Les erreurs marketing à ne pas commettre en senior marketing. Quelques exemples de ce qu’il ne faut surtout pas faire…

Comme on le sait, le Senior Marketing en est “à ses débuts” (pas pour nous qui travaillons dans ce secteur depuis près de vingt ans, mais pour la majeure partie des responsables marketing). Il souffre encore d’un nombre incalculable de préjugés et l’immense majorité des annonceurs comme des agences ne connaissent pratiquement rien de la cible. Conséquence : alors même que notre société bascule dans le « papy-boom », les – trop rares – campagnes à destination des Seniors sont généralement inadaptées, voire désastreuses. Pourtant, avec un peu de bon sens et même sans être expert, il est possible de produire une communication valable. Voici six pièges à éviter absolument pour réussir à « percer leur carapace » :

Confondre Senior Marketing et visualisation des Seniors
Lors d’une interview pour un magazine de la profession publicitaire, le patron d’une grande agence parisienne, interrogé sur le Senior Marketing, balaya le sujet d’un revers de la main en affirmant que « montrer des Seniors dans une publicité ne fonctionne que pour un petit nombre de produits ». Bel exemple de l’aveuglement général ! Qui a dit que le Senior Marketing correspondait au fait de « montrer des Seniors » ? Beaucoup d’annonceurs croient pourtant qu’il suffit de montrer quelques “vieux” bien portants et d’utiliser une typographie plus grande pour réussir à convaincre les 50-plus. Inutile de dire que la plupart du temps cette approche n’engendre que des déceptions.
Etre Senior, c’est d’abord être expérimenté. Un citoyen quelconque de 60 ans a … 60 ans de consommation derrière lui. Il peut très facilement décoder les plateformes créatives derrière les campagnes qui lui sont proposées. Comment peut-on imaginer dans ces conditions que la visualisation de ses pairs suffira à le séduire ? Sans une argumentation valable, capable de démontrer la vraie valeur ajoutée du produit, n’importe quelle exécution sera condamnée à échouer. Elle pourra même porter préjudice à la marque, dans la mesure où elle sera souvent vécue comme du pur opportunisme. Une phrase qui revient souvent dans nos enquêtes qualitatives est la suivante : «  Maintenant qu’ils ont fini de plumer les jeunes, c’est notre tour… ».
Par ailleurs, les Seniors ont tellement pris l’habitude de ne pas être concernés par la publicité que même lorsqu’ils voient des gens de leur âge dans des campagnes, si le message n’est pas d’emblée adapté, ils les considèrent comme destinées aux jeunes. On voit ainsi une très grande distorsion entre ce qu’ils considèrent comme sympathique, créativement réussi, et ce qui leur parle réellement. Ainsi, le ballet aquatique des Seniors d’Evian, quelle que soit sa qualité filmique, n’a rien à voir avec du Senior Marketing. Attention, ceci dit, de ne pas tomber dans l’excès inverse. L’utilisation de Seniors dans la publicité, si elle s’appuie sur une vraie stratégie, peut sérieusement contribuer au succès d’une campagne ciblée. En particulier à destination des plus âgés, qui pourront ainsi à la fois se reconnaître et instantanément comprendre instantanément que le message leur est destiné. A cet égard, le témoignage d’une personnalité appréciée par leur génération est particulièrement intéressant car il ajoute une vraie base de crédibilité. Précisons qu’il ne s’agit là en aucun cas d’une panacée, mais juste, une fois de plus, d’une piste possible.

Ignorer les conséquences du vieillissement
Les créatifs d’agence de publicité traditionnelles sont des “terroristes”, c’est bien connu. Surtout de la part des concepteurs-rédacteurs, qui s’acharnent à peaufiner des textes destinés à devenir illisibles, inaudibles, invisibles. S’il existe bien une règle du Senior Marketing que tout le monde comprend aisément, c’est pourtant celle-là. Le vieillissement nous atteint tous. Quelle que soit notre génération d’appartenance et quel que soit notre âge. Vision, audition, goût, toucher, mobilité… toutes les fonctions de notre corps atteignent leur apogée à la vingtaine pour régresser lentement, jusqu’à l’échéance finale. Sachant cela, pourquoi tant de publicitaires s’acharnent-ils à rendre leurs créations inaccessibles ? Surestimeraient-ils leur métier ? Ils devraient pourtant savoir que la publicité n’est jamais qu’une forme de pollution nécessaire, au mieux une distraction entre le JT et la météo.
Les Seniors n’aiment pas notre métier. On leur a promis trop de choses qui ne se sont jamais réalisées. Et comme aujourd’hui on s’intéresse rarement à eux, ils ferment leur esprit. Si aucun effort n’est fait pour aller dans leur direction, inutile d’espérer le moindre intérêt de leur part. Une campagne, même stratégiquement juste n’aura donc aucune chance de les toucher si elle ne commence pas avec le B-A-ba. Un exercice amusant : procurez-vous un magazine Senior et analysez-le. Vous serez surpris du nombre d’annonces aux typographies minuscules, aux coupons trop petits pour pouvoir être complétés, aux textes en rose sur fond bleu pastel… Faites le même exercice devant votre télévision. Dans la majorité des spots diffusés, la voix est couverte par la musique, le montage est trop rapide, le numéro de téléphone est impossible à noter, etc. Les annonceurs sont-ils vraiment obligés d’accepter de telles erreurs ?

