
It is not uncommon for caregivers to the elderly to suffer something akin to post-traumatic stress disorder after witnessing the extreme suffering sometimes involved, writes Judith Graham. However, they can recover through a variety of therapeutic methods that include a focus on identifying the specific cause of distress and dealing with it rather than trying to simply forget. The New York Times (tiered subscription model)/The New Old Age blog (2/22)

Global study: Retirement funds fall 8 years short of needs
It is commonly accepted that boomers haven't been able to save enough for their retirement years. Now an international study by HSBC quantifies the problem, noting that the average length of retirement is 18 years, while the average savings are expected to last only 10. The Huffington Post/Post50 (2/20)

Other News

Long-term care insurance merits close attention
U.S. News & World Report/The Best Life blog (2/20)

Immersion Active News and Events

Aging-in-place is the marketing trend to watch
As members of the baby boom generation reach and pass retirement, the U.S. is seeing a dramatic shift of economic and social ideas. There is a near universal desire by today's seniors and baby boomers nearing retirement to age-in-place; that is, to stay in one's own home and community safely, independently and comfortably -- regardless of age. Read more.

10th Annual What's Next Boomer Business Summit
The What's Next Boomer Business Summit is the annual event that brings together the country's top businesses and organizations that are focused on the boomer marketplace. Truly scale your boomer and senior business Tuesday, March 12, at the Chicago Hyatt Regency and be a part of the ultimate networking event with the country's top leaders in the boomer marketplace. Register today at http://whatsnextsummit.com/.

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44 N. Market Street
Frederick, MD 21701
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About Immersion Active

Immersion Active is the interactive agency for the mature markets. We help brands leverage digital media to profitably engage boomers and seniors online.


	Recent Immersion Active SmartBrief Issues: Tuesday, February 19, 2013 Tuesday, February 12, 2013 Tuesday, February 05, 2013 Tuesday, January 29, 2013 Tuesday, January 22, 2013			Lead Editor: Angela Giroux-Scheide Mailing Address: SmartBrief, Inc.®, 555 11th ST NW, Suite 600, Washington, DC 20004