Reaching older audiences

July 2014

Why you’re interested in older audiences

Credit: Age Action Alliance

Your challenges?

You

Discussion: Why are you interested in communicating better to older?

• Fundraising?• Promotion of product and service?

Discussion: What are your concerns?

• Strategic approach?• Direct vs Influencer?• Channel and content planning?• Include older audience but not turn off younger?

Communicating to and about older audiences

Segmenting by attitude

An approach to segmentation

Deniers I’m here for a good time not a long time

Providers Got to look after me and mine

Thrivers Life’s still sweet

Campaigners I’m doing OK – there’s others much worse off than me that need help

Adaptors I get by, of course it’s not the same since…

Reliers I don’t want much but they look out for me

Separators I don’t want them poking their nose in

Using segmentation to guide planning

Prioritise audiences: Fit to objectives and need

Develop insights: Planning data and audience insight

Identify channels: Touch-points and influencers

Develop strategy: Test and refine where possible

Engage

Evaluate

Communications pointers

Segment: Is it about their age? More likely to be attitude and lifestyle

Be authentic: Diverse, dynamic, unsentimental and real

Get closer to audience: Talk to them, mix with them and recognise their diversity

Relate to reality: Take time to think why they need you – tailor messaging

Tell it straight: Truthful, accessible and clear. Don’t patronise

Don’t reject digital: 17% of people aged 65-74 use tablets. Many more are web-savvy – and rising

Questions and discussion

Thank you

George@forster.co.uk

0207 403 2230

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