upcoming webinars
DESCRIPTION
UPCOMING WEBINARS. FINDING THE WIN/WIN IN PROMOTIONAL SPEND– MAY 21 ST. Introducing boomers. Marketing’s most valuable generation . Beth Brady April 2013. TODAY’S PRESENTER. BETH BRADY Global Head – Marketing Effectiveness, Nielsen - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/1.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
1
UPCOMING WEBINARS
FINDING THE WIN/WIN IN PROMOTIONAL SPEND– MAY 21ST
![Page 2: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/2.jpg)
MARKETING’S MOST VALUABLE GENERATION
Beth BradyApril 2013
INTRODUCING BOOMERS
![Page 3: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/3.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
3
TODAY’S PRESENTERBETH BRADYGlobal Head – Marketing Effectiveness, Nielsen
Beth is responsible for bringing together Nielsen Watch and Buy capabilities to address the strategic needs of clients in an innovative and compelling manner.
She has 20 plus years of business building experience in the Consumer Packaged Goods industry.
![Page 4: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/4.jpg)
MARKETING’S MOST VALUABLE GENERATION
Beth BradyApril 2013
INTRODUCING BOOMERS
![Page 5: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/5.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
5
WHAT WE WILL COVER….
WHY SHOULD YOU CARE? WHY BOOMERS? WHY NOW?
OBSERVATIONSWHAT YOU MIGHT KNOW? WHY IT MATTERS?
IMPLICATIONSHOW TO ACT ON BOOMER INTELLIGENCE?
1
2
3
![Page 6: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/6.jpg)
MISUNDERSTOOD BOOMER MARKET
![Page 7: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/7.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
7
CPG Dollar Spend Ad Dollars Aimed at 50+ Years
50% 10-15%
THE DIVIDE
![Page 8: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/8.jpg)
BIG AND GETTING BIGGER
![Page 9: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/9.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
9
LARGEST GROWTH RATEGROWTH RATE OVER NEXT 20 YEARS
![Page 10: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/10.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
10
MASSIVE BOOMER POPULATION
80 MILLION
Born 1946-1964
US ADULT POPULATION
![Page 11: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/11.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
11
They have advanced through life picking up energy and spending power along the way.
BOOMERS ARE A MARKETING’S TIDAL WAVE
![Page 12: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/12.jpg)
THEY MAKE MONEY,THEY SPEND MONEY
![Page 13: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/13.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
13
$15TTHEY WILL
CONTROL 70% OF DISPOSABLE
INCOME
IN THE NEXT 20 YEARS, THEY WILL
INHERIT $15T
IN 5 YEARS, 50% OF
U.S. ADULTS WILL BE 50+
<5050+
IN 5 YEARS
70%
![Page 14: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/14.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
14
INCOME BY GENERATION63% of Boomers have at least one person in the HH working full time
![Page 15: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/15.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
15
Basket Ring $ Per Household
BOOMER ARE THE BIGGEST SPENDERS
Source: Nielsen Homescan, Total U.S. 52 weeks ending 12/29/2012, excludes gas only or Rx only trips; *UPC-coded products. Based on Total Retail Channels.
And shop retail channels like everyone else
![Page 16: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/16.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
16
POLL #1
Beer
Wine
Coffee
Carbonated Beverages
WHAT CONSUMER PACKAGED GOODS CATEGORY ARE BOOMERS MOST LIKELY TO BUY?
![Page 17: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/17.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
17
119 OUT OF 123
BOOMERS DOMINATE CPG CATEGORIES
![Page 18: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/18.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
18
STILL DOING WHAT THEY’VE ALWAYS DONE Annual $ per household among category buyers
Source: Nielsen Homescan, Total U.S. 52 weeks ending 12/29/2012, UPC-coded products
![Page 19: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/19.jpg)
THEY ARE WINNABLE AND LOSABLE
![Page 20: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/20.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
20
BOOMER’S BRAND LOYALTY IS THE SAME AS OTHERS
LOYALTY CAN CHANGE Continue to invest and prioritize their loyalty
DITTO FOR THEIR SENSITIVITY TO PRICING
![Page 21: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/21.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
21
How often female heads of households look at unit price to compare products
ON A FEW/SOME TRIPS
ON MOST TRIPS
35-44AGE RANGE
45-54 55-64 TOTAL
40% 40% 41% 40%
54% 53% 52% 52%
SO WHICH IS IT?
![Page 22: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/22.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
22
BOOMERS LIKE EVERYONE, PREFER BRANDSAnnual $ per household among category buyers
Source: Nielsen Online Views Survey, Dec 2012/Jan 2013; Nielsen Homescan, Total U.S. 52 weeks ending 12/29/2012 (UPC-coded)
![Page 23: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/23.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
23
SOME PRICE DEAL SHOPPING
Source: Nielsen Homescan, Total U.S. 52 weeks ending 12/29/2012, excludes gas only or Rx only trips; *UPC-coded products. Based on Total Retail Channels.
