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Reaching the Mature Audience

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I have always loved the concept of AARP’s “Movies for Grown-ups.” Mature adults are different. Developmentally, as we age, we connect more with great stories and complex, layered characters; in many ways we process our own lives through the stories of others. Praise for the movie, The Intern, with Robert De Niro and Anne Hathaway resonates with older adults navigating the intergenerational workplace. Learn More →

How This Woman Reinvented Herself By Chasing Her Own Brand After 50, John Tarnoff talks with Lori on Huffington Post

For the Year of the Boomer — 2014 is the year the youngest Boomers turn 50 — here is another installment in my survey of 50 Boomers across 10 career categories who have reinvented themselves within the last 10 years.

“After 50, you have to chase your own brand, and become your own kind of leader.” This is Lori Bitter’s advice to Boomers contemplating (or being forced to contemplate) a career reinvention. Bitter has excellent credentials in this department, having “failed upwards,” as she puts it, through a series of high-powered executive positions in the advertising industry, and now running her own branding and marketing consulting practice called The Business of Aging. Learn More →

On stands now: Lori Featured in FORBES magazine

On stands now is the print edition of Forbes magazine (December 2011, Investment Guide). It features the story Boomers: Reinventing the Next Chapter, by Deborah L. Jacobs. Lori was interviewed for this article about her success in building a business that helps others to understand the needs and wants of the Baby Boomer and Senior consumers, and effectively reach them.

Continuum Crew Selected as Agency of Record for AgeTek

We are pleased to announce that we have been selected as the marketing agency of record by Aging Technology Alliance™ (AgeTek™), a trade group of companies that develop and/or market technology-based products designed for the senior market.

AgeTek represents companies and organizations dedicated to promoting the awareness, benefits and value of products and services for our aging society. Their members’ products and services allow seniors to remain independent and age in place at home, as well as empower many seniors to enjoy a healthy, active lifestyle while securing their mobility. AgeTek is focused on bringing greater awareness to their industry, products, and to its select group of companies that are working together (and independently) to develop better-designed, less expensive and better-tested products for the senior consumer.

Continuum Crew will counsel AgeTek on thought leadership activities and member engagement activities. We will also develop and implement an advertising and media plan, with interactive media services (including the execution of email campaigns and search engine optimization), marketing collateral production, public relations and social media activities.

“As we seek to gain the attention of public policy makers, regulators, lawmakers, advocacy groups, mass media and the general public about the benefits of technology appropriately designed for seniors, we know aligning ourselves with Continuum Crew is the perfect choice,” said Peter Radsliff, Board Chairman, AgeTek. “Led by Lori Bitter, she and her team have a strong presence in this space and an outstanding reputation. They know how to most effectively reach these audiences. We look forward to what this partnership will yield as we grow our organization.”

To read more about this announcement click here.

MediaPost EngageBoomer blog: Move Beyond Age – Let’s Talk Better Design

Lori’s latest blog post for MediaPost Communications Engage Boomer blog, discusses the drumbeat of the ‘Move Beyond Age’ movement has grown louder throughout this year, with conversations ranging from how to “re-tool” senior products for Boomers, to how to appeal to the largest demographic in today’s marketplace. Friends and partners are shining a light on human-centered design and the aging population.

Read Lori’s MediaPost Communications Engage Boomer blog post Move Beyond Age – Let’s Talk Better Design here.

Lori Bitter Featured in Forbes Magazine

In A Brutal Economy, Boomers Rewrite The Next Chapter


11/16/2011
(This story appears in the Dec. 5, 2011 issue of Forbes.)

Two years ago, on her 50th birthday, Lori Bitter got fired from her job at JWT, a subsidiary of WPP, the world’s largest ad agency. Nothing personal, mind you, but JWT had decided to eliminate JWT Boom, the unit she ran focused on marketing to mature consumers. She spent that weekend with her husband, on a long-planned birthday jaunt to Sedona, Ariz. “I hung out in the red rocks and pondered my existence,” she says.

The pondering didn’t last long…

Read the full article online at Forbes. Print article available on December 5.

The Business of…Designing Smarter Living Spaces

It is the first show of our second season! For it we spoke with guest Jeffrey DeMure, an architect and founder of Jeffrey DeMure & Associates (J D + A).

For more than 20 years, he has been focused on residential and mixed use architecture and land planning throughout the United States. He and his team are responsible for some of the most forward-thinking planning and designs for housing the aging population.

Learn More →

Leveraging Social Media & Internet Marketing at LeadingAge Annual Meeting, Oct. 16-19, Washington, D.C.

I’m looking forward to seeing you all at LeadingAge annual meeting this month in Washington, D.C. As you prepare your schedules, consider joining me by registering for my session – an Twitter-enabled interactive one for all attendees this year! Here are the details:

Leveraging Social Media and Internet Marketing (159-G)

October 19, 2011
11:00 a.m. – 12:30 p.m.
Track: Marketing, Philanthropy & Public Relations
Speaker: Lori Bitter

  • Discover ways you can maximize the use of social media and internet marketing tools to reach your consumers.
  • Learn to incorporate these tools into your traditional marketing plan to strike the right marketing mix.
  • Realize how to measure the effectiveness of different marketing tools and their return on investment.

‘Graywashing’ tackled in The Journal on Active Aging

From the latest issue of the Journal on Active Aging, is the article Tackling Graywashing: What Drives It, How to  Recognize and Avoid It

In the article, Marilynn Larkin writes that products that purport to ‘combat’ aging treat older adults as though they’re damaged goods — and many organizations that claim to be ‘senior friendly,’ aren’t.

Shortly after the launch of the International Council on Active Aging (ICAA)’s Changing the Way We Age® Campaign, ICAA CEO Colin Milner was researching his book chapter for the World Economic Forum. “In our ICAA publications and press releases about the campaign, we had rightly pointed out that Boomers and their parents are finally becoming a market force,” Milner says. “But the downside to that development is that many companies are now jumping on the bandwagon with products that are completely inappropriate for older adults.” With that, he came up with a word—graywashing—to describe the phenomenon.



Now the article has been made available online. You can read it here

IMMN September Webinar: Rebranding Aging and Targeting Zoomers in Canada with an Integrated Multimedia Platform

Date: Tuesday, September 27, 2011
Time: 10:00 AM – 11:00 AM (Central Time)
Speaker: David Cravit possesses over 30 years’ experience in advertising, marketing and consulting in Canada and the US.
Registrationclick here
Cost: free for IMMN members; $50 for non-members

About the Webinar
Canada is looking at aging Boomers with an eye toward opportunity. One of that nation’s media leaders has adopted a coined work called Zoomers. That means Boomers with Zip.  This fundamental branding idea has become the rallying cry and reason for existence for a multimedia organization called ZoomerMedia, Ltd.

Learn More →