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The advertising, promotional and marketing industries are
particular
offenders, either ignoring older people altogether (less than 10% of
marketing campaigns target the over 50s) or presenting them in
caricatures or negative stereotypes. And this is despite the fact that
the over 50s hold the purse strings to a staggering 80% of the nations
personal wealth.
As people age they do not necessarily become less interested in
consumption and it is a mistake to ignore or alienate such a
potentially lucrative market. In fact research shows that the over 50s
are more likely than any other age group to try new products.
The media today remains focused on capturing the ‘youth
market,’ despite the population changes which suggest that
older rather than younger consumers are becoming demographically and
economically more attractive. Advertisers in particular are guilty of
portraying older consumers in stereotypical ways, resulting in offence
and alienation within the 50-plus market.
Kevin Lavery, Executive Creative Director at Millennium, the
UK’s foremost mature marketing specialist, says: “I
don’t think it is a deliberate ploy by marketing and
advertising agencies to ignore the over 50s, rather that these agencies
are made up of young people who almost subconsciously target who and
what they know.”
And Kevin firmly believes that the technique for promotional marketing
to the over 50s is exactly the same as for any other age group
– good practice is good practice. The only real difference is
the product itself.
He explains: “Where you might use gifts such as a school bag
and felt tip pens for children, this clearly wouldn’t be
appropriate for a mature adult. The gift or offer needs to reflect the
age and lifestyle of the target audience.”
And he says that despite the fact we all might like to think we are
immune to being influenced by offers and free gifts etc, there is a
universal truth that transcends all age groups – young and
old alike, we all like something for nothing!
He explains: “Here at Millennium we carry out regular focus
groups looking at what makes the over 50s consumer tick. Time and time
again they will tell us they are not remotely influenced by free gifts
or money off vouchers etc, but this is simply not reflected in their
spending patterns.”
He adds: “Our research shows that as long as the gift is
relevant, such as a camera or a pair of binoculars for a holiday
company offer, or a carriage clock for a home insurance offer, then the
take up amongst the over 50s is as good, if not better than any other
age group.
But there is an untapped promotional tool that Kevin feels strongly is
being overlooked by marketers – and that is sampling.
“There is a common misconception that the over 50s have
already made committed choices about brands and are not open to change.
This is nonsense,” he says.
“They are eager and willing to try new products and services
and want to be given the opportunity to ‘try before they
buy.’
“They are not slowing down, becoming staid in their ways or
losing interest in anything new. In fact we need to remember that they
are fantastically influential. They were the baby boomer generation
that because of their weight in numbers overwhelmed the health service,
changed the way schools are resourced, transformed the music industry
in their teens and are now set to revolutionise the retirement
industry.”
SOURCE: creativematch.co.uk
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