Want to make your brand part of that equation?

That kind of buying power is hard to find. It's even harder to tap into—unless you know the nuances of marketing to this very diverse and dynamic group.

Who are you calling old?

While their political, economic, and social backgrounds vary widely, folks in the mature audience share a common belief: they see themselves as at least a decade younger than they actually are. As you can imagine, this has important implications on how you should communicate to them.

Ditch the Velcro. One size does not fit all.

You can segment the rapidly growing senior market—projected to reach more than 45% of the US population by 2015—into at least six different subgroups, based on distinct life experiences and attitudes.

It's all starting to click.

Want to win your next bar bet? Try asking who makes more purchases on the Internet: your retired father or your teenage son? Then whip out your copy of recent U.S. Census data which indicates that on the average, it's Dad. In fact, the older adult audience—of which more than 80% are already online—spends more than $7 billion via the Internet each year. And, believe it or not, older Americans also spend more time on the Web than teenagers.

Follow the money.

Not all data regarding today's older audiences is surprising—but if you have a product or service to sell, it's certainly motivating. Consider just those 62 and older. They:

• Control 70% of the nation's wealth
• Purchase 70% of all prescriptions
• Account for 60% of all healthcare spending
• Own 70% of all money market accounts
• Buy 43% of all new cars and 48% of luxury cars
• Account for 80% of all luxury travel
• Purchase 25% of all toys.

Illuminating the gray areas.

So how do you reach this complex group? Simple: knowledge and experience. We have conducted a wide range of qualitative and quantitative studies of older consumers for a variety of clients. We've also assembled a Senior Advisory Board, a group of adults who regularly provide their perspectives on a variety of different topics.

Dad was right.

You can't do the job unless you have the right tools—or at least just know someone you can borrow them from. Well, you're in luck. Martino Flynn offers everything you need to reach and influence the mature market:

• Customer Research
• Segmentation Strategy
• Brand Strategy + Positioning
• Communications Planning
• Media Planning + Buying
• Direct Response
• Public Relations
• Online Marketing
• Advertising

Learn more about our agency capabilities here.