Don't Miss a Thing
Free Updates by Email

Enter your email address


preview  |  powered by FeedBlitz

RSS Feeds

Share |

Facebook: Seth's Facebook
Twitter: @thisissethsblog

Search

Google


WWW SETH'S BLOG

SETH'S BOOKS

Seth Godin has written 12 bestsellers that have been translated into 33 languages

The complete list of online retailers

Bonus stuff!

or click on a title below to see the list

all.marketers.tell.stories

All Marketers Tell Stories

Seth's most important book about the art of marketing

ONLINE:

IN STORES:

free.prize.inside

Free Prize Inside

The practical sequel to Purple Cow

ONLINE:

IN STORES:

linchpin

Linchpin

An instant bestseller, the book that brings all of Seth's ideas together.

ONLINE:

IN STORES:

meatball.sundae

Meatball Sundae

Why the internet works (and doesn't) for your business. And vice versa.

ONLINE:

IN STORES:

permission.marketing

Permission Marketing

The classic Named "Best Business Book" by Fortune.

ONLINE:

IN STORES:

poke.the.box

Poke The Box

The latest book, Poke The Box is a call to action about the initiative you're taking - in your job or in your life, and Seth once again breaks the traditional publishing model by releasing it through The Domino Project.

ONLINE:

IN STORES:

purple.cow

Purple Cow

The worldwide bestseller. Essential reading about remarkable products and services.

ONLINE:

IN STORES:

small.is.the.new.big

Small is the New Big

A long book filled with short pieces from Fast Company and the blog. Guaranteed to make you think.

ONLINE:

IN STORES:

survival.is.not.enough

Survival is Not Enough

Seth's worst seller and personal favorite. Change. How it works (and doesn't).

ONLINE:

IN STORES:

the.big.moo

The Big Moo

All for charity. Includes original work from Malcolm Gladwell, Tom Peters and Promise Phelon.

ONLINE:

IN STORES:

the.big.red.fez

The Big Red Fez

Top 5 Amazon ebestseller for a year. All about web sites that work.

ONLINE:

IN STORES:

the.dip

The Dip

A short book about quitting and being the best in the world. It's about life, not just marketing.

ONLINE:

IN STORES:

the.icarus.deception

The Icarus Deception

Seth's most personal book, a look at the end of the industrial economy and what happens next.

ONLINE:

IN STORES:

tribes

Tribes

"Book of the year," a perennial bestseller about leading, connecting and creating movements.

ONLINE:

IN STORES:

unleashing.the.ideavirus

Unleashing the Ideavirus

More than 3,000,000 copies downloaded, perhaps the most important book to read about creating ideas that spread.

ONLINE:

IN STORES:

v.is.for.vulnerable

V Is For Vulnerable

A short, illustrated, kids-like book that takes the last chapter of Icarus and turns it into something worth sharing.

ONLINE:

IN STORES:

we.are.all.weird

We Are All Weird

The end of mass and how you can succeed by delighting a niche.

ONLINE:

IN STORES:

whatcha.gonna.do.with.that.duck

Whatcha Gonna Do With That Duck?

The sequel to Small is the New Big. More than 600 pages of the best of Seth's blog.

ONLINE:

IN STORES:


THE DIP BLOG by Seth Godin




All Marketers Are Liars Blog




Blog powered by TypePad
Member since 08/2003

« Do you have to be anti-change to be pro-business? | Main | I'd ignore him too »

Marketing to seniors (open and closed)

It's common knowledge among marketers that marketing to seniors is largely a waste of time. All you need to do is look at the ads in Modern Maturity magazine compared to, say, Rolling Stone, to see what marketers believe.

The reason most believe this is because of a simple distinction: open and closed.

Open people are seeking out things that they believe will make their lives better. Experiences and products and styles that will open doors, cause growth, save time and money and increase status. All of these things are 'go up' events. Find people who are open and you find people you can talk to.

Closed people are trying to maintain the status quo. They are very focused on keeping things from getting worse, but they're not particularly concerned about joining the in crowd or starting something.

For a long time, the easy way out was to believe that 18 to 34 year olds were open and seniors were closed. Web surfers are open, National Enquirer readers are closed. etc. etc.

Then the baby boom happened.

Baby boomers have been open their whole lives. And now they are seniors. So all the conventional wisdom goes out the window. Senior travel, senior fashion, senior experiences... it's all fair game, because there's a different demographic inhabiting that age group now.

Psychographics (open vs. closed) are way more important than demographics.

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d83451b31569e200d8346465c069e2

Listed below are links to weblogs that reference Marketing to seniors (open and closed):

» Boomer generation exploding online. Are you ready? from Techno//Marketer
When I was in my teens, 30-year-old people seemed like they were ready for retirement, 40-year-olds seemed like they should be knitting sweaters and the [Read More]

» Mass media advertising with customappeal from Diablogue
Monster Media is one company that’s putting brands out there in a BIG way…not just in terms of size but also in terms of delivery. This company creates interactive 3D ads based on motion-sensitive technology. People are not only paying attention, ... [Read More]

» Who Are Today's Boomer Consumers? from bizsolutionsplus Featuring Solutions to Grow Your Business
I'm a Baby Boomer. In fact, I'm on the leading edge, having popped into this world in 1946. Although at 12 lbs. exiting a 90-pound mother, it was less a pop than a thud. And I'm still causing thuds -- the good kind, I hope. On Wednesday, March 21, CK p... [Read More]

» Open Seniors from Estate Legacy Vaults Blog
Seth Godin in Marketing to Seniors (open and closed) Open people are seeking out things that they believe will make their lives better.... it's all fair game, because there's a different demographic inhabiting that age group now. [Read More]

» Feeling A Bit Cranky? from Mr. Besilly's Blog
I recently stumbled upon a cranky age-relevant search engine and Web site, targeting baby boomers and seniors. Cranky.com was designed for the 50-plus crowd with the emphasis on simplicity, attempting to narrow search results to a relevant but short li... [Read More]

» Seth Godin and I thinkalike from Marketing Monster
In a blog post today, Seth Godin said, Psychographics are way more important than demographics. The funny thing is that I said the exact same thing in a meeting an hour before I read Seths post. Isnt it ironic ... [Read More]

» Маркетинг для пожилых (закрытый и открытый) from Как продать
Автор: Сет Годин оригинал статьи от 12 апреля 2007 г. Среди маркетологов общеизвестно, что маркетинг для пожилых людей, по большому счету, ... [Read More]

« Do you have to be anti-change to be pro-business? | Main | I'd ignore him too »