Les utiliser comme sujet de moquerie
Les aînés, c’est bien connu, sont un excellent sujet de plaisanterie. Les présenter aigris, ridicules, dépassés par les événements ne date pas d’hier. Il s’agit probablement là d’un règlement de compte avec l’âge. La publicité en particulier, dans son obsession de jeunisme, se paye « une tranche de vieux » à chaque occasion. Bien sûr, dans la majorité des cas, elle n’utilise pas ce genre de procédé pour cibler les Seniors. Ce serait le comble ! Mais cela ne veut pas dire pour autant qu’ils soient aveugles ou insensibles. Tant de spots, d’affiches, d’annonces les ont présentés sous cet angle négatif qu’aujourd’hui la coupe est pleine. Non, vraiment, cela ne les fait plus rire. Les plus âgés se sentent carrément rejetés. Quant aux plus jeunes d’entre eux, ces quinquagénaires au sommet de leur vie, au mieux ils ne se sentent pas concernés, au pire ils ont l’impression qu’on s’en prend à leurs parents.

Mettre le doigt où ça fait mal
A la cinquantaine, les conséquences du vieillissement sont davantage perceptibles. Ménopause, presbytie, cholestérol, décès des parents, approche de la retraite… Inutile d’en rajouter. Et pourtant, voilà encore un jeu où les publicitaires excellent. Celui de la culpabilisation de l’âge. Avec ou sans moquerie, on montre des corps abîmés, des performances diminuées, des esprits ralentis… Parfois il s’agit simplement de faire prendre conscience d’un problème. Mais à quoi bon une approche négative ? Les Seniors ne sont pas des conducteurs dangereux auxquels il est nécessaire de rappeler que la route tue. Chaque jour ils combattent le vieillissement avec la plus grande énergie. Leur rappeler que ce combat-là est perdu d’avance n’est peut-être pas la meilleure façon de créer de la sympathie pour telle ou telle marque. D’autant que la vie, heureusement, est vécue de façon positive.

Se tromper de génération
Les erreurs qui consistent à enfermer les Seniors dans le groupe homogène dit des « vieux » sont relativement simples à identifier. Par exemple, on sait bien que même si le confort de lecture est important pour les gens de plus de 50 ans, les plus jeunes d’entre eux n’ont absolument pas besoin d’un confort de lecture allant jusqu’à une typographie de taille 18. Dans le même esprit, chacun comprend que montrer un grand-père montant les escaliers sans difficultés n’est absolument pas parlant pour quelqu’un de 55 ans.  Une erreur qui est par contre plus difficile à maîtriser, car elle fait appel à une connaissance dynamique de la population Senior, est la non application des principes du Marketing Générationnel. Elle peut être parfois subtile, mais sur le plan de l’adéquation du message, cela peut faire toute la différence. C’est, par exemple, croire qu’un HAPPY BOOMER sera sensible à un air d’Edith Piaf, alors qu’il est fan des Beatles. C’est aussi, en sens inverse, espérer fédérer toutes les classes d’âges autour des valeurs des baby-boomers. Les Libérés d’aujourd’hui ne faisaient pas partie des étudiants de Mai 68. Et, plus de 30 ans plus tard, ils n’ont toujours pas – et n’auront jamais – la moindre nostalgie pour l’époque Hippie. Bien sûr, l’émergence d’une nouvelle génération de Seniors va faire voler en éclats de nombreuses barrières. Mais pour autant, les conséquences de l’âge et des cycles de vie, de même que les différences culturelles vis-à-vis des plus jeunes ne disparaîtront pas. On voit d’ailleurs aujourd’hui apparaître une nouvelle forme de conflit entre les trentenaires et leurs parents, pourtant supposés d’une génération très ouverte et complice. C’est ainsi que le magazine Technikart avait pu affirmer il y a deux ans :  « Les quinquagénaires qui voulaient ‘interdire d’interdire’ ne supportent plus l’idée qu’on se révolte. Ils sont devenus aussi réactionnaires et suffisants que leurs pères. » (Patrick Williams, 30 ans).
Maîtriser les variables générationnelles dans leur ensemble, savoir gérer les éléments de rapprochement et de différenciation, anticiper la façon dont les consommateurs évoluent à chaque âge de leur vie, c’est probablement ce qui fondera le Senior Marketing de demain. Mais vu le retard pris sur les questions les plus évidentes, il est probable que cela prenne encore de nombreuses années. Contentons-nous donc déjà de communiquer valablement vers les Seniors d’aujourd’hui.

