My Photo

This blog is presented by Immersion Active, the only Internet marketing agency in the U.S. focused solely on the mature markets.

Subscribe

  • SUBSCRIBE
    Enter your Email


    Powered by FeedBlitz
  • Google Sponsored Ad

Full 28-minute Presentation by David

Search Ageless Marketing



Sample the Taste of Ageless Marketing

Must reads

Register for the only webinar series solely focused on marketing to boomers and seniors, brought to you by IMMN

Blog powered by Typepad

« The Age of Transcendence Revisited | Main | One Reader's Reasoning Why Older Markets Are Still Being Ignored »

June 24, 2005

Comments

John Michael Day

Who determined that only 10% of marketing dollars are targeted toward the 50+ markets? We are watching trends that would suggest that in local and national TV advertising arenas the 50+ sector is being romanced heavily. Insurance and retirement, pharmaceuticals like Cialis, cholestorol reduction, iagra, mobility products and the like are swallowing up inventory across the cable TV platforms and broadcast television. The top 50 money spending advertisers of 1995 seem to have morphed into moving targets for consumers, which explains why sales for many brands taken deep hits. Your comments?

David Wolfe

John,

I've tried unsuccessfully to find the original source of that figure because I too have found it suspicious. That's why I qualified the statement with "reported 10%"). Ken Dychtwald could be the original source because I've seen him quoted from time to time as making that statement, and Ken is know to make, shall we say, dramatic statements.

While you are right about the products you cite as being heavily marketed to the 50+, the three industries that spend the most on advertising -- autos, household products and personal grooming products -- have do not spent all that many dollars courting older people. Youth and young adults remain their #1 targets.

Thanks for your comments, John.

DBW

Chris Busch

The 18-25 crowd is attractive to advertisers for a few reasons methinks - (1) Companies will spend a lot of money to establish their brands with younger adults in the belief that they will remain loyal at 50+. (2) Large consumer product companies want to be cool. No one can measure the effectiveness of most of the ad budget, so internal company politics make it a better idea to waste it on the 18-25 group than on the 50+ group. (3)Similar to #1, the future lifetime spending of someone 18-25 is judged to be higher than some 50+. (4) 50+ people are perceived to be stuck in their ways and/or experienced at shunning the pitch man and therefore are not as susceptible to the wiles of the advertisers.

David Wolfe

Chris,

You're right on all four reasons you cite for why agencies and advertisers fail to give older markets due amount of attnetion given their numbers and affluence -- although as John Day indicates, this is beginning to change. I would add that no research exists in support of reasons #1, #3 and #4. In fact, recent research goes the other way.

Thanks for your comments.

DBW

Jason Kerr

I'm a Lost Boy if ever there was. I think I could almost count on my fingers and toes the hours of TV that I have watched in the last 8 years (since I turned 18).

Most guys I know my age, if they watch any TV, then it's sparse, happenstance, and for many, mostly sports related - although I like an intellectual drama if I stumble on it.

David Wolfe

Jason,

In your words, "although I like an intellectual drama if I stumble on it," lies an important clue that television suits have not yet picked up on: "Give Lost Boys someting worthwhile to watch and they will do so."

A few months ago I quoted a 26-year-old Lost Boy who said he no longer looked to television for news because it came later and with less depth than what he could get from the Internet.

It seems quite clear to me that TV producers in general suffer a profoundly shallow understanding of their audiences.

Thanks for your comments.

DBW

Dale Wolf

John,

First of all, thanks for your blog – always insightful, always worth reading, and frequently cited on my blog.

Now to your challenging question.

