What Marketers Could Learn By Living With a 91-Year-Old

Marketers invest in all kinds of analytical tools.

• They split-test
• Collect surveys
• And conduct feedback groups

If marketers want a cornucopia of marketing ideas, I have a simple suggestion.

Live with a 91-year-old.

Marketer’s Paradise

I should tell you right off, my Mom is not your typical 91-year-old.

• Her memory is what mine used to be a decade ago
• She still drives and she’s good at it
• She is very healthy (thank you, Lord)

But even my healthy, atypical Mom has her limitations at age 91.

Those are the factors marketers should observe. They would discover a world of opportunity.

Child-Proof Mania

I appreciate products protecting children. But, hey, when you are 91 and even your grandchildren are grown – and have their own kids – don’t you think you could ease off on the child-proof mania?

I know, I know. Marketers did not make the regulations. But did you know that the Poison Prevention Packaging Act has a provision designed for the elderly?

“…a regulated product available for purchase on store shelves may be packaged in one non-complying size provided it carries a warning that it is not recommended for use in households with children…”

If that’s the case, where are the non-child-proof caps? If they exist, why aren’t marketers taking advantage of advertising this senior-pleasing feature?

• You do know there are nearly 80 million baby boomers, right?
• Some who already have the first signs of arthritic hands

I watched my Mom battle with two pharmacy benefits companies for years (I am not exaggerating) who insist on sending her mail-order prescriptions with child-proof caps, despite her signing multiple forms of release.

Yes, even though the law allows such a release.

Hello? Do you think there is a hint of an overzealous attorney in the mix?

Wouldn’t the marketers for the pharmacy benefits companies like to promote their services as senior-friendly?

Last time I checked, seniors are a pretty big market for them.

Technology Tricks

My mom got her first computer at age 85. She regularly emails friends and family. She shops online. She even used instant messaging in the past. Although I doubt she knew that’s what it was.

• Why aren’t there more products designed for the senior internet crowd?
• Simple navigation – LARGER print (okay that’s more me than my mom)
• And why aren’t there more basic cell phones that are easy to use and read?

Some marketers are under the mistaken notion that seniors are not a viable market.

Check this out from Pew Research Center.

• 59 percent of adults age 65+ use the internet – 71 percent daily/82 percent weekly
• 78 percent of seniors 65+ have cell phones
• 62 percent have desktop computers and/or laptops

Senior Moment

Perhaps it’s because I’m so close to senior status that I am noticing statistics like these.

(I refuse to abide by the senior label for those under age 65 – well, except when a discount’s involved).

• If you could tweak your product to fill a need for the senior crowd, why wouldn’t you want to?
• What, you have too many customers?

Okay, I’m done now. Just consider this another one of my senior moments.

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Live…Laugh…Love