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Marketing Day 2012 : Les seniors et les médias – Christophe Urvoy-Isaac & Cyril Jamelot
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Marketing Day 2012 : Les seniors et les médias – Christophe Urvoy-Isaac & Cyril Jamelot

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86 % des seniors ne se sentent pas concernés par les messages publicitaires... alors qu’ils représentent 50% du pouvoir d’achat! Comment toucher les baby boomers? Tel est le challenge des marques.

86 % des seniors ne se sentent pas concernés par les messages publicitaires... alors qu’ils représentent 50% du pouvoir d’achat! Comment toucher les baby boomers? Tel est le challenge des marques.

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  • 1. Seniors and Medias
  • 2. 50+ y/o have a third moreincome than 50- y/oThe part of seniors inconsumption will exceed50% by 2015
  • 3. 50-plussers own 60% of the total household assets, 75%of all the stock portfolio, 80% of the gold…They spend 7% more than all the other age groups. Theyrepresent:50% of the market for beauty products,50% of new cars, 80% of luxury cars,64% of organic yogurt buyers,42% of low-fat meals,62% of wine consumption,64% of the spa centers customers...
  • 4. In 2009, 90% of all marketing& advertising expenditures inEurope were still dedicatedto...Customers under 50!
  • 5. It is so logical that … « Advertising is about psychology. It is about understanding the customers : cognitive processes, self-concepts, motivations, social influences, personality and attitudes. Can we say advertising people do a proper job with Seniors when 86% of the 50-plussers claim not to be concerned by advertising ? » (Dr Wayne Fletcher, Carat Insight, UK)
  • 6. Who are seniors ?
  • 7. Playstation : Senior at 25 Panini card : Softdrink : Senior at 15 Senior at 30 Barbie : Mode : Senior at 10 Senior at 40 Who is a Senior?Jeanne Calment : Bank : Senior at ??? Senior at 45 Healthcare : Cosmetics : Senior at 75 Senior at 50 Public transports : Senior at 60
  • 8. Seniors are not the same ! 50-60 Masters Happy Boomers 60-75 Liberated 75-85 PeacefulReal Seniors 85+ Grand-seniors
  • 9. A lot of things oppose the differentgenerations… Happy Real Seniors Boomers Lifestyles Tastes References Needs Habits
  • 10. Happy Real Boomers Seniors- Joined in the modernity - Conservative, careful- The good value of money - The good deal- To captivate at any age - To make the most of the- The ‘eternal youth’ ‘seniority’- The future belongs to me and - The comfort, the good image now I can enjoy it - Dependence feeling growing- The « déjà vu » and risk-taking - My security and the future of my syndrome close relatives- Etc. - Etc.
  • 11. HappyBoomers Real Seniors
  • 12. … But not all ! Happy Real Seniors Boomers Need of recognition the value for money More reasoned purchase Good deals Critical and sceptical spirit
  • 13. Happy Real Boomers SeniorsCommon aspiration…
  • 14. It is time to thinkdifferently !
  • 15. Seniors and mediaMarketing Day Presentation Qualitative Research
  • 16. KEY INSIGHTS18
  • 17. PUT YOUR FOOTER HERE
  • 18. VIEUX… Individu assez jeune pour qu’on lui parle normalement
  • 19. aware
  • 20. THE 60+ FAVOURITE AD… FOUNDON THE INTERNET
  • 21. FULL DEBRIEF24
  • 22. ADVERTISING IN GENERAL • They are all involved and concerned about the advertising • The 60-70 even more as they enjoy more free time to get into it • They love advertising25
  • 23. ADVERTISING IN GENERAL • They need it, they love it but doubt it ! • “30 years of bullshit you know !” • “I always wonder where the trick is”26
  • 24. ADVERTISING IN GENERAL • Advertising is the opportunity for them to : • Discover new things • Connect with the world (stay connected) • Get more information • Gain time (in comparing and discovering) • Compare • Know about the different choices • Know what exists • Stimulate the competition • Look at the price27
  • 25. ADVERTISING IN GENERAL • There are three main differences with the younger age groups28
  • 26. ADVERTISING 1- THE CONTENT • They do not dissociate the ad from the content • The content is more important than the execution as their primary goal is the information • This is why the content has to be perfectly executed…29 PUT YOUR FOOTER HERE
  • 27. ADVERTISING 2- CONNECTION • Advertising strongly speaks to them…30
  • 28. ADVERTISING 2- CONNECTION • …Apart from the ads willing to speak to them…31
  • 29. SENIORS THEY REJECT THEIR IMAGE THEY ARE INTO SEDUCTION32
  • 30. SENIORS IMAGE “This is for the old ones…the 50+” “…this is us no ?...” •They see their parents !33 PUT YOUR FOOTER HERE
  • 31. ADVERTISING REJECTION • Most of the codes of the targeted ads are not their codes • Either too clichés or “scary and confronting” X X34
  • 32. ADVERTISING 3- CHECKING • They check everything ! • Younger ones tend to see ads that speak about products they already know and they would like to buy anyway, they believe in the ad anyhow • Seniors have time to check • They are critical based on the past lies • This is their primary source of information35
