Heyday launches – sort of

“We'll work longer on our terms" says Boomers - but no-one is listening. Age Concern launches 'Heyday' to meet the needs of the modern retiree
• Nearly 60 per cent of Boomers want to work beyond state pension age
• Almost 10 per cent say they won’t retire at all
BUT
• 64 per cent say it is impossible to get a new job within 10 years of retirement.Today sees the launch of Heyday, a new membership organisation – the first of its kind - backed by Age Concern to support people approaching or in early retirement.

So reads the press release announcing the launch of Heyday.

Is an organization like Heyday necessary or required? I am not sure.

What I am sure about is that there are a few things it could do to improve its chances of success. Being a really nice sort of guy I am going to give them some free consultancy.

1. When you ‘launch’ then launch. The Heyday web site says that the real site is coming “in June”. Today is the 30th May! You are not going to get the same level of press coverage for the real 'launch'.

2. Make it absolutely clear why, whatever your mission/vision/objectives, Heyday is good for me, Mr Potential Customer. The big message on the web site is “have your say”. Is that going to get me into a frenzy of excitement? I don’t think so. Might the small print, that is at the most remotest part of the web site, get me interested that says: “you'll get a free eye test, free gym sessions and free DVD rentals? We've also managed to get you between 5 and 10% off at lots of top stores, including Asda, Waitrose, Burton, Dorothy Perkins, Boots and Body Shop.” Now you are talking.

3. Build a web site that reflects some of the basics of “50 plus friendly” web sites. This holding web site has some dreadful use of colour and copy.

4. Make it easy for people to find you on the web. You are not mentioned until the second page of Google.

5. When you have press releases that talk about 'research' make it available from your web site for guys like me (people with blogs) who will help multiply its coverage.

OK, that it for the free consultancy. Dick Stroud