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Printable Handouts
Navigable Slide Index
- Introduction
- Dick Stroud, UK - Introduction
- Agenda
- More pensioners than under 16s
- Population size projections for 18-34 and 50+
- Wealth distribution by age group
- Fragmentation - wealth distribution by area
- Now until 2015 - Middle and Southern Europe
- Facts - conclusions
- Campaigns
- Silo vs. age neutral campaigns
- Creative style - craft vs. result campaigns
- RIAS Silo-result campaign
- RIAS look-alikes
- Vodaphone Silo-craft campaign
- M&S age neutral - craft campaigns
- Wiggly Wigglers age neutral - craft campaigns
- i-to-i age neutral - result campaigns
- Campaigns - conclusions
- The future
- Importance of age in recessionary times
- The future - conclusions
- Thanks for listening
- Gill Walker, Australia - Introduction
- The facts
- 2008: 50+ represent over 30% of Aus. population
- 50+ make up over 40% of Aus. adult population
- People aged 55-64 are the wealthiest
- 48% of wealth is held by people aged over 55
- Discretionary income peaks at 55-64
- Growth in discretionary spending peaks at 55-64
- How are Australian companies reacting
- Empathy lowest for leading edge boomers
- Leaders and laggers in 2004 in approach to 50+
- Leaders and laggers in 2008 in approach to 50+
- Successful campaigns
- Sentinel lifetime loan 'Not for sale'
- Brentwood Village 'botanical oasis'
- Talk radio network 'why aren't you'
- The future
- Future changes and opportunities
- Chuck Nyren, US - Introduction
- Outline
- Handfuls of baby boomer statistics
- Statistics / surveys
- The 1950s-1960s
- The advertising century: top 100 people
- The most creative period
- David Ogilvy
- Shirley Polykoff
- Rosser Reeves
- Potential for greater competitive advantage
- The business case for diversity
- Rance Crain in "Advertising Age"
- Carol Orsborn
- Today's campaigns targeting baby boomers
- Advertisers and marketers' view of baby boomers
- Media's view of baby boomers
- Media's view of baby boomers: example
- Ads send wrong message, says survey
- Nostalgia
- Blog posts
- Quote from Media Post
- Good example: Aleve
- What's happening on the web
- 91% of baby boomers are internet-savvy
- Print ads and magazines
- Is print dead? not on your (second) life
- Growing demand for older models
- The grandmother-grandchild scenario
- Grand-scale grandparents
- Example: Fisher-Price
- Information vs. emotion
- Example: 8th continent soymilk
- 8th continent website
- Example: Dove (1)
- Example: Dove (2)
- Example: Dove (3)
- Why Dove campaign worked - the creatives
- Example: Crest Pro-Health
- Information vs. emotion: conclusion
- Thanks
- Arjan in't Veld, The Netherlands - Introduction
- The Netherlands
- About me
- Current field
- We are not alone in this field
- What's wrong in our field?
- Advertising is the song nobody wants to hear
- Examples of bad advertising (1)
- Examples of bad advertising (2)
- Visualize your client/customer
- The real people we work for
- Advertising rules
- Challenges and opportunities
- Spread the word
- For more information
Topics Covered
- 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
Talk Citation
Stroud, D., Walker, G., Nyren, C. and in’t Veld, A. (2009, March 31). How the older market is evolving internationally [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved December 13, 2024, from https://doi.org/10.69645/ZAUX4229.Export Citation (RIS)
Publication History
How the older market is evolving internationally
Published on March 31, 2009
70 min