Mastering the 50+ Marketplace Seminar

Understanding the 50+ Mature Market and Its Segments

Know Your Audience

• Understand 50+ demographics/psychographics and methodologies
• It's not one big market, but many segments ... learn what they are
• Separate the stereotypes from the realities
• 3 critical sub-groups you can't afford to overlook

What Many Marketers Don't Know About Cohorts and Segments

• What are cohorts and why are they so important?
• Target cohorts for your company
• Which decade spells the most dollars for marketers
• 5 groups of lifestyle changes and segmentations you can profit from immediately

Successfully Working With Aging Issues

• How 50+ physical changes impact your brochures, telemarketing, copy -- every aspect of your campaign

Research Secrets: What Makes the 50+ Customer Tick

• 5 key motivators of the 50+ consumer
• Translate 50+ segment differences into your product approaches

Change Needs and Wants Into Dollars

• What the mature consumer is buying today
• How to determine this market's needs and wants
• TEAM EXERCISE: Using three 50+ products (your own or ones suggested in class), define target markets and sub-segments, needs and interests, and product positioning

Networking Opportunity:
Lunch will be served each day to facilitate networking with your peers.

DAY 2
9:00 A.M. – 5:00 P.M.

Develop and Implement Your 50+ Marketing Plan

The 50+ and the Internet

• Statistics that reveal the truth about the 50+ and the Internet.
• How the mature use the Web and a tour of popular sites they visit
• Web dangers and opportunities for mature marketers

Rating Your 50+ Promotions: FREE Consultation

• Benefit from a review and critique of any promotional effort submitted to the seminar leader
• Pick up instant pointers to improve your effectiveness
• Product and marketing suggestions from a pro

Develop Creative That Attracts the 50+ Customer

• Why the "old" creative rules don't work on the mature market
• Examples of successes and failures
• Should you use "brand" positioning in your 50+ creative?
• What are "mature market icons"?
• Broadcast can work, if you follow these guidelines. Learn how to avoid the single biggest DRTV mistake made by over half of all 50+ marketers.
• What top Web designers know and understand about the 50+
• TEAM EXERCISE: Use the product strategies and positions you developed earlier to develop creative plans.

Identify and Segment Your Prime Markets

• An eye-opening overview of today's mature marketing media environment
• Making sense of mature direct mail and list selection
• The do's and don'ts of key media: Print, e-mail marketing, television, radio and alternative media
• Seniors will pick up the phone — use this dangerous, but powerful tool properly

Build Lucrative and Lasting Relationships

• Increase lifetime mature customer value
• Create a year-round customer relations plan that pays
• 3 rules of relationship marketing practiced by relationship pros
• How building and keeping ongoing mature relationships is different — and where to start