  • 33. THE ADS (BRANDS) THEY REMEMBER 50-60 • Coca-Cola 60-70 • Voo • Dyson • Dove • Benetton • Nespresso • Dexia • Dior • VW (with their new D.A.S) • Mercurochrome • Axa • Toyota yaris • Colruyt • Martini • Filigran • Match • Banque de la poste • Colruyt • VOO • Dixan • Pizza Mama • Oral b • Compeed (Herpes) • Activia • Fiat 500 (because they are talking to us) • Weight watchers • C3 • Leo • Colgate • Dacia • Martini • Wii • Delia (funeral) • Alice • ING (the freshness of JulieTaton) • Groupama • Dash • Schweppes • Intermarché • Vittel • Olivier Dashkin • Perrier • Era • Evian • Nivea • Belgacom • Belgacom • Carrefour • Carrefour36
  • 34. ADVERTISING AWARENESS • They remember the brands… they are a branded generation • The younger ones remember the film, the story but not the brands, apart form the product they already buy37
  • 35. IDEAL AD FOR THE SENIORS • Simple • Clear • Straight • Informative • Fun38
  • 36. IDEAL AD FOR THE SENIORS • Most of all : PROXIMITY • In their life • Mentally • Geographically39
  • 37. SOME GOOD EXAMPLES THAT DELIVERED POSITIVE FEEDBACK APPEALING BEAUTIFUL DESCRIPTIVE INFORMATIVE NO BULLSHIT40
  • 38. SOME GOOD EXAMPLES THAT DELIVERED POSITIVE FEEDBACK THEIR FAVOURITE APPEALING MODERN DESCRIPTIVE INFORMATIVE NO BULLSHIT41
  • 39. SOME LESS GOOD EXAMPLES THAT DELIVERED NEGATIVE FEEDBACK NOT CREDIBLE CLICHÉ NOT REALISTIC TOO MUCH TEXT TOO SMALL A REFLEXION OF THEIR IMAGE42
  • 40. SOME LESS GOOD EXAMPLES THAT DELIVERED NEGATIVE FEEDBACK NOT CREDIBLE DIMINISHING NOT REALISTIC A NEGATIVE REFLEXION OF THEIR IMAGE NO HUMOUR43
  • 41. 44
  • 42. SOURCES OF INFLUENCE BEHAVIOR WITH ADVERTISINGACTIVE LOOKING FOR INFORMATION LIMITED NEED FOR INFORMATION PASSIVE Concert Unneeded Cars Multimedia FMCG Film Theatre services Needed Perfume services THIS IMPACTS THE TYPE OF MEDIA TO USE45
  • 43. THE MEDIA LANDSCAPE GENERAL Patrick & Lidia (54 & 58 years old) : “we are the internet generation”46
  • 44. THE MEDIA LANDSCAPE THE DIFFERENT MEDIAS • The spontaneous mention of the media shows a strong knowledge of all the sources : • TV • Radio • Press / prints • Affichage • Bilboards • Cinema • DM Stores APART FROM THE 50-60 NOT MENTIONING • DM Perso Real THE PRESS / THE PRINTS • DM Perso unreal • Telephone • Internet • Sponsoring • Sampling • POS • Gondola ends • Shop windows • Word of mouth47 PUT YOUR FOOTER HERE
  • 45. THE MEDIA LANDSCAPE SEGMENTATION : THEY NEED THEM ALL Entertain Discovery Informative Specialized Discovery Informative Short list Conversion IMAGE CREDIBILITY DISCOVERY CONVERSION48
  • 46. THE MEDIA LANDSCAPE THE DIFFERENT MEDIAS • They use all media • They include folders and DM in the list of media • They like them all for different purposes • TV remains the strongest source for awareness • DM (folder + personalised) as well as internet are second best but fill the informative purpose and therefore the credibility49
  • 47. TV CURRENT USE – EVALUATION • TV remains their primary source of advertising in declarative (awareness) • This is the source of awareness as it is entertaining • The credibility is low and the conversion limited, but this is not the goal50
  • 48. TV EXPECTATIONS • They are looking for : • Fun, Humour, • Nice execution • A balance between shock and good taste • Respect • Sweet • They dislike ads that go too fast • They are in a calm atmosphere and they are looking for calm and entertainment51
  • 49. INTERNET THE ESCAPISM CHANNEL • Internet has replaced the social contacts and the word of mouth – the lower the mobility the stronger this channel becomes • This is the motivated search for credible information • This is also the connection with others (grand children on facebook…)52
  • 50. INTERNET CURRENT USE – EVALUATION – EXPECTATIONS • With internet they are in control • They click and look at banners (inspiration) • They avoid pop ups that they find intrusive and hard to close • Their site are not really the branded sites but more the global ones (promotional – forums – test achat…)53
  • 51. DM A MEDIA AT EASE ! • All is open, & most is read ! • This is stronger for the 60+ : The pleasure of collecting the DM with a cup of tea54
  • 52. DM THREE DIFFERENT TYPES • Not personalised (Carrefour folder…) • Personalised • Expected (Colruyt, my car…) • Unwanted (Insurances…)55
  • 53. DM NOT PERSONALISED • The classics are read and used : Carrefour, Aldi… for the promotions and for the week planning at shopping level • This DM is expected for comparison • The others need to be very impactful (nice, benefits, information) and not promotional to be read otherwise they tend to go quickly in the bin56
  • 54. DM PERSONALISED EXPECTED • Positively received • Still it should be consistent and therefore really personalised (cf Colruyt) and adapted to their situation • It is always read and gives a feeling of community and belonging, which is even stronger for this age group57
  • 55. DM PERSONALISED UNEXPECTED • It tends to have bad reputation • It is often linked to insurances and funeral investments • The ones that are opened clearly show a benefit at interest level and information level : • Cosmetics (discover a new product inside) • Cars • Holidays is done properly58
  • 56. STRONG59
  • 57. STRONG60
  • 58. DM DIRECT MARKETING : EXPECTATIONS • As any other media…but : it should not look like an ad X • The content is even stronger and should be informative • The envelop is key for the first feel : open or throw : it should not look like an ad • It should really be personalised : be consistent and adapt to each situations (cf Colruyt)61
  • 59. X62

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