International Council on Active Aging
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Sales and marketing
RoperASW's research shows that people ages 55-64 are more likely to find advertisements offensive and less likely to enjoy them, plus 31% of those ages 55 and up avoid products promoted in ads they think stereotype people. In addition, three in four mature consumers are dissatisfied with the marketing aimed at them. It sounds as though penetrating the mind of the older adult is an uphill battle. Or is it?
In reality, this research shows the need for advertising that speaks to the market, rather than at it. By creating such advertising, savvy owners and managers can differentiate themselves from competitors. This section of the ICAA website is designed to provide you with the information and tools you need to attract and sell an older clientele.
To preview the sales and marketing section of the ICAA website, please click here.
To gain full access to this information you need to be an ICAA member. To learn more about becoming an ICAA member, please call toll-free 866-335-9777 or click here.
