Marketing

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• Marketing
• the message
• of physical
• activity to the
• older adult
• Presented by
• Colin Milner
• International
• Council on
• Active Aging

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Our focus today

• Look at history of the market
• Look at the key barriers to entry
• Examine solutions
• Get you to ask yourself what if?

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Understanding who your market is
Tip 1 Know your Market
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• Animals sweat,
• men perspire, and
• women do neither

Tip 1 Know Your Market
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• Women were told
• that exercise
• would harm their
• reproductive
• organs

Tip 1 Know Your Market
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Mens FitnessExperience 10BX Training in the
Military or Muscle Beach
Tip 1 Know Your Market
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The top two concerns for older adults

• Wealth and health
• Yankelovich Monitor

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Wealth

•  
• Since March 2000, 7.6 trillion in market value
  has been sucked out of stocks based on the
  Wilshire 5000 index, the broadest measure of U.S.
  stock market worth
• That's about 48 of the market's value at its
  peak
  
• Two years ago, parents of Boomers were worth an
  estimated 14 trillion to 18 trillion
  

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Wealth

•  
• Health care costs for people with a chronic
  condition average 6,032, which is five times
  higher than for those without such a condition.
  
• SOURCE Partnership for Solutions. A project of
  Johns Hopkins University and the Robert Wood
  Johnson Foundation
  

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Health

•  
• In 2000, direct medical costs for chronic
  conditions totaled 510 billion.
  
• These costs are expected to double to more than
  1 trillion by 2020 - 80 of direct medical
  expenditures.
  
• Nearly half of the population - 125 million
  Americans - live with some type of chronic
  condition.
  
• SOURCE Partnership for Solutions. A project of
  Johns Hopkins University and the Robert Wood
  Johnson Foundation
  

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Health

•  
• Diabetes Expected to Soar by 165 over the next
  50 yearsSOURCE Diabetes Care
  
• Nine out of 10 cases of type 2 diabetes could be
  prevented if people exercised more, ate better,
  stopped smoking and adopted other healthy
  behaviors. SOURCE New England Journal of
  Medicine

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Health

• Middle-aged and older
• Americans face a 90 chance of
• developing high blood pressure
• during their lives
• SOURCE JAMA 20022871003-1010
•  

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Depression

• Depression-will be the second
• greatest cause of premature death
• and disability worldwide by 2020.
• SOURCE WHO

Tip 1 Know Your Market
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Bone biopsy from a normal woman, age 75
Tip 2 Educate
Bone biopsy from a women with osteoporosis, age 47
50 of postmenopausal women, over fifty, have the
initial stages of Osteopenia - JAMA
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The Loss of Muscle Strength with Age

Strength
Leg Strength
Tip 2 Educate
Age
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Health

•  
• 1 reason for joining
• in physical activity is
• health
• SOURCE Medical Fitness Association

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Desire of older adults

• 86 agree that exercise is
• important to their health
• and longevity
• 64 would like to
• participate in fitness
• activities more than they doFitness Products
  Council and the Alliance for Aging Research

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(No Transcript)
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• Psychological
• Barriers

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• Media image of fitness
• Stereotypes of older adults
• Belief system about whether
• exercise can have satisfying
• outcomes
• Self image as a non-exerciser

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• Body Beautiful images artwork, etc.
• Pro-shops geared towards youth
• Music
• Staff bias
• False expectations

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• Ability to participate in programs and use
  equipment

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The group exercise program

• Intensity of the workout
• Scheduled times
• Age classifications
• Instructors without proper training
• Intimidating exercise equipment
• Name of the program

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Age friendly equipment

• Zero starting resistance
• 1 pound incremental increases
• Low impact-gentle on aging joints
• Easy to use
• Non-intimidating
• Counts repetitions
• Large display

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Treadmills

• None or minimal pre-programmed workouts
• Display panel that is easy to read (large
  buttons)
  
• Starting speed at .5 mph
  
  
• Shock-absorbing deck
• Emergency lanyard with belt clip
• Low deck threshold
• Low motor housing/casing
  
