Here in Palm Beach County businesses are struggling, as I imagine they are in many other parts of our country. We recently visited The Carving Station, an awesome restaurant in Palm Beach Gardens and met with the owner.
Very early on in our meeting he expressed that he did not want to promote his website address on his ad, since his diners are all 60+ in age. I fought my compulsion to rectify him, and just started taking pics and let my associate continue with his needs analysis.
One of the glaring points these business owners who have an elderly clientele don’t realize is that eventually, these older diners will no longer be clients – anywhere. It’s a fact of life, we all will meet our maker some day. So, if you only target your current elderly clientele where do you pull your next generation of diners?
Not only that, but the latest Scarborough data in our market just indicated that the 65+ demo increased newspaper online usage from 4% of the market to 12% of the market, and the 45-64 jumped from 26% to 40%. Meanwhile the 18-44 demo declined from 70% to 48% of the newspaper online usage.
Guess what, reaching an older demo and marketing online does make sense, and makes more sense every day. We will keep you updated on this journey as we discuss a custom Facebook Fan page and promoting it in his print ads…more to come!