wake up and smell the coffee. slow down, you're moving too fast. relax, enjoy yourself. go ahead. you're worth it.
in this age, people gain perspective. certain things become easier than they ever were. perhaps they're more secure in their job, or their children have grown. they seem to be more aware of how life works. they appreciate indulgences, feeling they've worked hard for them.
this led me to the topic of how to target middle age group market: middle-aged consumers & conspicuous consumption
first and foremost, marketing to the midlife group follows the rule of marketing to anyone: talk to them as people. these are folks who have come into their own as individuals and who are reflecting on their life. if they are not content with the choices they've made thus far, they're in trouble.
also because of their life experience, they have a lot to offer, since they've seen such a broad spectrum of growth and invention. if your target market just right, you can show how this new addition (your product or service) can add to their life experience.
another way to market to this age group is to feature famous people that are their age e.g. actors. these people can give a sort of connection with figures they've grown up with. as a result, they will make positive associations about company's product or service because of their associations with that famous person. The key when using this marketing tool is to find the right person who will create these positive feelings of familiarity and trust.
finally, another way to market to the middle-aged group is to appeal to their desire to stay and feel young. more and more, products and services to this demographic appeal to the need to live a healthy, active lifestyle. this generation of people don't consider themselves old.
for some purchase decision, this group for whom brand loyalty maybe establish, and there maybe resistance to change. in fact, this group of people that often re-adopts brands from childhood. at the same time, they don't see themselves as totally inflexible either. they will try new things if the cues are in place that tell them, "this is something worthy of my time and energy, it is well made, well designed, this is something that's unique to me."
mid-age group is a complicated demographic. there are many factors to consider. feel free to give your comment and opinion :)
Posts
I think this age group is high potential customer because they have much money to spend or effort many things and maybe using lifestyle is a good way to motivate them want to buy your product.
ReplyDeleteIf it is marketed right, this age group has great potential to be the most loyal cutomers and have the highest spending power. If the product or service is their cup of tea, then they'll stick to that particular brand. I know people from that age group who only buy clothings from a particular brand for years, unfortunately when the brand no longer produce, the customers were panicing of where else they are going to find clothings to wear. I find it quite amusing because to us if one shop shuts we can easily find another to replace. However when you are in that certain age it seems that there's less choice or maybe they became more picky through the years therefore harder to find replacements. Hence they will then tend to be loyal to a particular brand or service. In order to market it well a great deal of research is needed of which social sector you are aiming for, high, mid or low in order to understand what is needed and wanted once you find out you are well ahead of your game. What is left to do is think of how to motivate them to stick with you through benefits like VIP events, discounts, point systems etc
ReplyDeleteIt is a complicated demographic however they are "big fishes"
I agree with you that the middle life group 46-60 could be a complicated demographic. Because of their long life experience they would be more sceptical to new products and need to be more convinced to buy these. But as Ya writes, the most of them can afford more expensive things, and if the marketers find the right way to promote the products, to this group, it’s more likely that they would actually buy the products and stay loyal to the brand if they are satisfied.
ReplyDelete