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 | Client Services 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. Derek Dunham | Mature Marketing Strategist 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. Lindsay Ritschel | Account Executive Who is your favorite mature market musician? Barbara Streisand – I grew up listening to her music and watching her movies with my mom and any time I hear her voice now or see an old re-run playing on TV, it takes me back to a very special place. The longevity of her career is amazing and it impresses me how she’s never let the spotlight get to her. She seems to cherish her privacy and has not let stardom get in the way of what’s truly important to her. Monica Witter | Mature Marketing Specialist What is your ideal age? Fifty-five. Old enough to have a plethora of experiences and yet young enough to add to the collection of memories -- and continue to make more. Nick Lucente | Mature Marketing Consultant What mature market celebrity do you admire most? Frank Sinatra has always been a guy I’ve admired. Not only was he a fantastic singer, but a great actor, too. He handled himself with class and was always a gentleman. You don’t see too many performers like that today! Nathan Noll | Assistant Account Executive What date would you travel to, if you could pick anytime within the last 50 years? July, 20 1969. If I were sitting in front of a TV watching the first humans touch ground on the moon, I would instantly have a changed perception of what is possible. There’s a chance I would still be pursuing dreams of space travel had I witnessed that broadcast. Shane Swisher | Mature Marketing PR Strategist 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. Traci Phillips | Mature Marketing Strategist What is your personal connection to the mature market? My parents. They have always been an inspiration to me and have encouraged me in both my career and personal life. My motivation to work in the mature market stems from wanting to be a part of something that could ultimately affect their lives in a positive way. Greg Harrison | Executive Creative Director Who is your favorite mature market celebrity? Sir Richard Branson - A true modern pioneer who hasn’t let age box him
in. I really admire how he’s always pushing to find where we could be headed, as opposed to where
we’ve been. John Kreider | Art Director Who is your favorite mature market celebrity? Steve Jobs – I admire Steve Jobs for his passion and tenacity. Originally an underdog, he kept on moving forward, pushing past the skeptics and critics, rising to the top, creating a truly iconic brand, revolutionizing several categories throughout his career such as the PC, music, phone and tablet. ... All starting from a garage and one idea -- "keep it simple" -- through brand experience, product design and user interface. Renee Kelly | Graphic Designer What is your connection to the mature market? My connection to the mature market is my grandparents - on both sides. Growing up seeing them often, they have all proven that there's just as much life to be lived as you get older as there is when you're young. They never seemed to have the attitude that their "best days are behind them." I can only hope that positive outlook and longevity has been passed on to me! J.R. Lyter | Copywriter Who is your favorite mature market movie star? Hands down, Betty White. I grew up watching her on Golden Girls, but she was already midcareer by then. From her early days in show business to hosting SNL, I feel like she exemplifies that getting older doesn’t mean you have to sit around knitting afghans – you can still be relevant in today’s society. 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. Kendra Metz | Integration Strategist What’s your personal connection with the mature market? My grandfather is close to 90 and still in good health. I’ve only grown closer to him as we’ve aged, and I’ve learned to value the time we have together and determine what is truly important in life.
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…
