Martin Lindstrom, author of Brand Sense, urges marketers to wise up to the potential of the powerful over-50s market and tap into their appreciation of a tactile brand experience.
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First of all the most important thing for me to say is that the older you get the less communication you will receive because for some reason in the marketeers’ mind they couldn’t care less about people who are 50 plus, which is absolutely stupid because that is a segment which have many more money than most people, they’re much more willing to use the money if they really believe in things.
For example I still today, and I’m sort of, you know, in the early 40s, I have problems opening a can sometimes and then I always can’t stop thinking about, what about my grandmother? Can she open that can? Can she open that jar? By the way does she understand that small writing on the website where the letters are getting smaller and smaller because people have to cram more and more into the website?
So it’s a huge potential and in the world of direct mail or using the senses in general it’s even more, you know, popular and more relevant because people which are 50, 60, 70 years of old really appreciate a tactile experience because they had it when they were young and now once again they can get it.