Dear Co-Workers,
In addition to the exhibits (which Pat and I have already reporting on), I attended a two-part lecture called "Aged to Perfection: Marketing to Seniors". As the title states, they were sessions on seniors and how to Market to them. So here goes...
Both lectures were conducted by Nancy Davis of the Ivy Group, www.ivygroup.com
The Ivy Group is an independent market consulting firm. Nancy began session one by discussing who seniors are and how important this demographic is. Seniors are the fastest growing age group. The 65+ population in Massachusetts is 13%. They are healthier, living longer and are financially in control. There is no single "mature market". They experience live-changing events such as retirement, loss of spouse, relocation and dependent parents. Senior market is female-dominated as they tend to outlive spouses. Nancy discussed the "mindset" of older adults. As well as what they are interested in. She also remarked that research states that we need to be careful what we call them. They do not like being referred to as "elderly, older person or retired person". But much prefer to be called "experienced, wise, teacher, master or seasoned citizen".
Session Two focused on how we market to them. She talked in great legnth about communicating with seniors. How our own marketing materials need to be clear and easy to read. They are brand loyal -- and will stick with their library. She mentioned that many seniors are care-givers themselves and we need to cater to their needs as caregivers. They like the telephone, and that patience and good phone manners are key when speaking to them on the phone.
So, what can we do? Nancy said the first order of business is to start with data -- specifically the census for Waltham, find out about the seniors in our own community. Next find out what others are doing in the community for seniors. What are other organizations in the area providing? What is the library best positioned to do? Can the library do any events jointly with the other organizations in the city?
Here are some of Nancy's idea's that she says work:
Summer Reading Program for Adults - don't call it "for seniors" have programs during the week-day, seniors will come!
Form a senior advisory committee. Have them walk thru the library to determine what is lacking.
Shopping Baskets
1/2 off fines/fees on Senior Days
Day-time program suggesions:
Oral History Program, program for Grandparent's Week, creative writing classses, lunch with a book for seniors.
Have programs during the day since many seniors do not like to drive at night.
Here are some programs that work that those in attendence shared:
Use library to host a learning exchange. One library does this charging $5.00. Provide cookies and coffee -- they will come!
One library offers Travel Talks once/month. They said it was a "huge draw" People who have travelled in the community come to one library where they share travel stores, pictures.
I gathered a lot more information, so if you are interested in finding out more, just let me know.
Regards,
Doreen B.
Session Two focused on how we market to them. She talked in great legnth about communicating with seniors. How our own marketing materials need to be clear and easy to read. They are brand loyal -- and will stick with their library. She mentioned that many seniors are care-givers themselves and we need to cater to their needs as caregivers. They like the telephone, and that patience and good phone manners are key when speaking to them on the phone.
So, what can we do? Nancy said the first order of business is to start with data -- specifically the census for Waltham, find out about the seniors in our own community. Next find out what others are doing in the community for seniors. What are other organizations in the area providing? What is the library best positioned to do? Can the library do any events jointly with the other organizations in the city?
Here are some of Nancy's idea's that she says work:
Summer Reading Program for Adults - don't call it "for seniors" have programs during the week-day, seniors will come!
Form a senior advisory committee. Have them walk thru the library to determine what is lacking.
Shopping Baskets
1/2 off fines/fees on Senior Days
Day-time program suggesions:
Oral History Program, program for Grandparent's Week, creative writing classses, lunch with a book for seniors.
Have programs during the day since many seniors do not like to drive at night.
Here are some programs that work that those in attendence shared:
Use library to host a learning exchange. One library does this charging $5.00. Provide cookies and coffee -- they will come!
One library offers Travel Talks once/month. They said it was a "huge draw" People who have travelled in the community come to one library where they share travel stores, pictures.
I gathered a lot more information, so if you are interested in finding out more, just let me know.
Regards,
Doreen B.
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