Marketing to Senior Citizens – Health and Fitness, the Growing Trend Amongst Seniors

Today seniors can’t afford not to get moving! With all the hype around nutrition and exercise the aging population is well aware of the benefit of an active lifestyle.

Most seniors of the 55 plus group are keen to reap the rewards of healthy aging through a variety of activities. They are not newcomers to the gym so to speak. Most have kept active with some form of physical activity throughout their lives, whether it is hardcore workouts in the gym or a congenial round of golf on a summer’s afternoon. Women of this age group have also managed years of multi-tasking, most having juggled full time careers, while raising families and still found time to fit in some form of exercise. These women became well acquainted with aerobics, step classes, strength training and power walking. Also, stress relievers such as yoga and pilates were embraced to combat tension and fatigue. In many cases these activities were their salvation of an overly busy lifestyle.

It is only natural then, that these baby boomers are looking to continue their active lifestyle into retirement. Quite possibly, with the time constraints lifted at this stage in life, it leaves them to focus more sharply on their health and wellness.

A huge opportunity exists for gyms and programming facilities to cater to this senior market. The number of seniors is set to skyrocket in the next five to ten years and if gym operators are to jump ahead of this curve, they should set their marketing sights on appealing to and attracting this demographic.

How to go about this? What are seniors looking for when it comes to staying fit? Firstly it is important to see a visual image that they can relate to. Marketing success is all about seeing yourself in the picture, being that person who is strong, fit and beaming with energy. If a beautiful twenty something image is smiling back, then age becomes a handicap in the mind of the senior, derailing their good intentions, making them feel like they can’t compete. The perfect image that will empower the market they are trying to impress is an attractive fit senior pursuing the exercise of his or her choice. An ad such as this will pop with the 55 plus market, creating a role model with whom they can immediately identify and connect. Seniors like everyone else need to be able to put themselves into that ad campaign and honestly believe that it could be them looking out. This puts the wheels in motion for a positive mindset and a “can-do” attitude.

Seniors are only as old as they feel. Once again we come back to the mind-set, which is a very powerful tool. Boomers today are constantly fighting the aging stereotype that has depicted seniors in the past. Seniors in their sixties often look, act and feel ten to fifteen years younger than their actual age. Advertising should play up to this pretense which promotes this healthy reversal known as “turning back the clock”.

Another means of promoting fitness is to educate the senior who wants to get moving and who wants information as to how this will benefit them and enhance their life. They need to know the positives, what they can expect, and can look forward to as a result of embarking on the fitness journey that the marketer proposes. The campaign needs to encompass every aspect of their life, proving that properly presented, seniors will understand that an opportunity to change is being offered which will impact and alter their lifestyle. It’s within their reach, all that remains to be done, is to get out there, set realistic goals with realistic time frames and make it happen.

This brings us to another point. Marketers should focus on the enhancement of senior life overall, as a result of engaging in exercise and activities, rather than the promise that, if you join up you will achieve this enviable body or snag that hot date. The quality of life and the heightened enjoyment of everyday activities which seniors can have as a result of exercise need to be highlighted.

Marketing programs should also contain testimonials and feedback from actual seniors delighted with their progress and accomplishments, similar to that of “before and after stories of weight loss”. Seniors want to hear how it has enhanced and changed other people, who are just like themselves. They want to hear the successes, for example, how exercise lowered blood pressure, how strength training enabled other seniors to do more, how medication was reduced, how endurance was stretched. It all gives the feeling that anything is possible, if they can do it, then I can as well. It sends a message and an incentive to become a joiner.

Seniors often prefer to sample a program on a trial basis to see if it’s going to be the right fit for them. Offering special programs geared to this group is smart when limiting them to one or two classes. Fitness activities can be offered at many different types of senior living facilities. Places such as retirement communities and nursing homes already recognize the need and benefits of fitness and nutritional programs. Approaching these senior residences is an effective strategy of marketing to large groups of seniors. There are also many senior assisted living residences that do not have organized fitness classes or programs in place yet, but they will soon. Visit these places and offer a free class or program, if these programs are successful you will know that this appeals to seniors and if the need is strong enough to continue. This will help to target the senior market, zeroing in on what works and what doesn’t.

