$old On Seniors
"How You Can Reach & Sell the $20 Trillion
Senior Marketplace"

Book Index

"Gain Market Share, Show Seniors You Care"

                    A

Ad Access, 57
Ad Flip, 57
"Adoptive Selling," 30–31, 43
    advertising
    avoiding mobility issues in, 80–82
    in early 1900's, 57
    on Internet, 59
    methods to reach seniors, 58–59
    television, 58
    wrinkles in, 83–84
Age Associated Memory Impairment (AAMI), 27
"Age Denial Syndrome," 106
Age Wave, 31–32, 109
aging process, life changes during, 26–27
Alzheimer's Syndrome, 27
American Association of Retired Persons (AARP), 16, 124–125
AM Radio, 58
answering machines, 71
Area Agency on Aging organizations, 59
attention, giving seniors, 46, 47, 72, 97–98
attitude, caring, 29, 41, 61, 72
authenticity, 122

                    B

Baby Boomers, 23–26, 33, 55, 108
baptism, 136–137
Better Homes and Gardens,
16
bill-paying, 15
Bonaparte, Napoleon, 18
Borders Bookstores, 86
brand assets, 113
branding, 39, 111–118
Buscaglia, Leo, 133
Business 94,
137
business models, 33
business sales, senior influence on, 21, 39
buying decisions
emotions and, 18, 45, 72–73
    top 3 factors in all, 77–78

                    C

Cader Books, 57
canes, 80–82
Carnegie, Dale, 45
Carter, Brian, 52
childhood of seniors, formative, 48–50
China, 108
chronological vs. perceived age, 105–106
Chrysler Corporation, 134
church, 70
Churchill, Winston, 56–57
Coca-Cola, 80
Cocoon,
44
Columbia, 108
communication with seniors, 46, 51, 69–70, 74, 86–87
cookies, 66
Cool Hand Luke,
46
Cosby, Bill, 137
Cosmopolitan,
17
Country,
51
coupons, 127
Cracker Barrel Restaurants, 85–86
credit risk, 14–15

                    D

dead horses, 32–33
death and dying, discussing, 42–43
demographics, U.S. population, 23–24
Depression, Great, 49, 126
desire, 47
desperation, opportunity from, 19–20
dignity, aging with, 41–42
discounts, senior, 123–125, 127
dress guidelines, 77

                    E

E-Commerce, 31–32, 33, 59–60
e-mail, 69, 87
emotions
    and buying decisions, 18, 45
    seniors' emphasis on, 41–42, 72–73
empathy, 101, 136
Europe, 108
events, special, 70–71

                    F

Factoid, see Seniorizedฎ Factoid
falling, fear of, 80
Family Circle,
16
farm life, 9
fears, 47, 80, 100
"1st Pickins," 120–121
focus, business, 100
frugality, 126–127
funeral arrangements, 43

                   G

generalized marketing, 62
General Motors, 92
"Generational Marketing," 39
Generation X/Y, 23–24
giveaways, 67–69
Good Housekeeping,
16
"good ole days," importance of, 49–55
guarantees, personal, 29–30, 94–95
guest books, 68–69

                    H

handicapped access cards, 82
happiness, pursuit of, 47
Harvey, Paul, 29, 30, 90–91
Historical Marketing. see Memory Marketing
history, local, 50–51, 53–54
History Channel,
58
holidays, 69
honesty, 89–103
hope, 73
Hopkins, Tom, 45

                   I

Iacocca, Lee, 134
identifying with seniors, 46
income sources, 14, 17
independence issues, 75, 77–78, 81
individuals, focusing on, 138
Indonesia, 108
International Year of Older Persons, 22
Internet, 12, 16, 31, 59, 60, 61, 86
Internet advertising, 59

                    J

jackpot, 24, 40
Japan, 108

                   K

king, 48, 91
Kingwood College Library, 57
kitchens, 67–68

                    L

labeling seniors, 35–38
Ladies' Home Journal,
16
life changes, 26–27
life expectancies, 104–105, 108
"Life Friendly Design™", 118
lighting, 73
Links, Golden Sales, 56
Lionel Train Company, 122–123
local history, 50–51, 53–54
logic, in selling, 45
loneliness, 130–131
losses, life, 72, 96

                    M

magazine circulations, 16–17
mail/postcards, in marketing, 58, 69, 88
manners, 102–103
marketing
    generalized marketing, 62
    "Generational Marketing," 39
    mail/postcards in, 58, 69, 88
    Memory Marketing, 49–53, 86, 126
    methods, 58, 62
    narrowcasting (marketing), 62
    online, 31–32, 33, 59–60
    pointcasting, 62
    Relationship Marketing, 55–56, 96
    by telephone, 70–72
    "viral marketing," 44–45
marketing materials, 65, 73, 74, 75, 86
marketing methods, 58, 62
"mature," 37
McCall's,
17
mementos, complimentary, 67
memory loss, 27
Memory Marketing, 49–53, 86, 126
models, senior, 83–84
Modern Maturity,
16
music, 58–59, 67, 86

