Why the grey market has become so appealing

In this Mumbrella  guest post, Gill Walker says the grey market of 50-plus Australians is as diverse as the coveted 18-35s demographic, so why aren’t marketers more effectively targeting them? Over the past 10 years of selling the story that 50-plus is sexy, I am delighted to see the increasing interest in media opportunities aimed […]

Age is a poor way to target people over 50

At last, there has been a noticeable change in mainstream advertiser’s interest in marketing to older audiences. About time. Ten years ago I commented that the ratio of media spend to older audiences was disproportionate to their share wallet. Also that most advertising aimed at older audiences, skewed to aged-based products and services rather than […]

Getting your brand right

Getting your brand right

Post originally appeared in insitemagazine.co.nz Does your branding and marketing tell the right story about your village? Jude Barback talks to branding expert Gill Walker about why good branding is critical to success. It’s easy for industry insiders to assume that the general public understands what a retirement village is all about, but without clear imagery, […]

Don’t mention older consumers’ age

Don’t mention older consumers’ age

This post originally appeared on warc.com LONDON: Older consumers in most markets own the greatest proportion of household wealth yet marketers tend to neglect them and to focus on a younger demographic whose spending is constrained by housing costs, family commitments and often debt. So it is little surprise that many over-50s believe that most […]

Can you make wrinkles sexy?

Can you make wrinkles sexy?

You can indeed. Evergreen congratulates agency duo Christine Barnes and Ron Mather for capturing the real essence of ageing. Here is a great example of the perfect thought shining through over superfluous special effects – we love it. So did the Gruen judges. NB: The pitch segment kicks in at 25:10 For a further behind the scenes look at […]

Looking for tech-savvy seniors to act as mentors

Looking for tech-savvy seniors to act as mentors

Are you over 60?  Do you know your way around a web browser like Google Chrome, Explorer, Safari or Firefox? Consider yourself a dab hand with Facebook and Skype? Are you an enthusiastic convert to online banking or shopping? If you can answer yes to even one of these questions, you are invited to sign up […]

Taking a new brand development approach to retirement living marketing

Taking a new brand development approach to retirement living marketing

Evergreen has used their ‘Essence’ brand discovery process to help create a new master brand for New Zealand leading retirement and aged care property developer Graham Wilkinson. Mr Wilkinson’s Retirement Assets Limited (RAL) owns 4 retirement villages with co-located aged care services. The aim was to create a brand which enabled each of the villages […]

Hitting the target

Gill and Evergreen were featured in Australian Ageing Agenda Technology Review As aged care enters the era of increased competition for clients, new mapping tools that tap into rich demographic, consumer and psychographic data could revolutionise how providers target the right people with the right advertising material, Gill Walker tells Natasha Egan. Read the rest […]

Travel is booming for Australian Boomers

In advertising and marketing to the 50+ audiences, we believe there are two groups of marketers – the ‘GET ITS’ and the ‘FORGET ITS’. Interestingly, travel and tourism marketing has a combination of these and we are noticing more marketers ‘getting it’ thanks to Boomers financial influence. With their increased appetite for travel, marketers are […]