Recently my elderly father bought himself a new mobile. He strode, sorry wrong verb, he’s old. He shuffled nervously, into a gleaming temple where products aren’t so much on show as implied by bright colours and a lot of chrome. His entrance appeared to provoke a tangible sense of horror in the youthful sales assistants, three of whom managed to get away leaving one bewildered young man facing the slightly wary, watchful but relatively innocent and wrinkly face in front of him.
I’d positioned myself in a secluded vantage point, partly to enjoy the show, and partly to ensure nothing went awry and my dad came out with the £15.00 Pay as You Go Vintage model he needed and not an iPhone. Or started swearing loudly in public (again). As it was, I needn’t have worried, in what must have been record time he was out again with required £15.00 phone, leaving a pale and visibly shaking young man wiping his brow. Poor lad, from the way he bundled the new phone into a bag and took the payment at high speed, it may have been his first time; selling to old people.
Are they worth selling to?
It’s rare in advertising that you’ll find many images of them; it’s rare in advertising or marketing that you’ll find many of them actually working in the industry. It’s an established fact in marketing that old people don’t buy anything, as after the age of around 49 our consumerism gene fails, we remain terminally loyal to our brands and are too busy buying cheap loaves of bread along with milk to soak it in. The target market for nearly all marketing agencies are those in their twenties, thirties and (at a push) their forties (if it’s possible to live that long?). However, there’s a problem with this; old people have certain qualities that make them perfect for just about any product; money, lots of it. They’ve generally paid off the mortgage, got the kids out of the house and have a private income they don’t have to work for; how much more of a target do you need?
So how do you do it?
Many advertising agencies and professionals admit that partly because their own demographic is at the young end of the scale, there’s a perception that older consumers are too canny to be tricked by bright but translucent marketing gimmicks. This may well be true, but it doesn’t mean they are impossible to lure. Here are some simple rules to follow:
- Treat “them” with respect; in fact forget the “them and us” equation, it’s a load of rubbish. Old people are nothing but older people with a young person inside, or at least one in the past. Generally, as you get older you notice you don’t feel any different to the way you did when you were eighteen. Don’t think there are things you can’t say in front of them; they’ve not only heard it all before they’ve probably tried quite a lot of it out for themselves; several times. If anything, they’re probably less easy to offend than younger people!
- Don’t talk down to them; in most cases they’re probably a bit more savvy than you, having experienced life without the product you’re trying to sell them for many years, they’ll probably see the advantages of living with it; if it has any. Explain how the product in question can help or relate to their lives.
- Remember old people are pretty darn bright. It comes back to that reason that marketing executives are keen to steer away from them. They’ve had kids, grandkids and long since learnt the art of seeing through, shall we say, the odd white lie. One major marketing firm admitted recently that they avoided selling to ‘the older sector of the community’ simply because it was easier to fool young people into buying stuff. The trick here is to be honest with them, they’re highly likely to be honest right back at you and they’ll actually appreciate honesty more than all the sales talk in the world.
- Don’t generalise with older consumers; this is good advice with any consumer, but the older we get the less worried we are about trends, fashions and fads. In general though, if a product is perceived as cool, most young people will fear imminent death if they don’t have it. Older consumers have learned to live with the concept of imminent death and tend to be less afraid of going with their own tastes and needs.
But why bother if they’re nearly at the gates of that great Residential Care Home? Well it doesn’t mean they aren’t consumers with money to spend and you can’t ignore that collectively, we are all living longer, healthier, lives. Marketing and advertising agencies may long have classified the over 50s as technically dead, but that misguided truth has, thankfully, left the building. It probably wasn’t using a zimmer-frame, either, but was jogging and dressed in the latest expensive kit. “Old” people are, compared to many of us, wealthy people of independent means, and they are often willing to spend significant amounts of those means. In terms of marketing demographics, this could make old people the new young.