The Mature Marketing Summit offered a range of speakers and a diversity of subject matter.
The event was introduced and chaired by Mark Beasley, Chairman of the MMA and managing director of mature marketing agency, RHC Advantage. He reminded delegates that the reasons for the formation of the MMA also provide the rationale for the Mature Marketing Summit: the UK’s ageing population provides challenges and opportunities that have yet to be fully addressed or embraced by many marketers. It was hoped that today’s event would go some way toward addressing this market failure.
Targeting the Mature Market through TV
Jamie West, Deputy MD of Sky Media, the platinum event sponsors, introduced and explained Sky AdSmart - claimed ot be a 'new approach to TV advertising'. Until now, everyone watching a Sky channel at the same time saw the same commercials. With Sky AdSmart, different commercials can be shown to different households watching the same programme. With over 90 audience attributes, including MOSAIC profiles, the potential for mature marketing is huge.
Older and Smarter: Key design challenges for an ageing society
Professor Jeremy Myerson director of the Helen Hamlyn Centre at the Royal College of Art, is probably the UK’s leading authority on inclusive design – design for all ages and abilities. His presentation took delegates through some of the design challenges posed by an ageing population and provided a thought-provoking, entertaining and stimulating smorgasbord of ideas for delegates to savour.
Understanding and segmenting the mature market
Helenor Gilmour, Head of Consumer Insight and Brand Development at D C Thomson & Co Ltd. , explained that the over 50s are an essential target group for DC Thomson. To understand the characteristics and attitudes of the over 50s, D C Thomson launched the ‘Mature Insight’ research programme. This used a combination of robust quantitative data and innovative qualitative research to produce a consumer segmentation model. This provided delegates with a fascinating insight into the diversity of the ‘mature market’ as well as a best-practice segmentation case history.
How older listeners will sustain BBC Radio 2 in the years to come
Bob Shennan is Controller of BBC Radio 2, 6 Music, and Asian Network & Popular Music. Bob’s presentation highlighted that the BBC was very much aware of the ageing population – and the changing nature of that population. The strategy for radio demonstrated an enhanced appreciation of this change and an attention to detail in terms of execution. The care taken in the selection of both presenter and music and their audience appeal was evident, with some fascinating insights.
The US, the EU and China – ageing populations, different market strategies
John Redwood MP, Chairman of Conservative Economic Affairs Committee, demonstrated just why he has been referred to as ‘an intellect’ by speaking fluently, engagingly and authoritatively for more than 30 minutes without notes or slides. His presentation spanned economics, politics, geographies, business and demographics to provide a fascinating global perspective. Whatever your politics, this was a true master-class in public speaking.
The longevity revolution: why it happened and what it offers
Professor Tom Kirkwood is Dean for Ageing at Newcastle University and Director of the Newcastle Initiative for Changing Age (NICA). Tom is an expert on the science of human ageing and has worked in this field for 30 years. His experience and expertise, allied to the breadth of work carried out by NICA, provided a scientific – and equally fascinating - complement to the more creative approach of Professor Jeremy Myerson.
How to make banking more inclusive and accessible for all ages
Elaine Draper, Director, Process Transformation, Barclays, spoke about Barclays and its aim of becoming the most accessible bank. This has involved a number of changes and enhancements to customer services and processes, including access to services for disabled and elderly, need not only be thought of at a macro product or service level - simple changes can make a big difference.
There were three recurring themes, which were highlighted in the Q & A session at the end of the day.
First, ‘older people’ do not like being referred to as a specific group or in specific terms such as ‘mature’ or ‘silver surfer’.
Second, attempts to use age as a primary targeting factor are almost inevitably doomed to failure.
And third, the audience for any product or service is likely to be cross-generational and the buying process often inter-generational.
Such is the Catch-22 facing anyone interested in the mature market: we know that older consumers require greater focus, but we also know that there is no such thing as a single age-defined group.
Delegates came from a wide range of organisations: corporate and start-ups, private and third sector.
There were a number of opportunities for networking, and a comfortable air-conditioned auditorium ensured that it was surprisingly easy to pay attention to each speaker.
All delegates said that they would re-book for the 2015 event. Here are some of the verbatim comments from delegates:
“A great event and lots of common themes. I met lots of interesting people and learned a lot."
“ A quick note to say thank you for organising such an excellent conference on Monday. The sessions were really good – I so much enjoyed all of the speakers, an excellent line-up, and so much food for thought. I have returned buzzing with ideas about segmenting the market, design innovations, and I just can’t stop thinking about how clever John Redwood is!"
“The speakers were really interesting and thought-provoking. Well done on a great event "
"It was a great inaugural event - well chosen speakers and a really enjoyable day. Thank you! "
“Thanks again for organising and moderating such a great conference. I thought the speakers of a higher calibre and of greater interest that OlderRicherWiser and your management of them seamless! I heard lots of good feedback.”
“This event succeeded because there is no substitute for an event organised by people who understand their subject and expert speakers who can talk about it with authority and perspective.”
“Just a short note to say how pleased I was that I accepted your invite. A very interesting day and all the speakers were really enjoyable.”
"An excellent event with top class speakers. Well done to you and the team."