Selling To The Over-50 Crowd

Today’s LA Times has a great story on the continuing preoccupation with marketing to 18-to-49 year olds.
The article suggests that today’s 50+ consumers aren’t the fuddy-duddy, set-in-their-ways people their parents were; rather they’re people with money to spend and a desire to try new brands and new experiences.
Since few people in advertising (or anyone who writes the ads on a day-to-day basis), media or marketing is over 50, obviously the ad industry ignores that audience. Out of sight, out of mind.
I wrote about this before. Perhaps there’s a place for all the supposed “over the hill” ad people–by marketing to people their own age. Who could do it better?

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About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.

  • nmk

    Fresh old faces…instead of fresh young faces. Do they exist?
    Questionable? They’d probably be a nuisance or killed off by people who would do anything to get into the ad business.

  • http://blog.danielleeshapiro.com Daniel Lee

    Do you think in certain instances the lack of marketing to the over 50 crowd could be because many agencies and companies anticipate brand loyalty?