Dear Colleague,

Marketing to seniors isn’t so simple. In fact, offenders have been accused of “Medicare myopia.”

In recent planning here at Cronin we found a key to talking to them. Our planning led us to the most lucrative segment of the group — the youngest segment, 65 to 74 year-olds.

These people are active, and that’s the key to talking to them. They have better health and more money than previous generations. They travel, play sports and stay in shape. They’re heavy users of the Internet to manage their health, stay in touch with a lifetime of friends and family, plan travel and track investments. They’re excellent targets for auto and home sales, spas and healthcare services, over-the-counter medicines, luxury travel and dining out.

The key to talking to this large and lucrative group is to honor their breathtaking vitality in every word we say, in the media we use and the offers we make. At Cronin we call them Active Matures and we treat them that way.

Active Matures are a great market. And it turns out marketing to them is simple after all — you just have to know how to talk to them. We do. So if Active Matures are your market, give us a call. We’ll be happy to help.