Stop ignoring the 50+ consumers. My recent conference in HELSINKI at the EuroSenior Seminar in may 2007

Mr Jean-Paul Tréguer: Stop ignoring 50+ consumers!

“Advertisers are still ignoring consumers over 50 years of age even though they shouldn’t be doing so. This was the main message of Mr Jean-Paul Tréguer as he spoke in the EuroSenior seminar last month.

Mr Tréguer stated that 50+ consumers present roughly 1/3 of the population in many countries. Their precise number is constantly rising as so called Baby Boomers, people born between the years 1946 and 1964, grow older.

Despite that, consumers over 50 are considered a niche and nobody seems to be interested in them. As a result, 95 percent of advertising expenditures in Europe are dedicated to consumers under 50. That leaves only five percent dedicated to consumers over 50.

To explain why the 50+ are ignored by advertisers Mr Tréguer quoted the Bible:

- ’None are so blind as those who will not see.’ That’s exactly the situation with the marketing and advertising people. They don’t like the 50+. They think they just need their money to finance the young consumers, Tréguer, born in 1955, said.

Mr Tréguer is known as one of the international experts of Generational Marketing and the founder and former CEO of Senioragency, the first advertising organisation totally dedicated to 50+ consumers. He is also the President of Senioragency Paris.

Scaring away 50+ consumers is easy

Mr Tréguer thinks there are four principles that advertisers should follow if they want to get rid of their older customers.

First of all, make sure your message is not readable. It can be done, for example, by using the smallest font type or size possible so seniors can’t read the advertisement.

Secondly, create a message without substance. Show something that makes no sense and is impossible to understand. Don’t even let them know what the product is you are advertising or your brand.

The third principle is: humiliate the 50+. Make them look as ridiculous as you can and treat them badly. Mr Tréguer showed in the seminar some commercials that followed this principle precisely.

And last but not least: don’t let them forget that the end is near. They will die one day and you should remind them of that. Mr Tréguer referred to a Fila shoes advertisement as an example of this principle. The advertisement says:”Any last requests before dying? Oh yes, I would love to have these fantastic shoes from Fila!”

Mr Tréguer proved that many advertising companies are following these principles. Intentionally or not, they are most certainly scaring away a lot of potential customers from older age groups. Some of them even do it in a very brutal way. But how come everyone allows this to happen?

- Seniors are the ideal punching ball of the advertising industry: you can insult seniors, show them how bad and stupid they are: they never react. Just imagine doing that with gays or ethnic minorities. You would have enormous problems immediately. But you can insult seniors, who cares about them! Mr Tréguer explained.

The do’s of advertising to 50+ consumers

Making a good advertisement for the consumers over 50 isn’t extremely difficult. Mr Jean-Paul Tréguer thinks that there are four major rules that advertisers should obey if they want to please 50+ consumers.

First of all, advertisements should tell 50+ consumers what they want to hear. So tell them for example that life is fabulous. Show them you have a sense of humour. Mr Tréguer refers to a slogan from an American organisation for people over fifty, AARP, that says “Life before fifty is nothing but a warm up” as a fantastic example of good communication.

Here is the second rule: they are the centre of the world. 50+ customers like to be portrayed like that. Show them with their grandchildren and prove that the 50+ have experience and wisdom.

Thirdly, make your product the useful hero of the advertisement. Show that your product will make consumers’ everyday life easier and let them know why they should buy your product.

The last rule is to use well-known and respected elderly stars to advertise your product. Use the ones who are about the same age as your target group. It has many advantages such as greater impact and credibility.