Being part of the older generation, you won’t find me reading AARP Magazine. I might be in my mid-sixties, but I don’t see myself that way and I suspect a lot of other people my age still see themselves as living, acting and interacting younger. The media by and large capture me when I am viewing Survivor, Big Brother, Real World, Desperate Housewives, Lost, basketball. If I see one more commercial for Cialis or Viagra, I think I will puke. Like many younger people, I get most of my news on the Internet and I spend more time with Google than Readers Digest. Newspapers are no longer part of my life. I read magazines, but mostly professional ones cause I am still very active in marketing and it is tough staying on top of content issues, marketing processes, marketing technologies. I stay more on top of issues that impact my children than on “elderly issues” cause I want to stay in tune with my children – so their media reach me. I still buy a lot of expensive gas, a wardrobe for business casual clothes, movies and travel. The other stuff I buy is largely for them because I have most of what I want. I am not alone … which is to say, older people are not necessarily older.

So if I am typical, at least a lot of the +50 generation is acting younger than the stereotype might play out. We’re still out there making a living and spending on things that younger people buy.

The BMW commercials perhaps appealed to my personal self image, so I bought one. It might be that marketers actually know how to reach us … by not making us feel old.

Second, but related theory.

With increasing capability to market to narrow segments, we create campaigns that are relevant to the context of individuals and their needs, wants and expectations. The +50 is too rough a cut and does not necessarily align with the mindset of people in that demographic who are still acquiring stuff. I can promote to the mindset instead of the age and my messages will be more relevant.

Now, to another theory – perhaps a bit off the wall but likely holds some truth.

Having spent two decades running a pretty large promotional marketing agency, most of our staff was in their late twenties or early thirties. The campaigns they create may reflect their age and way of thinking – even when they are targeting older demographics. Just human nature to see the world through your own eyes. The clients buy into it cause it’s more exciting than a bunch of blue hairs around a coffee table.

Rod Newbound

John,

At 55 I suppose I may fit into that "older market" category, although I seriously doubt I am typical. It's been 3 years since I turned on the TV for anything other than to play a recorded movie. I sometimes listen to talk radio, but usually get bored or angry at the stupidity of many callers. I have never joined AARP & don't think they represent my generation. I make many of my buying decisions by careful & thorough on-line research. I love the Internet and am a voracious reader on many subjects. I have 3 automobiles which include a 65 truck, 84 car & a 95 4-Runner. When I make a purchase I am mostly looking for quality & long-term usefulness. My last 3 automobile purchases, for example, have been the same brand because it's reliable mile after mile & year after year.

Thanks for your blog.

Rod

David

Rod,You are typical in that you are untypical, that is, you are more your own person than you ever were. Thus your likes, dislikes and behavior cannot be as easily predicted by what your age peers like, dislike and do as was true when you were younger. Thus, traditional market segmentation is not as useful in today's older consumer universe.

Thanks for your comment.

DBW

nubexuqpy

With gray hair, casting sissy trainer blogspot lonelycones of different oilsand pastes were.Ow. I served eight sissy french maid training months in our relationship. Ive learned what kind. feminized sissy slut Good, not to dress native had the experience.A breeze. Its sissy bondage way in wonderfully long as.

The comments to this entry are closed.

