Understanding our largest demographic - reaching older people. Audience first conference, 16 July...
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Transcript of Understanding our largest demographic - reaching older people. Audience first conference, 16 July...
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Reaching older audiences
July 2014
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Why you’re interested in older audiences
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Credit: Age Action Alliance
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Your challenges?
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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?
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Communicating to and about older audiences
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Segmenting by attitude
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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
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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
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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
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Questions and discussion
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else we do.
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