Archives for category: marketing

Unless you are the boss the odds seem massively against you having a very long career in marketing.

This always struck me as odd – at the stage of your career/life where you can most help you are likely to be tossed aside if you haven’t been already. You have seen things and likely been through ups and downs and in all probability are well placed to call foul on anything that doesn’t make sense.

I don’t want to rant against younger folks getting on – I can just about remember those days. The challenge in your 20s is quite different though and likely always will be. Surely some of these young guns could benefit from the odd old head around to help with the more subtle parts of development? Not to say adding a bit of practical insight to any consumer over the age of 40.

At the heart of this is some fundamentally messed up thinking. My belief is that if you dropped a marketing team from 40 years ago into role today they would likely do a much better job than might be imagined the tools have changed but the basic challenge hasn’t altered much at all. Ultimately the effort needs to support a clear goal and somewhere pretty nearby is the need to make money and generate a great return.

All of this need to maintain a mix of experience levels in the marketing workplace further pushed me to start my journey. Many businesses probably have these thoughts but they don’t act on it. A starting point might be some interim or freelance help or bringing back someone to the workplace after a gap?

As always would welcome your thoughts and views. And if you need help with reaching the mature audience please do get in touch it will be worth your while!

Until next time

Julian

50 really isn’t old. I keep telling myself that over and over as I get closer and take comfort in the ever lounder noise about this market and the need to take it seriously.  But what is old in reality? 

All the research I have done and been party to tells me you have a notional split between the young old (sort of 50-70) and the old old (70+). Of course never really that simple but a starting point that is easy enough to grasp.

I will look at the young old for now and I’ll resist the temptation to give them a tag for as long as possible (but that is surely a massive opportunity). Based on the data I have seen this age group is c20million adults in the UK and forecast to grow substantially in the next 30 years as living longer starts to fully kick in.

Lets zone in a bit further on what defines this group:

  • Go on the most holidays annually  
  • Over 9million are still working 
  • Have the most savings c70% of all in the UK (£6.2 trillion according to Saga last year) 
  • More than 75% believe the skills and talents of older people are underused 
  • Tablets are the must use device and close to 90% of over 50s have the internet at home 
  • In 2015 over 50s spent £39bn on travel 
  • 40% book holidays online direct with the travel company 

Bit of number wang but gets the point across hopefully. Within this group are genuine consumers with money to spend and key needs to fulfil.

So What? 
However you split this group up there is a gap they aren’t acknowledged and talked to and the fact that age really isn’t the differentiator attitude/health/wealth being better down differentiators.

If you’d like to target this valuable group and make more more money for your business please get in touch and do follow me on LinkedIn and Twitter. I’d also ask you to share this blog and my mission with anyone you know who might benefit, be looking for  expert help.

#50notout

Julian

Stats c/o of silvertraveladvisor, my friends at December 19th and various searches on google

We all have one – in fact they become ever more powerful the older we get. I still see the 25 year old version of me not the current version when I look in mine.

I think (and try to act too often) like I’m 30 and every research group I have ever been in with close to/retired folk has them picturing themselves as -20 years and not wanting to hang out with “old” people.  This actually becomes more acute with affluence in my experience.

So given this undoubted truth why do we continue to see so many wrinkly hands and people looking sorry for themselves in promotional activity for over 50s? I’d say because those developing and commissioning the marketing are closer to half that of the real consumers. CMO average age has only recently crept into the 50s and everyone else in marketing seem to move into other areas as they head into their 40s.

Given it is planning time for many businesses I’d urge you to think about this opportunity for 2018.  Those that wake up and start to address this market will be winning big – even more so if there is any form of downturn as final salary recipients are the closest you can have to be recession proof.

If you’d like help in scoping your opportunity/planning/executing activity please get in touch greyafro@icloud.com

#50notout

Until next time

Julian