Sales & Marketing             +              Physiological Ageing             Dick Stroud
2005       Segmentation       Technology       Quantification       ‘Targeting’
Complex Bunch
Equally Complex Bunch
Wea                      lth               AgeEduc       ation               Sex uality
 	  	         ➡ Central government spending       ➡ Local government spending       ➡ Property prices       ➡ Household bu...
PsychologicalMaslowsHierarchyPhysical    Physiological
Physiological	  ageing
Online             RetailCommunications                   Product                  Support
Senses                  Mind                             Body	                                                   Skin	    ...
Communications                             ➟  Access                             ➟  Assembly Support    Online            ...
Body        Senses      Mind  Skin        Eyesight   ComprehensionWeight &Body Size      Taste      ComplexityDexterity   ...
Communications                             ➟  Graphics    Online                             ➟  Handling                 A...
No metricsNo processNo actions
25 effects of ageing           X  200 touchpoints         	           XAge/Client Weighting	           	  
Database TouchpointsAgeing Factors
Interface              Question and               guidance             Evaluate            Comment              Photo and ...
3rd party apps for precision
Engine
SOME	  EXAMPLES	  
Neutral                           NeutralMARKET   AgeING           SiloSpecific             Age             Neutral       ...
The brand’s age positionNeutralMARKET   AgeINGSpecific     Age      Neutral           PRODUCTS
Communications         2.7Online                 2.6Retail                 3.5Product                2.2Support           ...
The brand’s age positionNeutralMARKET   AgeINGSpecific     Age      Neutral           PRODUCTS
Lightweight                                 Large character                                 displays Record conversations ...
Product – packing and instructions         Visual use Opening & ClosingHandling & Carrying Tolerance for error       Instr...
Communications           Not measuredOnline                   Not measuredPackaging/instructions      2.6Retail           ...
The brand’s age positionNeutralMARKET   AgeINGSpecific     Age      Neutral           PRODUCTS
Communications         4.7Online                 4.1Product                4.0Retail                 4.4Phone             ...
Age-friendly touchpoints are the foundation of✔	     all marketing        Essential to evaluate the complete customer✔	   ...
Thanks for listening!
Dick Stroud        www.the50plusmarket.com                                  dick@20plus30.com                             ...
Dick Stroud's presentation to the Assisted Living Conference in Liverpool
Dick Stroud's presentation to the Assisted Living Conference in Liverpool
Dick Stroud's presentation to the Assisted Living Conference in Liverpool
Dick Stroud's presentation to the Assisted Living Conference in Liverpool
Dick Stroud's presentation to the Assisted Living Conference in Liverpool
Dick Stroud's presentation to the Assisted Living Conference in Liverpool
Dick Stroud's presentation to the Assisted Living Conference in Liverpool
Dick Stroud's presentation to the Assisted Living Conference in Liverpool
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Dick Stroud's presentation to the Assisted Living Conference in Liverpool

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This is the presentation given by Dick Stroud at a conference organised by the Technology Science Board to display the results of its investments in the Assisted Living Sector

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Dick Stroud's presentation to the Assisted Living Conference in Liverpool

  1. 1. Sales & Marketing + Physiological Ageing Dick Stroud
  2. 2. 2005 Segmentation Technology Quantification ‘Targeting’
  3. 3. Complex Bunch
  4. 4. Equally Complex Bunch
  5. 5. Wea lth AgeEduc ation Sex uality
  6. 6.       ➡ Central government spending ➡ Local government spending ➡ Property prices ➡ Household budgets
  7. 7. PsychologicalMaslowsHierarchyPhysical Physiological
  8. 8. Physiological  ageing
  9. 9. Online RetailCommunications Product Support
  10. 10. Senses Mind Body   Skin   Sexual     Eyesight   Comprehension     Weight  &     Urinary   Taste   Body  Size   Complexity   Smell   25 types Dexterity   Menopause   Flexibility   Hair   Touch   Dental   Hearing   Muscle   Strength   DigesAon  
  11. 11. Communications ➟  Access ➟  Assembly Support Online ➟  Audible Use ➟  Ease of Use Assembly ➟  Instructions Design ➟  Physical Effort Retail Packaging ➟  Tolerance for Error Pricing ➟  Touch & Feel ➟  Visual Use Product Warranty Support
  12. 12. Body Senses Mind Skin Eyesight ComprehensionWeight &Body Size Taste ComplexityDexterity SmellFlexibility Touch Muscle HearingStrength
  13. 13. Communications ➟  Graphics Online ➟  Handling Assembly ➟  Comprehension Design ➟  Opening/Closing Retail ➟  Text Packaging Pricing Product Warranty Support
  14. 14. No metricsNo processNo actions
  15. 15. 25 effects of ageing X 200 touchpoints   XAge/Client Weighting    
  16. 16. Database TouchpointsAgeing Factors
  17. 17. Interface Question and guidance Evaluate Comment Photo and record sound
  18. 18. 3rd party apps for precision
  19. 19. Engine
  20. 20. SOME  EXAMPLES  
  21. 21. Neutral NeutralMARKET AgeING SiloSpecific Age Neutral PRODUCTS
  22. 22. The brand’s age positionNeutralMARKET AgeINGSpecific Age Neutral PRODUCTS
  23. 23. Communications 2.7Online 2.6Retail 3.5Product 2.2Support 3.6 AF Score = 2.7
  24. 24. The brand’s age positionNeutralMARKET AgeINGSpecific Age Neutral PRODUCTS
  25. 25. Lightweight Large character displays Record conversations Illuminated Robust keyboard joystick Large keysLoud hands-free Excellent audio & tactical feedback
  26. 26. Product – packing and instructions Visual use Opening & ClosingHandling & Carrying Tolerance for error Instructions Ease of use Text Information Graphics 0   1   2   3   4   5  
  27. 27. Communications Not measuredOnline Not measuredPackaging/instructions 2.6Retail Not measuredProduct (handset) 3.8   AF Score = 3.2
  28. 28. The brand’s age positionNeutralMARKET AgeINGSpecific Age Neutral PRODUCTS
  29. 29. Communications 4.7Online 4.1Product 4.0Retail 4.4Phone 4.6 AF Score = 4.4
  30. 30. Age-friendly touchpoints are the foundation of✔   all marketing Essential to evaluate the complete customer✔   journey The devil is in the detail – numerous 1%✔   improvements The Assisted Living Industry should establish the✔   performance benchmarks
  31. 31. Thanks for listening!
  32. 32. Dick Stroud www.the50plusmarket.com dick@20plus30.com www.20plus30.com @20plus30 dickstroud dickstroudwww.age-friendly.com

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