Marketing to Seniors Citizens - Episode 33

Foreign. Welcome, everybody, to CPG Insiders. I'm your host, Dr. Mark Young, and my co host, Justin Gerard. Hello, Justin.

Hey, everybody.

That was a very Ricky Bobby kind of thing you had going there, wasn't it?

It's been that kind of week.

Yeah. Well, we're gonna do some shake and bake, baby.

First or last?

Mm. All right, so, Ricky, we're gonna talk about marketing to seniors today.

Yes, yes.

And I want to start off by saying the marketing world just screws this up. And I'm going to tell you the first way they screw it up. If you're buying television, Facebook ads, doesn't matter what it is, you'll see, you can buy kids, you can buy 12, 16, 12, 18, 18, 24, 24, 34, 35, 44, 45, 54, 55, 64. And then the media says 65 plus.

Yep.

So they treat seniors as this giant monolithic group of people that people from the age of 65 are exactly the same as people that are 105.

That's true. Right, of course.

Okay, now we. But think about it. We break down all the other demographics into 5 and 10 year windows, and then we say over 65. 65 plus. That's it.

That's it.

So the first thing we have to understand is the 65 plus crowd in this country amounts to over 80 million people and controls about 75% of all the wealth they have, all the money.

Yeah, yeah. It's about 22% of the population. Right.

And about 70% of the money.

Right.

So seniors. And I say senior. 65 plus seniors is where the cash is at. The second thing we have to keep in mind is today's senior. And again, I just think the word senior is ridiculous. The word senior today doesn't even have the same connotation that it had one or two generations ago in polling data. When they talk to people. First off, the average mature adult in America today does not consider themselves to be a senior until the age of 74. That's where most people self describe. Okay, I'm a senior now.

Okay.

Second thing, the majority of people over 65 on average report themselves feeling 17 years younger than they actually are. So if we were to talk to somebody who's 67, they would say that, yeah, I feel the same as I did when I was 50.

Yeah.

That's not unrealistic.

No, no, not at all.

Now also, I look at. Let's look at the generations. Okay, so I'm not a senior yet, but I'm closing in on it. So When I look at my lifestyle and I compare it to my parents lifestyle or my grandparents lifestyle, there's nothing even similar about it. No, I mean, I race cars, I ride motorcycles, I fly airplanes, I go skiing, I do all these things. Well, my parents at my age were old and my grandparents at this age. We're tremendously old at this age.

Yeah. The concept of quality of life is completely different and it's going to continue to change.

Correct. The other thing we have to keep in mind is people are living longer. And not only is lifespan expanding, but health span is expanding.

Yes.

So for every five years that goes by, we're gaining a year of longevity. So lives are getting longer. And as lives get longer, we look at the way that the human experience is broken down. It's broken down into three groups. There's adolescence, adulthood, and the senior period. So think of your life in these three bars as people are living longer and healthier. We're not extending the senior part of the graph. We've extended all three parts of the graph. So in Revolutionary Days, as an example, you could join the revolutionary army at 14. Now why? Because your lifespan was 37.

Right? Right.

So at 14 you were a man.

You were halfway there, go get in the army. Right.

Now imagine a 14 year old joining the army today. Now, when I was a kid, you were an adult at 18. That's adulthood.

Yep.

In today's world, the average young person is staying home till 26.

Yeah.

So we've extended adolescence.

Mm.

So and we'll address that at a different time. But from marketing standpoint, kids are now kids longer. Now the next thing that's happened is where we used to call it 18 to 65, now that number really looks more like 25 to 75. We've kind of shifted this out by almost 10 years because that's more the adult period now.

Yes.

And we're seeing that based on activities. We're seeing that based on people working past 65. Because a lot of people are working past 65.

