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
Picture-perfect marketing by Todd Harff, CAASH
Our economy may finally show signs of recovery, but in 2010 many marketers of wellness/health facilities and services to age 50-plus adults will continue to be challenged. They’ll be asked to connect, motivate and inspire Baby Boomers and beyond with advertising, websites and other communications. All with potentially smaller budgets, reduced staff and less time.
moreMarketing
Becoming a Wellness Sherpa: the tools you need to guide age 50-plus adults on the path to health by Tom Mann
The term Sherpa is used to refer to local people, native to the Himalayas, who are employed by climbers as guides for adventures high in the mountains. These guides are elite mountaineers and experts in navigating their local terrain. Climbing Mount Everest without a Sherpa is a dangerous venture. Without the Sherpa’s knowledge and experience, most travelers would be lost at these high altitudes.
moreMarketing
How to 'energize' your marketing by Colin Milner
In a year when both presidential candidates have made renewable energy part of their party’s election platform, it seems only fitting to highlight a less publicized energy shortage—one not experienced at the gas pumps. I am referring to the population’s low levels of personal energy.
Whether due to poor sleep habits, inactivity, caring for family members, long commutes and work hours, poor nutrition, drug interactions, stress, depression, boredom, or a myriad of other factors, people lack energy. This energy shortage affects older adults, in particular. And the business world has taken notice.
Marketing
Making your marketing relevant by Colin Milner
Before you read past the first paragraph, take a moment to find a quiet, secluded area. Once you have found the right location, close the door, dim the lights, sit back in a chair and relax. Take a few minutes to adapt to your environment, then close your eyes tight. What do you hear? What do you see? If you are in the right environment, you will have answered, “Nothing.” This is how your potential clients experience your marketing messages if they are not relevant to them.
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Marketing successfully to age 40-plus women by Colin Milner
Do you really know who your customers are? More importantly, do you know why they buy your programs or services? If you’re like many of us, you will instantly respond, “Of course I know who my customers are! They invest their hard-earned money with me, don’t they?” But stop and think about these two questions for a moment.
moreMarketing
Wrinkles and all: a bold campaign challenges stereotypes of beauty
Will society ever accept old can be beautiful? So asks the Campaign for Real Beauty, a worldwide initiative that’s provoking discussion and encouraging debate about the nature of beauty. Launched in fall 2004 by Dove, a personal-care brand manufactured by Unilever, the campaign asks women to give serious thought to issues surrounding this quality. Examples include society’s definition of beauty, the quest for perfection, the difference between beauty and physical attractiveness, and the way the media shapes perceptions of beauty.
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