Mr Tréguer also gave advertisers one piece of advice that summed up his whole presentation:

- The key word is respect. If you respect this target group, you can do fantastic and creative ads that are not insulting but show them that they are the most important group for the brand and for the company. “

This article is based on Mr Jean-Paul Tréguer’s speech and visit in the EuroSenior seminar the 15th of May 2007.

http://www.healthcarebusiness.fi/portal/en/news/article_of_the_month/

Author: Meri Liukkonen
 
 

Sharing my do’s and dont’s about advertising to fifty plus consumers

I recently was approached to be a speaker at a big european conference in MAASTRICHT in netherlands called “SILVER ECONOMY 2006″. In this huge conference, experts from different fields came to deliver their point of view about our Society transformations. I was asked to be the “marketing and advertising expert”.

Here is a part of my speech that you may found interesting (?) to read ….

“Being a consultant in marketing and advertising with my company Senioragency, I would like to start with a little story about consultants to indicate the situation. Imagine that It’s not 9.15 in the morning but it’s 5 o clock in the morning and we are not in Maastricht but in
Kenya. At this time in
Kenya a very nice thing to do is to step into an air balloon and fly over this wonderful place where you see animals starting their day. Some of them go to drink, some of them go to eat the others. There are two people on this trip, but there is plenty of wind and after two hours they are completely lost. And
Kenya is not exactly the place where you land and walk back to the camp, so they start to be nervous. Then they see a Massai with a few sheep around him and say:”hey can you tell us where we are?” The guy looks at them and takes his time, so they say: you may not have understood us, our accent is probably to good. Can you tell us where we are, (with a French accent wich is better understandable). Then the guy says: ”yes you are in an air balloon!”, upon which one of the guys in the balloon responds: ”this guy is not a Massai, he is a consultant because what he says is right, intelligent and completely useless. Thank you very much. 

So you know that I may be completely useless. Today I’m not speaking about pension funds, ageing or this kind of very serious subject. I will share with you unserious things, marketing, which of course I think is a very serious business too. I will mention some figures regarding the 50+ share of the market. On some of the markets in Europe, 50+ people own 45 percent of all new cars sold, 50 percent of face care cosmetics, 55 percent of coffees, 50 percent of mineral water, 50 percent of yoghurts and dairy products, 35 percent of total travels and 80 percent of cruises.  

The market share of fifty plus is growing which is no surprise since this population is growing too. One might say, in front of such a big market, it’s logical that all the companies, all the brands, all the advertising agencies understand this and certainly do a lot of advertising aimed at this market. However, it’s exactly the contrary. 95 percent of all marketing and advertising expenditures in
Europe is dedicated to the customers under 50, so the 50+ customers today benefit from something like five percent of media/advertising pressure which is peanuts. 50+ people everywhere in the world are considered as a niche, which is quite  unbelievable when you think that this niche counts hundreds of millions of people, roughly one third of the population. 

People over 50 for many people are no longer relevant. This is the major challenge we are presented with and organisations in
England were lobbying for something called AGE CONCERN. The question we should ask ourselves is why does everybody keep  ignoring this enormous market. The answer to that question is much too complex to address today in 45 minutes. What I will do is just show you some things which to my feeling are shocking. It concerns the insulting way advertisers present 50+ people. To quote the bible: ”none are so blind as those who will not see”. If you don’t want to see something this way of advertising does the job. We know we are terrified by ageing, our own ageing, the ageing of our parents, of the people we love. Naturally our attention, our focus is on young people, on teenagers, on babies, on families with young people. In marketing, everywhere in the world, when you enter an advertising agency you know that the vast majority of the campaigns built by young creative people, are addressed to young consumers. This is the only interest of millions of companies in the world. . 

All the marketing know how in the world, is build on targets in young age groups. The world is ageing, yet those people refuse to admit that their clients are ageing and that a fifty plus client is a good client for the brand. This is the situation and nothing has changed since I am working on that. Many things have changed but nothing on a large scale has changed. We are the first and only international advertising agency, we are the only advertising agency working in that area. You may find some consultants, you may find some research companies. You may find some websites, but when it comes to advertising agencies we are the only one. Proof that for the ad’ industry the 50+ consumers are not considered as an important potential, amazing, no ? 

