Senior Marketing is used very scarcely but it has became popular due to the aging population. Hence it is worshiped as the "ageism" power and it has been reversed, there are more and more seniors with a good part of estate, we can no longer ignore them and we must learn to know them and meet their needs. John Paul is the president of Tréguer Senioragency for over 50 years and is the first international ad network specializing in baby boomers. He is also the founder of the Website Seniorplanet, the first Internet portal for seniors.
[...] The strengths of the Senior Marketing Before turning to senior citizens and then senior marketing we canstudy the characteristics of generational marketing Generational Marketing We talked for the first time in generational marketing in the sixties with the U.S. team at the research firm headed by Dan Yankelovich. Generation marketing requires a consumer segmentation and requires an analysis of "these target consumers." Now there are three dimensions of aging: biological age (physiological), mental age (depends on what the person has learned and how and its ability to "improve" his behavior by experience but c is also the age that you "feel to have, we want children to be older, so that it becomes easy to remove the Senior 10-15 years of his biological age) and finally the social age , that is to say, the approval by the Company of certain stages of life as an adult, the majority. [...]
[...] In general, the products of interest to more than 50 years are in order, in health care, financial services, travel, (at the same level) automotive education and culture. But to sell to senior citizens we must be able to identify them first. As we know already and have seen that they feel younger than they are. Although some are retired they remain active both physically and intellectually. Approximately 35% of 45-64 years are in sports (CFES, Health Barometer 2000 first results). [...]
[...] Some are wary of cuts "too dramatic." We must not forget that older people have comfortable incomes or those who are most attached to these reductions are those who have less income and it is difficult to "break price" in a highly competitive marketplace. While it is difficult to remove these advantages, other approaches are necessary. Older people have experience and are demanding. The products or services offered to them must have some "value added". Quality is the first selection criterion for 89% of them (Senioragency 1996 survey of 522 senior citizens). [...]
[...] Later when he returns to his family, they wonder how he could have done it before them.This spot is successful because the senior is facing a new challenge, he succeeds and the complicity between the generations is visible. The message is very positive. Then you must think of a format which is the infomercial advertising. Indeed seniors are not reflected in advertising. From United States, where it represents 10% of TV advertising is a long 2 min spot (while up to 28 minutes in the U.S.) boasting a commercial offering a green No. [...]
[...] is crucial because seniors have the time and like to compare, so to have a privileged discourse with them is important. Finally we must not forget the baby boomers who will be 50 years and are numerous. They have seen the emergence of the "affluent society". In addition to Atlantic, they are nicknamed the"Me Generation" a generation of "hedonists". They have also become avid "followers of their body”. The consumer will be demanding. Hence the emergence of a marketing play on nostalgia for the bid to win against the seniors. [...]
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