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 julian@greyafro.com

#50notout

Until next time

Julian

I am not the first person to become passionate about this group and certainly won’t be the last!

People are not all the same

I hear more than I’ll ever need to about whatever really constitutes Millenials without really being any the wiser on who they really are. The only thing that strikes me is that the age band is inheriting a mess from those who have gone before and perhaps a bit more time sorting that out would be the best possible use of time.

What I don’t hear enough about is the over 50s and what I do hear contains words I really don’t see anyone relate to – Silver Surfer, Boomers & Old.  The more established concepts pre-retired/retired & empty nesters and the elderly also don’t really cut it but are a little more helpful.

Reinvention

I’m most passionate about the 50-70 age group and everything within in it. The need to reinvent yourself close to 50 has never been clearer and the unifying aspect is that this cohort don’t see themselves as old and in pretty much every example I can think of are consuming life in the fast lane (check the stats on Boozing Boomers if you want some clarity).

My expertise is greatest in this area and I’m focused on this group and believe the travel, leisure and finance sectors could benefit most. My personal experience has been of them broadly hating you (FS) loving you (Travel) and somewhere in between (Leisure). Population growth shows this is where the growth is/will be in the next 10 years in particular.

How to Reach them…

The role of the full mix of marketing is ever stronger for all of these categories – paper still works remarkably well but contrary to some increasingly discredited wisdom they aren’t all technophobes and in many ways the novelty of digital having grown up without it is still just about unique and in my experience they are the group most likely to persist with Facebook as it wrestles with privacy.

If any of the above sparks anything then I’d love to talk and as always very keen to hear your thoughts.

Until next time

#50notout

Julian

Many thanks for the many messages of congrats and best wishes on my venture and particularly for those kindly souls who “get” my name. I’m one of many of us who ticks the other boxes when trying to describe my ethnicity when required as part of my family comes from the Caribbean.

So as they say if you know you know – if anyone has a business where they need to target 50-70 year old “others” do let me know I’m a great sample for you!

Some real blogs coming soon but do please continue to get in touch fascinating talking to people and getting different perspectives.

Greyafro.com

#50Notout

An odd title from a slightly eccentric man you may think. Hopefully if you read on it will make a bit more sense.

I’m a now entering the experienced Marketing professional stage as I head towards 50. That can only mean one thing… time to start my own business!

A bit about me (or More about this greyafro)

I have been lucky enough to work in Marketing for over 25 years and have seen some amazing changes in that time. The Institute of Direct Marketing Diploma course I completed nearly 20 years ago was full of brave new world thinking, 1to1 communications and a world where personalisation would revolutionise the way things are done – much of that has come to pass thanks to advances in technology, the acceptance of CRM and Mr Google.

The role of analytics has continued to grow and the evolution in most other areas of Marketing is equally startling. It is almost accepted that Artificial Intelligence is going to revolutionise everything. The only question being when is this going to happen?

The idea

I have successfully worked on a variety of product areas spanning Food, Finance and Travel and enjoyed them all in different ways.  There has, however, been one common theme that has baffled me across this period –  the way many businesses seem to ignore/badly misjudge “older” age groups.

Untapped potential

I’m keen to do something about this and inspired to work with businesses who feel the same – if 40 is the new 30 then I have a bit more gas in the tank and I think my target audience does as well.  I believe I’m very well placed to provide marketing expertise on this subject and being a collaborative type of person thought I’d throw it open and see what kind of help and possibly referrals I can achieve, hence this blog to get the ball rolling.

How I can help

So I’m starting to work up my ideas and developing some basic packages to help small/medium sized businesses with their 50+ marketing. You all probably know someone in this category or are part of such a venture – the type of paradox where you know you are missing something but cannot quite put your finger on it.

End of the beginning

I will continue the drum beat of blog posts as I evolve the business. In the meantime, I’d be grateful for any feedback & thoughts on the above….