May 19, 2020

Why Canadian Businesses Need to Appeal to a 60 Plus Audience

target audience
Target Market
Adam Groff
3 min
Why Canadian Businesses Need to Appeal to a 60 Plus Audience

The 60-and-older crowd is still in the consumerism race and many Canadian companies are taking notice. When it comes to marketing products and services to these Baby Boomers, management heads are doing all they can to adjust their marketing strategies for the older masses.

Here are just a few Canadian companies that are successfully marketing to Baby Boomers as well as some tips for marketing departments looking to attract more seniors:

Canada's Baby Boomer Market

The Canadian Baby Boomer market is growing all the time with more and more citizens entering their retirement years every day. In fact, according to the Alberta Agriculture and Rural Development department, Baby Boomers make up 29% of Canada's population, beating out Generation Y, X, and younger generations.

In addition, Canadian Baby Boomers also have the most disposable incomes of any other generation. Nearly 50% of Baby Boomers have incomes of $60,000 or more. This gives Canadian companies a unique opportunity to corner the Baby Boomer market.

What Baby Boomers are Looking For

Baby Boomers are unlike other consumer markets because they have some pretty specific requirements when it comes to being marketed to. Although fast and flashy marketing campaigns work for younger audiences, the 60-and-older crowds like marketing that appeals to where they are in life. This means marketing campaigns that are age specific yet cater to Baby Boomers' youthful sides.

As the following article notes, whether it's an advertisement for "Degrees to keep Baby Boomers working” into retirement or a marketing campaign for great senior care, Baby Boomers respond to marketing that offers great deals as well as helps them maintain their youthful independence.

Canadian Companies Doing it Right

When it comes to successfully marketing to Canada's Baby Boomer population, there are a number of companies doing it right….

Here are just a few:

  • Chartwell Retirement Residences - Chartwell, a Canadian-based senior care company, is putting a new spin on the senior lifestyle. Instead of the assisted living approach, Chartwell is marketing to Baby Boomers by describing their residences as active living communities complete with social and physical activities as well as group vacations.
  • Sandman Hotels - Sandman Hotels, the popular Canadian hotel chain, is marketing to Baby Boomers' adventurous spirits by offering customers 55-and-older great discounts and benefits in many of their locations.
  • Retail Deals - Many retail businesses in Canada's provinces are tailoring their deals toward Baby Boomers. Salvation Army Thrift Stores for example offer 10% discounts for shoppers 60 and older on a daily basis.

Baby Boomer Marketing Tips

For Canadian companies having difficulty marketing to Baby Boomers, there are a few tips to keep in mind. The 60-and-older crowd respond more to marketing campaigns that are customized and speak to their individual needs. This means companies may need to tweak their campaigns to fit the Baby Boomer niche.

Likewise, Baby Boomers like marketing that comes with fast responses, quick deliveries, and high quality products and services. Canadian companies that deliver this will gain the trust and the business of the Baby Boomer generation.

When it comes to the baby boomer market, it's plain to see that a sizable number of Canadian companies have all eyes on Baby Boomers.

Adam Groff is a freelance writer and creator of content. He writes on a variety of topics including marketing strategies and consumerism.

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Jun 14, 2021

Giving efficiency the full throttle at NASCAR

3 min
CDW is a leading provider of information technology solutions, optimized business workflow and data capture systems for the auto racing company.

The NASCAR organization has long been synonymous with speed, agility and innovation. And so by extension, partnerships at NASCAR hold a similar reputation. One such partner for the organization has been CDW – a leading multi-brand provider of information technology solutions to businesses, government, education and healthcare customers in the United States, the United Kingdom and Canada. CDW provides a broad array of products and services ranging from hardware and software to integrated IT solutions such as security cloud hybrid infrastructure and digital experience. Customer need is the driving force at CDW, and the company helps clients by delivering integrated services solutions that maximize their technology investment. So how does CDW help their customers achieve their business goals? Troy Okerberg, Field Sales Manager - North Florida at CDW adds “We strive to provide our customers with full stack expertise, helping them design, orchestrate and manage technologies that drive their business outcomes.” 

NASCAR acquired International Speedway Corporation (ISC) in 2019, merging its operations into one, new company moving forward. The merger represents an important step forward for NASCAR as the sport creates a unified vision to embrace its long history of exciting, family-oriented racing experiences while developing strategic growth initiatives that will drive the passion of core fans and attract the next generation of race fans. CDW has been instrumental in bringing the two technology environments together to enable collaboration and efficiency as one organization. Starting with a comprehensive analysis of all of NASCAR’s vendors, CDW created a uniform data platform for the data center environment across the NASCAR-ISC organization. The IT partner has also successfully merged the two native infrastructure systems together, while analyzing, consulting and providing an opportunity to merge Microsoft software licenses as well. 

2020 turned into a tactical year for both organizations with the onset of the pandemic and CDW has had to react quickly to the changing scenario. Most of the initial change included building efficiencies around logistics, like equipment needing to be delivered into the hands of end users who switched to a virtual working environment almost overnight. CDW’s distribution team worked tirelessly to ensure that all customers could still access the products that they were purchasing and needed for their organizations throughout the COVID timeframe. Okerberg adds that today, CDW continues to optimize their offering by hyper-localizing resources as well as providing need-based support based on the size and complexity of their accounts. Although CDW still operates remotely, the company commits to adapting to the changing needs of their clients, NASCAR in particular. Apart from the challenges that COVID-19 brought to the organization, another task that CDW had been handed was to identify gaps and duplicates in vendor agreements that the two former single-entity organizations had in place and align them based on services offered. CDW further helps identify and provide the best solution from a consolidation standpoint of both hardware and software clients so that the new merged organization is equipped with the best of what the industry has to offer. 

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