Selling to Seniors: An under-utilized market

Posted on May 2, 2017 by - Elder Care Marketing

Marketing to SeniorsAs an expert in elder care marketing, I was recently asked to participate in a panel discussion that will focus on marketing to seniors. The keynote speaker is Wally Amos of Famous Amos Cookies. When I founded Focus on Aging, a premier multi-industry marketing and consulting company in Chicago, I was one of the first marketing specialists to concentrate on the elder care market. At that time, there were very few marketers who knew how to work with the aging population. Over the past 20 years, awareness of elder issues has increased. I have also seen the marketplace for “seniors” change significantly: people are retiring later, living longer and using social media to interact with the world in a new way.


Businesses looking to market themselves to older adults need to be constantly educating themselves about evolution in the marketplace. Is your audience on Facebook? Are they dealing with caring for their own aging relatives while becoming seniors themselves? Do they have different health issues than their parents did? For example, this “newest” generation of seniors is far more likely to need hip or knee replacements earlier in their lives because of their active lifestyles, so accessible community events are a must.


While many advertisers focus their attention towards younger generations, the Baby Boomer market, which ranges from people roughly aged 50-70, remains under-served. I wrote about this issue last year. Despite a growing trend for businesses to devote a majority of their marketing dollars towards millennials, I still believe strongly that businesses that put time, energy and resources into elder marketing will see significant return on their investments.


Wally Amos

Wally Amos

I will be joined on the panel – entitled “The Silver Gold Rush: Aging’s Impact on Business and Community – by Wally Amos, founder of Famous Amos Cookies and The Cookie Kahuna, Rosanna Marquez, AARP Illinois State President, and Claudia Santin, Dean of Concordia University’s College of Business. The panel is part of the Oak Park – River Forest Chamber of Commerce Economic Luncheon, which takes place on May 23 at Dominican University.


Celebrating SeniorsThe Oak Park – River Forest Chamber of Commerce Economic Luncheon is co-Hosted by Celebrating Seniors Coalition, Oak Park – River Forest Chamber of Commerce and Forest Park Chamber of Commerce and Development. The luncheon is part of “Celebrating Seniors Week”, which takes place May 18-25. In addition to attending the luncheon and participating in other “Celebrating Seniors Week” events, you can support these organizations by purchasing bags of “The Cookie Kahuna” products at more than 30 businesses throughout the Oak Park-River Forest area for a $6 donation. All of the proceeds from the donations go to the Celebrating Seniors Coalition.


I am excited to participate in this wonderful week of celebrating seniors and look forward to sharing my expertise with the panel. I hope you can join us. Please visit this link to register.



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