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Martino Flynn LLC has added a new practice to its marketing and communications services to get clients to throw out their stereotypes and look at senior citizens differently.
With a team of 12, Martino Flynn launched its Sixty Plus Marketing Practice six months ago. The practice has a roster of 10 clients, to which the most recent addition is MetLife Inc.
But there are other less likely clients who are responding to the group's specialty, such as ACE Heat Therapy patches, whose traditional target is athletes.
Originally, ACE wanted to aim its skin patches to an audience even younger than their typical target, but Martino Flynn got the client to reconsider.
"We said, 'Have you given any thought to going a little higher in age: Boomers and 60-plus people who are starting to feel aches and pains of everyday life," said Robbie Magee, director of client services. "That's how that case study was born, and it actually was very successful."
Targeting the 60-plus demographic is a trend called Going Silver, and experts at Martino Flynn said the phenomenon is growing.
"You hear about everything going green," Magee said. "Well, there's another trend right behind it, and it's called going silver. What we like to think we do is help our clients effectively penetrate that market."
Magee said it is not as simple as it looks because the population segment is one of...