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1. Introduction
2. The purpose of this seminar
3. What we will cover
4. But first
5. Why segment in the first place?
6. Why is the mature audience important?
7. Why is the mature market different?
8. Age affects the way we think and behave
9. An example
10. Generational traits
11. Options of segmentation
12. Demographic segmentation (1)
13. Demographic segmentation (2)
14. When demographic segmentation is appropriate
15. Drawbacks of demographic segmentation
16. Socio-demographic segmentation (1)
17. Socio-demographic segmentation (2)
18. When socio-demographic segmentation is suitable
19. Drawbacks of socio-demographic segmentation (1)
20. Drawbacks of socio-demographic segmentation (2)
21. Geo-demographic segmentation (1)
22. Geo-demographic segmentation (2)
23. Cameo as an example
24. When geo-demographic segmentation is suitable
25. Drawbacks of geo-demographic segmentation (1)
26. Drawbacks of geo-demographic segmentation (2)
27. Attitudinal and lifestyle segmentation
28. Attitudinal segmentation
29. How attitudinal segments are built
30. UFO as an example
31. The UFO clusters
32. Where does attitudinal segmentation work
33. Drawbacks of attitudinal segmentation
34. Behavioural or transactional segmentation (1)
35. Behavioural or transactional segmentation (2)
36. Behavioural or transactional segmentation (3)
37. Where does this segmentation work well (1)
38. Where does this segmentation work well (2)
39. Drawbacks of this segmentation
40. Summary
41. So where does this leave us
42. Thank you

Topics Covered

• Why is the mature audience important?
• Why is the mature market different?
• Demographic segmentation
• Socio-demographic segmentation
• Geo-demographic segmentation
• Attitudinal or lifestyle segmentation
• Behavioral or transactional segmentation

Links

Series:

• Marketing to the Older Consumer

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on March 31, 2009