Oh, absolutely. Most. Again, I'm not even anywhere near the demographic, but I agree with you with the concept of the word senior. But just keep it simple. Most seniors are still working. They're working well into their 70s and some of it is for economic reasons so that they can ensure that they are still have the wealth to live the quality of life that they want. But others, it's simply just to continue to have that purpose, to continue to have that hopefulness and that pride that if they retired then they would go into this Phase of, well, why am I here? What do I do now?

Right. We know statistically that one of the number one killers of seniors is retirement because they cease to have a purpose. Or as my friend Dan Sullivan says, your future must be bigger than your past. And when it stops being bigger than your past, the universe starts asking for the parts back.

Yeah.

So I think that's sound advice.

Absolutely.

So when we're marketing the seniors, we. We have to stop. We have to get rid of the picture in our head that this is a bunch of arthritic people in rocking chairs sitting on a porch. That's the first thing we have to take get rid of. The second thing we have to do is we have to stop thinking of them as this monolithic group that is over 55 or over 65, and they're all identical. Now, knowing that a lot of people consider marketing to seniors as 55 plus, I would think of myself and my father who passed away recently. We would have been in the same marketing group. That would be insane to try to market to an object to me and an object to him through the same messaging, the same media, the same piece of creative. It would be ridiculous. So how do we approach this? Well, the first thing I want to tell people is regardless of the age group that you're going after, well, let's back up to the age groups for a minute. I want people to think of mature adults as being 55 plus. And when I say 55 plus, I don't want you to think senior. I want you to think mature. The reason I want you to think mature at 55 plus. Because at 55 plus, the kids are starting to grow up or they are grown up. By 55, we've established our career. We have money. We have some freedom. We can do things that we couldn't do when we were younger. And we start to have some special changes. Maybe we notice we're slowing down a little bit. Maybe we notice some arthritis. Maybe we notice our dental needs are a little different. Maybe we notice that our hair is not as shiny as it used to be. So there's tons of opportunities that present themselves because this is a group of people. So we're talking to 65, 75 window. This is a group of people who does not plan on aging gracefully. This is a group of people who have money. It's a group of people who want to be youthful. This is a group of people who will spend money on maintaining that youthfulness.

Well, yeah, now they have discretionary income and they don't know what to do with it anymore. Now to go farther into that topic, if we want to go into this and be, for lack of better term, very topical with it. Think about what's happened recently with COVID 19. So you've got all of these individuals now, right, who have this money, this money that they usually set aside for experiences now, whether that's vacations, whether that's time with their families, going to the movies, all of these things. And again, I have my senior family and that's, that's what they set their money for. I'm going to go to the salon again this week. Does she really need to? No, she doesn't need to, but that's her experience. So all. So now this group has all of this money that they haven't been able to spend because they couldn't have these experiences. What are they going to do with it? There's so much opportunity now because they're sitting here waiting. How can you access it? What, what value can you bring this group of people? Because the money's there, that money's absolutely there.

So yes, when we think of that, 55, 75 and what's the best thing to market to them? So if we have products that can make first off, anything that can save time is going to be valuable.

Yes.

Because as you get older you realize you have less time and you're more willing to spend the money to buy life back.

Right.

So if I can spend this money, so if I'm marketing, who knows at home, housekeeping services, let's say I've got a franchise that does housekeeping. Great group to market to because you can buy eight hours of your life back this week by having us come and clean your house. Or I have a product that's going to do something in 10 minutes that used to take you two hours. So I've just come up with a shortcut by buying my product or buying my device. What else can we sell these people? Anything that is going to make them feel better. Nutrition, over the counter drugs, oral care, hair care, anything that's going to make them feel and look more youthful is going to be something that's going to be topical.

Right? Right. When you think about these consumers and we've got there's Mintel has done some research with marketing to seniors and a recent report that came out with which if you're a client here would be happy to send you this data and one of the main things that it stayed one of the questions that they, they asked this group was how important are the following to maintaining your quality of life. The top two things, taking care of my health and having my independence. Those are the top two things. The next thing was being being in charge of my own schedule, which you're just talking about there with time.

Buy my life back.

