Nottingham’s blogger Tanya Louise shares monthly blogs on health and beauty, here she talks about the target demographic of influencers in marketing:
Christina Aguilera recently challenged the social stigma as she ‘welcomed arriving at 40’. While Comedian Bill Bailey was the oldest contestant to ever win Strictly.
With Marketers seeing the benefits of targeting a more mature demographic, why should your business be working with the over 40’s.
Here’s what’s true: They have money—and they spend it. They’re not afraid to try new brands, and when those brands work for them, they stay loyal. Not only that, but they tell their friends, creating a virtuous cycle of new customers. There are lots of ways to show this affluent demographic that you understand its nuances.
Commitment – Use your power to stand for something that will make their lives better.
Respect – Understand where they are in their life. Get to know them and the things that are important to them —what makes them laugh, cry, scream, and love.
Presumptions – Aren’t helpful, and they’re usually wrong. Not every over 40 is the same. Far from it. One could be a new parent, the other an empty nester, another not a parent at all. They could be at the top of her career or just re-entering the workforce.
Authenticity – Over 40’s are exhausted by trying to relate to messages targeted to millennial’s or senior citizens. Be honest about what your product or service will actually do for them.
To earn the loyalty of over 40’s, brands need to recognise that they’re not all the same nor defined by their age.’
Image provided by Tanya Louise*