VIEWS: 4 PAGES: 61 POSTED ON: 7/15/2011
Marketing the message of physical activity to the older adult Presented by: Colin Milner International Council on Active Aging 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?” Tip #1 Know your Market Understanding who your market is Know Your Market Animals sweat, men perspire, and women do neither Tip # 1 Know Your Market Women were told that exercise would harm their reproductive organs Tip # 1 Men’s Know Your Market Fitness Experience; 10BX Training in the Military or Muscle Tip # 1 Beach The top two concerns for older adults Wealth and health Yankelovich Monitor 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 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 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 Health • Diabetes Expected to Soar by 165% over the next 50 years SOURCE: 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 Health Middle-aged and older Americans face a 90% chance of developing high blood pressure during their lives SOURCE: JAMA 2002;287:1003-1010 Depression Know Your Market Depression-will be the second greatest cause of premature death and disability worldwide by 2020. Tip # 1 SOURCE: WHO Bone biopsy from a normal woman, age 75 Educate Bone biopsy from a women Tip #2 with osteoporosis, age 47 50% of postmenopausal women, over fifty, have the initial stages of Osteopenia - JAMA The Loss of Muscle & Strength with Age 100 90 Educate 80 70 Strength % Leg Strength 60 50 Tip #2 40 30 20 10 0 20 30 40 50 60 70 80 90 Age Health #1 reason for joining in physical activity is health SOURCE: Medical Fitness Association 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 do Fitness Products Council and the Alliance for Aging Research Psychological Barriers • Media image of fitness • Stereotypes of older adults • Belief system about whether exercise can have satisfying outcomes • Self image as a non-exerciser • “Body Beautiful” images artwork, etc. • Pro-shops geared towards youth • Music • Staff bias • False expectations Ability to participate in programs and use equipment The group exercise program • Intensity of the workout • Scheduled times • Age classifications • Instructors without proper training • Intimidating exercise equipment • Name of the program 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 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 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 Motivational • Fear of injury, falls • Exercise is fatiguing • Overcoming drug fatigue • Physicians not recommending exercise • The exercise programs don’t “fit” the needs • No goals are set for improvement 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 2002;35:437-446 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 Journal 2003;326:793 Climate Poor weather is a deterrent due to the fear of falling, and the lack of transportation. Facility Layout and Design Marketing Older adults are not all the same — many segments and issues exist Know Your Market Midlife • Forty to sixty year-olds see midlife as a time of reckoning and change • Hold on tightly to midlife and aren’t prepared to let go • Work is the centerpiece of their lives Tip # 1 • They feel stretched • They aren’t sure how to fit exercise into their lives Source: AARP Pre-retired and Know Your Market older than midlife • Hanging onto this stage of life and weren’t ready to move on. • Although still career oriented, they have started thinking about how to battle the aging process — a growing concern for them Tip # 1 Source: AARP Retired • Adopt a new sense of time, Know Your Market 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 Tip # 1 independence and functionality, as well as what they would have to do to extend and maximize it Source: AARP The first step towards attracting and serving the older adult Establish who is your target audience, and what is their level of function Physically Dependent Know Your Market • Can’t execute some or all of the BADL’s • (Basic Activities of Daily Living- self-feeding, dressing, toileting, transferring, and walking) Tip # 1 • Dependent on others for food and other basic functions Physically Frail Know Your Market • Performs BADL’s but can’t perform some or all of the activities that are necessary to live independently • Generally due to a Tip # 1 debilitating disease or condition that physically challenges them Physically Independent Know Your Market • Live independently • Usually without debilitating symptoms of major chronic diseases Tip # 1 • Have low health & fitness reserves Physically Fit Know Your Market Exercises at least two times a week for their health,enjoyment and well being, have high health Tip # 1 & fitness reserves Physically Elite Know Your Market • Train on an almost daily basis • Competes in seniors’ sport tournaments, or work in a physically demanding job *Levels of function identified in, Tip # 1 Physical Dimensions of Aging, Human Kinetics, 1995, by Waneen Spirduso. Canadian Bert Morrow at 89 Educate Tip #2 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 Marketing • Three out of four mature consumers Know Your Market 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 Tip # 1 in ads they think stereotype people. • SOURCE: RoperASW. Consumers and the Center for Mature Consumer Studies. Marketing •More than 60% of older consumers say Know Your Market ''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 Tip # 1 SOURCE: RoperASW. Consumers and the Center for Mature Consumer Studies. Marketing • According to a new study traditional Know Your Market 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 Tip # 1 women who are active, healthy, having fun and celebrating the relationships in their lives will be rewarded." SOURCE: frank about women Net impact Know Your Market 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 Tip # 1 • 92% of those PC owners have shopped online • 78% have made purchases. SOURCE: Senate committee Terms with an impact Exercise Vs Physically Active Know Your Market • 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 Tip # 1 Study participants saw exercise as too hard and difficult. “Exercise is not a word that you would want to use in your message. -AARP Terms with an impact • Physically active: Very positive reaction Know Your Market • 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: Tip # 1 • 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 Marketing Tip # 1 Know Your Market Marketing Tip # 1 Know Your Market Marketing Tip # 1 Know Your Market Marketing 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 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.” 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 Presidential Active Lifestyle Awards SOURCE:The President's Challenge Retention Know Your Market • 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 2002;23 Tip # 1 It’s all about the experiences 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.
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