February '10
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President's Letter:
Welcome to IMMN 2010 Kevin Lavery, President Dear Reader, Opinion polls suggest that optimism is increasing and that many now believe that we are moving out of the 'worst recession since the great depression'. I don't know what the collective noun for economists is although 'confusion' and 'deficit' have both been suggested. The truth is, if you put 10 economists in a room and asked them if the recession is over, they wouldn't be able to deliver a majority verdict. What I do know is that those consumers best placed to ride out the downs are those with most savings and least financial commitments. You've guessed it - typically 50 plussers and empty nesters. And it's this age group that IMMN members are focussed on. Undeniably 2008 and 2009 have been difficult years for IMMN members (along with everyone else) but the network is still going strong and we're even recruiting new members at a time when marketing budgets have been slashed. I believe that the global economy will not return to what many say 'normality', it will be different. The Boomer and Senior markets are going to be hugely important in this new 'normality'. Whether their spending habits will be the same as before is doubtful. Opinion suggests that the 'boomers' in particular are not going to return to their free spending ways - lessons have been learnt! One of the great things about IMMN is that our members share the latest consumer information, trends and insights from their own areas around the world. Whatever the economists say, here's to a much better 2010. Best wishes, Kevin Lavery President [Back To Top] |
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IMMN Board Member Profile:Todd Harff, Creating Results Tired of cookie cutter campaigns? Fed up with marketing programs that don't resonate with older consumers? Todd Harff was, too. Frustrated with marketing that overlooked and even offended mature consumers, Todd joined with other co-founders and created the International Mature Marketing Network in 2007. It seemed a natural next step for his agency, Creating Results, to take after more than 17 years targeting mature, affluent Americans. Todd Harff is a nationally-recognized author and expert on active, 40+ adults. He plays leading roles in the NAHB and 50+ Housing Council, and is a sought-after, dynamic speaker on mature marketing. He has been marketing for more than 20 years, earned an MBA from Georgetown, and wrote the training course for NAHB on "Marketing to the Active Adult". Creating Results is a full–service strategic marketing, public relations and advertising agency with a diverse national client base. Their core competency is our expertise in understanding and motivating older consumers, including members of the Baby Boom and Silent (Ike) generations. Each solution is customized to help clients meet their unique challenges and capitalize on their strengths. The resulting programs and designs have generated more than $4.4 billion in sales and won more than 24 national and regional awards, including at least six National Mature Media awards and multiple gold and silver 50+ Housing awards. Creating Results' clients come from a variety of industries, including housing and services (especially Active Adult, Independent Living and Continuing Care Retirement Communities), travel, education, financial services and legal services. Clients range in size from entrepreneurial start-ups to Fortune 500 companies. For each client, Creating Results uses their Relevant Creativity™ process to research and define a unique Communications Strategy and develop creative solutions that are appropriate for our clients and their target markets. The tagline "everything mature consumers experience" captures their scope of work. Creating Results offers a full complement of marketing services, including:
If you want to improve your effectiveness in capturing the mature market in 2010 and beyond, call Todd at 888-205-8899, ext 13 to explore the possibilities. [Back To Top] 
Member BlogApps4Boomers By: Dick Stroud
Everything you could want to know about mobile apps that are especially useful for older consumers. IMMN Member News:  Millennium Relaunches CIRCUS Magazine in Digital Format.
Millennium is the UK's premier advertising, marketing and research agency for the 50+ market.
[Download 1st Issue]
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Continuum Crew Releases New Research:
Baby Boomers Emerging as New Social Media Mavens
This research was introduced to the building industry audience of the Continuum Crew-sponsored panel Social Networking Using Facebook, Blogs and New Media to Market Your 50+ Communities within the 50+ Lifestyle Central Suite at the International Builders' Show in January. Attendees involved in the 50+ Housing Segment learned how to use the new tools and technologies of Social Media to connect to potential 50+ buyers and steer prospects to their web site, building credibility and awareness about their communities. ............................................ ICAA: Photography Can Make Mature Marketing More EffectiveThe November/December 2009 edition of the Journal of Active Aging (published by the International Council on Active Aging) features a by-lined article by IMMN member Todd Harff. As Todd writes: ............................................ 
Continuum Crew President Lori Bitter Selected by Effie Worldwide to Judge Boomer+ Category of 2010 Effie Awards
Effie Worldwide selected Continuum Crew president Lori Bitter to judge the Boomer+ category of the 2010 Effie Awards. ............................................ Tips & Take–aways for Better Results with Mature Homebuyers in 2010
Todd Harff, president of Creating Results, was very busy at this year's International Builders Show in Las Vegas. He spoke on three panels (how to get started in active adult communities, using the web/social media more effectively, re-defining marketing's "4 Ps" for the new decade) and taught the new National Association of Home Builders course on Marketing to Active Adults. Todd also attended over a dozen educational sessions, walked the entire floor and interviewed more than 20 builders and developers. ............................................ 