The good thing is that we advise more then three hundred brands all over the world and some of those brands are quite interesting. They are not only brands for dental features or earing aids or incontinent diapers etc. Yet these are the only kind of products,that companies associate with 50+ consumers. Let me share with you some “secrets”, which really are not secrets at all about 50 plus consumers. One thing important thing to consider is that we are in front of a big, big, big market, we are not addressing a “niche”. We are in front of a large population which is growing fast so it’
s a necessity to segment your offer, to understand what those people of different ages need in order to efficiently address customers. Without going into details we use a kind of segmentation that is roughly admitted everywhere and that we built some fifteen years ago.  

First we have what we call “the HAPPY BOOMERS” (a registered brand from Senioragency ) the generation between fifty and sixty still working, very active and in excellent shape. Then you have the generation sixty to seventy five years old that we call the “LIBERATED”. The key word is freedom, because they’ve got plenty of time, plenty of energy and roughly a very good health, they want to enjoy the best time of their life. Then there is the seventy five to eighty five generation that we call “the PEACEFUL”. People start slowing down, because health is an issue and because solitude is an issue very often, because men quite often are nog longer there after the age of eighty. Lastly there is the eighty five and older “the OLD PEOPLE” which is
a major issue for our society and plenty of experts are much more competent then I am about this topic. This is a big issue, this is a big market also and my job is helping companies to develop good programs, good marketing and good communication to address the different segments.  

The subject of my conference is : “DO’S AND DON’T’S in marketing and communication” and let’s start with how companies today are addressing this target group, or non-addressing this group by using it as a punching ball for their advertising campaigns. I will ask the help of this wonderful lady. She is the head of the pom pom girls from Sun City in
Arizona  and with her help we will open the senior advertising box, that I call the “stupidity box”. Let’s open the magazines. All the ads with no exception are coming from fifty plus adressed magazines. So you understand that those ads are supposed to seduce those consumers.  

 We have established our network in nearly twelve countries and every month we ask our people to send us centrally the best ads and the worst ads they find in their market. By having the ads coming every month we started understanding that those ads were organised according to four big principles that advertisers ask their agencies to respect. The 1^st principle is “make sure that the ad is not readable” .Because of course we don’t want those older consumers to give a bad image of our brand in consuming it. They put an ad in the magazine and say : “please don’t read it”. Take this ad made in
Belgium for a car. You want a young image for your company so you use red on black ink which is not readable in a very small type. It is now absolutely sure that no fifty plus consumer comes and buys the car. Many ads are made up like this.  

The 2^nd principle is: “say something which has no meaning”. An example is this brilliant ad from a company saying that “life starts at 45”. Interesting, but what is the product about? I couldn’t tell you. Let’s now approach the most crucial principles. 3^d principle is: Place an ad where “you humiliate your customers” and you are sure that they will not want to buy your product. Take this ad from the
Netherlands about an OTC drug.  I’m pretty sure every Dutch man wants to resemble that fantastically sexy guy. Or this ad about an extraordinary bicycle from Yamaha perfectly adapted to fifty plus people, because it has a little electrical engine. The only way to sell this product is to show this ugly lady, and this one too. In this way a senior person will not buy this product for sure.Take a look at this ad from Baygon :  “It is a long time since they don’t touch me at night.” What is it, the mosquito’s!  How insulting can you get? 

In this last and 4^th principle we approach the true genius of the advertising agencies:“please remind them that the ending is not far away”, in case they didn’t know.  

It’s important to remember them that death is not far away. Take this ad from
France, “The grandma I prefer is in the fridge,” from a brand called MAMIE NOVA ie Mummy Yoghurt, it’
s a famous yoghurt brand. This ad is from
England for the Fila shoes : ”Any last request before dying, oh yes could I have this fantastic shoe from Fila!”  

The fantastic thing is that those companies have paid agencies to do those stupid ads and they have paid to place the space in the magazines. It makes you feel sometimes like you don’t understand what life is about.  

Even more interesting is TV advertising, which has
a power that no other media can reach, the power of audio visual is superior to the power of print. One should know that collectively the advertising agencies all over the world are obsessed by one thing: their own creative image. A good agency is an agency that collects awards, coming from whatever kind of competitions all over the world. The most prestigious one is the
Cannes advertising festival every year in june. The advertising agencies all over the world work all year long in order to get some awards and one of the most successful recipes is “insulting seniors”, using them as a “punching ball”, because the creative juries love that. All the ads I will show you now have been very successful on that aspect and earned golden Lions in
Cannes. The first thing is what I call the Dental Saga. People in advertising agencies have the idea that all 50+ people have dental systems. In this film from
Norway the line is: ”we guarantee you a full pension, so you will not be obliged to do these kind of funny things with your wife”. Seniors wearing dental systems are very nasty, and not in love with others, this is the image we are presented with. Parkinson people and Alzheimer people are used in ads. This one is from
America. Let’s imagine that you replace the old lady with a young girl or a black man or a gay man, do you think somebody would have shot the commercial? And that was a do it yourself company from
Germany. Is it not nice playing this ad
about a moment where an old man is dying? 

