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Generational Marketing | Digital Debate

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In our final Digital Debate of 2019, Adido explored the topic of generational marketing, whether or not generational labels matter, and what channels you can utilise when repositioning your content to different age groups.

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Generational Marketing | Digital Debate

  1. 1. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO WELCOME TO ATTENTION! 20:2O DIGITAL DEBATE
  2. 2. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO HOUSE KEEPING KEEPING TO TIME • Fire alarms • Toilets • Lanyards • Talk to us on Sli.do – 2020DD • Feedback • Wifi – SHELLEY-GUEST
  3. 3. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO WHY 20:20?
  4. 4. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO WHY 20:20?
  5. 5. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO WHY 20:20?
  6. 6. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO WHY 20:20?
  7. 7. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO THE M WORD
  8. 8. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  9. 9. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  10. 10. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  11. 11. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  12. 12. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO HOW DO WE MARKET TO THE GENERATIONS? AND DOES IT MATTER?
  13. 13. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO GILL HAYNES SILVER TRAVEL ADVISOR
  14. 14. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO Gill Haynes Partnerships Director Silver Travel Advisor
  15. 15. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO What % of the UK’s Advertising Industry is aged over 50? Let’s start with a question 5% ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  16. 16. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Powered by ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  17. 17. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO 108,000 members + 50,000 Facebook 140,000 independent reviews, tips, and articles Website, newsletters, magazine, Silver Travel Awards Wide choice of specialist holiday partners Free personal advice service Forum & Training Exclusive offers and discounts for Silver Travellers ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  18. 18. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO What do we call the over 50s ? • INDY • OG • ARSY • YOLD • SEENAGER • WHIP (and CHIP) ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  19. 19. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Who are the over 50s? • 23.6m – 43% of the population • 80% of the nation’s wealth • Living longer … and longer • 15-20 years of “good” retirement • 75% feel 10 years younger • 40% say they are more adventurous now than in their youth ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  20. 20. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  21. 21. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO THE LIVING-WELL COMPASS DETERMINED BY: WORK / TIME AGE / LIFESTAGE MONEY HEALTH ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  22. 22. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO The Thrivers - Platinum Pensioners • Top 10% have 40% of wealth • Top 50% have 90% of wealth • 78% are mortgage free • 33% of 55-64s have wealth of £1m • Over 65s spend more on hotels and restaurants than any other age group ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  23. 23. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO How they spend it • Big birthdays / anniversaries • Health: insurance & cosmetic surgery • Cars • Gadgets • Luxury care homes • Holidays & travel ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  24. 24. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO SKIERS BOMADS ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  25. 25. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO And at the other end – The Survivors • The bottom 50% hold just 7% of the wealth • More than one in 7 will retire with only their state pension • No time left to change their financial circumstances • More health related issues and loneliness • Life expectancy is lower, especially in different parts of the country – up to 18 years ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  26. 26. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO THE LIVING-WELL COMPASS DETERMINED BY: WORK / TIME AGE / LIFESTAGE MONEY HEALTH ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  27. 27. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Age: Not all over 50s are the same The 50s Don’t feel middle aged or old, sandwich generation The 50s Don’t feel middle aged or old, sandwich generation The 70s still active but facing challenges: health, insurance, mobility The 80s+ slowing down - decline, dependency and (finally) death The 60s YOYO – young old, healthy and wealthy “golden retirees” ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  28. 28. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO But cannot rely on stereotypes… • 74 year old man • Prostate cancer • Type 2 diabetes • Double bypass heart surgery in 2003 • Arthritic hips • Lower back pain • Defective vision • Prone to forgetfulness ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  29. 29. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO The world’s greatest living explorer “For his next - possibly final - expedition, he hopes to make the five-mile crossing from Robben Island to Cape Town, on foot along the seabed, with no means of propulsion or protection, just breathing apparatus”. The Times, March 3, 2019 ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  30. 30. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Age-defying ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  31. 31. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO • invented sex & drugs & rock & roll – and punk rock • are getting themselves arrested in the Extinction Rebellion protests And among the over 60s are the ones who ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  32. 32. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO The B word ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  33. 33. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Brexit – how did the older generation vote? • 90% of over 65s voted • 64% of 18–24s voted • 58% of over 65s voted to leave • 64% of 18-24s voted to remain ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  34. 34. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO And how long do they each have to live with their decision? ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  35. 35. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  36. 36. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO 70 YEAR LIFE ● 611,000 hours ● Three stage life ● Good health in the main ● Retirement at 60-65 ● Company & state pension ● Three generations 100 YEAR LIFE ● 873,000 hours ● Five stage life ● Health concerns ● Work until mid 80s ● Long-term financial planning ● 4 or 5 generations The New Ages of Man: Lager, Aga, Saga, Gaga ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  37. 37. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Celebrating Britain’s oldest men ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  38. 38. