The Mature Market

Engaging Australias Most Astute and Affluent Demographic

Clearly, the mature market is a rapidly flourishing segment of people with a splendid extent of disposable income. How does one tap into this audience, get their attention and find the right touch points to sell them a lifestyle?

One-day connected forum with two half day post-forum workshops 28-29 April 2014, The Sebel Surry Hills, Sydney, Australia
AUD $1295 plus gst to attend the forum

Harley-Davidson Australia Nine Network Australia Panellist from the The Gruen T ransfer on ABC: Adam Ferrier, Chief Strategy Officer, CumminsRoss Horticulture Australia Ltd Crown Group SeniorsHousingOnline.com.au Evergreen Advertising & Marketing The Mature Marketing Association PLAY Communications Mi9

Tuesday, 29 April 2014

Workshop A:

Half day post-forum workshops:

Topic: Rev em up and get them onboard Facilitated by: Peter May, Principal, PMC

Workshop B:
Topic: Marketing Communications in an Ageing World Facilitated by: Kevin Lavery, Vice-Chairman, The Mature Marketing Association (MMA) (UK) and Gill Walker, Managing Director, Evergreen Advertising & Marketing (Australia)

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Supported By:

AGENDA

Engaging Australias Most Astute and Affluent Demographic

28-29 April 2014, The Sebel Surry Hills, Sydney, Australia

For those that even remotely cater to the 50+, surely theres a goldmine waiting to be explored. Gone are the kids and mortgages (mostly). This group of people are actively online, technologically savvy with the latest smart-phones and tablets. Clearly, the mature market is a rapidly flourishing segment with a splendid extent of disposable income. In this scenario, how does one tap into this audience, get their attention and find the right touch points to sell them a lifestyle? How can one effectively communicate, without alienating other age groups? Hear from those that are leading the industry in communicating with what has become one of the most astute and affluent demographics in the market place. These organisations share their journey on how they have made age friendliness a way of life through their marketing and ad campaigns, thereby strengthening investment returns.

CONNEcTED FoRUM - Monday, 28 April 2014

8:30 Registration and refreshments 9:00 9:15 Chairperson's opening remarks Lisa Lunney, Principal, The Wise Agency The Digital Boomer: Maximising the Connection & Opportunity It is estimated 60% of the current $17 billion+ advertising dollars in Australia is directed at the 18-49 age group. And a mere 10% of advertising is aimed specifically at people 55+. The Australian Baby Boomer Digital Insights report revealed why this generation may be more efficient to advertise against and why one should re-think the spends targeted to BBs Respect for elders common courtesy the media industry is yet to learn Time and engagement online is on par with Gen Y The ugly truth why we dont advertise to Baby Boomers Gabbi Stubbs, Head of Research & Insights, Mi9 12:30 Business networking lunch (let us know if you have any special dietary requirements
2 weeks prior to forum)

1:30

2:15

Baby Boomers; Fulfilling Dreams of Personal Freedom In todays world its crucial for any brand to understand their target audience if looking for growth and increased market share in an increasing competitive business environment. How do we tap into this audience, get their attention, find those touch points and sell them a lifestyle? Targeting the over 50s - The original social network Connecting with Core market audience through experiential & event marketing Having fun with our audience through creative advertising Adam Wright, Director Marketing ANZ, Harley-Davidson Australia How do you sell more than $110 million in less than 8 hours? As a marketer in a digital world, it can be easy to find yourself reliant on the detailed insights online can provide. But is this the most effective way to engage with a mature consumer? Hear from those that are leading the industry in connecting with what has become one of the most astute and affluent demographics in the market place, to sell what will be their most expensive purchase, property. Communicating: Segmenting the market Connecting: Experiential & event marketing Converting: Tactical stock control & consumer nurturing Kirsty Bradley, General Manager Marketing & Communications, Crown Group Johannes Weissenbaeck, Strategy Director and Founder, PLAY Communications Afternoon refreshments and networking Inclusive Marketing & Communication and the Mature (50+) Market Inclusivity means making sure things and communications work better in general and for older people in particular. This session looks at ways in which your marketing communications to the 50+ age groups can be more effective without alienating other age groups. The aim is to make age friendliness (online and offline) a way of life. Communicating with the older groups without alienating the young Understanding the Baby Boomers audience Disability issues and ageing Exploring comparisons/similarities between Europe & Australia Handy rules for communicators Gill Walker, Managing Director, Evergreen Advertising & Marketing Kevin Lavery, Vice-Chairman, The Mature Marketing Association (MMA) (UK) The Mature Market Online The 50+ audience is actively online and using smart phones and tablets like other consumers but how do you successfully target this rapidly growing market niche? Amanda shares tips and traps in catering for mature consumers online based on her experience in building Australias leading retirement property and aged care portal. Number of over 50s online is increasing rapidly How to effectively target mature consumers online What works and what doesnt learning from experience Amanda Graham, Director, SeniorsHousingOnline.com.au Chairpersons closing remarks and end of connected forum

