Boomer and senior market specialists to share insights on tapping the 43-million-large caregiver market at a “Connecting with Caregivers Marketing Summit.” The event, which includes presentations by seven national brands, will be held on Tuesday, January 26, 2010, at the Hyatt Regency Crystal City in Washington, DC.
Frederick, MD and San Mateo, CA, January 14, 2010 — Immersion Active, the only interactive agency focused exclusively on marketing to baby boomers and seniors, and Caring.com, the leading online brand focused on meeting the needs of 43+ million family caregivers, today announced they are co-sponsoring the Connecting with Caregivers Marketing Summit. The event, which includes presentations by seven national brands, will be held on Tuesday, January 26, 2010 from 9:00 am – 4:00 pm at the Hyatt Regency Crystal City in Washington, DC. Keynote addresses revealing new research on the lifestyles, trends and opportunities with the caregiver consumer will be given by Matt Thornhill, President of the Boomer Project, and Sandy Timmerman, director of the MetLife Mature Market Institute.
David Weigelt, Chief Marketing Strategist and Partner at Immersion Active, noted that the boomer market includes some 78 million individuals. He said that as boomers age they become caregivers and then ultimately those needing care; thus representing a huge market opportunity on both sides. “Caregivers are a rapidly growing market with a tremendous variety of needs,” said Weigelt. “As marketers responsible for helping brands reach these consumers, we believe that everyone benefits when the needs of the entire caregiving community are understood. The goal of the summit is to have a frank dialogue about how we can reach these consumers in a way that is profitable for the brand and helps the caregiver adapt to this awesome responsibility. As one of our presenters, Genworth, illustrates so well in their current campaign, these people are heroes.”
Connecting with Caregivers Marketing Summit co-sponsor Andy Cohen, co-founder and CEO of Caring.com said, “Our websites, geared specifically to those helping care for a senior, get a tremendous amount of traffic and these consumers are very engaged.” Cohen noted that the level of engagement on his sites is a clear signal that caregivers are hungry for information to help guide them through what is often a physically and emotionally difficult challenge to meet the needs of their senior loved ones. “Helping connect these individuals with products and services that will relieve some of their stress and help them maintain their own lives is what the Connecting with Caregivers Marketing Summit is all about,” Cohen added.
According to the MetLife Mature Market Institute, “The average caregiver is a boomer woman who provides 19 hours of care in the average week.”(1) Because this time is often in addition to full-time work and caring for a family, the caregivers note that providing care affects their work habits and is emotionally stressful. Cohen equates the caregiving as, “Basically another part-time job on top of all the caregiver’s other responsibilities.” Weigelt added that the caregiver is one that is already overly busy, distracted and feeling a good deal of stress. Weigelt said, “As marketers we need to find ways to develop meaningful relationships with these consumers. That’s why we’re sponsoring the Connecting with Caregivers Marketing Summit.”
In addition to the two keynote speeches, case studies will be presented by brands such as Humana, Johnson and Johnson, Genworth and AARP. The case studies will focus on how brands have successfully used online and offline campaigns, social media, email, and online video to connect with caregiving comsumers. The event is rounded out with a special caregiver consumer panel session.
About Immersion Active:
Immersion Active is the Internet marketing agency for the 50-plus markets. Founded in 1998, the agency helps brands leverage digital media in forming profitable relationships with boomers and seniors online. Immersion Active has been the recipient of over 100 regional, national and international awards for its work in interactive design and marketing. Clients include AARP, Del Webb and Home Instead Senior Care. In 2009, Immersion Active’s founders published: Dot Boom: Marketing to Baby Boomers Through Meaningful Online Engagement. For more information, visit www.immersionactive.com.
Caring.com is a community and content website that provides people who are caring for aging parents with timesaving information to help them make better decisions. Founded in 2007 by a team of people who have taken care of their own aging parents, Caring.com is a free resource to users and is supported by advertisers. Caring.com is backed by leading venture investors, including DCM, Shasta Ventures, and Split Rock Partners. Caring.com is headquartered in San Mateo, California, and can be reached at www.caring.com.
(1) NAC and AARP, Caregiving in the U.S.A, Focused Look at Those Caring for Someone Age 50 or Older, Executive Summary. November, 2009. Funded by the MetLife Foundation.