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Looking forward to ASA’s Aging in America Conference & What’s Next Boomer Business Summit next week

As you put together your schedules for these events next week, consider these ones where we can connect:

ASA’s Aging in America 2011

Tuesday April 26 – 1:00 – 4:00 p.m.
Boot Camp: Social and Mobile Media for Dummies

On the Friday, I also recommend you check out Barbara Waxman’s session ‘Developing Your Authentic Leadership Style‘, at 3:00 – 4:00 p.m. Barbara is a Bay-area based executive and life coach, this presentation is powerful stuff and I am always impressed by Barbara and her work.

What’s Next Boomer Business Summit

Friday April 29, 2011
Come by and visit us all day at our Continuum Crew ‘Chill-out & Relaxation Lounge’. Also between 10:00 – 11:00 a.m. Barbara Waxman will sit with us at our lounge’s comfy chairs, available to chat and we’ve asked that she bring a few complimentary copies of her book How to Love Your Retirement for some of the first guests at our lounge.

Social and Mobile Media Trends
Get onboard as online campaigns migrate from banners and email to social media and mobile apps – are magazine and TV ads history? Is e-mail marketing so last century? Is this Geolocation here to stay (and will the 50+ use it)?Are you ready for the change?
ModeratorJeff Makowka, Senior Strategic Advisor, Thought Leadership, AARP
– Bill Tancer, General Manager, Global Research, Experian Marketing Services
– Lori Bitter, President, Continuum Crew
– Jeff Hasen, Chief Marketing Officer, Hip Cricket

12:00 – 1:00 pm – Lunch with the Experts
I am a table host, and there will be a sign up sheet at registration. Sign up for mine and we’ll be having lunch together.

5:30- Networking Reception
Time to discuss an informative day!

The weather in San Francisco has been pretty nice the last couple of days – here’s to hoping it continues, I’ll see you here next week!

Finally, Recognition

2011 feels like a turning point. Network executives have recognized the gold in the mature consumer target. They now willingly admit they have programming that targets older adults! Scarborough and Nielsen are reporting on the value of older adults as a consumer target. Brands are recognizing that engaging with consumers over 40 is the path out of this recession and a return to profit. Increasingly, this engagement takes place online, with support from traditional media buys.

This is all good news for those of us who have been in the business of reaching Boomers and seniors for some time. New agencies, consultants, publishers and products emerge daily — all working to reach this important demographic. With this increased focus comes a burgeoning need for research, insight and thought leadership to inform strategy and engagement. With today’s post I’d like to focus on several resources and events created to fill this need.

International Mature Marketing Network (IMMN)
The International Mature Marketing Network, referred to as “I’m in,” is a non-profit consortium of marketers, advertisers, agency executives, manufactures, publicists, media, academics and researchers focused on the 40-plus consumer. It is the only association with international members hailing from the United Kingdom, Australia, Japan and the United States.

Members share research and best practices, participate in monthly webinars with thought leaders, and receive a regular newsletter. The organization has embarked on a strategic planning initiative to build out additional services and partnerships to serve the membership. For additional information, visit here, or take a look at the current newsletter.

ADVantage: The 50+ Individual. How to better serve, inform and engage Americans 50+
Sponsored by AARP, in collaboration with Advertising Age and Google, ADVantage is designed to help us understand the changing needs and lifestyles of older consumers and explore how global brands are approaching the marketplace. Slated for April 5 in Manhattan, the program promises new research, a richer understanding of digital trends and the 50+ consumer, plus provocative speakers like Russell Simmons.

Look for panels on travel, health and beauty, media and cause marketing, led by leaders in their industries. Plus AARP and Advertising Age have co-authored a white paper available exclusively to attendees. For additional information on this event visit here.

What’s Next Boomer Business Summit
What’s Next, now in its eighth year, is produced by Mary Furlong & Associates, and is co-located with American Society on Aging’s (ASA) annual Aging in America conference. Planned for April 29 in San Francisco, What’s Next brings together businesses, organizations and thought leaders in the boomer and senior marketplace to discuss trends, case studies and insights.

Guy Kawasaki, founder of, will keynote the event, which includes speakers and analysts from Google, AARP, MetLife, New York Times, Experian and Microsoft, plus many others. The event is known for its networking events and the partnerships created by attendees. For additional information, visit the event website at

This post originally appeared as a guest blog post on MediaPost’s Engage:Boomers, March 28, 2011

ADVantage, The 50+ Individual

Join me in New York City for AARP’s ADVantage event with AdAge, April 5th at The Lighthouse at Chelsea Piers. It is full of provocative speakers and a great agenda!

Why go? The needs and routines of today’s 50+ population continue to change rapidly, as more and more people live longer, start families later in life, and prolong retirement. These factors have created a world where those 50+ play an increasingly critical role by nature of their own decisions, as well as their influence on the decisions made by their children and older parents. AARP is exploring how the new 50+ population is impacting the face of the American family, and how to respond to its evolving needs, responsibilities, and aspirations.

