The Secret Language of Seniors: Marketing to the 55+ Population

The 55+ population continues to be one of the most overlooked, undervalued markets in the health club business. Social media presence, interactive blogs and digital communities are great to reach the Gen-X’ers and Millennials, but Baby Boomers...the 55+ demographic who often have more time and money...need to be engaged in ways that they are organic to their tastes and preferences.

We will explore some of the pitfalls of relying on contemporary “digital” marketing to attract the 55+ members and discuss some of the options that better connect with, and are more easily understood by, this all-important target demographic.

At the conclusion of this session, attendees will:

• Understand the types of marketing that this demographic likes and understands and why
• Recognize why traditional Seniors fitness is counterproductive to success with this audience
• Identify the typical goal of this group and how to help them achieve it
• Know what to do to begin marketing effectively to this target audience 5) Be prepared to initiate marketing and programming changes that make a difference