Marketing

Issue No. 42 - August/September 2008

Targeting the Over 50s - do you know how to reach them?

by Pamela Brombal

The Grey Nomads – this large group of Australians outnumbers any other Australian age group.

They are cashed up, have more money to spend in retirement than any previous generation before them, and constitute an important consumer market.

Kerry Lehman, Marketing Practitioner with Brand Partners says the over 50s market is an audience that must be understood.

The Marketing Week 2008 session, Acceptance

and The Use of New Media With the Over 50s Market,

is an area of great interest to Kerry and her Brand

Partner colleagues.

“We’ve been fortunate to have extensive dealings with older consumers through our work in marketing and selling retirement villages across Australia,” says Kerry.

“Those interested in marketing would benefit from having a better understanding of the over 50s market and not to be lured into stereotyping - to recognise them as an audience to be understood.”

Direct marketing and activities towards th...

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