An Agewise Marketing Strategy for a New Age

Delivering a poor customer service can have a tremendous impact when consumers use these media to share their experiences. In 2009, United Airlines was one of the first companies confronted with enormous negative publicity due to a customer putting a bad experience on YouTube with the video “United breaks guitar”.

When creating value propositions for products such as hearing aids or painkillers, the focus should not be on the problem that will be solved but on how using the product will enhance the consumer’s quality of life. Have a look at the way Bay Audiology did this in Australia.

In marketing communication, the mature consumer wants to be portrayed the way they see themselves: living the bright life. Not based on negative preconceptions that are still around but as active and attractive people still enjoying life.

When a mature consumer hearsa song, an emotional response will be evoked. So it is worthwhile to consider using music in the commercial to touch the right senses. It can be a very effective way to connect to the mature consumer, though you should not combine it with a voice over. Just have a look at to what Frank Sinatra did with music back in 1988.

If the celebrity explains in an authentic, genuine way what the added value is and the relevance to him or her, the mature consumer will perceive it as an honest message. A nice example is Leonard Nimoy, an American actor, film director, poet, singer and photographer, born in 1931 and best known for his role of Spock in the original Star Trek series (1966–1969).

Successfully humanizing marketing communication means using people in the campaign. By doing so, the brand will be given a face and will be humanized. Albert Heijn’s focus on superior products is part of the reason that Albert Heijn is regarded as one of the more expensive supermarkets. Introducing Mr. van Dalen into their television commercials is how Albert Heijn has humanized the brand. Everyone loves the easy-going and somewhat clumsy store manager. He is portrayed as an authentic and humorous man who could more or less be everyone’s next door neighbor.

A good example of connectivity, though not primarily targeted at the mature consumer, is the Bertolli campaign in which people of all generations share a memorable experience.

“Time to come home” is from Edeka, the largest supermarket chain in Germany, a very emotional approach towards spending Christmas together with an older family member.

It seems that the soft spot Making sense of life is referred to in various campaigns, targeted at the mature consumer. A very nice example of self-actualization is the Break Free campaign from Adidas. With the help of his friends, this senior takes the opportunity to do what he always has been doing: running.

Self-actualization evolves around assessing a person’s full potential and realizing that potential. In this case, by doing something different than his peers, he is realizing some kind of potential, related to the sense of life.

Authenticity in the message is crucial to get the message across. In this campaign, Coca Cola exaggerates. You could assume that many seniors won’t recognize themselves in the dream of the senior in the campaign.

Or for more information about a 100 year old who keeps sharp by playing the Nintendo DS, view the following video: