Hello every one, nice to
see your guys on every Tuesday blog. This week I will talk about the
communication between advertiser, especially the younger advertiser, and older
consumers. I have saw an article about the older consumers in market, the older
consumers used to be categorized as a single group called “senior citizens.”
Over time they have been labeled in a slightly more positive light: Silver
Foxes, Third-agers or Third-mooners. According to the article, it also mentions
marketers frequently make the mistake of lumping in the baby boomers with seniors
in their marketing campaigns (1). In this case, critics argue that many of the
younger people who work in the creative departments of advertising agencies
cannot develop ads that connect with older consumers because of the age gap. In
honest, this situation exists in current advertising marketing. Nowadays,
advertising usually uses some new words and revealing photos in the ad of
products. This type of ads is working well in the younger segment. However, the
older customers might not accept the ads that attract younger customers.
Because of different concept, experience and living environment, the gap
between younger advertiser and older customers is common for today. Furthermore,
the purpose of advertising agencies is using advertising makes the sales of
products go up. Thus, advertiser need create advertising in the consumers’ way.
The only way to narrow the gap is analyze the older customers concept and life
experience, then think in older customers’ way. Nowadays, the older customers
more like the age of younger advertisers’ parents and grandparents. For the
younger advertiser, to realize the older consumers just like realize their own
parents and grandparents. Therefore, to narrow the gap is not impossible.
Reference:
Paul Roberts and Jess Hill,
The Senior Market: Turning silver into
gold, from brandchannel webpage,
老年时期是人生的“银色时代”，因此老年市场被称为“银色市场”，老年消费群 体往往是一个不被企业营销者重视的群 体。老年用品单调，花色品种稀少，老年 人独特需要的商品短缺，老年人购买商 品时得不到应有的尊重和热情的服务， 等等。
时下，在一些大超市，各类商品琳琅 满目,服务行业也日趋“五花八门”。但 在实际生活中，几乎每位老年消费者都 有为买—种特殊服务或一件急需商品而 “跑断腿儿”、“问破嘴皮儿”却仍买不到 的经历。这说明老年人的需求没有得到 满足，适合老年人的商品与经营场地匮乏。
商品策略上，鲜明的商品特色是主题 超市创新的关键。据统计，2000年，健康消闲用品占老年市场销售额的51％，预计今 年这个比例还会提高。因此，超市宜以延年 益寿、强身健体、丰富晚年生活的各类商品 为银色市场的重点。
除此以外，还要重视经营多功能、多用途、舒适的老年人特殊用品和生活辅助用品。老年市场新产品的经营要特别注 意结构简单、性能良好、方便使用。同时，还 要注意产品差异化策略。
价格策略上，老年顾客对价格较为敏感，以经济实惠为购物标准，并往往以对价格的信赖确立对企业的信赖。值得注 意的是老年消费者在购买商品时，也不一味地追求低价格，品质和实用性才是 他们考虑的主要因素。老年用品定价要 做到质价相符，使老年人感到“童叟无 欺”，注意适时地实施折扣价、特价、优惠价等策略。
促销策略上，由于老年人不喜欢孤 独，又容易孤独，他们渴望与人接触，渴 望得到社会、家人的尊重和关注，因此在 营销的各个环节，都要用“情”贯穿始终， 处处为老人着想，注重情感沟通，以情促销。
在分销地点策略上，要注意购物的方 便，老年商店的销售宜靠近公共交通工 具和老年人容易到达的地方。在超市，老 年商品应设置在一层。大型超市可考虑 开设“银色商品”专柜，选派商品知识丰 富、态度热情、乐于为老年顾客服务的售 货员回答咨询，帮助选购。提供容易携带 的包装，有条件的超市可以开辟电视直 销、电话购物、网上购物等。（转自网络http://www.linkshop.com.cn/web/Article_Jygl.aspx?ArticleId=261）
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