10:00 Matching your message with your market The mature market are a burgeoning segment of people that have a rich source of disposable income. Gone are the kids, gone are the mortgages (mostly). Often forgotten as yesterdays people, they are now an affluent, asset rich group who, like SINKS, DANKS, NOMADS and so forth are refusing to be forgotten and refusing to be segmented in traditional terms. So, how do we reach them, how do we talk to them and importantly how do we establish relationships? What are the mature marketing thinking? The mature market are the new heavy hitters How can we effectively reach this market with media and a message that resonates David Chenu, General Manager Marketing, Horticulture Australia Ltd 10:45 Morning refreshments and networking 11:00 Television: The Senior Media Platform With TV accounting for 48% of total media consumption, it is the senior platform in the Australian Media Landscape. TV is also the media that Seniors prefer, with the average 50+ viewing over 5hours a day. Despite this powerhouse target rich environment, revenue specifically targeting this age cohort on tv remains stubbornly low. This paper will explore their media consumption habits, attitudes and behaviours and look at the ad strategies that are available to maximise marketing return on investment TV and the senior viewer Debunking myths on 50+ use of mobile screens and second screen technologies Advertising to 50+ viewers Steve Weaver, Network Research Director and Rebecca Dunlop, Research Manager, Nine Network Australia 11:45 Existential Marketing: Life, Brands and Aging The over 50's look to brands to maximise their quality of life. There is always a gap between our actual and our ideal selves, and brands are often used to fill this gap. Brands, especially those targeting a more experienced consumer, can create more meaning if they embrace one of the four key themes of Existentialism (the study of meaning). Brands plug a gap between the actual and ideal self The more meaningful the brand promise - the more desired it is Brands targeting the over 50's can create more meaning via Existentialist themes Adam Ferrier, Chief Strategy Officer, CumminsRoss

3:00 3:15

4:15

5:00

Adam can be seen, read or heard at; The Gruen Transfer on ABC, ABC Radio (Sunday nights), Adnews columnist, as well as The Australian, Cleo, Mumbrella, Shop Till You Drop and so on. An experienced speaker on marketing, ideas, contemporary culture, and consumer behaviour, Adam has degrees in clinical psychology and commerce (marketing). A registered psychologist, he has worked in private practice, marketing consultancy, forensic settings and advertising (Saatchi & Saatchi).

POST- FORUM WoRKsHopS Tuesday, 29 April 2014

Rev em up and get them onboard

Registration: 8.30 am Workshop starts: 9.00 am Workshop ends: 12.00 pm Facilitated by: Peter May, Principal, PMC About the workshop: Just like any consumer our mature consumer needs all sorts of products and services but they also need to be excited and inspired by brands before they commit. They need to be able to access the right information about brands and services in ways that work for them and want to know that their brand loyalty will be rewarded. They have needs that must be satisfied, and they money to spend to do so! So lets get them onboard. This workshop will focus on: Ways to identify this audience Trends in their media consumption and why both traditional and online marketing are important Why they can be your most potent prospect The value of an omni-channel marketing plan Examining some relevant case studies How to create a 3 step strategy to target consumers This workshop will also examine: Why is revving-up the mature consumer important Why targeting and segmentation is key The relevance of a strong brand to the mature consumer How digital channels can be an enabler How to start planning About the workshop leader: Peter is an independent marketing consultant and strategic thinker, with a passion for creating campaigns that deliver measurable results. Previous experience as managing director of global direct & digital agencies including GREY/G2 Australia and Rapp Collins Sydney, and as managing partner of design and communications agency Neon Creative provide a powerhouse of experience and a business-outcome focus that adds another dimension to how you may think about your brand and how to create marketing campaigns that work harder. Peter has judged the Australian Effectiveness Awards 2011, 2012 and 2013 and a former Committee member for ADMA. He is currently working on B2C and B2B brands directly with Clients and with agencies on marketing and technology based projects including online media, CRM and email marketing and CMS development.

POST- FORUM WoRKsHopS Tuesday, 29 April 2014

Marketing Communications in an Ageing World

Workshop Highlights: Look at how the world is ageing What does it mean to be old and how does it feel to be old (interactive session) Exploring the basic segmentation and how to target without using age alone Use of appropriate imagery and age of models Design for older people (interactive session) Dispelling some popular myths Good and bad examples of advertising from around the world lessons to learn and how one can adapt & enact Handy rules for communicators

Registration: 12.30 pm Workshop starts: 1.00 pm Workshop ends: 4.00 pm Facilitated by: Kevin Lavery, Vice-Chairman, The Mature Marketing Association (MMA) (UK) and Gill Walker, Managing Director, Evergreen Advertising & Marketing About the workshop: The aim of this workshop is to give attendees a mental toolkit which will enable them to communicate more effectively with older people, the classic 50+ target audience in ways that effectively reach out and engage this mix. Young advertising and marketing folk cant think like older people, so these sessions will help you get under the skin and inside the minds and wallets of the 50 plussers.

About the workshop leaders: Kevin is a direct marketing specialist with over 39 years advertising agency experience, having started in the creative department of Ogilvy & Mather in 1974. A mature (50+) market expert, Kevin has been helping organisations communicate with older consumers for the last 17 years. He is one of the founders (in 1996) of Millennium, which was the UKs leading specialist advertising and marketing agency for the 50+ market. He is a regular conference speaker on mature marketing at venues including Washington DC, Singapore, Barcelona and Sydney. His client experience includes: Aviva, AXA, Tesco, Kelloggs, Co-op, Diageo, BBC, Standard Life, Fred Olsen, NatWest, Ford and Shell. He is also the author of the books The Definitive Guide to Grey Marketing, The Definitive Guide to Mature Advertising and Marketing and recently, The New Millennium Tales, which is a compilation of stories dealing with Baby Boomer marketing. Gill Walker held senior positions in advertising agencies for over 15 years. She founded Evergreen Advertising after being inspired by completing a Masters thesis on Ageism in Australian Advertising. Gill was a finalist in the Telstra Business Women awards, a board member for the Over 50s Association, and currently chairs the RMIT Advertising Industry Advisory Committee. She regularly conducts research in Boomer and Senior communications, is a media commenter, founding partner for IMMN (International Mature Marketing Network) and keynote speaker at conferences.

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The Mature Market

28-29 April 2014, The Sebel Surry Hills, Sydney, Australia
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