- The 85+ age group is the fastest growing. There are more people 65+ than under age five. This is a huge missed opportunity for brands not talking to the 50+ cohort.
- 60 million U.S. adults are between age 50-70: lots of spending power
- Peter Pan syndrome in advertising world
- Wendi has been in DRTV since 1997 - and it's a lot of selling to women
- 07:23 We are not data driven only because of the digital age, DR has been data driven since long before there was digital
- 07:30 It has always been women purchasing on TV and in retail so why aren’t we honing in and speaking to them more?
- Marketers are not reaching mature consumers effectively mainly because ad agencies skew so young
- 9:30 Too many marketers assume people watching CNN are on their way to assisted living
- 9:50 Programmatic - ad fraud - billions wasted per year
- 9:55 Voice is the future - voice is natural for all age
- 10:25 What should marketers do to reach the 50-70 group with voice?
- 10:55 "I've fallen and I can't get up" - famous ad was original voice technology - necklace to send help
- 11:53 As people become elders they need voice to contact loved ones and order prescriptions
- 12:10 Bezos - Amazon pharmacy play - smart
- 12:20 Voice for assisted living - ideas where older people will understand and use the technology
- 12:50 Voice is even more intuitive than an iPad, but who is the teacher? This matters.
- 13:15 50-70 year old market who are thriving - Flash Briefings for this group would be great (Wendi will create one)
- 13:55 How do you market your Flash Briefing? The challenge here is widespread for all ages.
- 14:50 As soon as you are able to create content you can drive people to a destination (e.g. Wendi put the first URL instead of an 800 number in a commercial)
- 15:15 A TV commercial to drive awareness of the 60+ Alexa skill would work - Wendi feels this is necessary to bring mass awareness to voice
- 16:00 Super Bowl ads about Alexa
- 16:10 "Go get the Alexa skill" is the new download the app or visit the website
5:11 Wendi is a consultant for the mature audience because brands get it wrong
Ad agency ageism stats via Ad Age:
- In 2017, the majority, or 63 percent, of workers in advertising, public relations and related services were under 45 years of age, according to the Bureau of Labor Statistics.
- The median age in the category was 39.2—roughly the same as a decade earlier. (By comparison, the median age in accounting, including tax prep, bookkeeping and payroll services, was 45.)
- Broadly speaking, age bias accounts for nearly a quarter of overall complaints against employers.
Here are some great Alexa skills for seniors from Heidi Culbertson's company Ask Marvee:
Get in touch with Wendi Cooper:
wendicooper.com - Speaking of Age
LinkedIn - Wendi Cooper: https://www.linkedin.com/in/wendicoopercspottalk/
YouTube: Wendi Cooper: https://www.youtube.com/user/cspotrundirect
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