MARKETING TO THE AGING POPULATION

KeithColePatrickkarli

HEALTHCARE FOR SENIOR CITIZENS

Doctors are more involved the promotion of pharmaceutical products than the companies themselves.Pill related products themselves are a multi-million industry.Senior discounts bring in twice the profits that rebates or customer loyalty programs ever will.

LIFESTYLEHousing aidsWheelchairsNo stand showers

Sports Marketing for Senior Citizens• What is Sports Marketing?• Subdivision of marketing, focuses on promotion of sports events and

teams as well as the promotion of other products and services through sporting events and sports teams. • Can be promoted with physical product or a brand name.

• Three sectors:• Advertising of sport and sports associations such as the Olympics,

Spanish Football league and the NFL• The use of sporting events, sporting teams and individual athletes to

promote various products• The promotion of sport to the public in order to increase participation

Benefits of marketing sports to senior citizens

• Benefits:• Membership• Sales• Recognition

• Those factors represent biggest benefits for companies, the athletes, leagues, associations, and sport event managers.

Marketing to Senior Citizens Through Sporting Events

Examples of major games that involve marketing:• NBA Finals (Basketball)• Super Bowl (Football)• FIFA World Cup (Soccer)• UEFA Champions League (Soccer)• Olympic Games

Examples of Sports Marketingto Senior Citizens and their families• Allstate-Sponsored by NASCAR driver Kasey Kahne; print and TV ads; NCAAF net• Reebok-Sneaker maker led one of the favorable fiction rivalry's; Dan O’Brien &

Dave Johnson• Coke-Joe Green; signed autograph “Have a Coke and a smile”• Stubhub-Ticket agents featured a common sports sound (buzzer signaling end of

period). When fans heard this sound, they thought of Stubhub.• Budweiser-Invests in several humorous TV ads during yearly Super Bowl• Citi Bank-Paid millions of dollars to get naming rights of New York Mets home field

renamed to Citi Field.

Revenue from Collegiate Sports Teams

(Via ESPN)• Arkansas Razorbacks• Tickets: $28,645,905• Donations: $12,768,088• University:$1,518,452,• Media Rights:$1,561,000• Branding:$2,279,843• Total Revenue:$66,174,916

• Ranked 28th in 2008 in Total Revenue. • Alabama Crimson Tide 1st with $123,769,841

Other smaller examples

• TV Sports Packages • ESPN Brands advertising beer while on air• Beer commercials during ESPN televised games (NCAAF, NBA,

NFL, MLB, etc.)• Athletes used in commercials

Louisville Slugger’s Cardinals’ scavenger hunt

• Following 2011 WS championship, 45 bats hid in St. Louis• Twitter & Facebook• Facebook: 755 users prior, 7,049 after (143% jump)• Twitter: 161% follower jump• Helped bat and team company

Baylor Bold Rewards Program• Post pictures, videos, retweet @BaylorAthletics, use certain

hashtags=points. • Redeem points for prizes• Team gear, tickets, season tickets to overall winner, lead football team

out of tunnel• November 2011: three weeks, made 4 million impressions• Facebook, jumped from 18,000 to 26,000 fans

Professional Athlete Endorsements

• Tiger Woods:• $55,000,000 2014 Endorsement Earnings*• Was $121.9M

• Total Endorse value: $12.6 per tweet• Sponsors: Nike, Rolex, Upper Deck, & NetJet• 7 of out 10 senior citizens watch professional golf

Professional Athlete Endorsements(continued)

• Kobe Bryant($32M):LeBron James($42M):

• NikeNike

• McDonald’sMcDonald’s

• SpriteCoca-Cola

• Upper DeckSamsung

• Spalding Dunkin DonutsStatistics show 59% of senior citizens watch professional basketball.

THE SENIOR CITIZEN DEMOGRAPHIC

The El Dorado, AR market for senior citizens retired and on disability:Price sensitive Retired citizens spend an average of 8 hours per day on leisure activities On the 1st and 15th of every month, retired consumers (mostly women) relying on social security spend an average of 3 to 4 hours shopping on those days every month

USING TELEVISION TO REACH SENIOR CITIZENS

Baby boomers werenthe first generation to have television as a major part of their livesDuring the 1960’s the Vietnam war could literally be observed from your living room televisionEarly commercials had to be socially conservative,no abortion, no homosexual references, no Watergate jokes.

HOW MUCH TV DO SENIOR CITIZENS WATCH?Men 65 and older watch 5.2 hours of TV per day while women 65 and older watch 4.2 hours per daySenior citizens over the age of 75 watch more TV than any other demographic age group in AmericaBetween the hours of 10 am and 4pm on non-holiday weekdays marketers direct their advertisements towards senior citizens on popular networks like A&E, CBS, NBC, FOX, FOX NEWS, ABC.Yet after 5pm when most of American is home from work, television marketing is geared towards the ages of 18-65 where shows related to "Everybody loves Raymond", and "The King of Queens", feature senior citizen characters yet they are never the focus of the shows dynamic.

VALUE OF THE SENIOR CITIZEN MARKET

As of 2050 we will see 88.5 million senior citizens in the United StatesThe Top 10 Concerns Of Boomers & Seniors

About Aging And Their Health                                                           1.    Losing Our Health2.    Inability To Care For Ourselves3.    Losing Our Mental Abilities4.    Running Out Of Money7.    Becoming A Family Burden8.    Ending Up In A Nursing Home6.    Not Being Able To Drive5.    Inability To Get Good Healthcare9.    Inability To Work or Volunteer10.    Being Left Alone & Lonely

WHY MARKET FOOD TO SENIOR CITIZENS

People are living longer.Retirees have money.Even Senior citizens like to have fun.

TIPS FOR RESTAURANTS MARKETING FOOD TO SENIOR CITIZENSOffer Senior DiscountsPromote Early Bird SpecialsMind Portion Sizes

RESTAURANT DISCOUNTS

Applebee's Arby’s Burger king Dairy queen

Hardee’s Jack In The Box McDonald’s Mazzio’s

MARKETING FUNCTIONAL FOODS

Understand your audience . Provide product information about health claims on labels and media.

Promote to the “food as medicine shoppers.”