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| barricade books inc., pubs, cd, colocation, mugger, fuck older women , celebritymoviearchive, story tellers, yahoo messnger skins, colonials, artist, dating for over 50 , older wives , worst, | "You need a global vision," he explains. "There is no point for example, for orson welles a telephone company to create a new product for orson welles seniors if it doesn't train a person to look after them. To be successful in this market, you need to think not only about marketing but also training staff, proper communication, perhaps setting up a hotline and also values. A lot of orson welles companies thinks that is a lot to think about!" But some brands are tuning into the senior market. France counted 146 commercials aimed at seniors in the media in 2002, a comparatively small number compared to the total number of commercials, but a significant increase from previous years. Lastminute.com included the senior category in their marketing strategy in France for the first time in January. |
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| They live in relative financial comfort, and have the time and colocation will to spend their money. Seniors are choosy consumers. They are colocation wiser, more rational and less influenced by fashion and trends. They also have time on their hands. If targeted in the right way, seniors can become very loyal and generous customers. But how can brands effectively target this colocation senior market? "The key elements are to keep message direct," advises Hayward. "The over-50s are experienced consumers, so they don't want to read flowery language. You also need to give them a lot of information. Seniors have a lot of time on their hands and so you must be prepared for answering many more detailed questions than you would for 20-year-olds." Serrière believes that attracting the over 50's requires not only adapting the advertising message, but a long-term strategy. |
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