The Second Half

Helping Businesses

Understand the 50+ Market

What you need to know about

the 50+ market

Over 84 million Americans, with 4 million new

Baby Boomers each year

The wealthiest Americans, who are willing to

spend it on themselves

Best market for second homes and furnishings

Online shoppers spend more than any other

age group

Biggest spenders on vacation travel

Generous grandparents, spending $30 billion

per year on gifts

You need to know about the

50+ market to...

Develop products and services that recognize

their needs

Position brands to acknowledge their needs

Produce more effective communications by

targeting this population appropriately

Devise new ways of winning their loyalty

Use the Internet effectively to reach this

savvy group

Three markets, not one

Leading Edge Baby Boomers (50-65)

Grew up in the turbulent 1960s, and still

act and think like young adults

The Silent Generation (66-85)

Retiring in relative luxury, they still want

meaningful work and activities

The GI Generation (86+)

Healthier and wealthier than previous

elderly groups, and moving to new

housing formats

Each segment is distinct

The Second Half will help you

understand how the differences

among these cohorts impact…

Lifestyles and housing choices

Financial goals

Priorities and purchase decisions

Branding and brand loyalty

Media choices

Media images and responses to media

How we work with you

The Second Half offers customized seminars

that provide

An overview of the three distinct segments

Insights into the most effective ways to communicate

with and target these segments to impact

Your brands and categories

Media strategies and tactics

Messages and images

We follow through

The Second Half will audit research that you have already conducted to uncover new insights about the “50+” market

We offer full-service customized research to support strategic and tactical decisions Qualitative research, including ethnographies

Quantitative research, including online surveys

Additional trends analysis

Now offering Opinion 50+, from OpinionAmerica Group, a monthly omnibus study among a projectable sample of Americans 50 and older

Seasoned professional consultants

Ann Middleman

Specialist in health care, housing and home furnishings, and

public relations research

More than 25 years experience in marketing consulting and

research analysis

Marsha Cohen

Author, “Marketing to the 50+ Population,” EPM

Communications, July 2002

More than 25 years experience in secondary and primary

research and trends analysis

Testimonial

“…Marketing to the 50+

Target was exactly what

we were hoping for! The

information was presented

cogently, but at the same

time, your anecdotes and

insights made it come alive

for both the Agency and

the Client…”

Roz Chernoff, Planning

Director

How to get more information

For more information or to schedule your

Second Half seminar contact:

Ann Middleman

(516) 334-3434

Visit our web site: www.the-second-half.com

E-mail: ann@admmarketing.com