Until now, the mature audience has generally been considered an homogenous group where messages or media have been applied using a ‘one size fits all’ philosophy.
After 15 years producing specialised and targeted campaigns aimed at people over 50, Evergreen has compiled it’s top tips for campaign effectiveness advertising to people over 50.
WHAT WOMEN 50+ WANT
Mature women between the ages of 50 and 80 feel they are not well understood and ignored by many advertisers and marketers alike, despite being Australia’s most influential spenders.
SENIORS ON THE MOVE
Boomers and Seniors are travelling more than ever before. Seniors are travelling domestically with more frequency and over 50% are planning a to take a long trip in the next 12 months.
Kim is the founder of SILVER, the first business consultancy to focus on the senior market segment in Asia Pacific. He has assembled an extraordinary team of experts in specific fields. Kim is a leading proponent of the concept of age-friendliness related to the physiology of ageing and with his colleague Dick Stroud has invented AF the world’s first age-friendly audit. His opinions on building an ageless product and service are much sought after by business and the media alike and has appeared repeatedly on CNBC, Bloomberg and Channel News Asia. Evergreen is delighted to be the first agency in Australia to partner with Kim and Dick and provide the Age Friendly Audit
Dick Stroud started 20plus30 in 2004, when it consisted of an informal group of fellow, 50-plus marketers. The company has now evolved to become a key player in the international 50-plus marketing scene. Dick is a very accomplished author. Gill from Evergreen was delighted to contribute the Australian perspective to his book, The 50+ market. Dick is soon to release a joint project on the impact and opportunity of an age-friendly world that he co-authored with Kim Walker
Foreseechange provides accurate and insightful forecasts. They use advanced forecasting models, specified on the basis of our research into how markets actually work. Charlie Nelson is an expert at forecasting population trends and retail sales.
Brent Green published the first edition of Marketing to Leading-Edge Baby Boomers years ahead of a rush of new books about Boomer marketing. This influential, thought-leading book provides a definitive overview of the Boomer mindset. His radio show Generation Reinvention is a must listen, for anyone with an interest in the boomer market. Each show is a million dollars’ worth of insights and great ideas.
The Mature Marketing Association is a group of academics, advertising and marketing agencies, businesses, consultants, marketers and organisations which is committed to promoting the concept and benefits of ‘mature marketing’ to the business, marketing and media communities.