17. Put Emotion in your
strategy - it drives behaviour
Even though price
and rationality are
important right
now, don’t
overlook the fact
that people will
pay for what they
LOVE
18. Put Emotion in your
strategy - it drives behaviour
Ask them what
brands they
cannot live
without?
19. Put the Right Emotion in your
strategy - it drives behaviour
Wear in, not wear
out
Use innovation,
service, social
media interaction
to generate and
achieve emotional
engagement
20. Put the Right Emotion in your
strategy - it drives behaviour
Get past the
transactional
relationship to
understand where
the brand can
forge a deep
emotional and
brand for ‘life’
status
21. Put the Right Emotion in your
strategy - it drives behaviour
Ask what role can
you play in their
lives
What behaviours
are they
undertaking that
you can fulfil
powerfully?
22. Put the Right Emotion in your
strategy - it drives behaviour
Be true to brand
where and
whenever
23. Put the Right Emotion in your
strategy - it drives behaviour
Be true to brand
where and
whenever
24. Put the Right Emotion in your
strategy - it drives behaviour
Deliver beyond
their expectations
consistently
Be close to their
specific needs
25. Be Distinctive
“If you craft these gorgeous wonderful
artisanal brands with the consumer at
their core, understanding their needs
and wants.
You layer on this emotional equity that
resonates with them, you create this
brand love. Then something inevitable
happens. It's magic."
26. Offering highly
targeted & limited
offers to brand
ambassadors created a
campaign of magic
Be Distinctive
31. 3. Create Characters Your
Audience Will Root For
Storytelling requires that
you create characters
your audience will like &
cheer for. Find personas
that your consumer will
identify with. Understand
the brand persona
Tell stories
35. Innovate to reframe or re-position
the competitive set
Use consumer led
innovation not
product led
Focus on the
business objective
not just ANY
innovation
37. Innovate to reframe or re-position
the competitive set
Use consumer led
innovation not
product led
Focus on the
business objective
not just innovation
39. FOCUS ON SEGMENTS WHO CAN AFFORD WHAT
YOU HAVE TO SELL
Why you can’t afford to ignore Boomers
…THE FACTS BEHIND THEM
40. They are 1.3 million Irish consumers …
The Over 50’s are now a significant segment in Ireland
Or 1 in 3 Irish adults
Source: MCCPTrendstream™/ CSO 2012/ Prosumer Report 2012
FOCUS ON SEGMENTS WHO CAN AFFORD WHAT
YOU HAVE TO SELL
41. FOCUS ON SEGMENTS WHO CAN AFFORD WHAT
YOU HAVE TO SELL
They hold long term life-stage value still
The life expectancy for an Irish adult is 80.3
years
Today’s Boomers entering their 50’s will
live for another 30 years
42. FOCUS ON SEGMENTS WHO CAN AFFORD WHAT
YOU HAVE TO SELL
Boomers have more cash freedom
1 in 8 Boomers enjoy a disposable income of €1,000 per
week and 62% of Boomers feel they have enough
money to do them
A quarter of older households have given a material
gift worth €5,000 or more to their children
Amongst the Boomers, 49% are not saving at all
Source: MCCPTrendstream™/ TILDA 2011
43. Boomers experience a mid life make over
FOCUS ON SEGMENTS WHO CAN AFFORD WHAT
YOU HAVE TO SELL
Mid-lifers have adult families, lower/no mortgages paid off and may be slowing down in
the work place as they near retirement. Therefore, they are experiencing the freedom
& adventure traditionally associated with youth. In a relative sense they feel better off
Mid-life Crisis
Mid-life
makeover
Source: MCCPTrendstream™/Justaskmccp™2012
44. FOCUS ON SEGMENTS WHO CAN AFFORD WHAT
YOU HAVE TO SELL
Boomers are active ‘CONSUMERS’
70% of Boomers are positive towards travel and visiting
places
75% have said that they have maintained lots of hobbies
and interests
Source: MCCPTrendstream™/ Pfizer Health Index 2012
50% of older people suggest that they are worried about
becoming a burden as they age
45. FOCUS ON SEGMENTS WHO CAN AFFORD WHAT
YOU HAVE TO SELL
1. Parenting
2.0
2.Purposefully
Busy
3. Brand loving
Selective austerity
4. Young at
Heart
5. Not for
them
46. MCCP have identified 3 strategies for
unlocking Boomer wealth
Profitable growth
Portfolio
Re-orienting
Targeting as
Influencer
Product Re-purposing
47. Portfolio
re-gearing
Does your brand have a product offering in its
portfolio aimed at the Boomers generation?
Kids offerings, Family packs and Single in the City
are all commonplace on shelves but few brands
capitalise on the older generations that have
money and time.
The key to targeting this market with products
and services is to genuinely examine their
needs that your portfolio can accommodate.
This means identifying their real needs, not the
stereotypes.
So What? What products in your portfolio would resonate well with the over 50’s cohort?
Is there room for innovation?
48. Targeting as
Influencer
So What? Assuming that your consumer is the decision maker ignored the real influence
behind purchasing decisions. Have you underestimated how much the older consumer is
engaging with your brand, if not directly, how much influence they hold.
52. REMASTERING THE 4 PS
From PRODUCT to SOLUTIONS & EXPERIENCES
From PLACE to ACCESS – where they are
From PRICE to VALUE –
what they define as value not you
From PROMOTION to RELEVANCE – be useful