Exactly. So anything that is going to help their health, which now as you've kind of talked about already, the quote unquote senior of today is much more educated. They're also much more connected. They're accessing all this information and they're online. Yes. So you don't have to be concerned about the technology that your product has. Not at all. This consumer today, you'll be able to reach them and they will be able to get it. Just make sure that you focus on how it will change their life, how it will make their quality of life better.

Now let's talk about that 70, 75 up crowd. And even when we're looking at 75, we have to be careful that we don't lump 75 and 95 together because there's a big gap.

Huge.

Keep in mind there are always exceptions. There are people who are 65 or 75 years old in this country who are completely seniors. They are wore, broken down, diabetic, so on and so forth, but that's not the norm. So the norm is at 75, I'm still a pretty active person. But you brought up a key point. That 75 plus crowd, they're still concerned with their health, they're still concerned with their parents. They still want to have great experiences. So cruise lines, whatever the case is, not that. That's, you know, that's a tough sell at this moment, but it will be back. But now comes independence because now independence becomes a big thing.

Yes.

So now all of a sudden, what do you have that's going to improve my independence? Is it? You have. You sell balance boards to help me learn how to balance, because seniors fall is that you have guardrails to put in bathtubs or walk in bathtubs or some type of shoes that are going to help me. What are the things you have that are going to help me hold on to that independence? And the further up that age range we go, the more that independence will matter.

Yes.

So 75, the independence can be a thought. And yeah, maybe I should think about this. 85 the independence is real serious because it's now, you know, the kid's thinking about putting me in a home. I don't want to be in a home. I want to live alone. So what is it you have that can help that happen. So are you selling nutritional items that might help with cognitive function? Are you selling over the counter drugs that have easy to open bottles or where I don't have to fight with it to try to get the childproof cap off? I mean, there's opportunities everywhere in these markets now. The other thing I want to talk to people is how do you reach these people?

Yes.

So the first thing I want to tell people is here's one of the big mistakes to make. And my mother used to say this to me. My mother would say to me, I get so irritated her speaking. I get so irritated with the advertisements aimed at us because they talk to me like I'm a child. And she goes, I just want to tell them it's my damn body that's breaking down, not my mind. Stop talking to me like I'm an idiot.

Sounds like your mother.

But she was right. There was nothing wrong with her brain, just her body was getting old. But she was very irritated with TV commercials that tried to talk to her like she was a 10 year old.

Right.

So the first thing I want to tell people is don't insult them. Don't come out and say, you know, oh, you poor dear, are you worried about your grandkids locking you up in the nursing home? Don't talk to me like that.

Right.

Treat me like an adult. Don't treat me like a kid. Although my grandfather used to always say something. One of his things were once a man, twice a baby.

I think that's specifically for us men.

But he was true. In as much as you start off dependent, you become an adult. And if you live long enough, if you do live long enough, you end up becoming dependent again.

Right. Well, again, because there's a. And Mark, there's a difference between the conversation of we are talking about marketing to that 75 plus crowd, the individuals, and we're marketing towards a specific disease state or indication that hits them that you maybe want to talk to the caretaker, for lack of better term. Those are two different things. One, if your product is for the senior demographic that we're talking about here and they're the end user, that is different. Then now I need to speak to the caretaker because I'm talking about a product for dementia or something of that nature.

And caretaker marketing isn't easy.

It is very difficult.

It's not something that we usually recommend because it's a lot harder to sell to caretakers than it is to sell to an end user.

Yes.

And we have even found for many of the Stuff that we've worked on in the past, Justin, that it was easier for us to still talk to the end user and let the end user talk to the caregiver than for us to try to go to the caregiver.

Yeah, yeah.

And I would still, for most cases, still recommend that.

Agreed.

Now, if I was selling nursing homes, I'd probably talk to the caregiver.

Right? Right.

Because I'd probably say, are you looking for the best place for mom?

Right. Exactly.

