A survey conducted by 1,000 Gransnet and Mumsnet users revealed the failing results of advertising efforts made by UK companies to appeal to over 50’s. As a result of these findings the field marketing experts at Credico UK are asking the question; how should businesses improve their approach?
According to the new research adults in the over 50 age group typically feel “patronised, labelled as old and stereotyped” by advertising aimed at older people. Other results revealed:
- 60% believe agencies creating ads do not understand the 50+ age group
- 85% think ads aimed at older people rely on stereotypes
- 79% say advertisers patronise their age group
- 61% don’t like the fact that ads assume that older people are a homogenous group, merely targeting ‘older people’ rather than individuals
- 55% hate words like ‘older,’ ‘silver,’ ‘mature’ and ‘senior.’
Credico UK was shocked to discover that the advertising efforts of so many UK companies are so severely misjudged and being rejected by such a substantial percentage of people. In consideration of the Office of National Statistics, which reports that the UK’s population is getting increasingly older, Credico believes companies simply cannot afford to miss the mark when it comes to tailoring advertisements to this age group. Failing to resonate with particular customers gives them more of a reason to shop around and look elsewhere for a better, more relevant deal.
The marketing experts at Credico UK are always keen to analyse relevant research which is likely to impact their industry and believe this latest survey will prove to be helpful for frontline marketers who interact with over 50’s age on a daily basis.
In the interest of avoiding the same mistakes, Credico UK has presented this research to sales and marketing firms across the UK. To maintain a high level of customer service the agency has been keen also to study the benefits of getting advertising right for this age group, found from the recent survey. These included findings such as:
- More than half (52%) say brands whose ads resonate with them win their custom.
- Almost a third (30%) say that they respond well to ads that make them feel something – ads that are funny, sad or surprising.
- 12% want to see realistic models or actors in their ads, and 10% want the ads to reflect themselves and their lives.
Credico UK is adamant that a face to face marketing strategy can be an answer to targeting particular age or demographic groups. Face to face marketing provides brands with a much needed platform to deliver a relevant and meaningful message to each consumer. This approach gets to the heart of what individual customers expect from a brand, allowing marketers to learn more about certain demographics and meet these expectations without the need to rely on tired stereotypes or generalisations.
With telesales activity set to become much more restrictive next year, opportunities for consumers to speak directly to a brand will become few and far between. Credico UK believes this will result in a significant surge of face to face marketing activity and lead to a clearer understanding of the needs and values of key age groups, such as the over 50s.
Credico UK maintains a proactive approach to marketing strategies and has revealed how the findings from this new research will be taken into consideration for all upcoming training of sales advisors and brand ambassadors across the UK network.