Health clubs and studios spend lots of time and energy .
But with approximately as of this writing, Baby Boomers are second in numbers to only Millenials. That older population is a market that a health club cannot ignore. Yet clubs continue to do so. So where is the disconnect?
Marketing to Boomers
Attracting and engaging with this group is a challenge at times. It takes a bit of time and energy to find, educate, and excite them, but it is worth the extra work.
Keep It Old-School: Direct mail campaigns and videos done at a slower pace with text overlay may be boring to Millennials—if they even know what snail mail is. But these tactics hold up to an audience that grew up before the era of 140 characters.
Getting Social: Facebook is, in fact, your mother’s social media spot. As you chart a social media strategy for Baby Boomers, be aware that while a 20-something is posting selfies on Instagram or Snapchat, a Baby Boomer is more likely to post a photograph of a visit from the grandkids on Facebook. Believe it or not, Facebook and Twitter are already more “traditional” venues used by Baby Boomers, so keep your focus there when trying to reach them.
Spell It Out: OMG, Baby Boomers don’t respond to acronyms or shorthand text. Sure, a picture is worth a thousand words, but reading is something that retired Boomers still enjoy. While you can be artistic and visual, don’t stray too far from old-school advertising concepts that were heavier on text. Seniors want the facts, all the facts. Let them know why they need to exercise, why your health club is the right place for them. Take the time to address potential questions and answer them in detail both online and in printed material to help convert Boomers into leads and eventually members.
Selling to Seniors
Once you’ve found Baby Boomers and seniors—or have had them find you—it is time to . But just like marketing to them, some things set Baby Boomers apart from other age groups you may be selling to.
Keep It Professional: The Boomer generation grew up in a somewhat more formal time than many younger sales employees you’ll find in a health club. Greet them as “Mr.” or “Ms.” until given the go-ahead for the first name. Avoid slang and industry jargon. While as a group Boomers may have been relatively active, they may be turned off by either an unprofessional or “sales” approach that is full of slick jargon.
Look Them in the Eye: Unlike those in Generation X (born between 1965 and 1980) and Millenials (born between 1981 and 2000), Baby Boomers didn’t grow up with the Internet or even non-Internet-connected computers. Don’t use it as a barrier when they are in the club. Take them on tour. Sit next to them rather than across from them with a screen in between. Know your unique selling proposal, don’t go to your website to highlight pricing, etc. Baby Boomers like to do business face to face and look a salesperson in the eye to help them judge what is being said and sold.
Ask, Don’t Tell: Find out what their goals and needs are in a health club. If he says he has arthritis and wants to swim to help it, show him the pool first. If she says her doctor said exercise would help ward off osteoporosis, invite her to a strength training class. Don’t show a high-intensity interval training class to someone interested in stress relief and flexibility. It comes down to learning the needs of a Boomer, explaining how your club fits the bill and having the prospect touch or try, another buying trait that is strong in Boomers.
It isn’t a big stretch to sell your health club to Boomers and older seniors. It just takes some tweaks and understanding of the differences between them and younger generations you may be focusing your resources on currently.
What could you be doing differently to attract and sell to seniors?
Photo by Arnel Hasanovic on Unsplash