Articles
The Journal on Active Aging brings articles of value to professionals dedicated to older-adult quality of life. Content sweeps across the active-aging landscape to focus on education and practice. Find articles of interest by searching the article archives in three ways: Enter a keyword in the articles search bar; click on search by topic; or type a keyword or phrase in the general search bar at the top of the page.
Topic- Marketing
Know thy market by Colin Milner
In his book The Tipping Point, writer Malcolm Gladwell describes a magic moment when an idea, trend or social behavior crosses a threshold of consciousness and spreads like wildfire. The belief that the older adult market is the most powerful economic force the country has ever seen is tipping throughout society today. But, now, what do we do? How do we actually market to this demographic?
moreMarketing
Soapbox:Talking about the older generation by J. Keesey Hayward
In recent years, a great deal of discussion has centered on the suitability of various labels for the older generation. Some people even suggest we eliminate all labels. I’d like to make the case that some type of label is necessary for this demographic, and that Senior is the best one to use.
To label or not to label?
The human mind thinks in categories or groupings to facilitate the storage and retrieval of information. Look at the systems you use in your filing cabinet or computer. If you filed everything alphabetically, you’d have a tough time deciding where to file an item and an even tougher time retrieving it. Efficient filing systems organize material into categories first, then sort it alphabetically. These categories have specific, clear labels broad enough to include a significant number of files and folders.
Marketing
Ageism in advertising by Robert Synder
Many advertisers and their agencies overlook the largest, wealthiest consumer group in America in a collective worshipful attitude toward youth. Just missing the older segments would be unwise in most marketing plans. Laughing at and stereotyping older adults appears to be tolerated by many industries in ways that would never be allowed for any other group in our country
moreMarketing
Award-winning marketing by Jennifer Stohler
In the heart of Houston stands the four-star hotel, club and spa known as the Houstonian. Established in 1979, the 125,000 sq. ft. fitness facility employs more than 30 accredited personal trainers and serves socially elite members, such as the former President George Bush and First Lady Barbara Bush. With its recent multimillion dollar renovation, the Houstonian ranks among the top 10 health clubs in the United States, according to Fitness Magazine.
moreMarketing
Fifty ways to grow your program by Terry Ferebee Eckmann
Want to persuade older adults to try your program? Unsure how to reach the 50-plus market without spending a lot of money? Try the ideas listed below to increase your business. They won’t cost you much, but they will bring people through your door. While these strategies are geared more towards health and fitness clubs, most will work for the range of facilities serving the mature market
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