Agencies don’t create marketing for people – people create marketing for people. And Varsity has a lot of passionate and smart people. (A little more than 50 to be exact.) They’re passionate because, well, they wouldn’t be here if they weren’t. And they’re smart because they not only know mature marketing, but they also know the modern mature population.
Michael Pavone | President & CEO What’s your personal connection with the mature market? I have this really deep fascination and respect for older gentlemen. I am completely intrigued by them, from my father to business associates to social acquaintances. These gentlemen have a grace and candor by which they live the later years of their lives. They somehow seem to be of a fraternity, one that is bound by a sense of peace that only time can cure. Amy Beamer | Chief Operating Officer What's your personal connection with the mature market? My parents are firmly entrenched in the mature market. So that means I am, too. John Bassounas | Client Services Director Who is your favorite mature market athlete? My uncle. He's passionate about fitness and a great role model for carving out time for taking care of yourself. He's approaching 60 and has completed the Iron Man in Hawaii. He finishes first in his age class in every race and makes me feel out of shape whenever he's around. Matt Bekelja | Business Development Manager Who is your favorite mature market movie star? Clint Eastwood. No contest. He's stayed true to his brand for his entire career. From Outlaw Josey Wales to Dirty Harry to Gran Torino - he's maintained his steadfast tough guy persona! Becky Ruch | Client Services What’s your personal connection with the mature market? My grandmother. At the age of 84, she is as sharp as ever, strives to live a healthy, well-balanced life and has a classic style that never looks old. I only hope I can say the same about myself when I’m that age. Kim Lehman | Public Relations Director How old would you be if you didn't have an age? 100 years old. I would be wise, worldly and actually have something interesting to say. I also think it would be cool to be featured in an article about centenarians. Mark Richwine | Creative Director Who is your favorite mature market movie star? Clint Eastwood – I admire the longevity of his career and his constant evolution from character actor to writer/director. He’s also great at dodging bullets. Steph Hemmann | Digital Media Manager What’s your personal connection to the mature market? My grandmother. Though she's no longer with us, the way she raised me allows me to have a strong sense of family, community and traditions. She also suffered from Alzheimer’s, so I have a special understanding of this devastating disease. Derek Dunham | Mature Marketing Specialist Who is your favorite mature market athlete? When I was still an undergraduate in my college fraternity (Delta Upsilon), I learned about another brother from another chapter, Banana George Blair, who was still water skiing well into his mature years. Today at 94 and barely able to walk, he's still pursuing this passion and attempting to break records. I admire his tenacity and energy for this sport. Shane Swisher | Public Relations What's your personal connection with the mature market? My family. I’ve walked with them through home care, assisted living, skilled nursing and hospice. It was eye-opening, and gave me insight, experience and knowledge you can’t learn by simply reading a book. Lindsay Ritschel | Client Services Who is your favorite mature market musician? Madonna: It amazes me how she has been able to stay in the spotlight for over two decades... longer than I've been alive! She's constantly reinventing herself and has the ability to attract audiences of all ages.
Ask an expert
Have a question related to mature marketing? Let the Varsity team answer it for you. Just drop us a note at info@varsitybranding.com. Below is an example of a question that we recently answered.
Q: How many seniors are using social networking? Does it really work?
A: According to Forrester Research, in 2007, the percentage of Boomers consuming social media was 46% for younger boomers (ages 43-52) and 39% for older boomers (ages 53-63). By 2008, those numbers increased to 67% and 62%, respectively. We’re definitely seeing an increase in social networking among older adults.
As for whether or not it works, that depends on the project. If you are trying to spread awareness through word of mouth, ask someone to attend an event or produce hard leads. Social networking can help you with the first two but not the last…