Canvas8 Adds Lori Bitter as Thought Leader to itsConsultancy Network Lori Bitter of Continuum Crew has been added to the roster of thought leaders at Canvas8. Canvas8 is a global trends service that draws on the knowledge of recognized industry thought leaders to offer expert insight into consumer attitudes and behavior. Currently posted are two articles in a four–part series. The first two articles explore the concept of Ageless Marketing, coined by David B. Wolfe. Available through subscription, the first is entitled Defining Ageless Marketing and Ageless Marketing: From Goods to Experiences. [Back To Top]............................................ 
CNBC Report on Boomers, andLori Bitter: Guest Blogger
Tom Brokaw Reports: Boomer$! is a two-hour documentary in which Tom Brokaw tells the story of history's wealthiest and most influential generation. Brokaw chronicles the extraordinary impact 78 million baby boomers have had on American society over the past six decades, and explores the challenges they face as they begin to approach the age of retirement. The program airs Thursday, March 4 at 9:00 p.m. ET on CNBC. ............................................ Continuum Crew Adds Public Relations ServicesContinuum Crew – Engaging Consumers > 40, a fully integrated communications firm focused on the mature consumer, announced that Rosa Mangiardi has joined the firm as Manager, Public Relations Services, launching public relations capabilities at the firm. PR is added to the firm's services of research, consulting, strategy, advertising (traditional and online), interactive and engagement. For more information about Continuum Crew, and to learn more about its PR services, visit continuumcrew.com. [Back To Top]Key Mature Market Meetings, Workshops and Summits Please send us meetings and conferences you feel others will be interested in! ..................................................... Retail Innovation & Marketing ConferenceMarch 2 - 4, 2010 Westin St. Francis San Francisco, CA Whether your customers are online, in the store, or on the phone, you need to communicate effectively to build the relationship. This event will examine the challenges and strategies of blending traditional and digital channels to best reach, engage, and retain the consumer. Presented by: Shop.org and the Retail Advertising and Marketing Association. [More Conference Details] [Back To Top] ..................................................... Aging in America: 2010 NCOA - ASA ConferenceProduced by the: National Council On Aging (NCOA) and the American Society on Aging (ASA) March 15 – 19, 2010 Chicago, IL NCOA-ASA Aging in America Annual Conference is the largest gathering of a diverse, multidisciplinary community of professionals from the fields of aging, healthcare and education. [Conference Details] [Back To Top] ..................................................... 7th Annual What's Next Boomer Business Summit - 2010Produced by: Mary Furlong March 19, 2010 Hyatt Regency Chicago Chicago, ILL Members of Boomer Authority™ will receive a 20% discount off the registration price. Important: use code MPR1 (place the code in the discount box to receive your discount). Boomer Authority™ is pleased to be a Marketing Partner of the Summit. [More Summit Details] [Back To Top] ..................................................... Marketing to Boomers and Beyond: How to Build Your Business with the Mature ConsumerMay 14, 2010 Manhattan Marriott New York, NY More than 15 experts on the Boomer market will share strategies for marketing to Boomers in a workshop at the Manhattan Marriott on May 14. The workshop - "Marketing to Boomers and Beyond: How to Build Your Business with the Mature Consumer" - offers new insights into how to develop new strategies and new relationships in these challenging economic times. Details and registration (early bird pricing now available thru April 15!) can be found here. The organizer of the workshop is Dr. Leslie M. Harris, a noted Boomer expert and the author of After Fifty: How the Baby Boom Will Redefine the Mature Market and After Sixty: Marketing to Baby Boomers Reaching Their Big Transition Years. After conducting successful workshops in the Chicago and Washington, DC areas, Dr. Harris decided to organize a third workshop in New York to help marketers tap into the $7 trillion in personal wealth that is held collectively by people over the age of 50. "Marketers continue to undervalue mature consumers," said Dr. Harris. "Attendees of this workshop already know that Boomers are big business. The presentations will give them new strategies and actionable ways to capitalize on opportunities in the 50-plus marketplace." Topics range from a global perspective of mature marketing to strategic alliances that reach caregivers to the new image / reality of grandparenting. Confirmed speakers - including Kevin Lavery, president of IMMN and several other founding and honorary IMMN members - are listed here. A special presentation will address "Marketing to Boomer Women: How to Successfully Reach Them Using Social Media." Early-bird pricing now available through April 15! Those who register for the workshop by March 1, the early-bird registration deadline, can attend the workshop for $175 per person or $275 for two attendees. In addition to breakfast and lunch, each attendee will receive a copy of Kurt Medina's book 77 Truths About Marketing to the 50+ Consumer (the co-author is John Migliaccio, VP and Director of Research, MetLife Mature Market Institute) and a copy of one of Dr. Harris's books - either After Fifty or After Sixty. [Register Here]. [Back To Top] | |||||
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