Sarasota Firm Focuses on Senior Market

SARASOTA, Fla., February 12, 2018 (Newswire.com) - Gray Beard & Blue Rinse, LLC, a professional services firm providing business intelligence on the Senior Market, announced the opening of its Sarasota headquarters. Steve Mamarchev, founder and managing partner of Gray Beard, is enthusiastic about the opportunity to deliver a broad range of business intelligence products and services including primary and secondary marketing research, data analytics, digital media strategies, and human capital strategic planning – all effecting Seniors. Clients of Gray Beard range from start-ups to Fortune 500 multinationals.

Today there are 50 million Seniors 65 years old and over in the United States, representing 15% of the nation’s population, according to the US Census Bureau. By the year 2060, Seniors will account for nearly 1 in 4 Americans.

Mamarchev believes that many marketers are missing an opportunity to reach Seniors with appropriate messaging for products and services. “I recently viewed an automotive commercial for a well-known import. The driver, clearly intended to be a Millennial, was depicted in an urban setting. The commercial spoke to the styling and performance of the car. But how ironic, today’s young urbanites, more than ever, are not buying vehicles. Instead, public transit and car services such as Uber and Lyft have become their transportation modes of choice.”

He explains further, “why not run an ad showing an older couple in the same vehicle, satisfied with the low operating cost of the car, its ease of driving and comfortable seating, its reliability, and abundance of safety features. These are the reasons this brand has become a car of choice among older drivers.”

When it comes to talent acquisition and retention, the Senior Market has become a significant source of new hires, particularly within the retail and hospitality sectors. Mass merchants, supermarkets, home improvement stores and quick service restaurants recruit tens of thousands of Seniors each year to meet their human capital requirements.   

But Mamarchev feels that organizations can do a better job of articulating hiring opportunity for Seniors. “Highlight mentoring opportunities, show how you value their experience, their work ethics, their commitment to the company. Unlike many Millennials or Gen-Yers, Seniors are not looking for their next gig.”

Over the next twelve months, Gray Beard will commission at least two marketing research studies of interest to both marketers and HR professionals. One study will cover topics pertaining to Seniors as consumers while a second study will focus on Seniors in the workplace. As Mamarchev explains, “Seniors as both consumers and workers will continue to have an impact on our economy. Understanding their hierarchal needs and expectations will become even more critical as marketers and recruiters attempt to effectively reach this dynamic segment.”

Media Contact: Steve Mamarchev, Managing Partner, Gray Beard & Blue Rinse, [email protected].

Source: Gray Beard & Blue Rinse, LLC