Marketers of fitness need to alter their sales approach to seniors. This age group is not impulsive and will appreciate a thorough, softer sell approach. Seniors need and want information and prefer patience. This in turn builds trust, instilling confidence in the senior contemplating buying a membership. It basically reaffirms that they are doing the right thing in taking this first step to join.

Seniors as consumers hold certain expectations that need to be met for fulfillment. As part of the packaging of the programming, seniors also need and crave socialization and to be part of the group. They need leadership, to have an instructor to safely guide them through the program, with an eye to protecting them from injury and awareness of ailments like arthritis and osteoporosis in the participants. They look for convenience, with minimal stairs and easy entry, or even better brought to their home. Lastly they want value and attention, to feel like they are progressing and that their state of well being is something that is noted.

As with any market, the sales approach needs to be geared to their age defined needs and preferences. In the year 2010 and in the coming years the greying of the boomers market will keep growing by leaps and bounds. There will be an even greater emphasis on slowing the effects of aging and possibly the reversal through movement and exercise. This, the marketers realize is what it’s all about at any age. Seniors, like everyone else, want to maintain a high quality of life and that definitely includes exercise to make it happen.

Career Tips in Commercial Real Estate Brokerage

The commercial real estate sales industry can be very rewarding to brokers and agents. That being said it requires focus and consistent effort if you are to reap real rewards and become a top agent.

Many salespeople join the industry with the hope that ‘things just start to happen’ as part of working for an agency or brokerage; unfortunately those salespeople do not last very long at all. After 6 months or so the reality of the market ‘kicks in’ with few if any commissions coming in.

It takes about 3 months of real effort to change your personal market conditions and your income. It is not a stop and start process. Things should happen to a plan and that will be a plan that you implement every day.

The agency or brokerage that you work for has little to do with the listings and clients that you create or serve. When you start working in the industry, start working hard on your commitment to personal success and progress. You will need a business plan or something similar that keeps you on task.

So what do you need to make the industry work for you? Try these for starters:

  • A good database that you keep up to date in all respects
  • A list of prospects and clients in your database that you can talk to in a continual way
  • Market knowledge and skills relating to your specialist property type
  • Sound and established negotiation skills for listing, inspections, marketing and negotiation
  • Excellent documentation skills relating to your property type, contracts, leases, and any other supplementary documentation
  • Personal drive and a passion for prospecting and selling
  • Excellent marketing skills in both direct, and indirect marketing
  • Communication skills that are advanced for the complexities of property sale, leasing, negotiating and closing.
  • Good time management and documentation processes that allow you to start the day early with momentum and results.
  • Targets and goals that you can track.
  • Exclusive listings that you control for your clients.
  • Referral opportunities with established clients and prospects.
  • Clients that trust you and your skills to help them resolve property problems.

To give momentum to these things it requires deliberate effort. Every agent or broker has plenty of opportunity to rise up in the ranks of the market. The key to making it happen is ‘personal activity and planning’.

It should always be remembered that the commercial real estate industry and market is under change. As brokers and agents we should adjust to market conditions and not wait for the market to come to us.

What Has Changed in Health & Fitness Over the Last 30 Years?

There have been many changes in fitness over the past 30 years. It’s human nature to reminisce about times past. That’s great but lets not forget that things change as well. This is certainly true in the area of health and fitness. “If you do what you have always done, you will get the results you have always gotten” is true, but what if the situation changes? Then what used to work is no longer a viable and effect way to get the results that we want. In this article I will outline seven items that have changed over the past 30 or so years that affect the way we view health, fitness, exercise and what is considered “best”. Let’s look at some of these changes in Fitness.

1. Activity level

This change in fitness is pretty obvious. We just don’t move around as much as we used to 30 years ago.

Currently, the average sedentary person living in an urban setting takes 900-3000 steps a day. Uh… that’s a puny number! In the journal of sports medicine existing literature was pulled together to set a general guideline of what a good number of steps per day would be

The author Dr. Catrine Tudor-Locke translated different physical activity into steps-per-day equivalents. A rate of fewer than 5,000 is classified as sedentary, 5,000 to 7,499 is low active, 7,500 to 9,999 is somewhat active 10,000 or more is active and 12,500 or more is very active. So what does 900 make us? Close to dead! But its not hard to imagine. Get up from, take elevator to car park, drive car, take elevator to office, sit down, order fast food, reverse the process to go home and go back to bed. Just to note, 1km is about 1300 steps.