So, to better learn how to serve, inform and engage Americans 50 and older, AARP, in collaboration with Advertising Age and Google, is producing Advantage: The 50+ Individual, to understand how to better serve, inform and engage Americans 50+.

Takeaways are:

  • Attain valuable insights into the wants and needs of the 50+ population from experts
  • Better understand how the 50+ individual’s role as influencer and decision maker for three generations of family (themselves, their parents and their children) affects the marketplace
  • Learn how to build greater relevance in these people’s lives by meeting their needs
  • Exclusive access to a white paper co-authored by AARP and Advertising Age – for addressing the 50+ population, and receive quarterly electronic communications from AARP with relevant updates
  • How to more effectively communicate with the 50+ population
  • White paper co-authored by AARP and Advertising Age (released in April 2011 with advanced copies to all attendees) on the behaviors and habits of the 50+ population

Who benefits from attending: The content of ADVantage: The 50+ Individual is aimed at brand marketers in corporate and social organizations such as: Marketing Brand Managers, Researchers, Media Planners and Buyers, Agency Account Managers, Entrepreneurs. It is for anyone looking to strengthen their brand’s position with the 50+ individual.

Register: here

What’s Next Boomer Business Summit – April 29 in San Francisco

This annual event has been going eight years strong. It fosters a cutting-edge community explores and shares products and services that will serve the needs and wants of the 50+ market.

It is where the country’s leading Baby Boomer strategists, business leaders, executive marketers and research experts gather to introduce new research, products and services that truly represent what is next on the horizon for businesses selling to Baby Boomer and senior customers today. The gathered expert speakers and panelists will answer how to reach and successfully market to today’s Baby Boomer and senior consumer.

If you are a brand manager, corporate strategist, entrepreneur or a non-profit executive responsible for growing boomer business, this Summit is for you.

The event theme for 2011 is Dynamics, Deals, Differentiation and Disruption

  • GAIN insight into the latest 50+ research, go-to-market strategies, and success stories
  • LEARN methods to creating line Baby Boomer communities
  • CONNECT with thought leaders, brand managers and entrepreneurs who are shaping the 50+ market
  • DISCOVER new distribution channels
  • INTERACT with leading analysts, bloggers, authors, and age beat reporters during Lunch with the Experts
  • NETWORK with decision makers who get deals done
  • FIND out how the changing economy will influence decisions about real estate, lifestyle and the financial future of the 50+ population

Date: Friday April 29, 2011 – 8:00 a.m. – 5:00 p.m.

Location: Parc 55 Wyndham Hotel, 55 Cyril Magnin Street, San Francisco, CA 94102

Register by February 24 to receive the early bird rate!

Check out speakers, agenda and more information:

Connect with What’s Next Boomer Business Summit

Hashtag: #wnbbs2011

Produced by Mary Furlong & Associates, the What’s Next Boomer Business Summit is an official post-conference of the American Society on Aging (ASA) Aging in America Conference on April 26-30, 2011 in San Francisco.

Communicating with the New 50+ Housing Consumer

Today, they represent 40% of all US households – but where will they live tomorrow?

Readers of this blog will no doubt be aware of all the facts of the size and growth of the 50+ age group (74% population increase of those aged 55 – 74 by 2020), and the power of their spend (upwards of $3 trillion annually, and outspending other generations by an estimated $400 billion each year on consumer goods and services). But to answer the previous question, as capital has diminished, housing project development must be driven by market forces – such as the needs and desires of the mature consumer. Homebuilders seeking to gain a competitive advantage can do so by re-directing their growth strategies.

New developments must respond to current market opportunity by identifying exactly who their target consumers are and how they can tailor their marketing messages to resonate with them.

I am pleased to be invited to the North State BIA (Building Industry Association) for Communicating with the New 50+ Housing Consumer on February 17th in Roseville, CA. There I will be leading attendees into issues facing the building industry today when considering marketing to the mature consumer. I’ll answer why these audiences are receptive to messages they may have ignored just a few years ago, now ignore the messages that used to be tried-and-true for these groups, and what are the issues facing builders in reaching consumers for active lifestyle communities, aging in place housing and continuing care retirement communities.

The presentation is open to both members and non-members, who will take away:
• A checklist of what is involved in reaching mature consumers about housing.
• An understanding of how to avoid the pitfalls of thinking this market is homogeneous or one-size-fits-all.
• Data portraits of the 50+ prospects who are considering a move to mature consumer housing.

Date: Thursday, February 17, 2011
Time: 11:30 AM – 12:30 PM (Lunch: 12:30 – 1:00 PM)
Location/Venue: Eskaton Village Clubhouse (across from Demonstration Home)
Address: 1621 Eskaton Loop, (near La Provence Restaurant), Roseville, CA 95747
Fee: $15 for members, $25 non-members (includes lunch)
View Flyer:

Aging in America to Leave its Heart in San Francisco April 26-30

It is the largest multidisciplinary conference on aging and health care in the country – American Society on Aging (ASA) Aging in America – and its taking place in our own backyard this year in San Francisco, California, April 26-30 (a beautiful time of year here!). I am posting because registering by February 15 ensures you get the early registration rate.