  
• Medical handrails

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Recumbent bikes/steppers

• Easy entrance and exit
• Easy to set control panel
• Wide and comfortable seat with arm rest
• None or minimal pre-programmed workouts
• Display panel that is easy to read and understand
  
  
• Seat and arm adjustments should be easy to access
  and easy to adjust
  
• Easy to reach key pad

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• Motivational

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• Fear of injury, falls
• Exercise is fatiguing
• Overcoming drug fatigue
• Physicians not recommending exercise
• The exercise programs dont fit the needs
• No goals are set for improvement

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• Healthy doctors, healthy patients
• Health-conscious MDs more apt to give diet advice
  
  
• These doctors were also more than three times
  more likely than their peers to ask their
  patients about their diets, and to report feeling
  confident discussing nutrition.
• Doctors who participated in aerobic activity on a
  regular basis were more likely to counsel
  patients on the benefits of aerobic exercise.
  
•  
• Another study founds that a female physician's
  personal health habits often mirror the type of
  advice she offers her patients.
  
•  
• SOURCE American Journal of Clinical Nutrition
• SOURCE Preventive Medicine 200235437-446

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Exercise prescription does work
Healthcare providers who give patients advice
about and support for physical activity can help
people improve their quality of life and reduce
aches and pains.   Source British Medical Jou
rnal 2003326793
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Climate

• Poor weather is a deterrent due to the fear of
  falling, and the lack of transportation.

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• Facility Layout and Design

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Marketing
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Older adults are not all the same many
segments and issues exist
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Midlife

• Forty to sixty year-olds see midlife as a time
  of reckoning and change
  
• Hold on tightly to midlife and arent prepared
  to let go
  
• Work is the centerpiece of their lives
• They feel stretched
• They arent sure how to fit exercise into their
  lives
  
• Source AARP

Tip 1 Know Your Market
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Pre-retired and older than midlife

• Hanging onto this stage of life and
  werent ready to move on.
  
• Although still career oriented, they have
  started thinking about how to battle the aging
  process a growing concern for them Source
  AARP

Tip 1 Know Your Market
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Retired

• Adopt a new sense of time, as their values and
  beliefs begin to change
  
• Health and disease is a concern for this group
• They focus on how long they can maintain their
  independence and functionality, as well as what
  they would have to do to extend and maximize
  itSource AARP

Tip 1 Know Your Market
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The first step towards attracting and serving the
older adult
Establish who is your target audience, and what
is their level of function

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Physically Dependent

• Cant execute some or all of the BADLs
• (Basic Activities of Daily Living- self-feeding,
  dressing, toileting, transferring, and walking)
  
• Dependent on others for food and other basic
  functions

Tip 1 Know Your Market
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Physically Frail

• Performs BADLs but cant perform some or all of
  the activities that are necessary to live
  independently
  
• Generally due to a debilitating disease or
  condition that physically challenges them

Tip 1 Know Your Market
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Physically Independent

• Live independently
• Usually without
• debilitating symptoms
• of major chronic
• diseases
• Have low health
• fitness reserves

Tip 1 Know Your Market
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Physically Fit

• Exercises at
• least two times
• a week for their
• health,enjoyment
• and well being,
• have high health
• fitness
• reserves

Tip 1 Know Your Market
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Physically Elite

• Train on an almost daily basis
• Competes in seniors sport tournaments, or work
  in a physically demanding job
  
• Levels of function identified in, Physical
  Dimensions of Aging,
  
• Human Kinetics, 1995, by Waneen Spirduso.

Tip 1 Know Your Market
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Canadian Bert Morrow at 89
Tip 2 Educate
IDEA Inspirational Athlete of the Year 2002
Won three gold medals in the 80m Hurdles, the
100m Sprint and the 200m Sprint, at last years
Senior Olympics
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Marketing

• Three out of four mature consumers are
  dissatisfied with marketing aimed at them.
  
• People ages 55-64 are more likely to be offended
  by ads and less likely to enjoy them.
  
• 31 of people 55 and up avoid products in ads
  they think stereotype people.
  
