Promotions Expert Helps Marketers Take On ‘Age Boomers’

Casale Discusses ‘The Sage of Age’ at ASA National Conference

(NEWTOWN, Conn., March 28, 2000) - The population is maturing and, in response, virtually all businesses will be marketing to older Americans. In fact, many already are but don't yet realize it.

"With 40% of adults now 55 or older, it has become increasingly important to recognize this growing market segment and better understand their buying habits, wants and needs" according to Michael A. Casale, president of Leverage Marketing Group, Newtown, Conn. "Manufacturers, retailers, service providers and marketers will all be affected, if they're not already," says Casale.

"Seniors are not to be overlooked, especially when you consider that they will spend over $50 billion this year on new cars alone."

Casale, a consumer marketing and sales promotion specialist, yesterday addressed a packed audience during the American Society on Aging (ASA) Annual National Conference, held this year in San Diego.

His presentation, entitled "The Sage of Age," covered such issues as the key motivations and values that drive purchase decisions among consumers 55-75+. This was followed by 20 Mature Marketing Insights - 'sage' observations and advice from a direct-marketing perspective. These include:

#3. "Savvy Shoppers" - With age comes wisdom. These are smart shoppers, so treat them accordingly!

#12. "Talk is Cheap" - Seniors have a high-level of skepticism. Support claims with facts, not just endorsements and testimonials.

#16. "Thanks for the Gift" - Use premiums. Seniors appreciate added value, special offers, samples and, of course, discounts. Casale's audience, primarily marketing professionals, is now seeking to turn the coming age boom into a financial boom of their own. Considering some of the latest statistics - 70% of the country's financial assets are held by seniors - it's no wonder.

"Increasingly, the mature market will affect your business, which is why we are making ourselves available to help companies to reach this growing market with their products and services."

About Mike Casale
With diverse, hands-on and managerial level experience in all realms of advertising and marketing communications, Mike's career got off to an early start when, at just 23, he was named the youngest account executive at McCann-Erickson Worldwide to work with the Coca-Cola Co. In three short years, he was selected for McCann's Executive Development Program in New York, and rose to Senior AE on accounts such as Sony and NBC. Investigating the "client side," Mike then joined General Foods (Kraft), where he supervised promotion in the Maxwell House division. Later, Mike joined AMA, Ltd., ranked among the nation's five fastest growing sales promotion agencies where within five years he moved from Director of Client Services to Partner for his work on over 30 National and Regional Accounts. As a nationally recognized response-marketing organization and has been a recipient of several national awards, including the Addy, the Crain and the REGGIE.

Leverage Marketing Group currently services over a dozen accounts, including Cendant Mobility, Coca-Cola, The Finn Commerce and Technology Center, Sealed Air Corporation, Shaw's and Unilock.