Let me say a few words about the role of generational marketing when you really want to address this public. In this context I’d like to use the phrase: to really know someone you must walk in his shoes for a long time. You must go back to the history, you must understand what a person has known when he or she was a young person. The key elements in personal life, international actualities etc create the period which we call the generation. To the age segmentation you must add some key elements such as where is this person in his or her lifecycle. If you really want to be efficient in terms of marketing communication you must add the generation because a person of fifty years old today has nothing to do with a person who was fifty years old thirty years ago. The combination of these three aspects will give you the attitudes, the belief of the population and the sensibility to communication styles. If you analyse all this you will then understand the consumption behaviour. This is the job we do for our clients, helping them to understand this and then be able to develop the right marketing offer and the right communication.  

A new generation was born in ‘ 46 called the baby boomers. The first ones are now sixty and we call them the “happy boomers” (a registered brand from Senioragency International).  

We developed this concept because those people are at the beginning of a very nice period, the first “word in their alphabet” is pleasure. A lot has changed with the coming of the babyboom generation, the lifestyle of women especially. A fifty years old lady nowadays has taken care of her body all her life. They have worked and put on make up everyday which is very different from the previous generation where a lot of woman were waiting at home with their families. They are not accepting the body evolutions of the menopause and fighting it and dressing sometimes like their daughters. The ROLLING STONES should be retired, since a long time but they don’t want to retire. Thank God, I’m one of their fans. When one considers what they have done and taken and drunk during their life the good shape they are in is amazing. 

Now it’s time to mention the do’s. How should you speak to a senior audience?  

First rule: Tell them what they want to hear. Fifty plus people want to hear that life is fabulous, they want to enjoy and discover new possibilities and start new things. They’re not standing at the end of their life but at the beginning of the golden period. Show them a sense of  humour. I remember this fantastic slogan from AARP which says “life before fifty is nothing but a warm up”. That’s the kind of communication they will appreciate.  

Second rule. They are the centre of the world. They like to be portrayed like that. Consequently in the ads, in the communication on should mix the generations. Show the warmth between grandparents and grand children, demonstrate that they are very wise and experienced and they were not born yesterday. They have experience, they know the things. They love this kind of image, around the computer, with generations, with their parents, with their children, with their grand children.  

Third rule. Your product must be the hero, but a useful hero. Demonstrate that this product or this service will make everyday life easier. They like modern innovative products and services but they must be easy to use. Mobile phones for instance are an interesting item for seniors. This ad, made in
Tokyo at a time when nobody in the world cared about that fact, shows a phone that is easy to use with three pre-programmed buttons. If you are in danger you can just push the button and call your son your doctor or the police. The panel is very readable so this is a perfect product. I like this next ad also which is aimed at people suffering from arthroses and arthritis. I think it is a creative idea showing the kind of pain that you have when you suffer from that. Look at this brilliant poster from  the New Beetle from VW in
England “Less flower, more power” in reference to the flower power. It’s obvious to everyone that the key target group is  the happy boomers.  

The fourth rule concerns celebrity marketing. Don’t hesitate to use stars. Every generation generates it’s own heroes and a singer/star demonstrates that a message is for their generation without saying: ”Hey old guy this ad is for you”. This is because the person speaking has the same age as the generation and the target group. This also increases the impact and gives reassurance that the product has quality.  

I want to finish with a very positive mood. Some advertisers have a much better understanding of fifty plus and find a nice way to speak. Let’s now see some brilliant ads, doing exactly the contrary. Who said that people stop working at retirement? Last time I was in
Arizona I found this car plate and loved it. We are out spending our kids inheritance.  I think that is a good introduction to this commercial. Just for the fun, let us conclude saying that Baby boomers are now called “baboons” because it means baby boomers no savings.  

Remember, old is beautiful. “

Welcome to your comments !

Voilà! After a “warm-up” on the blogosphere… I am speeding-up and have decided to invite people sharing with me their views and react to my own point of views! So I am proud to be now registered on Technorati! <a href=”http://www.technorati.com/claim/hdfpytf5hm” rel=”me”>Technorati Profile</a>

Hello world!

Welcome to WordPress.com. This is your first post. Edit or delete it and start blogging!