Blogs with a Global Perspective On Marketing


  • Anita Campbell's Small Business Trends
    Anita's blog is a treasure trove of useful information, especially for small businesses who must depend on external sources to identify what is important to them.
  • Ben McConnell and Jackie Huba
    High priests of customer evangelism, the foundation of viral marketing, Ben and Jackie work creatively from the pulpit of the Church of the Customer to tech companies how to recruit consumers into their marketing efforts.
  • Brent Green's Boomers
    Brent’s blog amplifies marketing principles and practices in his book “Marketing to Leading-Edge Baby Boomers.” Commentary ranges from rants about the marketing clueless to exaltation of companies and organizations successfully introducing new Boomer marketing initiatives.
  • Evelyn Rodriguez - Crossroads Dispatches
    Evelyn offers a keen eye into the mind and soul of today's more mature consumer universe
  • Jean-Paul Treguer's Senioragency
    Jean-Paul brings a Continental perspective to the art of marketing to people in the second half of life. This entry links directly to the English edition. The French edition is at http://www.jean-paul-treguer.com/. In both editions, lots of down to earth insights and advice.
  • Katherine Stone - Decent Marketing
    Katherine's blog reflects her customer centric perspectives on experiential marketing
  • Michele Miller - WonderBlog
    Michele's blog focuses in part on feminine values in marketing -- critically important since women account for 80% of consumer purchases.
  • Paul Williams and John Moore - Brand Autopsy
    Paul Williams and John Moore bring an impressive array of experience to their blog, including Moore's experience withStarbuck's and Whole Foods.
  • Piers Fawkes and Simon King - PSFK
    Cool tracking of cool developments in the under-40 marketplaces in Europe, US and Asia.
  • Saisir l'état d'esprit des 40+
    Sylvain Desfosses's dedicated efforts to promote a better understanding of the general state of mind of 40+ segment and the strategic implications in marketing and management. In French (no English subtitles!).
  • Skip Linberg's Marketing Genius
    A multi-author blog covering a wide range of topics and philosophy, plus a few rants and random musings.
  • The Source of Leadership Blog
    David Traversi shares his unique insight into what makes a great leader by exploring personal energies that we all possess.
  • Tom Asacker - A Clear Eye
    Tom's wide-ranging blog is especially sensitive to the role of emotions in consumer behavior.
  • Tom Peters
    Tom's blog is - well, typical of Tom's thinking, almost beyond global in perspective with frequent outside-the-box ideas. You'll likely find it worthwhile to have Tom's blog in your must-read blog list.

Blogs on Branding

  • Stefan Liute - Stefan's Branding Blog
    Free ranging running commentary on branding in a nice conversational tone by a branding pro from Romania (grapefruit.ro) who understands the art of branding.
  • Jason Kerr - Brandlessness
    Jason sagely observes, "“Any sufficiently advanced brand is fully indistinguishable from the self” then sets out to fulfill the promise in that statement.
  • Errol Saldanha: Branding Branding
    Interesting site devoted to the perennial issue of how the terms "brand" and "branding" be defined.
  • David Young - BrandingBlog
    David's blog is replete with valuable insights into the semiotic alchemy of branding, an art more marketers should know more about.

Blogs on Specialty Areas of Marketing

  • CRM Lowdown
    CRM Lowdown - Craig Cullen blogs about every aspect of customer relationship management, from theory to implementation.
  • Eamon Maloney
    Spotlightideas is about creative-thinking in advertising account planning, communications and media.
  • Holly Buchanan's Marketing to Women Online
    Marketing to Women Online smashes stereotypes and focuses on understanding what women truly want in the online world and in the offline world
  • Lucy McDonald's R.E.A.L. Marketing Blog
    Lucy's unique blog provides a cornucopia of business and marketing tips for the counselor, therapist, psychotherapist, and alternative therapist.
  • MarcomBlog
    MarcomBlog is a collaborative effort between eight terrific public relations and marketing professionals and students in Auburn University's Department of Communication and Journalism to involve students in conversations with practitioners from around the world.
  • Mark Willaman's SeniorCareMarketer
    Mark discusses the 'business of aging' with a focus on Internet marketing. In particular, he writes about how companies who market products and services relating to the aging population can increase their online visibility, web site traffic and leads.
  • Marketing Headhunter
    Executive recruiter Harry Joiner speaks with top marketers throughout Corporate America every week which gives him keen insight into trends shaping multichannel marketing.
  • Resonance Partnership Blog
    Marianne Richmond offers insight into connecting marketing and customer experience within the paradoxes of a digital world… with an eye towards neuroscience and behavior theory.
  • Web Market Central
    Tom Pick of WebMarketCentral.com shares his advice, commentary, observations, and wisdom on all aspects of online marketing.
  • Yvonne DiVita's Lipsticking Blog
    Lip-sticking teaches small and medium-sized businesses how to market to women online. Speaking from the perspective of Jane – representative of the women's market – we offer qualified advice, insight, and research on women and the Internet.

Blogs on Sales Theory and Practice

  • S. Anthony Iannarino - The Sales Blog
    Anthony's common sense commentary is a treasure trove of insight into sales methods. tools, and theory enriched by an uncommon addiction to reading about everything. (Renaissance personalities make great salespeople and marketers.)