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The DNA of the older consumer (2)

The Dutch translation of the book Gray Ocean Strategy: How to exploit the biggest market ever with AgeWise marketing will be published in June. About the DNA of the older consumer based on scientific and practical research with the seven soft spots of the older consumer and the seven Gray Ocean marketing strategies. With a case for each soft spot, both in the book and here in the column.

Soft spot 2: the authentic

Older consumers in particular want to be approached in an authentic way because they expose something a little faster as nonsense. Very understandable because the elderly have seen more in life than the young. More often encountered car sellers in the showroom and experienced poor service in the shop more often.

Older people have a sharper insight into their authentic selves compared to young people. After all: young people want to become someone, older people want to be someone.

As a critical consumer, they therefore know better what they really suit them. Every consumer needs respect for who one is and for what one is. If one does not receive respect, it often leads to a feeling of inferiority. But if you do respect your customer, his confidence and feeling about your brand will grow. Not authentic, not fair, not real, are aspects that they quickly realize. In a sales conversation and in advertising.

The consumer behavior of the elderly is characterized by having to = not having to prescribe what must be so easily. In short: authentic, being yourself and determining yourself. Word of mouth marketing is very important in the search process. People enjoy receiving information from friends and family and it is far more credible than that campaign on RTL 4.

The peer pressure is much less. It is ultimately decided by yourself. Why are older people not so easily prescribed what to do? In-depth scientific analyzes are not available. A number of thoughts that give a possible explanation for this. The first is the generation effect of the baby boomers, the protest generation. As the Dikke van Dale already describes the word protest, expressing resistance or objection, it suggests that what is expected of me in the eyes of this generation is not absolutely necessary.

In addition, the older consumer feels experienced. After all: the elderly consumer has already had so many folders with financial promises in his hands. Or had so many conversations with sales people telling him what to do.

A good example of putting your brand down authentically is the campaign with Leonard Nimoy, actor from Startrek, for the painkiller Aleve (see those keywords on YouTube).

Summary: The older consumer is very critical and strongly based on his own opinion. I am who I am, this is my self-image and what you think of it really does not matter to me.

It is all the more difficult to find the right authentic marketing strategy to convince him or her.

Case: Memory Lane

Memory Lane: innovative E-Health for the elderly person living independently, arising from a private situation. The authenticity of Memory Lane is first of all in the origin. In 2014, the mother of initiator Pieter Hasenaar was diagnosed with Alzheimer’s. It inspired Pieter and his brother Harm to develop the “dementia app” – an app that makes it easy to divide tasks among themselves. It led to the start of the company Memory Lane – and now the old app had been sold 40,000 times and was used by 30 municipalities until the end of 2018.

The second authentic is in the design. A normal digital tablet proved difficult for the elderly. Pieter Hasenaar: “We consciously transformed the tablet into a picture frame because we realized very well that a standard tablet raises questions for many elderly people.” Pieter certainly recognizes himself in many of the Soft Spots. “With the Memory Lane, the older consumer can share beautiful experiences with the children with photos. And we have developed a streaming service with authentic old series, films and documentaries a la Netflix. ”

Offer: join

Marketing Stand May Have Three Copies Of Keehnen Gray Ocean Strategy New Book: How to exploit the biggest market ever with AgeWise marketing raffle among the readers. Mail your answer to the following question from the exam for the Diversity 50+ Marketing course that Edgar Keehnen gives at Erasmus University.

Why is it more difficult to convince an older rather than a younger consumer?

Mail your answer to: keehnen@greyocean.nl

This blog was written by Edgar Keehnen, founder Gray Ocean AGEnSee, part-time lecturer Hotelschool The Hague, part-time lecturer Erasmus University and PhD candidate Nyenrode. For those who want to know more about the consumer behavior of the older consumer: www.greyoceanacademy.com

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