NZ Ad Agencies have their heads in the sand
February 18, 2008
I was asked to contribute to a feature in AdMedia, February 08 issue ‘Why Grey Matters’ and was interested in the comment by Derek Lindsay DraftFCB who believes marketers are aleady targeting the baby boomer group. He adds they include them in their target demographics to get a ‘broader sales base’. This really does sum up the attitude of traditonal agencies towards baby boomers.
For a start mass marketing is dead! One shoe doesn’t fit all and generational marketing is the smart way to reach audiences these days. We asked boomers ‘Do you feel current advertising targets you?’. 86% said they feel ignored by advertising. Further they even recognised the fact that as soon as you’re 50 you disappear off the marketing radar! Given that people 50+ currently account for 50% all disposable income and in just 7 years all boomers will be 50+ and account for 61% of all disposable income – NZ ad agencies are definitely not up with the play.
My second point is, given they include them but their ads aren’t effective, to have any effect ads need to be up weighted with considerably more spend to reach this audience (if you’re lucky enough to get their attention). This is part of the ‘high cost conspiraracy’ of the ad industry – big ads, big budgets, peak periods. Visit www.tvlowcost.co.nz and see how it can be done for a fraction of the cost – effective and efficient.
At Senioragency we have spent considerably time understanding this audience, Boomers are experienced and savvy. How can a 28 year old creative surely know and understand generational and life stage cues when they have just finished an ad campaign for Huffer? My final point – to know them is to understand them. Being one helps. Being specialised on boomers and beyond surely makes a difference?
