86 % des seniors ne se sentent pas concernés par les messages publicitaires... alors qu’ils représentent 50% du pouvoir d’achat! Comment toucher les baby boomers? Tel est le challenge des marques.

1. Seniors and Medias

2. 50+ y/o have a third more
income than 50- y/o
The part of seniors in
consumption will exceed
50% by 2015

3. 50-plussers own 60% of the total household assets, 75%
of all the stock portfolio, 80% of the gold…
They spend 7% more than all the other age groups. They
represent:
50% of the market for beauty products,
50% of new cars, 80% of luxury cars,
64% of organic yogurt buyers,
42% of low-fat meals,
62% of wine consumption,
64% of the spa centers customers
...

5. In 2009, 90% of all marketing
& advertising expenditures in
Europe were still dedicated
to...
Customers under 50!

6. It is so logical that …
« Advertising is about psychology.
It is about understanding the customers :
cognitive processes, self-concepts,
motivations, social influences, personality
and attitudes. Can we say advertising
people do a proper job with Seniors when
86% of the 50-plussers claim not to be
concerned by advertising ? »
(Dr Wayne Fletcher, Carat Insight, UK)

8. Who are seniors ?

9. Playstation :
Senior at 25
Panini card : Softdrink :
Senior at 15 Senior at 30
Barbie : Mode :
Senior at 10 Senior at 40
Who is a Senior?
Jeanne Calment : Bank :
Senior at ??? Senior at 45
Healthcare : Cosmetics :
Senior at 75 Senior at 50
Public transports :
Senior at 60

10. Seniors are not the same !
50-60 Masters
Happy
Boomers
60-75 Liberated
75-85 Peaceful
Real Seniors
85+ Grand-seniors

11. A lot of things oppose the different
generations…
Happy
Real Seniors
Boomers
Lifestyles
Tastes
References
Needs
Habits

12. Happy Real
Boomers Seniors
- Joined in the modernity - Conservative, careful
- The good value of money - The good deal
- To captivate at any age - To make the most of the
- The ‘eternal youth’ ‘seniority’
- The future belongs to me and - The comfort, the good image
now I can enjoy it - Dependence feeling growing
- The « déjà vu » and risk-taking - My security and the future of my
syndrome close relatives
- Etc. - Etc.

13. Happy
Boomers Real Seniors

14. … But not all !
Happy
Real Seniors
Boomers
Need of recognition
the value for money
More reasoned purchase
Good deals
Critical and sceptical spirit

15. Happy Real
Boomers Seniors
Common aspiration…

16. It is time to think
differently !

17. Seniors and media
Marketing Day Presentation
Qualitative Research

18. KEY INSIGHTS
18

19. PUT YOUR FOOTER HERE

20. VIEUX…
Individu assez jeune pour qu’on lui
parle normalement

22. aware

23. THE 60+ FAVOURITE AD… FOUND
ON THE INTERNET

24. FULL DEBRIEF
24

25. ADVERTISING IN GENERAL
• They are all involved and concerned
about the advertising
• The 60-70 even more as they enjoy
more free time to get into it
• They love advertising
25

26. ADVERTISING IN GENERAL
• They need it, they love it but
doubt it !
• “30 years of bullshit you know !”
• “I always wonder where the trick
is”
26

27. ADVERTISING IN GENERAL
• Advertising is the opportunity for them to :
• Discover new things
• Connect with the world (stay connected)
• Get more information
• Gain time (in comparing and discovering)
• Compare
• Know about the different choices
• Know what exists
• Stimulate the competition
• Look at the price
27

28. ADVERTISING IN GENERAL
• There are three main differences with the younger age groups
28

29. ADVERTISING
1- THE CONTENT
• They do not dissociate the ad from the
content
• The content is more important than the
execution as their primary goal is the
information
• This is why the content has to be
perfectly executed…
29
PUT YOUR FOOTER HERE

30. ADVERTISING
2- CONNECTION
• Advertising strongly speaks to them…
30

31. ADVERTISING
2- CONNECTION
• …Apart from the ads willing to speak to them…
31

32. SENIORS
THEY REJECT THEIR IMAGE
THEY ARE INTO SEDUCTION
32

33. SENIORS
IMAGE
“This is for the old ones…the 50+”
“…this is us no ?...”
•They see their parents !
33
PUT YOUR FOOTER HERE

34. ADVERTISING
REJECTION
• Most of the codes of the targeted ads are not their codes
• Either too clichés or “scary and confronting”
X X
34

35. ADVERTISING
3- CHECKING
• They check everything !
• Younger ones tend to see ads that speak
about products they already know and
they would like to buy anyway, they
believe in the ad anyhow
• Seniors have time to check
• They are critical based on the past lies
• This is their primary source of
information
35

36. THE ADS (BRANDS) THEY REMEMBER
50-60
• Coca-Cola
60-70
• Voo • Dyson
• Dove • Benetton
• Nespresso • Dexia
• Dior • VW (with their new D.A.S)
• Mercurochrome • Axa
• Toyota yaris • Colruyt
• Martini • Filigran
• Match • Banque de la poste
• Colruyt • VOO
• Dixan • Pizza Mama
• Oral b • Compeed (Herpes)
• Activia • Fiat 500 (because they are talking to us)
• Weight watchers • C3
• Leo • Colgate
• Dacia • Martini
• Wii • Delia (funeral)
• Alice • ING (the freshness of JulieTaton)
• Groupama • Dash
• Schweppes • Intermarché
• Vittel • Olivier Dashkin
• Perrier • Era
• Evian • Nivea
• Belgacom • Belgacom
• Carrefour • Carrefour
36