![Page 24: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/24.jpg)
MAKING THE TECH MOVEMENT MOVE
![Page 25: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/25.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
25
HALF OF ALL ONLINE, SOCIAL MEDIA & TWITTER USERS
BOOMERS …
USAGE OF THE SOCIAL NET HAS DOUBLED
32% OWN A SMARTPHONE
f 53% ARE ON FACEBOOK
![Page 26: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/26.jpg)
“ ”The biggest growth over the past 2 years is the evolution of social and mobile.
AARP
![Page 27: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/27.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
27
HIGH TECHNOLOGY ADOPTION WITH TECHNO BOOMERSGeneration comparison by index
Source: Nielsen ConneXions 2012
![Page 28: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/28.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
28
GUESS WHO’S SHOPPING ONLINE
Source: Forrester Research
![Page 29: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/29.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
29
ONLINE SHOPPING TRENDS
Source: Nielsen Homescan Panel
![Page 30: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/30.jpg)
MARKETING AND MEDIA FRIENDLY
![Page 31: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/31.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
31
BABY BOOMERS GEN X MILLENIALS
174
LOOK WHO’S WATCHINGHours per month
133 107
![Page 32: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/32.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
32
POLL #2
Big Bang Theory
NCIS
Dancing with the Stars
WHAT TOP 10 BROADCAST TELEVISION PROGRAM IS MOST VIEWED BY BOOMERS?
![Page 33: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/33.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
33
16 out of 25
BOOMERS DRIVE THE TOP TV SHOWS
![Page 34: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/34.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
34
TV:RADIO:
MAGAZINES:NEWSPAPER:
46444548
AGE OF MEDIANREADER/LISTENER
THEY’RE LISTENING AND READING TOO
![Page 35: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/35.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
35
THERE IS JOY IN AGING
![Page 36: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/36.jpg)
MATURING BRAINS PROCESS INFORMATION DIFFERENTLY
![Page 37: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/37.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
37
WHEN DOES YOUR BRAIN CHANGE? It happens over time beginning at 55
Source: Nielsen NeuroFocus study 2012
LOSE THEIR ABILITY TO SUPPRESS DISTRACTIONS
TEND TO THINK IN A MORE LINEAR WAY
DON’T RESPOND WELL TO NEGATIVITY
BETTER AT RECOGNIZING THE CENTRAL IDEA/BIG PICTURE
![Page 38: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/38.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
38
AS WE AGE, KEEP IN MIND…
Reduced eyesight
Hearing loss
Diminished sense of taste or
smell
Health &fitness
concerns
![Page 39: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/39.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
39
SUMMARIZING OUR OBSERVATIONSHuge Boomer opportunity
1 They are big and getting bigger
2 They make money and they spend money
3 They are winnable and losable
4 They are making the tech movement move
5 They are marketing and media friendly
6 Their maturing brain process differently
![Page 40: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/40.jpg)
HOW TO TAKE ACTION
![Page 41: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/41.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
41
MARKETING TO BOOMERS
•Demand facts
• Less price sensitive
• Spend more time making purchasing decisions
• Less self oriented more altruistic
•More holistic messaging
![Page 42: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/42.jpg)
PUTTING IT TO WORK
![Page 43: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/43.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
43
PACKAGE REDESIGN
FOCUSING ON MAKING THEIR PACKAGES EASY TO USE.
Diamond Foods• Redesigned packaging of the Emerald Snack Nuts line
to make it easier for the aging consumer to open & help with dexterity issues.
• Indentations make containers easier to hold &
grooves in the lid make it easier to open.
• Record sales posted--12% share gain in its category
![Page 44: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/44.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
44
CONNECTING THRU MOBILE
CATERING TO THEIR TECH VITALITY.
Walgreens Rx App• Pill Reminder mobile app helps users track their
medication and receive alerts.
• Alerts can be scheduled many different ways & can hold multiple prescriptions, vitamins & other supplements.
![Page 45: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/45.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
45
RE-DEFINING AGING
Depend• The average age of the Depend user is trending
lower as Boomers have aged and the American population has become more prone to diabetes.
• Perceptions are changing. They rejuvenated the brand via ad campaigns, packaging and consumer outreach.
• Ads now show energetic older people going about their everyday activities.
DOING MORE WITH THEIR LIVES THAN EVER BEFORE.
![Page 46: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/46.jpg)
MOVING FORWARD WITH BOOMERS
IDENTIFY WHAT’S VALUABLE
FIND THEM AND FIND YOUR WAY IN
PUT THE “ME” IN YOUR MESSAGE
![Page 47: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/47.jpg)
BOOMERS: IF NOT NOW, WHEN?
THANK YOU
![Page 48: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/48.jpg)
Copy
right
©20
12 T
he N
ielse
n Co
mpa
ny. C
onfid
entia
l and
pro
prie
tary
.
48
Q & A
• If you have follow-up questions or want more information, please contact your Nielsen Professional Services rep
• If you are not a current Nielsen client, please contact us
Phone: 800-553-3727
Email: [email protected]
• OR, if you have any questions regarding the content of this webinar, you can also contact:
Beth Brady, email: [email protected]
![Page 49: UPCOMING WEBINARS](https://reader031.vdocument.in/reader031/viewer/2022013004/56815d2f550346895dcb29e1/html5/thumbnails/49.jpg)