Archives for posts with tag: contractor

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

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….