Age Concern Enterprises (ACE) is more than doubling its marketing spend to &£6m in an effort to attract “younger-older” people to its products and services.
ACE is the trading arm of charity Age Concern, which has 1,000 outlets across the UK. ACE sells a range of products to the over-50s, including insurance, energy, financial services, personal alarms and funerals. It has a turnover of &£120m and puts its profits back into the charity.
As part of its increased marketing activity – last year’s marketing budget was &£2.5m – ACE will take on a further five marketing staff.
ACE head of marketing Peter Henry says the company aims to increase its customer base by targeting “younger-older” people – those aged aged 50 to 60 – and those more affluent, who do not traditionally use its services.
Henry says: “ACE is trying to change the perception that its products are only for the very old and poor.” He adds that ACE is considering using direct response TV and radio for the first time to promote its services. Advertising is handled by WWAV Rapp Collins.
Henry adds that there are also plans to redesign ACE products’ packaging and literature to give them a more “professional” feel, and to add further services to the existing range.