Fifty-Five Is NOT Old!
Forgive me for this article, retailers, as I want to talk about media for 2017. I know most of are in the holiday mode now and have just held or will be hosting your annual client holiday party. You do not want to talk about 2017 now, as you’re worried about how your year will end. That said, this is the last Fruchtman T3 for 2016 and I want to put a bug in your ear now about who you are going to target next year when you are reaching out to affluent adults for fashion or custom jewelry. If you will be targeting Adults 25-54, you will be doing a disservice to your business.
“Listen Up Networks and Marketers: I’m Not My Father” was originally written by Steve Sternberg, a freelance media consultant with over 30 years of experience, back in 2012. He updated the piece last year and it is again making the rounds in 2016. In the article, he bemoans the fact that turning 55 wasn’t a major milestone in his daily life , as it was a very momentous moment in the word of marketing.
For those of you that are not familiar with the main advertising demographics, most retailer advertisers are targeting consumers based on age ranges of 18-34, 18-49, 25-34 or 25-54. All of which Mr. Sternberg is no longer a part of. According to marketers, he is now part of the 55+ demographic where the advertising messages focus on nursing homes, medication for osteoporosis or arthritis and elderly activities (including digital literacy programs).
Think about the mid-fifty to mid-sixty-year-olds you know. Do you consider them elderly citizens? Are they sitting around on the couch watching TV all day? I’m going to go ahead and say no for you. They are still shopping, taking vacations and all around enjoying life. They want to be treated as such and not lumped in with senior citizens who have truly maxed out their luxury shopping.
For 2017, think about extending your marketing to these consumers. From a broadcast media standpoint, look at targeting Adults 25-64 or 35-64 depending on the specific message.
To read Mr. Sternberg’s message to marketers go here.