Customer Profile: How to communicate and advertise to the seniors market

Transcription

1 Customer Profile: Seniors How to communicate and advertise to the seniors market

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3 Communication Promotional approaches should Respond to a sense of control. Feeling your senior customers have enough information will do this Educate before selling: Ensure they have enough information about your product or service so that they feel they can make a confident decision This is easiest and best done on your own website as most of it will come from the Internet

4 Communication Educate before selling: (cont d) Ensure that your information is available on closely affiliated websites. Fore example: Your government tourism bodies at federal, state and local levels. Ensure your profiles are packed with information including links to your website Other businesses that could be associated to you and work together with: Attractions Regions Towns Associations Seniors have the time and patience to search for information far more than any other segment

5 Communication Focus on value rather than the price: Price is not necessarily the most important factor Value is quality for money well spent Price must stay within range of competition BUT value is more persuasive Include value-add options Throw in freebies and value Free breakfasts, WIFI, late checkout, newspaper Work with other operators, destinations and partners to create exceptional value

6 Communication Advertising messages should be informative but get to the point Focus on the positive aspects aging Price products a la carte (pick n mix) and allow for them to create packages

7 Communication Appeal to this segment emotionally connect and show them that you understand where they are in life Use these message guidelines for those over 50: Relationship facilitation get to know each other again Enrichment do the things you couldn t when you were younger Fun and laughter Pride and joy Helpful Make grandparents look heroes Appeal to their new sense of freedom and adventure

8 Communication Target attitudes NOT age groups They are willing to try new products/brands Looking for more, better and different They now understand that diet is crucial for health and have wide food interest Concerned with their looks and image Want and can pay for premium products Like to socialise outside of home Love new technology fast adopters of technology Adventurous travellers Rediscovering their sexuality Seniors today are The New Young

9 Communication Don t use stereotype images Stop using the aging couple hand in hand down the beach Don t use terms like geriatric, the aged, oldies, grannies Don t be confrontational Don t lecture or patronise Don t be pushy Retirement should be implied not stated Good mix of active talent Not cluttered Use hot buttons Map Coupon price

10 Ageless marketing To target 50+ prospects Aged based marketing is increasingly counterproductive as: Age does not define values, attitudes and behaviors Ageless marketing reaches a wider audience because it is not exclusionary. Ageless marketing uses universal core values Love Friendship Loyalty Altruism Dreams personal growth Fitness Travel and freedom

11 Marketing do s and don ts To target 50+ prospects Creative do s in your marketing communications Use age appropriate models 10-15years younger than target Use testimonials Use visual icons Be positive Emphasise benefits and don t just state the features Clear, clean and simple INCLUDE single females

12 Key creative words for seniors to use in your advertising You can do it You decide Let us help you Puts you in control Your friends and neighbours agree In your own home See for yourself Enjoy! The choice is yours Discover how easy it is Send for more information Make new friends Meet others Learn Think What matters most

13 Do you want to know more? You have just read the most important parts. For a more advanced overview, read on.

14 Communication Fundamentally the Promise of freedom and independence drives many decisions Physical and lifestyle independence. To do what I want when I want Lack of dependence on others I don t want to be a burden on my children They are now free from from Kids Mortgage Tedious work They now feel like they are in more control of their lives and free to finally do things for themselves

15 Communication At this point in life for seniors, there is a need to connect with mortality Spirituality will increase: Religion New age Contemplation Reflection Psychological services Self help books, tapes and internet Travel to adventurous and spiritual places Cultural immersion

16 Communication Promise of freedom drives many decisions Physical and lifestyle independence. To do what I want when I want Lack of dependence on others I don t want to be a burden on my children Freedom from Kids Mortgage Tedious work Put them in control

17 Communication There is a need to connect with mortality Spirituality will increase: Religion New age Contemplation Reflection Psychological services Self help books, tapes and internet Travel to adventurous and spiritual places Cultural immersion

18 Communication Promotional approaches should Respond to their sense of control Educate before selling Focus on value rather than sell than price It is more than a discount Value is quality for money well spent Price must stay within range of competition BUT value is more persuasive

19 Communication Advertising messages should be informative but get to the point Focus on the positive aspects of products and aging Price products a la carte (pick n mix) and allow for them to create packages

20 Communication Message guidelines for those over 50: Relationship facilitation Enrichment Fun Pride and joy Helpful Make grandparents look heroes Sense of freedom and adventure

21 Communication Target attitudes NOT age groups They are willing to try new products/brands Looking for more, better and different They now understand that diet is crucial for health and have wide food interest Concerned with their image Want and can pay for premium products Like to socialise outside of home Love new technology Adventurous travellers Obsessed with love and sex

22 Communication Don t use stereotype images Don t use terms like geriatric, the aged, oldies, grannies Don t be confrontational Don t lecture or patronise Don t be pushy Retirement should be implied not stated Good mix of active talent Not cluttered Use hot buttons Map Coupon price

