Description
This is a paperbound reprint of a 2005 book for marketing professionals. Drawing upon findings from OMD's international UFO (Understanding Fifties and Over) study, marketing strategy consultant Stroud explains how the principles of age-neutral marketing can help companies capture some of the vast expenditure generated by this quickly growing age group--without alienating younger consumers. Included in the appendix are a website age-friendliness audit and some questions for testing a company's age-neutrality. Annotation ©2007 Book News, Inc., Portland, OR (booknews.com)
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Baby boomers are the wealthiest, fastest-growing consumer group in the world, yet the market remains largely untapped by marketers. In fact, only five percent of worldwide ad budgets is geared toward older consumers while 80 percent goes to reaching 18- to 34-year-olds. Acknowledging that the 50-plus consumer market is foreign territory to many marketers, author Dick Stroud provides a how-to guide for key elements of a marketing strategy targeting boomers. His new approach to how companies can interact with older customers advocates age-neutral marketing strategies, ensuring the growing numbers of affluent consumers over the age of 50 aren't overlooked. Using research from OMD, the world's second-largest media communications firm in the world, The 50-Plus Market shows why the obsession with youth-centric marketing must end.
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