• Reaching Women Voters
  Susan Molinari
• The Googling Mom
  Gur Tsabar
• Women 50 to 70 are the Golden Bull's-Eye
  Marti Barletta

Women 50 to 70 are the Golden Bull's-Eye

Women between the ages of 18 and 54 are coveted targets of marketers. And no wonder: They're fashion-conscious consumers, young mothers, and working women – all in need of a multitude of products and services. But there is a potentially more powerful audience that marketers often miss: women 50 to 70 years old.

Research from New Strategist publications shows that this age group has both the highest household incomes and the highest net worth in the U.S. Women this age shop not only for themselves and their spouses, but for children and grandchildren, too. And as baby boomers move into midlife, women will make up an increasing percentage of the population. So they have more money, they make more decisions, and they're growing. It's hard for me to think of a consumer industry where these women are not the bull's-eye.

They are the healthiest, wealthiest, most educated, most active and most influential generation of women in history. I call them PrimeTime Women™ because they are in the prime of their lives and because they represent the prime target opportunity for marketers – handling 80 to 85 percent of the spending decisions for households in the peak years of their spending power.

That said, PrimeTime isn't a generation; it's a life stage. Women in their 50s and 60s return to their “real” selves and care less about what other people think of them. With young children out of the way, they have both money and time, and they are seeking experiences rather than more material things. They also are looking to build their personal legacies.

When developing public relations programs, here are some ways to make your story more relevant for PrimeTime Women:

Use storytelling and anecdotes. Create interest among your audience by including stories about people and sharing secrets and surprises. And build a bond of commonality when you choose people that make them feel “she's just like me.” Make sure your stories are authentic and believable.

Go beyond the bare facts and capture their feelings. When you quote, make the speakers “excited,” “relieved,” “surprised,” etc.

Focus on “real” people. Use descriptions that show dimensions. Don't just say, “Susie Cook, 56.” Instead say, “Susie Cook, 56, an avid cyclist and Bruce Springsteen fan. . .” Be sure to depict women in social situations that are active and interesting and that are not limited to couples.

Provide a lot of information. PrimeTime Women are lifelong learners and keep physical, mental, and electronic drawers full of magazine and newspaper clippings of information that they “might just need someday” for gift giving, party planning, travel itineraries, etc.

Encourage community/civic activism. Consider creating an advisory panel of women in your community (and beyond) to aid in product development, respond to surveys, test products, react to marketing campaigns, and generally have a voice in how your company can meet their needs. Look for local women business owners as examples and mentors who can help lead your company down the PrimeTime path. This not only makes for a great PR story, but it also creates word-of-mouth among their PrimeTime Women peers.

Use expert testimonials and credentials. Help these women find the answers they are looking for as they comparison shop. Doctors can answer health questions and make recommendations with authority. Financial experts can speak to the financial tools and solutions women can use to balance their portfolios. Dietitians can delve into nutrition and wellness needs. Travel experts can suggest some wonderful pleasurable pursuits. All of these experts can be great assets in a public relations plan.