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO The Blue Zones – the oldest and healthiest people in the world • Okinawa, Japan • Ikaria, Greece • Loma Linda, California • Nicoya, Costa Rica • Sardinia ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  39. 39. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Japan – the international superstar of longevity • Highest life expectancy in the world • By 2060 - 40% will be aged over 65 • A child born in Japan has a 50% chance of living to 109 years • Life expectancy – 87 for women, 81 for men ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  40. 40. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Japan’s ageing population – the nappy facts since 2011 ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  41. 41. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO THE LIVING-WELL COMPASS DETERMINED BY: WORK / TIME AGE / LIFESTAGE MONEY HEALTH ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  42. 42. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Health matters - a lot • Heart disease • Memory loss & dementia • Diabetes • Hearing loss & balance • Creaking hips & knees • Mobility • Eyesight, skin & teeth • Hair – loss and gain ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  43. 43. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO THE LIVING-WELL COMPASS DETERMINED BY: WORK / TIME AGE / LIFESTAGE MONEY HEALTH ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  44. 44. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Work for the over 50s • Increase in pension age • Ageism in the workplace • 1.8m over 50s are “olderpreneurs” • Portfolio careers / phased retiring • Unretirement – a new trend! • Grandparenting – hidden workforce • The age of “giving back” – volunteering, donating, mentoring, creating a legacy ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  45. 45. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO What does this all mean in terms of connecting with older people? ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  46. 46. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Marketing to older customers – 7 tips • Be inclusive – age neutral • Avoid overly youthful imagery • Avoid depressing imagery • Avoid stereotypes & caricatures • Use real people and authentic stories • Seek engagement • Use multiple channels – print media still popular, as are brochures! ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  47. 47. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Advertising – don’t be bland, boring or improbable ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  48. 48. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO or patronising… ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  49. 49. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Be authentic and real ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  50. 50. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Selling to older customers – 7 tips • Don’t be afraid to employ older people who can empathise • Speak slowly, listen carefully – allow processing time • Ask lots of questions • Consider memory/hearing loss – repeat • Positive & honest adult tone of voice • Appropriate humour is fine! • Key is trust & integrity ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  51. 51. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Getting down with The Oldies… • ATD • WTV • BTW • FWIW • IMHO • LMDO ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  52. 52. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Presentation for older customers– 7 tips • Nothing less than a size 12 font • Clear visuals • Easy navigation • Avoid blue/green, red/orange combos • Present facts clearly and give detail • Take care with spelling • Watch your apostrophes and grammarr! ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  53. 53. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Social Media and the over 50s ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  54. 54. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Which social media channels do you use?? Facebook Twitter Linkedin Instagram Google+ Pinterest Snapchatt Youtube Don’t use any Otherr 67% 31% 11% 20% 17% 16% 3% 24% 21% ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  55. 55. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO How often do you use social media? 14% 1% 5% 15% 18% 47% ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  56. 56. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Social media for the over 50s – advice “Your approach to social media should not be any different to your face-to-face approach. Don’t delegate social media to an intern or a young member of staff” Brian Young, UK Managing Director, G. Adventures ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  57. 57. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO How not to do it • ‘Save on your all too precious puffs with a stairlift!’ • ‘A stairlift is there to keep you safe - and provide a little bit of entertainment!’ • ‘Who’s ready for the weekend? Kick back and relax!’ ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  58. 58. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO What works on facebook for older people? • 15,314 / 9,612 / 5,487 reach. • 4,107 / 2,389 / 509 engagements • Relevant and timely • Real credible people, not glossy age-defying models ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  59. 59. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO You can tell it’s right when you see it ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  60. 60. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Thank you! ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  61. 61. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO FLOW ADEPOJU HEAD OF RETAIL PARTNERSHIPS - FANBYTES
  62. 62. ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO ATTENTION! DIGITAL MARKETING SUMMIT RETURNS! 2 JULY 2020 – THE HILTON | BOURNEMOUTH We’ve already confirmed these amazing speakers, with many more still to announce! • David Schneider • Emma Mulqueeny OBE • Anna Fawcett (Topdeck Travel) Early Bird tickets will go on sale next week at £99 but we would like to offer you a special price of £79 – scan the code now and just enter our promotional code EarlyBirdVIP when booking your ticket! Or book at https://bit.ly/33yD3cw We’ll also send details direct to your inbox as a thank you for coming today!
  63. 63. EXPLORE. CAPTIVATE.CREATE. 01202 586 300 HELLO@ADI.DO WWW.ADI.DO WILSON HOUSE | 2 LORNE PARK ROAD| BOURNEMOUTH | BH1 1JN EXPLORE. CAPTIVATE.CREATE. © Adido
  64. 64. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO What does this mean for Japan in productivity & growth? • Demographics are hampering economic growth • 10% drop in working age population since 2000 • Migration to cities – leaving villages aged on average 70+ • Huge pressure on care system ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  65. 65. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO As a consequence…. Meet Hospi & nurse robot 380,000 care worker shortage by 2025 ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO
  66. 66. ATTENTION 20:20 DIGITAL DEBATE #2020DD @ADIDO Meet Paro – the robot seal carebot • Used in care homes in Japan, Denmark and the US • Its “cry” reduces anxiety and depression • Calms dementia patients • Blurring of reality ATTENTION! 20:20 DIGITAL DEBATE #2020DD @ADIDO

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