Saturday, 22 November 2008

I am not a number - I am a free man (or woman)

Marketing to baby boomers is an interesting issue. Previously brands trying to attract an older audience could simply put an older person in the advert with an attractive pen or carriage clock and watch the customers pile in… well that was probably never true, but more recently the "older" generation has changed – it no longer considers itself "old" – age is just a number.

This really came home to me a couple of weeks ago when I was looking over some work we did for a financial services brand in the US. The brand had successfully communicated what it was about – telling people that it had products and services aimed at an older audience – the problem was its target audience of over 50's didn't consider themselves old and thought it was for someone "older".

This seems to be an increasing problem for brands looking to market to older customers, especially where these brands already have an established older customer base which they need to retain, but want to continue to attract new customers. A brand tackling this head-on is coffee & tea merchant Taylors of Harrogate - the ground coffee market has a skew to over 45's, so how do you make the brand relevant to new customers without alienating the existing customer base.

Taylors have done this with the introduction of new campaign, "The Coffee of Choice" which has a more edgy creative feel than the traditional corporate Taylors of Harrogate site and matches perfectly to their recent above the line creative. A tie up with Classic FM is helping to ensure the message reaches their target audience, but the creative is helping to make the brand stand-out and seem more relevant. This has been combined with a great selection of ground coffees which are packaged by occasion and blend – helping to appeal to both the new coffee consumer and the more established coffee connoisseur.

Nintendo has been targeting this market as well, but unlike Taylors who had an established audience; Nintendo was trying to create a market from the ground-up. Since the launch of the Wii and subsequently the Wii fit, demand has outstripped supply and the console has been propelled to pole position, with sales greater than both the XBOX360 and the PS3. This is largely down to the introduction of the gaming console to new segments – including the over 50's – or as Nintendo puts it "moving into the blue ocean", based on the book Blue Ocean Strategy. The advertising for the Wii isn't aimed at any particular age demographic and instead shows families interacting and playing with the console – something that is attractive to both parents and grandparents. The DS handheld console however has different celebrity endorsements to appeal to specific market segments, using Fern and Holly and Girls Aloud for the hard to reach younger female market and Nicole Kidman, Ronan Keating and Patrick Stewart for the older demographic with Brain Training.

With 80% of the UK's wealth and representing over 50% of the population by 2020, the over 50's are not a niche segment that can be communicated to using a one-size-fits-all approach. In fact, age based demographics are becoming increasingly less relevant – to create relevance a communication really needs to be personalised and to personalise something needs behaviours. Having communications based on how a customer behaves rather than when they were born will always create greater cut-through.

The brands that win here will be the ones that truly know their customers.


remas haytham said...

شركة تنظيف خزانات بمكة
شركة عزل خزانات بالرياض
شركة تنظيف منازل بالدمام
شركة مكافحة الصراصير بالرياض
شركة تنظيف مجالس بالرياض
شركة تنظيف خزانات بالرياض
شركة شفط بيارات بالرياض
شركة شراء الاثاث مستعمل بالرياض
شركة رش مبيدات بالرياض
شركة تنظيف اثاث بالرياض
شركة تنظيف فلل بالرياض
شركة رش مبيدات بالرياض
شركة تنظيف مسابح بالرياض
شركة مكافحة حشرات بالمدينة المنورة
شركة تنظيف بمكة
شركة نقل اثاث بالمدينة المنورة
شركة تنظيف خزانات بالمدينة المنورة

شركة اوسكار said...

شركة مكافحة حشرات بالدمام

شركة مكافحة حشرات بالدمام

شركة مكافحة حشرات بالدمام

شركة تسليك مجارى بالدمام

شركة تسليك مجارى بالدمام

شركة تسليك مجارى بالدمام

شركة تسليك مجارى بالدمام

شركة تسليك مجارى بالدمام

شركة تنظيف بالدمام

شركة رش مبيدات بالدمام

شركة عزل اسطح بالدمام

شركة كشف تسربات المياه بالدمام

شركة مكافحة النمل الابيض بالدمام

شركة نقل اثاث بالدمام

شركة اوسكار said...

شركة تسليك مجارى بالخبر

شركة تنظيف بالخبر

شركة رش مبيدات بالخبر

شركة عزل اسطح بالخبر

شركة كشف تسربات المياه بالخبر

شركة مكافحة النمل الابيض بالخبر

شركة مكافحة حشرات بالخبر

شركة تنظيف بالجبيل

شركة رش مبيدات بالجبيل

شركة عزل اسطح بالجبيل

شركة كشف تسربات المياه بالجبيل

شركة مكافحة النمل الابيض بالجبيل

شركة مكافحة حشرات بالجبيل

شركة تسليك مجارى بالجبيل

柯云 said...

michael kors outlet online
michael kors outlet online
michael kors outlet clearance
louis vuitton handbags
toms shoes
louis vuitton bags
louis vuitton purses
michael kors handbags
louis vuitton bags
coach outlet clearance
michael kors outlet
michael kors bags
louis vuitton outlet online
giuseppe zanotti outlet
michael kors outlet online
michael kors handbags
gucci handbags
coach outlet
supra footwear
louis vuitton purses
supra shoes
oakley sunglasses
coach factory outlet
hollister clothing store
timberland boots
coach outlet store online clearances
louis vuitton bags
nfl jerseys wholesale
louboutin shoes
nike store
nike free 5.0
louis vuitton outlet
cheap ray ban sunglasses
air jordan 4
michael kors purses
polo ralph lauren outlet
michael kors handbags
nike sb dunks
cheap ray ban sunglasses

xumeiqing said...

jimmy choo outlet
adidas nmd
cheap mlb jerseys
rolex watches
fitflop uk
adidas nmd runner
sac longchamp pliage
polo outlet
louis vuitton outlet
reebok uk
chaussure louboutin
vans shoes
true religion outlet
puma shoes
nike free flyknit
polo ralph lauren
adidas stan smith
adidas trainers
michael kors outlet online
coach outlet
nike air max
hollister clothing
ray ban sunglasses
yeezy boost 350
michael kors outlet clearance
michael kors outlet online
ferragamo shoes
tiffany jewelry
louis vuitton borse
cartier love bracelet
nike free flyknit
ralph lauren outlet
ray ban sunglasses discount
ray bans
coach outlet online
ralph lauren outlet

Kale Co Jakim said...

Thank You for sharing your article, This is an interesting & informative blog. It is very useful for the developer like me. Kindly keep blogging. Besides that Wisen has established as Best Corporate Training in Chennai .

Nowadays JavaScript has tons of job opportunities on various vertical industry. Know more about JavaScript Framework Training visit Corporate Training Companies in India.

This post gives me detailed information about the technology. corporate training companies in india