37. ADVERTISING
AWARENESS
• They remember the brands… they are a branded generation
• The younger ones remember the film, the story but not the
brands, apart form the product they already buy
37

38. IDEAL AD
FOR THE SENIORS
• Simple
• Clear
• Straight
• Informative
• Fun
38

39. IDEAL AD
FOR THE SENIORS
• Most of all : PROXIMITY
• In their life
• Mentally
• Geographically
39

40. SOME GOOD EXAMPLES
THAT DELIVERED POSITIVE FEEDBACK
APPEALING
BEAUTIFUL
DESCRIPTIVE
INFORMATIVE
NO BULLSHIT
40

41. SOME GOOD EXAMPLES
THAT DELIVERED POSITIVE FEEDBACK
THEIR FAVOURITE
APPEALING
MODERN
DESCRIPTIVE
INFORMATIVE
NO BULLSHIT
41

42. SOME LESS GOOD EXAMPLES
THAT DELIVERED NEGATIVE FEEDBACK
NOT CREDIBLE
CLICHÉ
NOT REALISTIC
TOO MUCH TEXT
TOO SMALL
A REFLEXION OF
THEIR IMAGE
42

43. SOME LESS GOOD EXAMPLES
THAT DELIVERED NEGATIVE FEEDBACK
NOT CREDIBLE
DIMINISHING
NOT REALISTIC
A NEGATIVE REFLEXION OF
THEIR IMAGE
NO HUMOUR
43

44. 44

45. SOURCES OF INFLUENCE
BEHAVIOR WITH ADVERTISING
ACTIVE LOOKING FOR INFORMATION LIMITED NEED FOR INFORMATION PASSIVE
Concert Unneeded
Cars Multimedia FMCG Film
Theatre services
Needed Perfume
services
THIS IMPACTS THE TYPE OF MEDIA TO USE
45

46. THE MEDIA LANDSCAPE
GENERAL
Patrick & Lidia (54 & 58 years old) :
“we are the internet generation”
46

47. THE MEDIA LANDSCAPE
THE DIFFERENT MEDIAS
• The spontaneous mention of the media shows a strong
knowledge of all the sources :
• TV
• Radio
• Press / prints
• Affichage
• Bilboards
• Cinema
• DM Stores APART FROM THE 50-60 NOT MENTIONING
• DM Perso Real THE PRESS / THE PRINTS
• DM Perso unreal
• Telephone
• Internet
• Sponsoring
• Sampling
• POS
• Gondola ends
• Shop windows
• Word of mouth
47
PUT YOUR FOOTER HERE

48. THE MEDIA LANDSCAPE
SEGMENTATION : THEY NEED THEM ALL
Entertain Discovery Informative Specialized
Discovery Informative Short list Conversion
IMAGE CREDIBILITY
DISCOVERY CONVERSION
48

49. THE MEDIA LANDSCAPE
THE DIFFERENT MEDIAS
• They use all media
• They include folders and DM in the list of media
• They like them all for different purposes
• TV remains the strongest source for awareness
• DM (folder + personalised) as well as internet are second best
but fill the informative purpose and therefore the credibility
49

50. TV
CURRENT USE – EVALUATION
• TV remains their primary source of
advertising in declarative (awareness)
• This is the source of awareness as it is
entertaining
• The credibility is low and the conversion
limited, but this is not the goal
50

51. TV
EXPECTATIONS
• They are looking for :
• Fun, Humour,
• Nice execution
• A balance between shock and good taste
• Respect
• Sweet
• They dislike ads that go too fast
• They are in a calm atmosphere and they
are looking for calm and entertainment
51

52. INTERNET
THE ESCAPISM CHANNEL
• Internet has replaced the social contacts and the
word of mouth – the lower the mobility the
stronger this channel becomes
• This is the motivated search for credible
information
• This is also the connection with others (grand
children on facebook…)
52

53. INTERNET
CURRENT USE – EVALUATION – EXPECTATIONS
• With internet they are in control
• They click and look at banners (inspiration)
• They avoid pop ups that they find intrusive and
hard to close
• Their site are not really the branded sites but
more the global ones (promotional – forums – test
achat…)
53

54. DM
A MEDIA AT EASE !
• All is open, & most is read !
• This is stronger for the 60+ : The pleasure of collecting
the DM with a cup of tea
54

55. DM
THREE DIFFERENT TYPES
• Not personalised (Carrefour folder…)
• Personalised
• Expected (Colruyt, my car…)
• Unwanted (Insurances…)
55

56. DM
NOT PERSONALISED
• The classics are read and used : Carrefour, Aldi…
for the promotions and for the week planning at
shopping level
• This DM is expected for comparison
• The others need to be very impactful (nice,
benefits, information) and not promotional to be
read otherwise they tend to go quickly in the bin
56

57. DM
PERSONALISED EXPECTED
• Positively received
• Still it should be consistent and therefore really
personalised (cf Colruyt) and adapted to their
situation
• It is always read and gives a feeling of community
and belonging, which is even stronger for this age
group
57

58. DM
PERSONALISED UNEXPECTED
• It tends to have bad reputation
• It is often linked to insurances and funeral
investments
• The ones that are opened clearly show a benefit at
interest level and information level :
• Cosmetics (discover a new product inside)
• Cars
• Holidays is done properly
58

59. STRONG
59

60. STRONG
60

61. DM
DIRECT MARKETING : EXPECTATIONS
• As any other media…but : it should not look like
an ad X
• The content is even stronger and should be
informative
• The envelop is key for the first feel : open or
throw : it should not look like an ad
• It should really be personalised : be consistent
and adapt to each situations (cf Colruyt)
61

62. X
62