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»  DVD 1 – Marketing to the Mature Marketplace
»  DVD 2 – Inside the Mature Marketplace
»  DVD 3 – Creative Marketing Tools

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Article #1- Inside the Mature Marketplace

When I have the chance to be in front of an audience, I always preface a one particular slide by suggesting that if they remember only a few things about the talk, that the 5 Key Concepts are among those things they do remember.

The 5 Key Concepts are truly pathways to understanding how the physical, cognitive and emotional changes that occur as part of the aging process become universal truths in determining what motivates the 50+ Mature Marketplace and their decisions to…

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Article #2 -  The Relationship Imperative

Despite my many failings as a husband, I’ve always been a terrific housewife.

In the neighborhood where I live, in Del Mar, California, there are two grocery stores equidistant from my house. Both are clean and well stocked. Both have friendly, smiling people at the check-outs.

But for the every day exercise of grocery shopping, I am most decidedly a “Transactional Buyer”, someone motivated more by price or convenience, than relationship or loyalty.

In other words, I’m not the kind of “Buyer’ you want for your business. What you want is…

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Article #3 - “I’ve Decided I Need to Advertise on TV… 
Now What Do I Do???”

The shifting landscapes in the 50+ Mature Marketplace, combined with the increasing emergence of Cable alternatives, suggest that Broadcast Advertising now provides new avenues of opportunity.

Experience shows that Radio offers much more limited value than does TV. In fact, in communicating with the 50+ Mature Marketplace, Radio’s best use might well be as part of a Free Media/Community Outreach program.

But there’s ample evidence that puts TV squarely in the forefront of any marketing campaign targeting

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Article #4 -  Retention Marketing

Having been self-employed most of my career, I know the lifestyle to be “Pavlovian” in nature: the phone rings, and off I go, salivating over the prospect of acquiring a new customer.

But that makes me as guilty as anyone whose Target Audience is the 50+ Mature Marketplace in that it only serves to discount the one competitive advantage any company or organization has over its competition:
Its current customers…
 
 
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Article #5 - The Company Brochure

Of the Marketing tools designed to help you communicate with the 50+ Mature Marketplace, the one that can have the most impact is the simple Company or Product Brochure.

One of the unique characteristics that define the 50+ Mature Marketplace is their continuing affection for the written word. As a result, Direct Mail, Newsletters and the Brochure often become vehicles of choice for this audience when it comes to receiving important information that...
 

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Article #6 -  The Customer Newsletter

Standing right alongside the Company Brochure as an underutilized tool in communicating with the 50+ Mature Marketplace is the Customer Newsletter.

When done correctly, it takes on the color of a hometown newspaper, offering interesting facts and information that entertain and inform, while at the same time setting the table for continued sales and…

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"The Industry Expert
 on the 50+ Mature Marketplace”

Copyright 2006 by Don Marsh. All rights reserved. Information on these pages is meant for individual use and not to be duplicated or reprinted except by permission of author.


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