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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
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