En intressant artikel av Richard Ambrosius med Dick Strouds kommentarer, om hur äldre konsumenter ses på i marknadsföring.
- abandoning the stereotype-ridden “vocabulary of aging”,
- If … perceive that “senior” means old, frail, dependent, bingo player, or other traditional stereotypes, the older mind may “exclude” … the message,
- key is realistic people in real world activities,
- marketing materials must resonate with the values, wants, needs and aspirations of consumers,
- Urgency language…does not work on well-educated, experienced consumers and directive language threatens their autonomy and independence,
- Tell context-sensitive stories,
- Avoid hyperbole,
- Don’t form conclusions,
- Become a storyteller,