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• W264152117 abstract "We've all seen it at one point or another in our daily doses of media consumption. You know what it feels viscerally, too-the raised hackles of being slightly offended, die raised eyebrow of disbelief that a company could be so off the mark or, even worse, so insensitive to the sensibilities of the older, or mature, consumer. The product might be a little off target, or the marketing approach or ad message just a little askew in relationship to the desired maturemarket segment-the too young or too old model, the insulting image, the stereotyped senior, the hip-but-addled boomer. There are a lot of good marketing messages out there, but there are many more that somehow don't work. Very often, the result is an obvious disconnect between marketing intent and advertising delivery. There's an old saw in marketing and advertising that goes, know that half my advertising works, and half doesn't work. I just don't know which half is which. So the challenges of reaching a mature customer are perhaps the same as the challenges of reaching any consumer, regardless of age, life stage, or other relevant demographic. Yet it's often difficult to find as much off the mark in general marketing and advertising as there seems to be in the marketing and advertising targeted to consumers age 5O-plus. Why the difficulty? What's going on in the market, or the marketer, to produce what too often turns runof-the-mill bland into furyinducing bad? George Moschis (1992), an early pioneer and academic researcher on older consumers, was one of the first to provide research and data on what has come to be called the mature market. He correctly and succinctly provided useful advice about the emerging mature market when he stated that it is a moving target. To put it simply, the mature market of today will be different from the mature market of tomorrow; but this does not necessarily mean that by studying the baby boomers we can predict with confidence what mature consumers of tomorrow are likely to do or be like (Moschis, 1992). There are a few ways in which this observation is ignored in the application of otherwise sound marketing principles. Two of the most common wrong-headed ideas are what I've dubbed the fatal 5 and its corollary, rearview-mirror marketing. The ads and campaigns used for illustrative purposes below are not really the critical issue. They simply demonstrate the existence of a much deeper challenge in the minds of the marketers, corporate executives, and even the mature consumer and general public. 'THE FATAL 5 PERCENT' Let's be honest: Marketing and media placement aren't rocket science. The tasks are more applying creative spins on very basic principles such as Know your customer, Give the customers what they need and want, and Put your message where the customer will see it. Pretty simple stuff when it comes right down to it, although maddeningly difficult to execute successfully even under the best of circumstances. Companies and their ad agencies can spend millions of dollars on consumer research, focus groups, creative concepts, and placement for one campaign targeting mature consumers, and yet see the campaign and the product fall far short of potential. The premise of the fatal 5 is that any reasonably astute company, ad agency, or marketer can use common sense and some of the insightful resources available to understand the mature market enough to do a reasonably successful job. That's the 95 percent of marketing insightfulness that they The fatal 5 is the part that they don't get. Unfortunately, there is great potential that the result of their missing some seemingly small or minor aspect of mature-market sensibility is the effective negation of all or most of what they set out to accomplish with mature consumers. Here's an example: Some years ago, a large international financial services company created a series of so-second TV ads to attract more boomer women to their credit card services. …" @default.
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• W264152117 date "2004-12-01" @default.
• W264152117 modified "2023-09-24" @default.
• W264152117 title "Media Connections, Marketing, and Managing Obstacles in Reaching the Older Consumer" @default.
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