Marketing to the Affluent Over 50s?
3 Reasons to Call Marketing Expert Graham Arrowsmith
Marketing to the Affluent Over 50s
The Affluent Over 50s Marketing Expert
Hello, I’m Graham Arrowsmith
I’m the Managing Director of Finely Fettled. We help you identify and attract business from the affluent over 50s.
Did you know that 80% of UK personal wealth is in the hands of the affluent over 50s? You may have heard of the Baby Boomers, children born between 1946 and 1964. This set of people are probably very important to your business
They are redefining what we traditionally have come to think of as old people. Baby Boomers are the wealthiest, most active and physically fit of any like-age generation in history. They are redefining ageing. And that means your business should be aware of who they are, and how to attract them.
If your marketing activity is NOT targeting the affluent over 50s, then stick with me. The Baby Boomers have changed the game. We are in the middle of a demographic revolution with these wealthy over 50s. These individuals are a new spending class.
Action for Smart Marketers
Smart marketers should want to know how to identify and attract them.
Let’s break this down into 3 things:
- Improved targeting – Who and where are they?
- Marketing strategies – What do they want and what motivates them?
- Campaign management – How do you attract them to your business?
First, let’s consider how your targeting of the over 50s affluent can be improved. Do you know who they are? You may know quite a few of them already. Like most things, they will split into an 80:20. 20% of them will produce 80% of the revenue. These are the high performing affluent over 50s that you’ll want to find more of. Think of them as lookalikes.
Now, consider whether you have marketing strategies in place to attract the affluent over 50s? Imagine knowing what these people desire and what they respond to? Do you think that would change your marketing message at all? It probably should.
Your Marketing Message
Marketing to the affluent should mirror the way they see and think about themselves. Advertisers have known for a long time that successful marketing is driven by certain emotions: Fear, Pride, Love, Guilt, Greed.
But the affluent over 50s are hyper sensitive to other emotions. Such as insecurity. They worry about going backward, about losing their money, status or privilege. So one very powerful affluent over 50 emotion you must be aware of is their passionate desire not to be ripped off. The affluent over 50s are more susceptible to these emotional buying reasons than non-affluent.
The Affluent Over 50s Marketing Expert
How can you connect your business to the affluent over 50s? I recommend one a marketing strategy that is now generations old. Yes, I know that there have been lots of new ways to market to people and if you look elsewhere, you’ll hear all about them… And probably next to nothing about the techniques I recommend!
Did you know that more than 80% of advertising agency staff are below 40 years of age. This suggests three things to me:
- That it is difficult, but not impossible, for them to resonate with the affluent over 50s.
- They are much more inclined to recommend techniques that are not always measurable.
- They underestimate the power of the medium I recommend and overestimate other media.
Direct Mail Lead Generation
I recommend direct mail lead generation supported by landing pages. One of the main reasons this is a sensible place to start is that the affluent over 50s respond better to direct mail on initial contact. They trust mail. They read more than the under 50s. They research more, but don’t think that search is the preferred route to the affluent over 50s. They are more prepared to do business at a distance.
That is why direct mail lead generation is a smart choice for most marketers.
The good news is Finely Fettled can help you pull all this together.
- Marketing strategies
- Campaign management
That is why I would like you to get in touch with me.
The affluent over 50s represent one of the biggest market opportunities of the coming decade. You deserve to work with someone dedicated to achieving success in this market.
But, I cannot be sure we will be a fit for each other. I would love to think we are. But, until I learn more about your specific business requirements, neither of us will know whether we should work together.
For that reason, I urge you to call me. Do it today. My telephone number is 01535 654930.
Recommendations for The Affluent Over 50s Marketing Expert, Graham Arrowsmith
Graham is strategic, insightful and incredibly quick to spot new opportunities. He is modest in approach but never be fooled – he is incredibly sharp, adept and commercial.Louise Richley
Count on Graham to have a professional discussion with you, and to share his considerable knowledge of data and direct marketing in a calm manner.Andrew Croad
His vision of marketplace opportunities and mentorship were invaluable. He lead me down many roads – the vast majority opening out onto sun lit uplands.David Emslie
Graham helps us by spotting new applications and creating compelling cases for them. He has one of the best minds in data cleansing in the UK.Steven Fenton
Finely Fettled is a specialist West Yorkshire Marketing Consultancy offering high net worth over 50s lead generation campaigns. We help you get more customers, then increase your business through referrals, customer reactivation and cash flow surges, by combining top class data with direct mail campaigns.