Its gotten to the point where we have to purposely inconvenience ourselves to get our activity level up. Here are some suggestions (that actually show us how pathetic our average activity levels have become).

Park at the far end of the car park and walk to your building Instead of dropping the kids off in front of the school, park a couple of streets before it and walk them the rest of the way… 10,000 is actually considered a LOW estimate for children.

Go round the shopping centre or supermarket in a random. With today’s super malls, this is a big thing!

Take the stairs instead of the lift or escalator (well if you work on the 50th floor, maybe climb halfway to start)

Give the dog an extra 5 minutes on his walk (we need it even more than him)

Stop emailing colleagues in the same office, instead go over and talk to them (shockingly effective considering how much email we send each day!… great for team building as well)

Go for a walk during your lunch break, walk to get your lunch or to find somewhere to eat your lunch

Get up and do something, run up and down the stairs for example during TV ads (no excuses here!)

Walk to the corner shop instead of driving or popping in on your way home

Walk to friends houses instead of driving

Take public transport and walk from the train station

Dr. David Bassett studied an Amish community to see what things were like in the past. These guys have no cars, no electricity and do hard manual labor to put food on the table. Its like time travel to the past. They eat 3 large meals a day with lots of meat, vegetables and natural starches like potatoes.

The 98 Amish adults Bassett surveyed wore pedometers for a week. The men averaged 18,000 steps a day. The women took an average of 14,000 steps.

The men spent about 10 hours a week doing heavy work like plowing, shoeing horses, tossing hay bales, and digging. The women spent about 3.5 hours a week at heavy chores. Men spent 55 hours a week in moderate activity; women reported 45 hours a week of moderate chores like gardening and doing laundry. Wow that’s a lot of manual labor. Get a pedometer (its only like 20 bucks) and see how you fare.

2. Fat Percentages and Obesity

Activity level leads us right on to this point about obesity. The scary obesity rate is one of the most obvious changes in fitness.

The obesity rate among the participants in the study of the Amish population was 4 percent, as determined by body mass index, or BMI. The current obesity rate among the urban populations is 30% or more. OK the obesity percentages are a scary thing because obesity is already in the “VERY high risk of a lot of bad ways to die” category. There is still the overweight category (obviously fat but not hitting the medically obese range) to consider. These people are at a high risk already!

The total percentages of overweight + obese are really wild… hitting close to 70% in some cities. Compare this to the average in the 1980s. 10-15% obesity in most cities. It rose to the mid 20% in 1995 and its now at an all time high.

3. Diet

OK linked to point no.2 is of course diet. This is another obvious change in fitness. Its very simple actually. We now eat more refined foods (white bread, sugar, rice, flour, noodles). In the body these give pretty much the same response – FAT storage. The only time we should eat these items is immediately after hard training. As we can tell from point no.1, not much of any training is going on. But lots of eating is!

We also eat less fresh fruits, vegetables and meats. We eat more snacks like chips and cookies (which are also refined despite what advertisers claim).

These changes in fitness are made more troubling because even natural foods today are not as good for us as they used to be. Current farming methods make vitamin and mineral content in fruits and vegetables drop about 10-40% depending on the mineral. Corn fed meats don’t give us as good an omega 6 to omega 3 ratio as we used to get from grass fed and free range animals. (that means not so many healthy fatty acids for us)

And of course, we are also simply consuming more calories. The Amish people in the study in point no.1 ate about 3600 calories/day for men and 2100 calories/day for women. Many sedentary people consume this much and more! How? Well a fully “featured” gourmet coffee from coffee bean or Starbucks can add up to 500 calories in an instant of caffeine folly.

That’s 2 hours of walking for an average sized lady.

Just remember, calorie quality counts as well. 2000 calories of vegetables, meat and healthy fats is infinitely better than 2000 calories from french fries. Its close to impossible to get fat on the first, and nearly impossible not to get fat with the second.

I like this car analogy. If you had a 2million dollar dream car, would you put low grade or high grade petrol into it? High grade of course! Then why do some people put low grade filth into their bodies which are so much more important than the car we drive?

