5 Essentials for Selling to Baby Boomers

Constance is a 77-year-old with two knee replacements, two hip replacements, arthritis, and a commitment to CrossFit. In her 10-month journey at CrossFit South Brooklyn, she’s already down 50 pounds and a whole lot healthier than when she walked in.

Whether you own a CrossFit box, run a dance studio, or manage a music academy, most seniors that come through your doors won't be as extreme as Constance. However, that doesn't mean that you should discount the older generations when it comes to marketing your business.

There’s plenty of advice about appealing to techy Millennials, but in less than 5 years, half of the US will be over 50 years old and controlling 70% of the country’s disposable income. That's a lot of opportunity!

Baby boomers are shelling out cash for hobbies like traveling, entertaining, and shopping as they move into retirement. With the kids on their own (fingers crossed), and no more 9-to-5 routine, they have time AND money on their hands.

So, why should you care about singling out the “Me Generation”? While Boomers account for half of all consumer spending, only 10% of marketing money is directed at them. If you overlook this niche, you’re missing out on a significant source of recurring revenue. Here are the 5 things you should know to best serve the Boomer client:

1. They’re spending more time on their mobile phones and online. 

On average, people 50+ spend  about 29 hours per month online. Baby Boomers rank as the second largest group of internet users, utilizing it as a tool to research potential purchases.

Tip: Don’t make fun of grandma’s flip phone just yet! With 89 percent of people born between 1946-1964 having a cell phone, your best bet to reach them is to send them mobile-friendly email notifications and text messages.

2. They’re also are embracing the technology that younger generations have established.

While teens are spending time on Snapchat, Boomers are the fastest growing age group on Facebook, with an 80% upwelling in users between 2010 and 2014.

Tip: Go where mature crowds gather.  Networks such as LinkedIn and Facebook are social media platforms that Baby Boomers are more likely to spend time on than the average consumer.  

3. Boomers don’t like to feel old, and referring to them as “aging,” “elderly,” or “senior” is just an unwelcome reminder.

However, they DO feel happy and optimistic about life, more so than their younger counterparts.

Tip: Keep it positive, as Steve Olenski for Forbes pointed out, “concentrate on the ‘bucket list’ concept when pitching to baby boomers; they may have to buy adult diapers, but what they want to hear about is the best place to eat in Sturgis, South Dakota, when they ride their Harley Davidson there for the Rally in August.”

4. Even though the over 50 crowd is living longer, the aging body is still a reality.

Their eyesight may not be as sharp as it was when they were 20, but that doesn't mean they should feel like it. 

Tip: Optimize your business for age. Make website fonts easier to read. Go with intuitive, simple, user friendly tools and interfaces. Too much text (especially small fonts!) look cluttered and unprofessional anyway. By going simple, modern, and sleek you’re doing your brand a favor for everyone. Fitness businesses can emphasize the fact that working out as you age is not only great for your body, but can reduce cognitive decline that comes with aging and even the risk for Alzheimer’s disease.

5. As people age, they care about their health, looking good, and staying youthful.

And it’s definitely not just mental. In a study by the National Institute of Aging, doctors found that regular moderate exercise reduces the risk of disability in older people by 18%!

Tip: Make your business a welcoming environment that provides the support and encouragement that the well-established crave. Like Constance sweating it out at CrossFit South Brooklyn week after week, the right atmosphere of support and community can keep Boomers motivated for more.