                   N

narrowcasting (marketing), 62
National Geographic,
16
newsletters, 70
newspapers
    articles about your products in, 78–79
    daily, 58, 59
    using for research, 50–51
Newsweek,
17
1900's, 57–58
nostalgia, 84–86

                   O

obituary pages, 59
office design, 64–69
"old," 37
"Old Factor," 57–58
Onks, Gary
    about, 140
    Grandpap and Meemaw of, 8–10, 29, 49, 126
    sales career start, 10–12
    sales philosophy of, 137, 138–139
    vision correction of, 19
    Onks, Hess and Vicie (Grandpap & Meemaw), 8–10, 29, 49, 126
online marketing, 31–32, 33, 59–60
"Onward to the Past," 137
Outhouses, 54

                    P

parking spaces, 82
patriotism, 84
pens, as giveaways, 67–69
People's Weekly,
17
Pepperidge Farm Cookies, 66
personal guarantees, 29–30, 94–95
physical limitations/issues, 64, 73–75, 79–80
Platinum Pen Club, 11, 12
Playboy,
17
pointcasting (marketing), 62
police archives, using for research, 50–51
Prevention,
17
print size, 74–75
products, belief in your, 30–31, 94–95

                    R

radio, 58
Reader's Digest,
16
reception areas, 65–66
recognition of seniors, 41–42
Reeves, Keanu, 46
refreshments, 66
Relationship Marketing, 55–56, 96
Reminisce/Reminisce Extra,
51
reputations, business, 117
research, 50–51
retirement communities
    about, 17, 42, 60–61, 130–131, 134
    marketing techniques of, 64–75
Rohn, Jim, 40

                    S

safety issues, 67, 77–78
sales methods, 32–33, 99, 135
seals of approval, 111–118
security issues, 77–78, 100
selling SIS, 77
Senge, Peter, 12
Senior Discounts, 123–125, 127
Senior Hospitality, 116
Seniorizedฎ Factoid, 14, 15, 17, 19, 21, 25, 27, 34, 36, 38, 41, 43,
45, 46, 48-50, 52, 53, 56-58, 60-62, 66, 71, 72, 75, 77, 79, 80, 83,
85, 87, 88, 91, 95, 98, 99, 102, 103, 107, 110, 112, 114, 115, 117,
118, 123, 125, 127, 132, 135, 138, 139
Seniorizedฎ Seal, 113–115
senior market
    assets, 13
    attributes of, 63–64
    awareness of, 28–29, 30–31
    boardroom influence of, 21, 39
    customer life span in, 104–105, 108
    demographic age of, 24–25, 104–105
    formative childhood of, 48–50
    labeling, 35–38
    size of, 22–25, 107
    spending habits, 13–14, 17–18
    statistics about, 15–16
    top 5 sales advantages to, 135
    wants of, 40–47, 61–62
Shawshank Redemption,
45
"Shoo Fly Pie," 70
shy, 103
shy away, 81, 82
"Shy Away Secret," 80
sincerity, 89–103
SIS, selling, 77
sleeping arrangements, 132
"snowbirds," 61
social events, 66–67, 70–71, 77, 131, 134
social networks, 44–45
soda pop, 66
Spitting Image, 58
Sports Illustrated,
17
stamps, using, 69
standard setting, 122–123
stereotyping, 102
"S-wave," 32

                    T

talk shows, 58
Taste of Home,
51
telephone marketing, 70–72
television advertising, 58
testimonials, 87
Texaco, 92
Time,
17
top-down selling, 25
Tracy, Brian, 47
"Trigger Events," 56
trust, gaining seniors', 78, 89–103
      see also "Trustmarks"
"Trustmarks," 90, 111–117, 119
TV Guide,
16

                   U

United Kingdom, 108
United Nations, 22

                    V

Viagra, 128–129
"viral marketing," 44–45

                    W

walkers, 80–82
wants vs. needs, 61–62, 135
websites
    for research, 57
    tips on designing, 60
wheelchairs, 80–82
whippersnapper, 101, 102, 129
    factor, 101
Woman's Day,
16
women, seniors, 130–132
words, attention-grabbing, 135
World War II, 49
wrinkles, in ads, 83–84
writing, and seniors, 87

                    Y

youth, 24, 31, 49, 66, 126
Yuppies, 24, 26, 33

                    Z

zero, 14, 51, 81
Ziglar, Zig, 18, 34, 73

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