Now why am I talking to the caregiver? Because now I have to deal with the caregiver's guilt.

Yes.

So now I'm trying to overcome their guilt. Are you looking for the best place to put mom? Someplace where she's going to be so happy and safe and she's going to wonder why she didn't live here sooner. Oh, that sounds good. Yeah. I won't be a bad kid if I stick her in this place. So we're addressing their need. It ceases to become the parents need. It becomes the caregiver's need. Because the caregiver now has a problem. I got to take care of my senior mother and I don't have time to do it. So we're no longer really speaking to the caregiver. We're speaking direct. They are, but it's their need now.

Yeah, exactly. But yeah, again it back around to your point. You're right. Don't insult these people, okay? Please don't talk to them. They've been through everything and more. Don't try to be as a BS or as my grandma would used to say.

Now the other thing I want to talk about is when we're looking at digital media. So I want to explain to people, when you're talking about people that are probably, I'm going to say 40 years and younger, especially 35 and younger, but 40 and younger. These are people that I refer to as digital natives, which means they were born in digital land. People above that age. We're digital immigrants. We weren't born in the digital age. We immigrated to the digital age. Now think about this. How does an immigrant in America act compared to someone who's native born in America? They react differently. Immigrants see America as more of an opportunity because they don't take it for granted. Well, the same is true in the digital realm. Those of us who immigrated to the digital world see the opportunities and we see what's exciting about it. And oh, look how this I can go Google and find health information. People who were born in digital land, they just Expect this. They're not surprised by it, they're not happy with it, they're not thrilled by it. Because this is normal. This is my world. We have to keep in mind when we're marketing these people, we're marketing to digital immigrants, not digital natives. Now when we look at this 65 plus crowd, what do they use the Internet for?

Information.

And what specific information do they look for more than any other information?

Health.

Health information.

Yeah.

86% of people over 65 are using the Internet to find information about health.

Absolutely.

So what are they looking for? Well, they're going to the goggle and they're looking, because I'm that old and they're looking for indications, arthritis treatment, stem cell treatments, hair, whatever the case is, they're going there, they're typing in a disease state and they're looking for information. If you happen to be in the business of selling something that addresses a health concern or an indication, then paid search is at the front line.

Absolutely.

Of your marketing campaign.

Absolutely. Now also understand too, again considering bringing back into the life changes that have happened because of COVID 19 have happened to these people as well. So these seniors now are much more connected than they've ever been before because they were forced to. If I was going to see my grandkids, then I had to be learn how to use a Facebook portal or.

You know, the Zoom.

The zoom, right. I had to figure out how to do it or I wasn't gonna see them. So now they, I got the kids on the zoom. Seriously. So they've, they've discovered this new technology and they're, they're much more comfortable with it. So now they're not. You're, we're going to see that this is not going to change. I mean, they're going to continue down this road. And you think about how as a whole our society has become more comfortable with online shopping. This, this group as, as well, they had to get their groceries somehow. Right. And so many of them were very afraid to even go in the store no matter what. I mean, I know stores are trying to give, you know, the 6 to 8am Senior only time and things of that nature, but not everyone could do that. So they are becoming a much more digital community than they've ever have been because of this.

Very much so. My mother used to confuse MySpace and Facebook.

So it was my face, it was.

Space face, and then sometimes it was MyFace.

MyFace, yeah. Yeah.

Because she had a, she had a space Facebook and she would start to be able to use It. And. But then I would get phone calls because something was on her, on her face space. I was like, that's an ad. Just. No, no, nobody's talking to you. It's just an ad. It's got my name on it. No, I know that they know who you are, but just let it go.

Yeah.

So at any rate, but they're out there. And my mother was, you know, much older and she wasn't in that 65 category.

Right.

But we do want to use digital platforms to reach them now, the older these seniors get. So now I'm really getting into the 75 and really this 80 plus crowd, it's television.

Absolutely. 100%.

