Marketing to the Over 50s: 3 Proven Steps to Unlocking This Elusive $15 Trillion Market Segment

A must read for anyone marketing to the 2nd 50 crowd. Would love to read a sequel on this topic.

Tired of marketing campaigns that fall flat with the over 50s demographic? Author Helen Cooke, with over 30 years of experience crafting marketing strategies for mature audiences, argues it's time to ditch the generic approach and finally tap into the goldmine of the $15 trillion (and growing!) over-50s market. "Your Essential Guide to Marketing to the $15trillion Over 50s Market" isn't your typical dry marketing manual. Cooke promises a deep dive into the minds and motivations of this discerning consumer group, helping you craft messaging that resonates and builds lasting customer relationships. Forget the outdated stereotypes - you'll discover the unique wants, needs, fears, and preferences that drive this powerful demographic, and gain a strategic toolbox with 3 essential steps to effective engagement, all illustrated with real-world customer avatars to guide your way. So, ditch the marketing methods that miss the mark and learn how to speak directly to the hearts and minds of the lucrative over-50s crowd.

I picked up this book because a lot of what I sell goes to folks 45+. My business is centered around a hobby that’s largely taken up by more established folks due to the cost. So I thought this would be a good book to check out.The 50+ section in the book is good, and it’s a good point that soon, we’ll have more people on the planet over 50 than under 10. The world as a whole is aging, and views are shifting, and if you want to market to these folks, you can’t do it the same way you would have marketed to my 92 year old grandma.Unfortunately for me, this book has two drawbacks, one of which is probably a personal thing. It seems to think that marketing is big choices. There’s a lot of “50+ want quality and stuff that lasts, and thinks hard on big purchases” which is great if you sell furniture, or dishes, or anything someone’s going to use for years. But I’m in a world where the items are consumed in a hobby. People don’t price shop too much because the $1 difference between my item and competitor X is negligible. So a lot of this book is “Make sure your item holds up and you can justify your cost” which is not something I have to deal with. There’s a lot of talk of involving your team, and well, I don’t have one, and a lot of other people don’t either.The second drawback for me is something the author puts out: these aren’t new ideas. These are ideas that have been around a while. The 50+ demographic stuff is unique, that’s a fascinating part of the book, but I feel like the customer avatar, branding, ads, etc are the same thing I’ve read elsewhere, with a sprinkling of “this is how you adapt for the over 50 crowd.”Ultimately, the book is good, and if you have a product aimed directly at the over 50 crowd, and you’re looking to stand out, this could be a good book for you. For me, as a tiny business aiming at 50+ because that’s where the hobbyists are, I was not a good fit for the book, but that’s not the book’s fault.

This book is packed with usfeul knowledge and great insights from someone who’s dealt directly with this market through out their career.There’s some great insights into statical data, spending power and the key sectors where the over 50s spend their money. There’s also sound advice on engagement strategies, brand identity and creating your customer avatar, which I found very interesting.Aside from that, the author really breaks down the ‘persona’ of this group to unfold their needs, wants and fears. This information is gold!I learned alot from this book, not only about the over 50s market but marketing in general as well. The author is a true professional and their decades of experience really shows. Their writing style is also very engaging.If you’re target market is the over 50s, this book is a must. If you’re considering entering this market, this book will prove to be an invaluable resource.

What a great book! It's full of details and rich with information. As someone new to marketing to the over 50s, I found it really valuable. The author provides practical steps and examples that make it easy to grasp different concepts.I especially appreciated the sections on Brand Values & Brand Personality, Brand Consistency, and becoming a Trusted Expert. The description of the importance of informational content was also really helpful.Overall, I highly recommend this book to anyone interested in learning about this market segment.

It is well known that the global population is aging. The 50+ demographic will become progressively more prominent. How should a business attempt to market to this group? The author provides a three-step process to enhance the likelihood of success with valuable details to enact them in your business. This was an interesting read that I believe will be helpful to businesses trying to connect better with the 50+ demographic group.

This book has a greal value to me since I am a marketer.

This is good for someone over 50 who is starting a business

The book offers valuable wisdom from a highly accomplished businesswoman with expertise in marketing to the older generation. While some of the advice is conventional and time-tested, there are several fresh and market-specific ideas that were completely new to me. Overall, this is an excellent addition to my overall marketing approach. This book is a valuable resource for anyone targeting this particular age group in their marketing efforts.