Question

Topic: Advertising/PR

Marketing To Empty Nesters

Posted by Anonymous on 10/3/2006 at 10:15 PM ET 250 Points
I am looking for any information on empty nesters. I am trying to promote "carefree luxury condominium communities" to those boomers that are looking to down-size. Any information on the publications they read, the programs they watch would be critical to my success. How is the best way to reach them through traditional media? What about non-traditional forms? I realize this is a very large generational demographic - and that they can be very different. Any information would be very much appreciated.
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RESPONSES

  • Posted by Harry Hallman on 10/4/2006 at 9:09 AM Member
    Is this condo in one loaction or are you national, international?

    One tool I have found works well for our condo clients is Google Adwords. Also, events at the sample is a good draw.

    Mags may work but as someone else mentioned we don't know where you are so it is hard to suggest a mag. Local business papers and mags could be a good draw for you.
  • Posted on 10/4/2006 at 3:41 PM Author
    Thank you for your responses. I am located in Columbus, Ohio. This company uses all forms of traditional media to get their message out (radio, TV and newspaper). While I think these are important tools - I think there has to be a huge market they are missing.

    The mailing list database is a great resource. I don't believe they typically do any direct mail - so this could definitely help bring in new clients.

    thank you again.
  • Posted by narthur on 10/7/2006 at 1:52 PM Accepted
    Claude:

    Your question is broad so my response here targets some generationally-specific content and delivery.

    If you focus on Boomers (and I'm making demo guess here: i.e.-net worth of $1mil+) here are a couple content suggestions and delivery methods that tend to be spot on:

    1. Boomers love detail and generally in writing. Tell a story (don't inflate.) Give the facts. Delivery? don't assume - yes, they use the web for research more than socializing.

    2. They tend to look for lifestyle improvements. Access to fitness facilities, security when away traveling, special touches (spas) go a long way toward enticing them to buy.

    3. They spend money and have more than any generation prior to or following. There is stratification - some Boomers will work until they drop to survive but most are/will retire with a generous nest egg and they are willing to spend it to make their active lives comfortable...appeal to the instinct that they "deserve it."

    Printed brochures, print ads, seminars, networking (testimonial) events, online are all good ways to get the story told.

    Good luck in your venture and wave when you drive by. I live down the street and around the corner in Columbus.

    Call me (see my profile) if you would like to chat in detail. I plan to repeat a Generational Dynamics workshop and keynote in the spring with the local AMA chapter. If you would like to attend check out the club.

    Neil
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