Resources - Mature Market Headlines

Connecting with boomers on the move

MediaPost Publications, 6/1/09

Abstract:

The challenge: connect with a moving target, nationwide, that spans multiple generations.

This may sound like the beginning of a marketing joke, or the impossible scenario given to graduate students at universities across the nation. This is, however, the challenge facing marketing professionals in the RV resort industry every day.

Catering to the needs of high-end motorcoach owners throughout the United States, RV resorts have been popping up from Key West to Seattle. Despite the decline in traditional real estate markets, the past three years have shown explosive growth in this niche. Resorts such as Bella Terra and Buena Vista on the Gulf Coast to Indigo Bluffs, Hearthside Grove and Traverse Bay in northern Michigan, all face the same challenge: How to develop, launch and sustain a brand with such a nomadic target audience?

For starters, one must appreciate the needs, desires and nuances of the target audience. Sounds easy, right? Well, what if half of your target audience was part of the "Greatest Generation" and the other half is part of the "Baby Boomer" generation -- periods of time that mark dynamic social shifts in our nation?

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