Marketing Skills: Marketing to the 50+ Market

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Course Overview

The UK's population is aging. Today, 40% of all adults are 50-plus. At the end of the decade, one in two adults will have celebrated their 50th birthday. The over 50s are an economically powerful group of consumers. They own 80% of all financial assets and control half of consumers' discretionary spending. This workshop provides the knowledge, tools and experience to enable marketers to engage with this most important group of consumers.

The press is full of stories about population ageing and the 'boomer' generation. This course distinguishes the facts from the fiction and explains in practical terms how marketers can exploit the ongoing changes to the demographics of the UK.

Audience

Marketers and other managers who need to understand the implications of the ageing population on all aspects of marketing from NPD to marketing communications. The workshop is especially valuable for marketers responsible for creating and implementing campaigns targeting older people. Note: this course assumes a good understanding of marketing principles but no specific technical knowledge.

Skills Gained

Benefits for your organisation:

This event enables organisations to understand and respond to the shift in marketing importance from the young to older consumers. Organisations will be equipped with the latest techniques to segment the over-50s market as well as the knowledge to select the most appropriate channel mix and a framework for NPD. The course enables organisations to make the transition from age-specific to age-neutral marketing.

Benefits for you as an individual:

This highly effective one day event will give you the techniques, knowledge and confidence to market to the UK's most important consumers - the over-50s.

You will learn how to:

• Quantify the business value of the 50 plus market
• Segment the market
• Predict the purchasing behaviour of 50 plus consumers
• Understand the real and imaginary differences between old and young consumers
• Apply the rules of age-neutral marketing within your organisation
• Transform your organisation's customer touch points to become "50 plus friendly"
• Produce creative materials that resonate with this market
• Apply lessons from companies that have succeeded or failed with 50 plus marketing campaigns
• Audit your own organisation's readiness to exploit the challenges created by population ageing
• Access and use the best sources of information about 50 plus marketing

Course Outline

• The demographics of the ageing population
• Segmentation techniques
• The affect of ageing on consumer behaviour
• How to make customer touch points "50 plus friendly"
• Selecting the most appropriate content, language and imagery
• Case studies of good and bad campaigns
• Auditing your organisation's capabilities to respond to the ageing population
• Keeping informed about the latest 50 plus marketing techniques

Pre and post learning support:

Delegates can receive personalised feedback by sending a list of the specific issues they want addressed during the course, samples of their marketing materials and web address(es).

To take away from the course:

Course handouts and access to the Course Director's websites containing presentations and articles.

Marketing Skills: Marketing to the 50+ Market / 1306