It’s not what you say but how you say it

There is no small irony in the heading you gave to Anne Edwards letter on the over-50s market, (“Same old story with marketing” MW May 29). The fact is that Edwards follows the usual path of drawing attention to the lucrative mature market without saying how it should be addressed other than through the obvious data segmentation.

The same old story continues because although marketers recognise the benefits of addressing those consumers who spend more money on cars, leisure, holidays and financial products than all other groups combined, they invest little in finding out how they think and behave.

This failure to target the nation’s wealthiest consumers will only be redressed when it is understood that communication is as important as targeting. The mature market looks for value and benefit and the traditional campaign themes of branding and image have very little, if any, appeal.

Understanding your market is not a new marketing concept yet it is one that eludes so many when it comes to the over-50s. Until there is a real desire to learn about it, the few that do will continue to prosper largely unhindered by competition.

Naomi Watkins

Director

Millennium

London WC2

Recommended

Capital One ad gets time restriction

Marketing Week

A television ad for Capital One’s credit card, in which a mermaid is seen showing off her hairdryer bought with the card and using it under water to create a stream of bubbles, has been banned from being shown until after the 9pm watershed owing to fears that children could copy the actions with potentially […]

EasyJet faces ASA rap as ‘sexist and offensive’ ad is investigated

Marketing Week

A recent press campaign for low-budget airline easyJet, which features a woman’s breasts and the tagline “Discover weapons of mass distraction”, has attracted complaints for being sexist and offensive. The ads are being investigated by the Advertising Standards Authority (ASA). It is not the first time that the airline has courted controversy. Earlier this year, […]

Comments

    Leave a comment

    Close

    Got a question?