Get a Fix on Fitness
Your mature customers are both looking and acting younger every day. Ask local fitness experts to conduct seminars on "staying fit after 50." Set up a screening of exercise videos targeting the mature market to give members an opportunity to preview the videos before they buy them. After your screening, hold a drawing to give away the videos.
Get in the Race
Minority consumers comprise just over 35 percent of the population but have been relatively untapped by financial services marketers. To effectively market to these consumers, experts say the use of minority language and cultural icons may hurt a campaign if targeted consumers feel it's simply a sales gimmick. Instead, bankers need to develop relationships in minority communities. Institutions could work with local organizations to co-sponsor programs for Hispanics, Asians or African-Americans. Ask community leaders to help you pinpoint needs. Some ideas to consider: Develop financial seminars in Spanish; conduct workshops in credit use, home buying, or retirement planning; teach budgeting courses at local community centers.
"High Touch" Promotes "High Tech"
Conventional wisdom says older people won't use high-tech services. However, many marketers say it isn't so. Older consumers just may need a little more education and hands-on instruction. Develop a seminar for mature market customers on "Banking in the 21st Century." Discuss trends in banking, and introduce technology-based services available through your financial institution. Explain the merits of services like direct deposit, debit cards, check imaging, and automatic debiting for bill paying. Set up demonstration areas where your staff can show customers how to use services like touch-tone banking, ATMs and debit cards.
For Women Only
Offer financial planning or money management seminars for women. Although their financial needs may be the same as men's -- secure retirement, adequate insurance, home ownership, college financing -- women's attitudes toward money and experience in investing are often quite different. Some studies have shown that women are more likely than men to invest with a financial institution, and many brokers say women are more loyal clients and a better source of referrals. A series of seminars could cover retirement planning, investing in the stock market, asset allocation, insurance and estate planning. When holding seminars for women, use women instructors since women typically feel more comfortable asking questions of other women. To draw working women, try luncheon seminars or provide on-site childcare.
Cleaning Up the Planet
Most older adults consider the environmental movement very important. Present a seminar -- or series of seminars -- on ecology. One subject might be recycling with an inclusion of the considerations: What can be recycled in your town or area? Do you have curbside recycling? If not, are there private services that will pick up items for recycling? What do they charge for pick-up? If you don't have curbside service, where are the drop-off points, and what do they accept? Have handouts with all the information needed to begin recycling.
Write on
Sponsor a writing workshop for your mature market package members. Recruit local teachers or writers to help you develop a one-day class or a series of classes. Consider topics such as: "How to Write a Memoir"; "Storytelling Techniques for Children"; "Writing for Magazines"; "Writing a Family History"; or "Fiction Writing."
Promote Safety
Despite improving crime rates, many Americans feel less secure in their homes, in the streets, and in the workplace. Older people feel most vulnerable. As a public service, you can promote safety by sponsoring seminars on crime prevention. Work with local law enforcement agencies to develop a program on how to protect yourself and your property. You may want to ask a local merchant to display protection devices in the lobby of your institution, such as personal alarms, flares for the car, and motion-sensitive outdoor lighting. Don't forget to include the security benefits of your checking program: payment card registration; the Medical Emergency Data Card; and the ID Network™ Safety Service.
Hold "Second Career" Seminars
With more people opting for a "working retirement," consider developing a seminar series for retirees who may want to return to the work-day world. Seminars could cover a variety of issues, ranging from the tax consequences of working to Social Security benefits and how to write a resume. Tap volunteers from organizations like SCORE (Service Corps of Retired Executives) to discuss the ins and outs of starting a new business venture. Perhaps ask an executive from the temporary employment industry to talk about opportunities for retired workers.