4. Games children play

The average child who grows up in an urban environment is a motor-skill weakling. As a hobby, I coach youth basketball. In our talent scouting, I have kids do a very simple drill of dribbling in and out and around cones. There are so many kids who can’t do it and some who I think might fall down if asked to RUN around the cones without the ball! This is in contrast to the past where kids ran around, chased each other, played physical games and sports of all kinds, where the playground was the center of fun for young kids. This lack of activity not only causes a change in fitness for the child in his/her youth, but has a profound long term effect as well.

Of course this change in fitness is a result of a combination of possible factors.

Parents who only consider academic success to be worth striving for, who only give a child recognition and praise when they do well in academic subjects.

An education system who also values book knowledge above other things and takes away physical education classes to put more academic lessons in.

Poorly taught PE lessons that don’t help a child develop motor skills in the key early years Busy double-income families where fathers are not free to play with their children (or don’t care enough to… money isn’t everything dads)

The maddening computer game addiction situation where virtual life is more important than real life. I believe this is the reason for all the empty basketball courts in my neighbourhood. It used to be that teams lined up to play there. Now only people my age (late 20s to 30s) play. No young kids are there any more.

But actually, so what? The issue is that if kids stink at sport and physical activity, the well known psychological factor of “competence” comes is. Simply put, in general, we do what we are good at. If our next generation is poor at sport and physical activity, they are even less likely to do any of it! Which combined with items 1 to 3, make for a deadly health crisis for many countries. Obesity costs the UK 7.4 billion in national health care per year! If we don’t help our kids, that’s only going to grow to be a bigger and bigger burden for everybody.

5. Social Support

This is a more subtle change in fitness. People are communal animals. We stick with things because there is a supportive community behind us. Even drug and alcoholism rehab centers recognise this. We all need social support. But social links are getting weaker. And no, Friendster and MySpace links don’t make up for it.

In a more connected but less close world (I know so many people who are only comfortable behind a computer screen and not in front of a real person) there is less social support than in the past (extended families, communal living, strong friendships within a neighbourhood etc) and its hard to stick with something which requires dedication and sacrifice like an exercise program. I’m not a sociologist but I do believe there is a reason that exercise classes do better in terms of membership than individualized training. Most of them certainly are not as effective as great individual coaching. But the social factor does come in when sustaining a lifestyle change is involved.

6. Free Time

This subtle change in fitness is pretty clear. We just have less time that we “own”. Bosses, social, family and other commitments make free time a very precious commodity and it adds difficulty to the fact that time is our only non renewable resource. When we choose to exercise or spend time cooking to keep a healthy lifestyle, we are competing with movies, games, TV and other things for free time. We know that exercise is good for us, but it not only has to be good for us, it has to be BETTER in our minds than the latest episode of desperate housewives, or the latest computer game. That’s the issue. We need to prioritize long term health over temporary fun.

7. Training methods

OK here is where we are doing well. 30 years ago the aerobics craze took the western world by storm. Its not a very good training method both in terms of results, and in terms of results per unit of time. Add that to the fact that we have such minimal time to train, we can’t afford to train in a sub-optimal way. We know a lot more now. Fortunately for us, there are good methods that smart coaches use to improve training efficiency and get RESULTS even with less training time. Some of these include smartly designed resistance training programs, interval training and good assessment techniques to determine individual needs. If you have a coach like that in your corner, you can turn back the clock and avoid becoming one of the ever growing statistic of people who’s health is headed in the wrong direction. Stay fit and strong and good luck!

Earn Cash Back When You Shop Online

Cashback shopping is a growing Internet shopping experience, you not only get all the online discounts, promotional giveaways, free trials & special offers that the company you are buying from normally offer, but you also earn money back, for things that you would be buying anyway!

Cashback websites pay the money earned to members via various payment options (BACS, PayPal or cheque) within a stated time period and this is in cash, not points, so the member can use the money to buy anything they like, not just what a particular retailer wants to offer them, such as you would get with a Nectar Card or Clubcard, or a site that offers you points towards items in their “gift catalogue”.

Cashback shopping in the UK is relatively new, but it is growing, with more sites appearing every week. As 1 in every 10 retail purchases in the UK is now made over the internet (according to figures published by the Interactive Media in Retail Group), there are certainly good sums of cashback available to claim by clued up consumers.

Cashback sites have clickable links to online retailers that are provided by the retailers through companies called affiliate networks. Many cashback sites have over 1000 links, meaning there’s a great choice of retailers, in many different categories, for you to get cashback from. Many of the well known high street brands are available on cashback websites.