I will be leading a bootcamp: Social and Mobile Media for Dummies, and a workshop Silver-Haired Avatars: Boomers & Gaming at the conference, so I hope you will plan to attend the conference, schedule time for my session and say ‘Hello” so we can connect there.

To find out more about Aging in America and everything that will be taking place there, visit the conference website and click on ‘Search the Sessions’. You can even contact ASA directly to request a conference brochure by calling 1-800-537-9728 or e-mailing

Get Your Plan at Silvers Summit

No sooner do we begin the New Year, than we hit the ground running with the Consumer Electronics Show (CES) in Las Vegas later this week. As you create your agenda for that huge event, your must-attend ticket is the Silvers Summit.

As the organizers rightly state, “the digital life of this generation changes the rules about how we age”. With approximately 78 million baby boomers in the US hitting their peak of earning and spending, one of the main catalysts is technology. This generation is living with the benefits of the digital age, such as playing brain games for fun, monitoring their homes, visiting the grandkids via video conferencing, or navigating the back roads in their GPS-enabled SUVs.

The Silvers Summit will showcase the products and services that keep boomers engaged, entertained and connected. There they are assembling companies, distributors, journalists, research firms, think tanks, to demonstrate the products and services that will help mature consumers maintain their high quality of life. The Conference takes place on Jan 8, 2011, and features panels, presentations, and interactive demonstrations on products and services ranging from a unified health care format to home security, aging with technology and in-depth panels sessions. The Exhibition is a showcase on the convention floor at the 2011 CES (Jan 6-9) to display products that serve the mature market.

During the workshop on Wednesday January 5, join me, with Nancy Shonka Padberg, CEO , Navigate Boomer Media, and Mary Furlong, President and CEO, Mary Furlong & Associates, for our session Branding Your Products to the Boomer/Senior Consumer – Create the Plan. Learn how to create a brand and message that resonates for the boomer/senior market. What is the most powerful media vehicle to reach this audience? Plus, how do you create advertising on a shoestring budget that creates response? We want you to walk away from this session with a plan you can implement when you get back to the office.

Silvers Summit Workshop, at Silvers Summit
January 5, 2011
Branding Your Products to the Boomer/Senior Consumer – Create the Plan
Mirage Hotel
Las Vegas, Nevada
1:00 – 2:00 p.m.
Room: Montego A
Register & more info:

See you there!

Trends in Technology for an Aging Population: An Advance Look at the Silvers Summit and Digital Health Summit (Webinar)


Silvers Summit and Digital Health Summit are two events that should be on your schedule for 2011 – and do you want a sneak peek?

If your target market is the 50+ Baby Boomer and Senior demographic, join me on Monday December 6 as I moderate this webinar with industry thought leaders Susan Ayers Walker, co-founder and managing director of the SmartSilvers Alliance and co-organizer of Silvers Summit and Jill Gilbert, co-organizer of Digital Health Summit, – both who are on technologies cutting edge – and hear them share their views on the latest trends in technology for an aging population.

Susan Ayers Walker
Susan Ayers Walker
Co-Founder and Managing Director
SmartSilvers Alliance
          Jill Gilbert
Jill Gilbert
Digital Health Summit

This webinar is organized by International Mature Marketing Network and Boomer Authority™ Association, in cooperation with Silvers Summit and Digital Health Summit

Register online here.

It is FREE to listen.

Susan Ayers Walker    

“Tapping the New CCRC Consumer” at AAHSA Annual Meeting And Exposition

logo-aahsaAre you going to AAHSA’s annual meeting in Los Angeles on October 31 to November 3? I invite you to join me for my session on “Tapping the New CCRC Consumer” on the Tuesday. There we will be:

  • Examining how the values-based consumer segmentation can help drive your organization’s marketing strategy.
  • Discussing the trends and differences in consumer sentiment toward CCRCs in a changing marketplace.
  • Discovering a message framework needed to engage the new consumer and increase your prospect base.

ipadFull details are below. Plus, while you tap into the new CCRC consumer you can also tap on a brand new Apple iPad! Continuum Crew is holding a draw for all attendees at the end of the session.

Seminar: 134-E Tapping the New CCRC Consumer
Date: 11/2/2010
Time: 3:00 PM – 4:00 PM
Track: Marketing, Philanthropy & Public Relations
More Info:

Radio Interview on Seniors and Social Media

Title:Radio Interview on Seniors and Social Media
Location:WGOW TALK RADIO 102.3
Time: 7:00 – 8:00 p.m. (Eastern)

Description: Join Lori Bitter as she speaks with WCRB TV’s Jed Mescon and takes listeners’ questions about seniors and their use of social media.

Call in number is: 423-267-1023 (local);
or toll free talk line: 1-888-779-TALK