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This document discusses marketing strategies for targeting older consumers, referred to as "golden agers", "babyboomers", "youngtimers", and the "silver generation". It notes that advertising is often a "song nobody wants to hear" for these groups. The document then profiles "John", born in 1955, and discusses how his marketing needs and experiences will change as he ages, such as changing work conditions, health care developments, and finding new icons and models for campaigns. It suggests viral marketing and bridging gaps between generations as potential strategies, while stopping an emphasis on associating aging only with problems and disabilities.
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- 1. THIS IS ME
- 3. About golden age marketing / communication / babyboomers / youngtimers / mature marketing / 50 plus marketing / babyboomermarketing / the silver generation / senior marketing / people growing old / elderly..... / or anything else we would like to call them. Our and your clients. Arjan in’t Veld – consumer, creative director, teacher marketeer, internet addict and communicator www.mokkamarketing.nl / www.inthefield.nl
- 4. “ Visualizing the Future of Mature Marketing in Europe and Beyond”
- 8. Advertising is the song nobody wants to hear
- 9. Think different, act different
- 10. These people are old
- 14. John (55) – a boomer
- 15. John (7)
- 16. John (10)
- 17. John (11)
- 18. John (16)
- 19. John (21)
- 20. John (22)
- 21. Well, this is John
- 22. So, he is a youngtimer, what would that mean for the (near) future?
- 23. Changing work & conditions Experienced potentials
- 25. Playing in the elderly playground
- 27. No more 50 plus fairs
- 28. Online, but No more 50 plus media
- 30. Things like viral marketing could work, why not?
- 31. Searching for new icons
- 34. Health care in development
- 37. Holidays will never be the same
- 38. Bridge the gap between generations
- 39. Revival of old brands
- 40. Don’t forget your roots
- 41. Products youngtimers would never use
- 44. Spread the word!
- 45. Thank you! Feel free to contact me at [email_address]
Editor's Notes
- Well. That is Arjan. My surname is a bit more difficult. I have put that on the third slide. This was early this morning. I was giving a lecture to a group of university students and asked one to take a photo. A lecture on online marketing. Early this morning? Yes, It is 5 pm here now. Online marketing, yes we have a specialization in that as well. We combine enterpreneurship with expertise on upcoming areas in marketing. It has been a busy day. My students are my main trendsource, besides off course my own RSS feeds and never ending enthusiasm and curiosity. You should try using students or young people to think of ideas. They are fresh, think without boundaries and come up with ideas that really have big impact. I find that rather refreshing. I offer them trainee or internships and help them graduate on any interesting part of senior marketing. One is looking at developing homecare services, another is developing an online tool for visualisation of target groups and their needs, the third is looking into marketing for travel companies and the fourth is helping me write an online marketin book. Use that inspiration and knowledge if you can. Ok, that’s all about me.