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 Alltop.com, 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 www.BoomerSummit.com.

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

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