23 Ageless marketing To target 50+ prospects Aged based marketing is increasingly counterproductive as: Age does not define values, attitudes and behaviors Ageless marketing reaches a wider audience because it is not exclusionary. Ageless marketing uses universal core values Love Friendship Loyalty Alturisim Dreams personal growth Fitness Travel and freedom

24 Ageless marketing To target 50+ prospects Creative do s in your marketing communications Use age appropriate models 10-15years younger than target Use testimonials Use visual icons Be positive Emphasise benefits and don t just state the features Clear, clean and simple INCLUDE single females

25 Key creative words for seniors to use in your advertising You can do it You decide Let us help you Puts you in control Your friends and neighbours agree In your own home See for yourself Enjoy! The choice is yours Discover how easy it is Send for more information Make new friends Meet others Learn Think What matters most

26 Customer profiles: We have identified several key aspects of the 50+ market: They don t think of themselves as over the hill. They see themselves as youthful, vibrant and excited about future They hate to be stereotyped. This means they appreciate value-based ageless marketing This also means, stop the hand holding grey couple walking down the beach in your promotions

27 Customer profiles: They are rediscovering life and dreams, taking up opportunities missed early on. This includes aspects such as: Travel Education Fitness Spending time with family and friends Discovering one s worth and self

28 Customer profiles: See themselves as youthful, vibrant and excited about their future Living longer and intend to work and play longer They have at least 20 years of active life after retirement Outlook to life is more important than age in determining consumer behaviour Retirement is a life change event focus is on free time Content with their life and tend to be reflective

29 Customer profiles: They live an extremely full life Do not know how they found the time to work! They are constantly busy and cant bear to be idle Those who are newly retired are excited about the future prospects and have many plans They use the opportunity to rediscover life and seize opportunities not realised in earlier years. Means pursuing life long interests, education or exploring more hobbies Well read, newly educated and part of networks like them community or on-line

30 Customer profiles: This market is not homogenous That is, you cannot assume they lead similar lives. Many: May be at work facing retirement Empty nests May still have children living at home Some have young children They could be Grandparents They possible have aging parents to take care of Some are newlyweds

31 Customer profiles: There are 5 stages of retirement: Stage 1 lasts for about 6 months Wild enthusiasm Stage 2 lasts for about 2 years I m having to learn fast money, health, relationships and life goals Stage 3 lasts for about 10 years Newfound realities we love our life..we re involved with all types of new things Stage 4 lasts for 10 years Winding down his condition is a real struggle these days Stage 5 Getting on with it he s gone, not forgotten and my life is full

32 Attitudes to Travel

33 Traveller profiles: They are more likely to travel for pleasure rather than to visit family and friends They have different travelling habits to those of younger people Travel changes with age, it does not stop If need be, they adapt their travel habits to fit their lifestyle Spend more time planning their holidays and are large consumers of information

34 Traveller profiles: More likely to travel in off peak seasons. Planning is part of the process. They spend hours on the Internet researching and reading articles they have the time

35 Traveller profiles: The reasons seniors travel are just as diverse as the market itself: Travel can be for nostalgia, social interaction, learning, escaping, mental or physical stimulation New friends and memories are important rewards of travel Travel can replace working life as a means of social interaction and mental stimulation maintaining health and well being Travel offers adventure the chance to see new places and try new things Word of mouth recommendations have a major impact on purchasing decisions made

36 Attitudes to money They have higher levels of discretionary income and choose to spend a greater percentage of it on travel Financially seniors must plan ahead and always seek value for money. Value for money is about the quality of experience for the cost, NOT how cheap the holiday is However, discounts and packaging can influence

37 Attitudes to Travel They are more likely to travel for pleasure rather than to visit family and friends They have different travelling habits to those of younger people Travel changes with age, it does not stop If need be, they adapt their travel habits to fit their lifestyle Spend more time planning their holidays and are large consumers of information More likely to travel in off peak seasons

38 Attitudes to Travel They are excited and have plenty of time to research travel Talk of exotic destinations Cuba, Vietnam etc as they feel an increasing internal need to explore different cultures and learn about themselves at the same time. They are a loyal market and tend to return to operators who provide good service They value word of mouth

39 Single Travellers They are more likely than previous generations to live on their own in midlife Many single and widowed feel that lack of travel companion reduces their enjoyment of travelling While lack of company is sometimes a barriers, travel is also seen as a way to meet new people and enjoy social contact Many desperately want to travel solo but just don t have the confidence. Make it easy for them.

40 Single Travellers While single supplements are a bone of contention, they are not necessarily dissuaded to travel by the single supplement They tend to be more concerned about: Eating on their own Having no one to share an experience with Meeting people and making friends Feeling self conscious about travelling solo