• SOURCE RoperASW. Consumers and the Center for
  Mature Consumer Studies.
  

Tip 1 Know Your Market
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Marketing

• More than 60 of older consumers say ''quality''
  is the most important factor in choosing a brand.
  
  
• On average, mature consumers now consider ''old
  age'' to start at 72, not 65
  
• Consumers younger than 50 say ''old age'' starts
  at 68 those older than 50 say it starts a decade
  later
  
• SOURCE RoperASW. Consumers and the Center for
  Mature Consumer Studies.
  

Tip 1 Know Your Market
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Marketing

• According to a new study traditional models of
  elderly, frail matriarchs are giving way to ones
  of active and healthy older women participating
  in life, rather than sitting on the sidelines.
• "Old age is seen as just one more opportunity for
  women to be whatever kind of women they want to
  be.
  
• "Marketers who portray images of older women who
  are active, healthy, having fun and celebrating
  the relationships in their lives will be
  rewarded."
• SOURCE frank about women

Tip 1 Know Your Market
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Net impact

• Close to 78 of all consumers age 55plus have
  purchased online. And, in one year the 50plus
  market spends over 7,000,000,000 online.
  
• SOURCE Evergreen Direct
• Roughly half of 50-plus consumers own personal
  computers
  
• 70 have Internet access
• 92 of those PC owners have shopped online
• 78 have made purchases. SOURCE Senate
  committee
  

Tip 1 Know Your Market
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Terms with an impact

• Exercise Vs Physically Active
• Active Very positive response To participants,
  active meant engaged with life, family and
  community. They did not equate active with
  exercise. For people at the older end of the age
  spectrum, active meant going to church or playing
  bingo. They also did not connect the word with
  exercise.
• Exercise Very negative response
• Study participants saw exercise as too hard and
  difficult. Exercise is not a word that you would
  want to use in your message.
  
• -AARP

Tip 1 Know Your Market
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Terms with an impact

• Physically active Very positive reaction
• The participants liked the term physically
  active, because it implied they could do a wide
  range of activities to be physically active,
  rather than just going for a walk. They
  intuitively understood the health benefits.
• Other terms
• Moderate versus vigorous
• Most days of the week versus almost all days of
  the week
  
• Five days of the week versus more than four days
  and four or more days
  
• -AARP

Tip 1 Know Your Market
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Marketing
Tip 1 Know Your Market
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Marketing
Tip 1 Know Your Market
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Marketing
Tip 1 Know Your Market
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Marketing
Tip 1 Know Your Market
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• Marketing myths about the older adult
• Mature consumers are brand loyal. This is the
  single-biggest myth, experts say.
  
• Source AARP and RoperASW.
• Marketers can reach mature consumers as
  ''spillover'' by advertising to younger
  consumers. Marketing is becoming so segmented
  that mature consumers need their own messages,
  Frost says. ''Very soon, the 45-plus market will
  represent half the population, and the
  traditional target of consumers aged 25-44 years
  old will shrink.'' 
• SOURCE USA Today

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HEADLINE It's funny, the more we sweat, the
more the ladies find us completely irresistible.

• HEADLINE We swim laps and discuss world
  politics. Baloney! We dog-paddle and
  gibber-jabber.

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Ten Marketing tips

• 1. Know your market
• 2. Just the facts, please
• 3. Build relationships
• 4. Use life stage marketing
• 5. Educate the market
• 6. Design with eyes in mind
• 7. Avoid scare tactics
• 8. Don't call them names
• 9. Demonstrate your credibility
• 10. Become a chronic marketer

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Presidential Active Lifestyle Awards
SOURCE The President's Challenge
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Retention

• 4.7 years longer than the younger
• market - IHRSA
• 80 stay with a program at the end of a year,
  based on how exercise made them feel
  
• 75 dropped out within 8 weeks, based on
  non-relevant goal setting
  
• SOURCE American Journal of Preventive Medicine
  200223

Tip 1 Know Your Market
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Its all about the experiences
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• What we offer this market
• is the ability to die young
• at an old age.
• It's the closest they will
• ever get to the fountain of
• youth and that is priceless.