Marketers Should Target 55+

I took two calls this week during the supper hour just to see what they are surveying these days. The first one was from Alberta and the caller said it was about tourism and could she ask me some questions. I thought, great I’ll get a line on what Alberta is doing to bring us to their province this summer.

“To which age category do you belong , under 18, 18-24, 25-34, 35-44, 45-54, or 55 and older?.”
I answered, “Older.”

“Is there anyone in your household under the age of eighteen years old?”
“No”, was my answer.

“When you think about planning a trip do you think of Alberta, B.C., Saskatchewan or Manitoba?”
Trying to get the interview to continue I said, “We go to Alberta at least twice a year.”

“How many times in the summer do you intend to go?”
“None.”, I said.

“Thank you those are all the questions I have for you.”

I blew it, should have said yes.

The second call was for a radio station survey being conducted from Manitoba for a local station in the valley. The first question the caller asked was my age. I thought I better be careful here so I dropped my age ten years.

I could tell there was trouble, she immediately said, “I’m sorry we have filled our quota for that age group. Would there be anyone between the age of 25-54 there and could we speak to them?”

I said there wasn’t and asked, if my age group doesn’t count anymore?
“No, no we just filled our quota for that section and the survey is narrowing down and we only have room left in this particular section.”

I have reached that age where the world doesn’t believe we count anymore when doing a survey, we’re out of it. Just because my age group has money to spend on just about whatever they want they don’t count when the agencies call.

Tom Peters had a message last week at our breakfast session. Age 44-65 is the new consumer majority. The new consumer majority is the only adult market with realistic prospects for significant sales growth in dozens of product lines for thousands of companies. They have 70% of the wealth and 50% of all discretionary spending. 79% own homes. 41% own new cars. 48% own luxury cars. 74% buy prescription drugs. All this accounts for 5% of advertising targets.

Marketers attempts at reaching those over 50 have been miserably unsuccessful. No market’s motivations and needs are so poorly understood. Yeah! We know…

I just read a report from Morag & Company on the NHL. They do a report each year on the pro’s after their season’s are completed. The company is also involved in some very high profile sports deals. But here is one of the statements that really tells the tale of the what the future is all about in the big one.

Revenues have gone up 300% and players salaries 500%. As a result, only two teams Minnesota and Nashville generated more revenue in ticket sales than they paid out in players salaries. If the television money is included four more teams met the mark—Chicago, Pittsburgh, Ottawa and Vancouver…

Has McDonald’s changed the Egg McMuffin? It’s one of their better offerings but it seems like the special bacon is gone. This past weekend just the regular fatty side bacon is included. It doesn’t taste the same. I’ll miss that treat…

What is it with the bacon we are being sold today? Have you ever seen such horrible looking stuff? I was checking at all the name brands in our grocery store last week and they are really bad. Some of the packaging can’t hide all that fat. There has to be a better way. Some of the best bacon produced in the Valley comes from a local packer Bonanza Meats. Their sides of bacon are worth buying. That other stuff is too expensive for what you are getting in return…

Golf and business: That seems to be the mix today. I guess it has always been the mix, because so much business is done on the golf course today. Four of our local personal coaches have put together an idea that may just take off. They have planned a day of golf, coaching and networking and so far forty business people have decided to participate. It all happens at Vintage Hills Golf Course on the Westside. Dean Claggart and Gail Graham are going to have a one hour improve your game session. It all starts at 11 am. There is lunch with the coaches on growing your business, then a game a golf.

“It is going to be a lot of fun. There are five of us from the Okanagan coaches group going, all members of the International Coaching Federation. So much business happens on the golf course today and this a way for people to spend an afternoon and get some help with their golf game. Then, while having lunch, learn about some new ways to develop their business through coaching. Then it’s out to the golf course for nine holes and some real networking. If you are interested, phone Vintage Hills and register. Call Joy at 768-0080 - extension 101…

Once you walk in you know that you have arrived somewhere special - My Martini Place on Leon right across the street from Chancery Place, in the 500 block of Leon. The name doesn’t describe this unique casual dining experience. They offer affordable fine dinning, a full service bar, and comprehensive wine list. It’s sleek contemporary and well done.

I went there for a business lunch on the patio and was very impressed with the food. I took the opportunity to meet the owner Colin Darrow a number of months ago when he moved his development firm, Denver Carrington here from Calgary. He has a couple of projects on the drawing table. I didn’t realize he wanted to be in the food business. He tells me the food idea came after he bought the building for an office.

He has done a nice job with the décor and the food is very good, under the watchful eye of chef Tim Floritto. I had opportunity to talk with Tim about the menu. He prepares tiger prawns sautéed in lime ginger butter, that leaves you wanting more. His feature on his well chosen menu is Veal Tagline with dried fruits and nuts. I didn’t try it but I will.

The restaurant has a limo available on Thursday, Friday and Saturday nights to bring people to the front door and take them home. There is lots of parking in two private lots. Deserts are brought in from Italy.

It’s open for lunch at 11 am, closed at midnight, seven days a week. Mark it on your list. It’s located close to everything downtown…

Rick West, the man behind WestTech Energy of Kelowna, has been chosen to make a presentation to the Pacific Northwest Energy regional conference. The conference, July 13th in Victoria, features a dozen new energy technology companies in the Pacific Northwest, and each will present their technology. Key decision makers from utilities, governments, venture firms and industry in Western Canada and the Pacific Northwest will be at the conference. It’s all about innovative products. Rick and his firm WestTech have designed new ways to harness energy from the wind. They are working on their first test field at the present time with their own designed solutions which can be used in many ways from your home, agriculture, commercial and industrial. This is technology developed for use in the “wind farms” we keep seeing being built in Alberta…

Last week I told you about the change taking place at Telus regarding certain phone numbers that will be stopped by the company. They include area codes 245, 592, 674, and 239. They are being blocked as of July 1. No direct dial calls will be accepted, but if it is a legitimate call the operator will be there to assist at no charge…