Their time with media, which is something we measure in this industry. Time with media, that means how much time on a television, how much time on a phone, how much time on the space face, how much time reading the newspaper. These people are spending massive amounts of time with the television on phenomenal amounts of time. So television is the place. And television to reach seniors is very cost effective.

Absolutely, absolutely. And a lot of that comes down to honestly, it's not just brands and marketers that forget about the value of this group. It's also TV networks. They forget how valuable that community is. And a lot of that has to do with supply and demand because marketers are saying, I won't pay that amount for your TV network commercial. So then they can't make people pay for it. So it's super cheap.

Right. Because television runs 24 hours a day.

Right.

But the much sought after youth are not on TV in the daytime. But that television is still running, so the media needs to sell it to somebody. And that's why they target that. That's why you see so massive amounts of reruns of Murder She Wrote and the Golden Girls and Walker, Texas Ranger and Diagnosis Murder and all these programs the seniors remember from their 70s, from the 70s and 80s that they will rewatch.

Yeah.

When we first started the agency, we did a lot of marketing to seniors. And I remember telling Jeff Peterman, who's our media director and he's been here for a long time, we'd be marketing something to seniors. And I would just tell Jeff, just go find anything that's got Andy Griffith or Dick Van Dyke in it and go buy it. I don't care what show it is, just buy it. So whether it was Matlock or the Andy Griffith Show, I don't care if Andy's in it, go buy it. If Dick Van Dyke is in it, go buy it. Why? Because it was a home run every time we ran the ads. And as you recall, we were selling pre planned funerals and end of life insurance and reverse mortgages and stuff that's senior. And walk in bathtubs. We did a lot of walk in bathtubs and this is who we were selling to. We also found I'm going to use the walk in bathtub as an example. We found that to sell the walk in bathtub you had to sell it to grandma directly. You couldn't sell it to her kids.

No.

Now you would think that the caregivers would be saying, oh yeah, let's get mom a walk in bathtub. No, what the caregivers were thinking is I'm not letting mom blow that much money on a walk in bathtub. I'm not letting her spend 10 or $15,000 out of what's left of her money on a bathtub because I'm protecting my inheritance. So she's going to climb into the damn tub, she wants to take a bath.

So.

So ultimately people focus on themselves more than they focus on anybody else. Hate to break it to you folks, but that's kind of how people think always. What else, what else hits you on this topic?

Well, what I would say is, again, if we're trying to figure out how to market them, we've talked about television is always going to be the home run print space. But it's, it's, this is the newspaper crowd. Right, right.

The average newspaper reader is 65 years old in this country.

So for this group, print still has a space. Yeah.

And we do extremely well with print with seniors.

Yes.

I mean we have home run after home run in that category.

Yes. And when we talk about print advertising specifically, what we're talking about is actually advertorials. We're not talking about taking out a junior page ad for your product in the newspaper necessarily. What we do very well is we write content directed towards that senior so towards whatever is going to help tell the story of your product. But put that in the newspaper, put that in a parade magazine, something like that. It's a home run.

Right. So we'll do a 500 word story. And headlines are critical in these type of stories. So the headline might be something that seniors identify as need for different oral care or needs of seniors change or something of that effect where people read that headline and it's like, yes, that's me. Another one we've had great success with which was skin care needs of senior skin care different than younger people. It's a Truism, it becomes a universal truth to a woman who is 65 years old that her skin is different than it was when she was 30. And if my skin is a little creepier, it's a little thinner, then yes, it would make sense that I need something that's made for me. This is the other thing about marketing to seniors and that is something we've always pitched here, and that is you expand your market by defining your target market. So there's a tendency of everybody to want to sell their product to everybody. Well, who's the prime target for your product? Everybody can use my product. Okay, well then nobody will define the market. Narrow it, narrow it. The more you narrow it, the tighter you make it, the more product you're going to sell. So don't be afraid to to have a product that is called Silver. Let's look at Centrum. When Centrum came up with Centrum Silver vitamins, that became their number one seller and is their number one seller. Why? Because I know who that is. Yep, I'm in the Silver group. They make a vitamin. There must be something in it that is special about my age bracket. Therefore I'm going to take the vitamin that says it's for people my age versus the one that's for young people.

