Today seniors can not afford to get moving! With all the hype about nutrition and exercise, the aging population is well aware of the benefit of an active lifestyle.
Most older in the 55-plus group is keen to reap the rewards of healthy aging with a variety of activities. They are not newcomers to the gym so to speak. Most have kept active with some kind of physical activity throughout their lives, whether it is a hardcore workout at the gym or a congenial round of golf in the summer afternoon. Women of this age have also managed multi-year project, most have consolidated full time jobs, and raise families and still find time to fit in some kind of exercise. These women became familiar with aerobics, step classes, strength training and power walking. Also, relaxation such as yoga and Pilates were embraced to combat tension and fatigue. In many cases, these features were their salvation overly busy lifestyle.
It is natural then, that the baby boomers are looking to continue an active lifestyle in retirement. Quite possibly with time constraints lifted at this stage in life, it takes them to focus more sharply on their health and wellness.
A huge opportunity for gyms and programming facilities to cater to this market chief. The number of elderly is set to skyrocket in the next five to ten years if the gym operators are jumping ahead of this process, they should be put on the market their sights on winning and attracting this demographic.
How to go about this? What older looking for when it comes to staying fit? First, it is important to see the visual image they can relate to. Marketing Success is all that you see in the picture, to be the one who is strong, fit and beaming with energy. If twenty something beautiful picture is smiling back, then age disability in mind older, derailing their good intentions that makes them feel like they can not compete. The perfect image that will strengthen the market they are trying to impress the attractive fit older seeking exercise his or her choice. Advertising like this will shoot 55-plus market, creating a model that they can immediately recognize and connect. Older like any others need to be able to put himself into this campaign and honestly believe that there could be then looking out. This sets the wheels in motion for positive attitude and “can-do” attitude.
Seniors are just as old as they feel. Once again we come back to the mind-set, which is a very powerful tool. Boomers today are constantly fighting the stereotype that aging has expressed earlier in the past. Earlier in the sixties often look, act and feel ten to fifteen years younger than their actual age. Advertising should play to this pretense that this promotes a healthy turnaround known as “turn back the clock.”
Another way to promote the ability to educate senior who wants to get moving and who wants information on how this will benefit them and enhance their lives. They need to know the positives, what they can expect, and can look forward to the result of the launch of the fitness journey as market places. The campaign needs to encompass all aspects of their lives, proving the right place, seniors will understand that the opportunity to change is available, which will affect and change their lifestyle. It is within their reach, all one needs to do is to get out there, set realistic goals with realistic time frame and make it happen.
This brings us to another point. Market should focus on improved over its life, due to join the movement and activities, but promise that if you sign up you will achieve this enviable body or snag a hot date. The quality of life and increased enjoyment of everyday activities that seniors can have because of exercise needs to be highlighted.
Marketing plans should also include testimonials and feedback from actual older pleased with their progress and work, similar to “before and after stories of weight loss.” Seniors want to hear how it has improved and changed other people who are just like themselves. They want to hear the results, for instance, how exercise lower blood pressure, how strength training enabled other senior to do more, how drugs decreased, how endurance was stretched. It gives the feeling that everything is possible, if they can do it, then I can as well. It sends messages and encouragement to become a joiner.
Older often prefer to test the program on a trial basis to see if it is going to be the right fit for them. Offers special programs aimed at this group is smart when limiting them to one or two categories. Fitness activities can be offered in many different types of senior living facilities. Places such as retirement communities and nursing homes recognize the need and benefits of fitness and nutrition programs. Approaching these older homes is an effective strategy in marketing to large groups of seniors. There are also many senior assisted living homes that do not have organized fitness classes or programs in place yet, but they will soon. Visit these places and offering a free class or program, if these programs are successful you will know that this appeals to older and if the need is strong enough to continue. This will help to target the older market, zeroing on what works and what does not.
Market in skills needed to change their approach to sales elderly. This age group is not impulsive and will appreciate the detail, soft sell approach. Seniors need and want information and prefer patience. This in turn builds trust, instilling confidence in senior contemplating the purchase of a subscription. It reaffirms fact that they are doing right in taking this first step to participate.
Seniors consumers hold certain expectations that must be met to fulfill. As part of the package programming, older also need socialization and desire to be part of the group. They need leadership, a mentor to safely guide them through the program, with a view to protect them from injury and awareness ailments like arthritis and osteoporosis in participants. They look for comfort, with minimal stairs and facilitating, or even better their way home. Finally, they want value and attention, to feel like they are going and their welfare is something that is noted.
As with any market, sales approach needs to be geared to the age defined their needs and wishes. In 2010 and the coming years graying of the boomers market will continue to grow rapidly. It will be even more emphasis on slowing the effects of aging and the possible transition through movement and exercise. This, marketers realize is what it is all about at any age. Seniors, like everyone else, want to maintain a high quality of life and that definitely includes the movement to make it happen.