‘They have to start acting like big brands’: What the home care reforms will mean for marketers, creatives and brands
Managing Director Gill Walker gives her view along with others on what the home care reforms will mean for marketers, creatives and brands. Click there to read the full article, which originally appeared in Mumbrella on Feb 27, 2017
Smart home technology is a gift for over 50’s
If you’re looking for a meaningful present to give over 50’s this festive season, smart home technology is right on the money. New research by The Hartford Center for Mature Market Excellence and MIT Agelab in the US has uncovered issues that over 50’s homeowners are concerned about and the top 10 smart home technologies […]
Top Australian forecaster Charlie Nelson – ‘shows us the money’
Tracking surveys of consumers in November 2016 has revealed a brighter outlook for consumer spending growth in Australia and for the economy generally. There has been an increase in consumer willingness to spend, which bodes well for spending in the first half of 2017. But the increase has not been uniform. In particular it is […]
How to improve the effectiveness of aged care Google Adwords campaigns – 8 key learnings
Evergreen Digital has run a large number of Google Adwords campaigns for clients in the aged care sector. Here are 8 key learnings to make aged care Google Adwords campaigns more effective. These learnings are very consistent across our clients. Website traffic and searches for aged care skew heavily to during weekdays. Traffic drops almost […]
Three consumer groups are crucial – McKinsey
Demographic shifts are having a profound effect on consumer markets around the world, which will require brands to focus on three key groups of consumers over the next 15 years, according to recent analysis from McKinsey. One of those key groups is consumers aged 60+ in the US, Western Europe and Northeast Asia. Their number is […]
Why the grey market has become so appealing
In this Mumbrella guest post, Gill Walker says the grey market of 50-plus Australians is as diverse as the coveted 18-35s demographic, so why aren’t marketers more effectively targeting them? Over the past 10 years of selling the story that 50-plus is sexy, I am delighted to see the increasing interest in media opportunities aimed […]
Age is a poor way to target people over 50
At last, there has been a noticeable change in mainstream advertiser’s interest in marketing to older audiences. About time. Ten years ago I commented that the ratio of media spend to older audiences was disproportionate to their share wallet. Also that most advertising aimed at older audiences, skewed to aged-based products and services rather than […]
Getting your brand right
Post originally appeared in insitemagazine.co.nz Does your branding and marketing tell the right story about your village? Jude Barback talks to branding expert Gill Walker about why good branding is critical to success. It’s easy for industry insiders to assume that the general public understands what a retirement village is all about, but without clear imagery, […]
Don’t mention older consumers’ age
This post originally appeared on warc.com LONDON: Older consumers in most markets own the greatest proportion of household wealth yet marketers tend to neglect them and to focus on a younger demographic whose spending is constrained by housing costs, family commitments and often debt. So it is little surprise that many over-50s believe that most […]
