Members of the business community appear to be missing a great ”“ and free ”“ opportunity to gain positive visibility plus new clients and referrers.
I”™m referring to Westchester County”™s Livable Community Speakers Bureau, an effort to bring people with information about enriching life after 60 into the same room with individuals, businesses and community organizations that want to know more about the topic.
Supported by the Westchester Public/Private Partnership for Aging Services, the County”™s Department of Senior Programs and Services, and the Volunteer Center of United Way of Westchester and Putnam, the speakers bureau program will result in the distribution of a directory that will: a) list speakers and their topics on matters of interest to anyone who is (or will deal with or provides services to) an older adult and b) be sent online to all organizations that have outside speakers address their constituents.
Given that 183,000 people aged 60 or above constitute one of Westchester”™s fastest-growing population sectors and that there are hundreds of organizations serving their needs ”“ and therefore looking for services from the business community to fulfill their mission ”“ it would seem business people would be pounding down doors to get listed in the directory.
But that”™s not been happening. Indeed, the rush for inclusion has been a trickle. Of the 59 individuals who have thus far applied to be listed, only 19 come from the business community. The remainder are representatives of nonprofits, health care providers and senior-living facilities.
Which raises interesting questions. What about attorneys who counsel older adults and their adult children about legal options? Or insurance providers and financial advisers with information and assurance to dispense? Or travel agents with vacation lures for older adults? Or designers of leisure-time wear, manufacturers of vacation homes, producers of cultural events, marketers of products for hobbyists, etc.?
Or what about IT specialists, web designers, marketing and real estate experts, and all others with products and services to sell? Don”™t they have useful information to share about trends in their field?
In short, there is a large, growing market of buyers out there. And a relatively untapped one, too. At the risk of being critical of the business community, it”™s a market that hasn”™t been researched as thoroughly as it should be.
Three facts about contemporary life need to be voiced ”“ and repeated ”“ when business owners ask: “What am I missing about my marketplace that can lead to increased earnings?” They are:
1. The “senior market” doesn”™t consist of “seniors” only. There are “sandwich generation” people aged 40 to 60 who are making decisions for aging parents and desperately seeking help in the process. There are teens and children who can benefit from intergenerational activities. And, most important, there are hundreds of businesses and nonprofits that serve seniors. All are potential clients.
2. Seniors aren”™t poor, physically challenged individuals in need of 7-24 care. Many are financially secure, active and employed members of society who contribute to its economic growth. They can, if properly courted, contribute to the growth of businesses, too.
3. Market sectors don”™t come to you. If you want their business, make yourself visible to them.
It”™s not too late to take advantage of this free opportunity. Individuals who want to be included in the Speakers Bureau Directory ”“ which will be disseminated later this year ”“ should go to www.westchestergov.com/livablecommunitiesspeakersnbureau to fill out a speaker”™s application.
One final thought. Reaching out to those interested in improving the quality of life for seniors is not being nice. It”™s being smart.
Bob Cole is co-owner of Cole Communications in Bronxville. Reach him at bcole@colecommPR.com.
