Segmenting and marketing to the 50+ consumer

Venue

100 Victoria Street,
London
SW1E 5JL

Date

17 February 2009

Speakers

Microsoft, engage, 20plus30, YouGov, Arthur London, Millennium

Overview

A half-day seminar. Sarah Foxall from Microsoft welcomed attendees whilst Louise Parkes introduced the speakers and gave a roundup of engage. The presentations were given by 20plus30, YouGov, Arthur London and Millennium. This was followed by a round-table discussion chaired by Dick Stroud.

Speakers/Agenda

Sarah Foxall from Microsoft

• Welcome

Louise Parkes from Help the Aged

• Event overview and engage roundup

Dick Stroud from Anchor Trust and 20plus30

• The options on segmenting the older market - how do companies decide what is best for them?
• Segmentation and selecting the channels and media.
• Is media profiling sophisticated and responsive enough?
• How do you go about using messages and the creative process to different segments of the older market?
• How does (and should) the recession impact marketers' attitude to the older market?

Marek Vaygelt from YouGov

• General segmentation methods in brief.
• Older people's approach to the current economic environment in comparison with that of younger people.

Nick Whillis from Arthur London

• The dangers of brands treating the 50+ market as homogeneous.
• How brands can act as substitutes for diminishing societal values.
• The importance, in the 50+ market, of brand being delivered well in the product or service experience.

Sarah Robson from Millenium

• Perceptions of current advertising aimed at the mature market - recent feedback
• Channel usage and preferences by segments
• Messaging tone and content by segments
• Age appropriate imagery

This was a round-table discussion, spaces were restricted so members were limited to one attendee per company.