seniormarketing

How to target the senior market

2006-05-23T04:45:00.000-07:00

- The offer: The offer must be always linked with the senior’s expectations.

- Advices: Even if seniors are attracted by new technologies, this mode of consumption and this leisure is a new way to enjoy their life after their job-life. In fact, they are not really self-confident with internet or mobile phone which can appear like not useful or not reliable. On of the most goals that a firm should follow is to keep in mind that seniors have to receive as soon as possible some information by e-mailing for instance (newsletters). What is more, secured paid have to be put forward to restore confidence with seniors and increase the on-line purchase. In fact, any of seniors should regard new technologies as a threat.

- Photos: When portraying seniors in photos, firms have to be aware that today’s seniors are very different. They should avoid stereotypes such as rocking chairs and golf courses. As we already said, seniors don’t look like seniors of the last century. It is necessary to Show seniors 10-15 years younger than the target audience to be in the same way than the psychological age. It is better to show mixed groups of friends, not necessarily just couples.

- Colours: four-color is preferable to two-color or three-color. Older eyes have trouble distinguishing between blues and greens. Strong colors can be too intense for the older eye. A select softer color instead is essential.

- Contents: Advertising should focus on the emotional impact, and then follow through with thorough information. The imagery and layout of the print ad is very important to get the attention of the senior consumer. The feeling behind the ad is essential. By reading a web page seniors have to feel at the moment they read that the brand could respond to their expectations.

How to fit the market: the concrete example of SFR

2006-05-22T08:05:00.000-07:00

SFR launched “Simply”

On the 1st of March, SFR brought out a phone only made for phoning. In fact, they created a phone very simple to use, avoiding the superfluous options like photos, movies, mp3 player, etc. This phone is composed of the normal numerical touches plus three specifics touches that open the home page, the repertory and the messages.
These phones, made by Sagem, will permit SFR to affect a specific part of population who did not want cell phones because of their difficulty of using: the seniors. Nowadays, 10 millions of person still not have a cell phone and these persons are old people in their majority.
France is not the first European country affected by this type of product because Vodafone has already launched this type of offer in fifteen European countries, with good results.

Our work

2006-05-22T07:42:00.000-07:00

Our complete presentation and document are now available, following the links at the right side of this text.
You can download them, but only during a few days.

Different ages for the consumer

2006-05-22T04:21:00.000-07:00

According to Dan Yankelovitch, you can divide the senior market into three dimensions:
- the biological age (the age defined by nature),
- the psychological age (the age we think we are),
- the social age (the age influenced by the society).

Furthermore, you can segment this market into four main categories:
- the masters (50-59 years old): they have their higher income and a strong will of comfort, they wish to prepare retirement.
- the released (60-74 years old): they have time and spend it analyzing, comparing, getting information and discussing. Lastly they spent a lot in new technologies.
- the peaceful ones (75-84 years old): the factor health becomes determining. A certain feeling of lassitude appears. They have less important incomes, mostly devoted for food and health.
- the elder ones (+ 85 years old): they are often characterised by loneliness and dependance, and have very low incomes.

To conclude, firms have to target first the Masters and the Released to get reliable and powerful consumers.

French demographic trends

2006-05-21T08:49:00.000-07:00

As you can see on the picture (Insee, 2006), french baby boomers are nearly retired. This trend can also be seen in almost all the European countries.
Population is getting older and older, products are getting more and more difficult in terms of technology... how to market this new target and show seniors how simple the use of those products can be, without making them feel old?

First step: searches

2006-05-21T08:14:00.000-07:00

We decided to begin our study by searching on the web pieces of information related to the senior marketing.
We easily found a website called "lemarchedesseniors.com" or "thematuremarket.com", created by Frédéric SERRIERE, who can be called a specialist of this question. His studies are nowadays the most complete you can find and it's very interesting reading his articles. The topics are varied, like demographic figures, marketing problems and strategies, new products...
We really recommand you to go to this website.
We won't speak about his conclusions or studies on this blog : it's so easy to use someone else's reflexions! We just want you to visit "thematuremarket.com" and tell us what you think about this situation.

Blog creation

2006-05-19T06:08:00.000-07:00

We are five students of the Pau Business School, and we have a special class studying the new frontiers of marketing.
As an aim of this class, we have to explain a complete case, using new technological tools, such as blogs.
As said in the title, our subject is the study of the senior marketing. How selling products to the Baby Boomers, without making them feel older?