Well, you've already mentioned is a universal truth that the life experiences, the health of a 65, 75 year old is different than a 35 or 45 year old. Right. That is not hard to understand. So when you say this is just for me, Silver, it's made just for me. Well, yeah, I have completely different needs than they do. Of course. That makes sense. There's got to be different stuff in here that's just for us. Then I need to buy that because it's made just for me. Exactly right.

Same thing with the TV commercial. If I run a TV commercial that says, are you currently on Medicare? If you're on Medicare, guess what? I can get your attention. If you're not on Medicare, you gotta tune out. But guess what? I'm selling you Medicare supplemental insurance. So I can't sell it to you if you're 50 anyways. But when I say attention, people on Medicare. Oh, okay. Or if I am to say something about as a mature adult, do you notice that your skin is a little thinner? Maybe crepey, maybe you bruise easy. What are you doing? You're saying yes, yes, yes. You've literally turned into a compliance set. You've literally become the thing in motion that stays in motion. You just got me to agree with you three times. The more often you can get me to agree with you, the more more likely I am to agree with you on the next comment. Have you noticed your skin's getting thinner? Maybe crepey, you bruise easier. Wouldn't you like to have a skincare product that's made just for people like us? Yes, I'm agreeing with you. Show me the product. Now you have a really good chance on getting me to say yes again by narrow casting that down. At any rate, here's the thing. This is where there's an enormous opportunity. The enormous opportunity is, and let me, I'm going to cover one more thing here. It has been the longtime belief of the advertising industry that you need to reach people between 18 and 34. And this is the highly coveted group. And this is the group that everybody's aimed at. And the reason they're doing this is they're doing this because of outdated psychological profiling. And what that profile told them over the years is that people most establish their brand choices between 18 and 34 and by the time someone is 34, they've made up most of their brand choices. I'm a Walgreens shopper, I'm a Tide buyer, I'm a Dove soap buyer. And I've made my choices. And past that, don't bother. You're not going to get those old people over 35 to change their mind. Guess what? That paradigm is deader than a doornail. Brand loyalty is gone. Now, brand loyalty exists. If your brand deserves it, if your brand is Apple, if your brand is Harley Davidson, if your brand has something that makes people stay with it, that's great. But the days of people are going to buy my soap because they used to buy my soap are over. So one, as a marketer you need to understand that you need to re earn that client no matter their age. You need to re earn them every day. But also, while all the big companies are chasing this highly coveted 18, 34, they're ignoring that 55, 65 category. It is a highly ignored group of people. It is the biggest opportunity in advertising if your products can serve that group in a unique fashion and you can find a way of saying that we're specifically for you. The amount of people who will respond to your message is greater. The cost per thousand to talk to those people is significantly less. And the ability to get them to say yes and to try it is better. And guess what? The option to get them to buy premium is better because they have more money and they're Willing to spend more money to resolve a problem. You and I are handling a client right now that sells a small toddle sized bottle of skincare for $30.

Yep.

And crushes it all day long because we market it as being a mature skin solution. And by the way, it is a wonderful product.

It's a great product.

It's not that the product is bad. The product is a great product. But this particular client made the product to address the needs of thinning skin.

Yep.

And all we had to do was tell people that the product addresses the need of thinning skin. And people like, yes, that makes sense. Why would I use body lotion that's made for everybody? Because my skin isn't like everybody's. My skin's got a little few wrinkles in it. It bruises easier. I want something like that.

Right. And as you mentioned, not only is the product customized for this demographic, the messaging is the media buy is more efficient, but also it's more effective with less total dollars because there's less people trying to get their attention.

Right.

