Seniors prefer „real“ brands over other types. They are very suspicous about poor quality and unknown brands. The
50+ consumers offer great opportunities for serious companies with serious products.
To succeed with senior marketing requires aiming correctly and delivering products and services of great value that
meet specific needs.
The marketing message should be kept simple, and not overly complicated or full of clichés.
The new generation of seniors will lead a lifestyle that they have actively chosen, instead of accepting a simple
ageing process that finally leads to death. The products and services they will embrace and use, must fit into their
chosen lifestyle. This is especially important when it regards mobility and handicap aids, as they traditionally have
not been regarded as lifestyle products.
Based on one project partner’s seven years of experience from marketing premium walkers, an initial B2C
marketing and sales strategy, that over time is complemented with B2B, will offer a shorter way to customer
awareness and succesful sales.
Marketing & sales strategy year 1-5:
· Specific websites/webshops for specific languages/markets.
· Internet marketing through search engine advertising (Google, Yahoo, Bing) complemented by re-marketing
(follow-up advertising on websites).
· Marketing through social media (Facebook, Twitter, LinkedIn, Pinterest).
· Marketing through outdoor activity events (hiking organisations, etc.).
· Marketing by actual users to customers through ambassadeurship.
· e-trade/webshop and mail order (phone/e-mail) sales.
· Highly qualified customer support for specific languages/markets.
· Generous delivery- and purchase terms (free shipping, free returns).
When positive sales and increased customer demand are reached, B2B channels like outdoor-, bicycle- and
lifestyle retailers will be approached.