marketing to the over 50s - reaching the ‘forgotten 40%’

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Marketing to the over 50sReaching the ‘forgotten 40%’

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Today’s SpeakersMarketing to the over 50s – Reaching the ‘forgotten 40%’

Brought to you by

Andrew Gerrard

d-marketing

Director

Indicia

Aron Caplan

Planning Director

Steve Manser

Indicia

Head of Marketing& Brand

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This presentation is from “Marketing to the over 50s - Reaching the ‘forgotten 40%’”, a marketingfinder.co.uk webinar.

To find out more, or for the on-demand recording, click here

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Image of Mrs T




BREAKDOWN OF AGGREGATE SAVINGS (NET) 2008/10 WHERE HOUSEHOLD HEAD

IS AGED 50-64 BY DECILE

Source: ONS Pension Trends Chapter 10; Saving for Retirement, 2013 Edition.




£150,000 pension and savings pot

£7,500 per year (5% annuity)

+

£6,000 per year state pension

Is £13,500 enough to live on?

Is paying for financial advice viable?

THE PENSION REFORMS HAVEN’T HELPED THEM




THE PENSION REFORMS HAVEN’T HELPED THEM

£150,000 pension and savings pot

£7,500 per year (5% annuity)

+

£6,000 per year state pension

Is £13,500 enough to live on?

Is paying for financial advice viable?




HOW CAN BRANDS BETTER ENGAGE WITH

(AND UNDERSTAND) THIS IMPORTANT GROUP?




MEET THE FORGOTTEN 40%

Source: The Colour Report, McCarthy & Stone (2015)




Source: The Colour Report, McCarthy & Stone (2015)

RETIREMENT ISN’T ABOUT SLOWING DOWN





Quick Poll




So what about this group?




TERACT

™




Let’s meet the Forgotten 40%




Ten Years

YoungerSEGMENT #1

These people are both tech hungry and eager to explore the world.

Whilst more of them fall into the 50-55 age bracket, their attitude makes them




These people seem up for a chance, but aren’t always lucky – but they keep at it.

Whilst they don’t always manage their money well, they are very generous.

Fun and GamesSEGMENT #2




This group are careful and secure.

They like to stay close to home and are not that interested in experiences or travel.

Home ComfortsSEGMENT #3




Environmental

Adventurers Although not evangelists, this group show a keen interest in environmental issues and have an outward-looking attitude.

SEGMENT #4




10 key take-outs for todayThis presentation is from “Marketing to the over 50s - Reaching the ‘forgotten 40%’”, a marketingfinder.co.uk webinar.



1. Understand attitudes on a deeper

levelThis presentation is from “Marketing to the over 50s - Reaching the ‘forgotten 40%’”, a marketingfinder.co.uk webinar.



2. Talk about retirement prior to retirement




3. Keep it

straightforward




4. Create easy to understand products




5. Embrace the personal touchThis presentation is from “Marketing to the over 50s - Reaching the ‘forgotten 40%’”, a marketingfinder.co.uk webinar.



6. Learn a new

language




7. Speak

differently This presentation is from “Marketing to the over 50s - Reaching the ‘forgotten 40%’”, a marketingfinder.co.uk webinar.



8. Become a partner not a brand




9. Have a needs-based approach




10. Create emotional connections




1. Understand attitudes on a deeper level

2. Talk about retirement prior to retirement

3. Keep it straightforward

4. Create easy to understand products

5. Embrace personalisation tools

6. Learn a new language

7. Speak differently

8. Become a partner, not a brand

9. Have a needs-based approach

10. Create emotional connections




Andrew Gerrard

d-marketing

Director

Indicia

Aron Caplan

Planning Director

Steve Manser

Indicia

Head of Marketing& Brand

In association with

Your QuestionsMarketing to the over 50s – Reaching the ‘forgotten 40%’

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3 Reasons to Complete the Exit SurveyMarketing to the over 50s – Reaching the ‘forgotten 40%’

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