Articles
The Journal on Active Aging brings articles of value to professionals dedicated to older-adult quality of life. Content sweeps across the active-aging landscape to focus on education and practice. Find articles of interest by searching the article archives in three ways: Enter a keyword in the articles search bar; click on search by topic; or type a keyword or phrase in the general search bar at the top of the page.
Topic- Market segments
Choosing your target market: the key to programming success
When older adults walk into your fitness/wellness facility, they make the choice to leave or stay depending on whether your facility and programs will meet their needs. But, as a facility owner or manager, you too must assess whether your environment and programming provide the right fit for an older client. Why? Mature participants are as diverse in their needs and abilities as the many health and wellness organizations that seek to attract older clients with their offerings. That’s why it’s imperative for you to target the specific segment of the older population you want to reach to achieve success with this market.
moreMarket segments
Market segmentation: successfully targeting the mature population by Robert Snyder
Marketing to mature adults is a vital activity for any organization catering to the active-aging market. What complicates things is knowing how to appeal to this burgeoning demographic, and knowing when nontraditional marketing messages come into play.
Forget mass marketing
Organizations interested in appealing to the mature population typically mass market to it. But older adults are not all the same. To be effective, marketing should be tailored to each segment of the 62-plus demographic.