Merchants advertise their products on websites & when a surfer clicks on the ad & then buys the product or service, the retailer pays a fee (commission) to the website owner. You will see these ads all over most of the websites you browse everyday. Cashback Shopping sites act as an interface in between retailers and online shoppers, offering to share that payment with their members. Once an online shopper clicks on the links of the retailers listed on these portals he is redirected to the retailer’s website as normal and upon buying the product, gets the cashback percentage, or flat rate payment promised by the portal for that particular retailer.

You register with your chosen cashback site; the registration allows the website to know which member made which purchase & match the cashback paid from the retailer (via the affiliate network) to their account. You will need to be logged in to the cashback site & choose a retailer you want to buy from. The cashback offer for the retailer will be displayed against the link & will generally be a percentage of your purchase total, (e.g. 5%) or a set amount, (e.g. £30) for a contract mobile phone, or for opening a bank account.

When you click the link to a retailer, you are taken to their site and you make your purchase in the normal way. From the moment you click, the affiliate network will be tracking the transaction using (cookies stored on your PC), which identifies that you clicked on a link from a particular website (i.e. the cashback site). Commissions paid to other websites such as MSN, Yahoo etc. are tracked in exactly the same way, so don’t be wary of the tracking cookie.

Usually within a day or two, the affiliate network reports the transaction back to the cashback site and states how much commission is due to be paid to them. The cash back site then credits your account with a share of this commission (see the site for exactly how much – some sites pay around 50% of the commission earnt, whereas others pay 100% of the commission, but charge an administration fee).

The money becomes payable to you when the commission has been received by the cashback site from the retailer via the affiliate network, but only when you have reached the minimum payout level for the cashback site (again, this varies from site to site). Once both these things happen you can claim your money from the cashback site.

Typically your cash-back from purchases will become confirmed/payable about 2-3 months after the transaction. This is to allow for return of goods etc so that retailers don’t get stung. Uncleared payments usually show as “pending”.

The prices you get via cashback site links are the same prices that everyone else gets. The only difference is that you are getting money back on top & as well as this, you’re usually able to use retailers’ online discount codes in conjunction with cashback offers, making for even greater savings! Most sites will display lists of the special offers & codes that each retailer is offering, without you having to go hunting through the site.

Most of the UK cashback sites are free to join and even give you a sign-up bonus to get you started! They may also pay you an additional bonus if you get friends and family to join up, using a referral link that they give you. There are some sites that don’t do this, but they do claim to pay 100% of the commission they receive from the retailers!

The only restrictions are those the cashback sites set in terms of minimum payout levels, but with just one big-ish purchase (e.g. insurance policy or mobile phone contract) you may exceed this in one go.

Why else might you shop online, other than just for cash back? Well, the top reasons for shopping online include avoiding crowded stores, the availability of lower prices and the wide selection of goods and services available. Basically, you can sit at home, not get stressed by the crowds, still buy what you want, but get it cheaper and choose from a wider selection, not to mention if you use a cashback site, get some of your money back too!

Finally, there’s no limits on the amount of cashback you can earn with cashback sites and with 98% of retailers you can make repeat purchases and get cashback every time!

You can literally start saving money right now, in the next couple of minutes. It won’t cost you anything at all. And you just go on saving year after year. Just think how much money you are going to get back over the next year, the next 5 years, the next 10 years, just for using a cashback site to buy what you were going to buy anyway!!!

We would suggest that you register with at least one cashback site & then use a comparison site like Kelkoo or Price Runner to find the lowest price, or in the case of insurance confused.com, comparethmarket.com or moneysupermarket.com, but then return to the cashback site to click through to the retailer; that way, you are getting the best price & cashback too!:o)

Beware! As mentioned earlier, the cashback site relies on a tracking code (also sometimes known as a cookie) to record which site you came from & who is entitled to receive their cashback. If you initially visit a retailer through one site & then return to it through the cashback site, you may not get the cashback you expect, because the first cookie is the one used by the affiliate network.

Therefore, before using your cashback site, we recommend removing cookies from your browser, using the tools already built in to your browser, or by using an excellent free piece of software: CCleaner! This ensures that the “click” through the cashback site is the one registered by the affiliate network, not one from a comparison site, who would then get the money & not share it with you!!