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50+ Marketing: Marketing, Communicating and Selling to the Over 50s Generations Business and industry worldwide is learning to pay attention to the mature market. What kind of messages does this demographic want to hear? The richest market around today is not made up of young urban professionals or thirty-something tycoons of Silicon Valley. By and large, the generation marketing executives want most to court is that of the baby boomers. Leading edge boomers are now over fifty, and combined with older generations they make up a mature market wielding a mighty portion of American consumer spending power. Because of their market clout, mature consumers and their needs have begun to shake up marketing within every major industry. Grasping the nuances of generation marketing has become essential, as has understanding this population in particular. 50+ Marketingis a timely resource for business professionals looking to do just this. Author Jean-Paul Treguer, an experienced strategist in the spheres of generation marketing and the mature market, breaks down the tactics required to reach these older generations. His advice directs business professionals who want to better focus their efforts to communicate with mature market consumers, whose outlook and preferences are often misread. Readable and compelling, his book re-imagines the meaning and usefulness of market segmentation. Treguer rejects the idea, long implicit in generation marketing for older consumers, that seniors are intractable and largely uninterested in material products and services. Rather, he sees their potential as a powerful consumer force and presents a pioneering model for tapping into it. If taken on board by business leaders and marketing specialists, his work will help establish a new and important and mutually beneficial connection between the mature market and the industries seeking to serve it. According to Treguer's generation marketing schema, the mature market generally responds well to simple, direct messages that are substantive rather than image-driven. They are positive and hopeful, and like their outlook to be validated by marketing that envisions them as vital people with lots to live for. His understanding is very broad in scope, taking into account the demographic trends of most industrialized nations and maintaining that generation marketing can be similarly adapted across the range of these populations. 50+ Marketingis therefore a resounding call to transformation for business and industry worldwide. It brings a unique and thorough understanding of the mature market to bear on a question that marketers will be asking themselves over and over through the coming years of the twenty-first century: how do we get inside the minds of mature consumers? Treguer's book will surely prove a classic reference in answering the challenge. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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