Mr. Dick Stroud - Managing Director, 20plus30, UK
Dick is the Managing Director of the marketing consultancy, 20plus30, which specializes in advising companies on how to capture the buying power of 50-plus consumers. Before 20plus30 Dick worked in digital marketing, at the start of the dot com era. His first book Internet Strategies published by Palgrave Macmillan charted how the internet would change the fabric of business. The 50-Plus Market is Dick’s latest book. Dick is a training course director at the Chartered Institute of Marketing and a visiting lecturer at the London Business School. He has also taught at the American University in London and Southampton Business School.
Ms. Gill Walker - CEO, Evergreen Advertising & Marketing Communications, Australia
Gill Walker is CEO of Evergreen Advertising & Marketing Communications, the first advertising agency in Australia and New Zealand dedicated to building campaigns that motivate and resonate with boomers and seniors. In 2003 Gill completed a Masters thesis on ageism in Australian advertising. Gill is a regular guest lecturer for the Masters of Advertising program at RMIT. Before founding Evergreen in 2003 Gill was Managing Director for Sudler & Hennessey Australia, part of the WPP Group of companies and also worked internationally with McCann Erickson. Evergreen has many blue chip clients including State Trustees, Prime Trust, Sentinel, Sancella, Kimberley Clark,The Talk Radio Network and government projects for Office of Seniors and Transport Victoria.
Mr. Chuck Nyren - Consultant, USA
Chuck Nyren is an award-winning advertising video producer, creative strategist, copywriter, consultant and international speaker focusing on the baby boomer market. His book Advertising to Baby Boomers has been selected as a classroom resource by the Advertising Educational Foundation.
Mr. Arjan in’t Veld - Partner and Creative Director, Inthefield Marketing & Communications, The Netherlands
Arjan in’t Veld is Partner and Creative Director of Inthefield Marketing & Communication and (creative) Marketing Professor at both Avans and HAN Universities in the Netherlands. Inthefield helps companies successfully target older consumers. Arjan holds an MA in business communication and a BA in marketing management.
How to cite this talk:
Stroud, D., Walker, G., Nyren, C. and in’t Veld, A. (2009), "How the older market is evolving internationally", in Stroud, D. (ed.), Latest Thinking in Marketing to the Older Consumer: Marketing techniques to target the fastest growing population demographic, The Marketing & Management Collection, Henry Stewart Talks Ltd, London (online at http://hstalks.com/go)
Direct talk access link:
http://hstalks.com/lib.php?t=HST83.2173_1_3&c=250
TOPICS COVERED IN HOW THE OLDER MARKET IS EVOLVING INTERNATIONALLY
The status of UK 50 plus marketing | The Australian perspective | Advertising and marketing to baby boomers in the USA | Marketing and advertising to the older consumer in the Netherlands
1. Introduction
2. Dick Stroud, UK - Introduction
3. Agenda
4. More pensioners than under 16s
5. Population size projections for 18-34 and 50+
6. Wealth distribution by age group
7. Fragmentation - wealth distribution by area
8. Now until 2015 - Middle and Southern Europe
9. Facts - conclusions
10. Campaigns
11. Silo vs. age neutral campaigns
12. Creative style - craft vs. result campaigns
13. RIAS Silo-result campaign
14. RIAS look-alikes
15. Vodaphone Silo-craft campaign
16. M&S age neutral - craft campaigns
17. Wiggly Wigglers age neutral - craft campaigns
18. i-to-i age neutral - result campaigns
19. Campaigns - conclusions
20. The future
21. Importance of age in recessionary times
22. The future - conclusions
23. Thanks for listening
24. Gill Walker, Australia - Introduction
25. The facts
26. 2008: 50+ represent over 30% of Aus. population
27. 50+ make up over 40% of Aus. adult population
28. People aged 55-64 are the wealthiest
29. 48% of wealth is held by people aged over 55
30. Discretionary income peaks at 55-64
31. Growth in discretionary spending peaks at 55-64
32. How are Australian companies reacting
33. Empathy lowest for leading edge boomers
34. Leaders and laggers in 2004 in approach to 50+
35. Leaders and laggers in 2008 in approach to 50+
36. Successful campaigns
37. Sentinel lifetime loan 'Not for sale'
38. Brentwood Village 'botanical oasis'
39. Talk radio network 'why aren't you'
40. The future
41. Future changes and opportunities
42. Chuck Nyren, US - Introduction
43. Outline
44. Handfuls of baby boomer statistics
45. Statistics / surveys
46. The 1950s-1960s
47. The advertising century: top 100 people
48. The most creative period
49. David Ogilvy
50. Shirley Polykoff
51. Rosser Reeves
52. Potential for greater competitive advantage
53. The business case for diversity
54. Rance Crain in "Advertising Age"
55. Carol Orsborn
56. Today's campaigns targeting baby boomers
57. Advertisers and marketers' view of baby boomers
58. Media's view of baby boomers
59. Media's view of baby boomers: example
60. Ads send wrong message, says survey
61. Nostalgia
62. Blog posts
63. Quote from Media Post
64. Good example: Aleve
65. What's happening on the web
66. 91% of baby boomers are internet-savvy
67. Print ads and magazines
68. Is print dead? not on your (second) life
69. Growing demand for older models
70. The grandmother-grandchild scenario
71. Grand-scale grandparents
72. Example: Fisher-Price
73. Information vs. emotion
74. Example: 8th continent soymilk
75. 8th continent website
76. Example: Dove (1)
77. Example: Dove (2)
78. Example: Dove (3)
79. Why Dove campaign worked - the creatives
80. Example: Crest Pro-Health
81. Information vs. emotion: conclusion
82. Thanks
83. Arjan in't Veld, The Netherlands - Introduction
84. The Netherlands
85. About me
86. Current field
87. We are not alone in this field
88. What's wrong in our field?
89. Advertising is the song nobody wants to hear
90. Examples of bad advertising (1)
91. Examples of bad advertising (2)
92. Visualize your client/customer
93. The real people we work for
94. Advertising rules
95. Challenges and opportunities
96. Spread the word
97. For more information
98. END
