Mature Marketing Summit An impressive range of experts has been lined up to share their knowledge on the fast-growing mature (or ‘50+’) market at the first-ever Mature Marketing Summit, which will take place in London on Monday 30th June.For just £200 (if you book before April 25th), you can benefit from a full day of expert insight and information on this important subject. More information and booking here.
MMA inaugural ‘learn from our members’
lunchtime session 26th March 2014 The
first of our lunchtime sessions lived up to its billing as an opportunity to
share knowledge that exists within the membership about the 50+ market.The
theme was ‘social media’, a hot topic amongst marketers and boardrooms. First
up was Janet Kiddle, of Steel Magnolia. Her talk was about 'How older consumers use
social media'. Janet had conducted some original qualitative research
that looks at how this audience use Facebook, Twitter and Linked-In. In
conclusion she proposed that brands should think about whether older consumers
would want to share their feelings about a categorgy on Facebook, twitter or
Linked-In – holidays and bucket lists were thought to be good topics for sharing
whereas health insurance wasn’t. Tracey
McAlpine founder of Fighting Fifty, a Health, Beauty and Fitness website for
women over 50 that uses social media as its primary communications medium. Her
site now has over 7,500 regular visitors and she can track how quickly her
followers respond to Twitter, or Google Plus. Key tips were: * A picture is worth a thousand words * People are there to be
social and to interact with others not to be passive consumers of information
* Use this opportunity to
learn more about your customer base
* Think P2P not B2C or B2B
* Social media is
conversational.Listen – then have a two
went home stimulated and with food for thought. Hopefully, the event was trending on Twitter later that day.
Mature Marketing Association (MMA) Launch Event at Channel 4 HQ
The Mature Marketing Association (MMA) launched on June 18th 2013, with a well-attended event at Channel 4 headquarters in London, and a clearly-stated mission to address the ‘age myopia’ prevalent in the business, marketing and media communities. For photographs of the event, click here.
The UK’s population continues to age. Despite this, many businesses are failing to engage effectively with the increasing number of economically active older consumers, say MMA founders and mature marketing specialists, Mark Beasley, Kevin Lavery and Dick Lumsden. They argue that mature marketing has the potential to address this market failure, to the benefit of business and consumer alike,
The MMA has been created to represent a collective voice for every individual and organisation with an interest in the increasingly large, complex and diverse group of older consumers. The 70+ attendees at the launch event included advertising and marketing agencies, academics, business managers and owners, consultants, marketers, public and third sector organisations.
Presentations were given by Rama Gheerawo, Deputy Director of the Royal College of Art, and John Ahern of Channel 4, followed by a drinks reception.
Mark Beasley, MMA Chairman and Managing Director of specialist agency RHC Advantage, said: “We believe that the ageing population presents a unique set of business and marketing challenges and opportunities. However, it is a source of frustration to us that many businesses and organisations have yet to optimise their alignment with this strategically important group, meaning that many older people are unable to source, purchase or consume goods and services in the way they would like - not to mention the missed business opportunity. We are on a mission to change the age myopia that is still prevalent in the business and marketing communities.”