Creative strategies for connecting with mature individuals

Authors: Nielson, John; Curry, Kathy

Source: Journal of Consumer Marketing, Volume 14, Number 4, 1997 , pp. 310-322(13)

Publisher: Emerald Group Publishing Limited

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Abstract:

Marketers and advertisers have ignored the individuality and diversity of older consumers. Communicating, developing relationships and building loyalty with mature individuals is different. Based on market research done at American Express Financial Advisor and learning from other marketers, new principles have emerged on how to communicate with mature individuals. This learning goes beyond merely using larger point sizes. Traditional advertising techniques need to be inverted. There is a need to be conditional - allowing individuals the freedom to roam within a marketing or advertising concept according to their personal station in life. Time is not of the essence - consumers are "careful buyers who do their homework"; they are "information hungry" and "have the time to investigate their purchases. Other points raised include the fact that arrogance does not sell, MTV quick-cut editing is out, and it is necessary to remember that "mature excitement" is different from "adolescent excitement."

Keywords: Advertising; Communications; Older Consumers; Relationship Marketing

Document Type: Research article

Publication date: 1997-04-01