Marketing Skills: Marketing to the 50+ Market

Course Overview

The UK's population is aging. The over 60s now account for 20% of the population. Approximately 40% of all adults are 50 plus.

The over 50s are an economically powerful group of consumers. They own 75% of all financial assets and control half of consumers' discretionary spending.

This workshop provides the knowledge, tools and experience to enable companies to engage with this important group of consumers.

Audience

Marketers and other managers who want to understand the implications of the aging population for the marketing process.

The workshop will be especially valuable for marketers with responsibility for defining and managing the changes their organisation takes advantage of and the increasing economic importance of aging consumers.

The workshop assumes a good understanding of marketing principles but no specific technical knowledge.

Skills Gained

You will be able to ensure that your organisation understands:

• The size, structure and opportunities of the 50 plus market
• Ways of segmenting the 50 plus market
• Strategic options to exploit the population's changing demographic and economic profile
• Ways to make your communication channels '50 plus friendly'
• Research techniques you can use to understand the requirements and responses of the 50 plus consumer

Course Outline

• Quantify the business value of the 50 plus market
• Segment the 50 plus age group
• Evaluate the different marketing theories for predicting the purchasing behaviour of 50 plus consumers
• Understand the real and imaginary differences between consumers of different ages
• Expand your organisation's marketing plans to incorporate the business opportunities generated by the changing demographics
• Apply the rules of 'age neutral' marketing within your own organisation
• Make all of the customer touch points within your organisation '50 plus friendly'
• Understand what is necessary to make your company's promotional creative materials suitable for this market
• Learn from the successes and failures of how other companies have marketed to this market
• Audit your own organisation's readiness to exploit the challenges created by population aging
• Access and use the best sources of information to keep informed about 50 plus marketing developments

Marketing Skills: Marketing to the 50+ Market / 1306