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Creative strategies for connecting with mature individuals

Creative strategies for connecting with mature individuals 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.” http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Creative strategies for connecting with mature individuals

Journal of Consumer Marketing , Volume 14 (4): 13 – Aug 1, 1997

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References (4)

Publisher
Emerald Publishing
Copyright
none
ISSN
0736-3761
DOI
10.1108/07363769710188563
Publisher site
See Article on Publisher Site

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.”

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Aug 1, 1997

Keywords: Advertising; Communications; Older consumers; Relationship marketing

There are no references for this article.