The share of voice is so much easier to win when you're talking to this group because not everybody else is trying to get them.

And share a voice matters.

Share of voice absolutely matters. You need to stay in front of your audiences. Recall is critical when it comes to purchasing products at the shelf. As we know, these shelves are just piled with products. So recall is important. And how do you do that? You need to stay frequency and reach. So how do you ensure that you keep staying in front of the audience? That can be very expensive if you have every other brand and advertising group in front of them stealing that share of mind, essentially, that mind share. Well, when there's less brands competing for it, you're going to make a stronger impact every time, which means you can spend less and get more.

So here's the math equation. What Justin just said when he says share of voice. If you're in a category where $100 million is collectively spent in advertising, so let's say you're in the hair care category and there's $100 million spent by all the various shampoo and conditioner companies. If you spend 10 million, you now have a 10% share of voice. So 90% of what's out there is trying to leverage people away from you. You have 10% of the share of voice. Now let's say that you're a hair care product, but you come up with a shampoo just for mature adults. Okay. Which I don't know that anybody has.

But actually don't know.

Maybe we need to go make one, Right? So you come up with a shampoo just for mature adults, and you say, it adds this to your hair. It brings the shine back in your hair, whatever the case is. And you spend $1 million, but no one else is advertising hair care for mature adults. Now all of a sudden, you spent $1 million, and you have 100% share of voice. No one else is having this conversation with America. So literally, follow me here. Literally, if you spent $10 million in a world that has 100 million in competition, you could spend one or two million dollars in a universe that has little to no competition and get the same outcome. So think of that. I could spend 10 million over here, or I could spend maybe 2 million over here and sell just as much stuff, because I'm not fighting for mental space in people's brains. When people read your ads, see your TV commercial, hear your radio spot, they're doing it in a passive form. They're not riveted to your TV commercial, examining it frame by frame. It's an interruption to what I'm watching. When I hear the message, I might even hear such and such does this. Oh, yeah, that sounds interesting. Okay, now what happens to my recall? 24 or 48 hours later, I forgot what the brand was, and then another ad comes on, and all of a sudden, oh, maybe it's that brand. So now I remember that brand. The other thing that happens is the brand with the most money gets the most name recognition. So if Head and Shoulders keeps hammering away on their dandruff shampoo, and you spend your $1 million on the exact same dandruff shampoo, I'm going to have a tendency to keep remembering Head and Shoulders because they just have more frequency. And what our brains do psychologically, our brains do what is called a default to what's called an availability bias. So, as humans, we don't like to spend a lot of time working. We're hardwired to be lazy.

Makes sense.

And our brains are hardwired to be lazy, so our brains default to the most available information. So whoever said something the most times is what my brain will default to. When you create this niche where you're only the only player in the group or you're one of only a few players in the group, there's a better chance that my brain will default to you because no one else in that category is bowling you over with dollars.

Yep.

So, Justin, I'm going to close this and tell people if you're listening to the show and you market something to seniors. If you want help with it, give us a call. We love these products, especially if they're premium products with a real point of difference that can improve the lives of that 55 year old consumer. If you can improve their lives, you've got, you're probably sitting on a gold mine that you haven't even been able to experience yet.

Thousand percent agree as usual.

If you ever want to talk to any of us, you can go to the website for the show which is CPG Insiders or jekyllhydelabs.com that's the agency website. And you can always reach out to Justin or myself or anybody else that's here. And by the way, we're always happy to have conversations with people and give people advice and it doesn't always cost money. We love entrepreneurs and we like to try to share the information that we have. And that's why we do this. We do this to just try to share information because the world is awash in bad advertising and it's not that difficult to get it right.

No.

That's it for today. We'll see you on the next episode. If you're looking to greatly increase sales on your CPG product, don't hesitate to contact us at Jekyll and Hyde Advertising and Marketing. By the way, the only advertising agency with a guaranteed result. Just go to jekyllhideagency.com or feel free to give us a call at 800-542 10.