The fact is, most people in their 50’s and 60’s don’t think of themselves as ‘old’. To be talked to or depicted as ‘old’ will either cause annoyance to the 50+ set or lead them to totally ignoring the message. It is even worse to be patronizing or stereotyping.
Getting this balance right is critical.
Having been ‘sold to’ most of their lives, members of the 50+ group are savvy and cynical but more than happy to be seduced with a relevant pitch by a product or service that meets their needs and a relevant pitch.
Perhaps the greatest trap waiting for would-be marketers-to-the-mature is the assumption that all 50+ consumers are alike. The second greatest trap is the assumption that mature ‘Asians’ behave the same as their western counterparts and indeed that all Asians are alike!
The differences are profound and important. Let us help you find the gold in the silver.
- Demographics
- Attitudes
- Media habits
- Category behaviour
Other Input:
- Current Research & sales data
- Competitive info
- Secondary research
Marketing:
- Distribution
- Pricing
- Product
- Etc.
Comms Strategy:
- Positioning
- Creative
- Channels
Internal and external
