rhc advantage - marketing for the 50+ market

20.05.2013

David Bowie -  66 reasons to re-evaluate mature marketing. All this and a radio show as well!

David Bowie, like the 66 other famous people listed in this article, celebrates his 66th birthday this year. Bowie typifies the way that the UK’s ageing population is too complex and too diverse to conform to outmoded assumptions and stereotypes. As the UK’s only marketing agency to specialise in mature marketing, we offer a free introductory session on the subject. And please,  tune-in to Mark Beasley’s radio show on The Wireless at 9.00 p.m. on Bank Holiday Monday (May 27th) -  it’s all about the music of David Bowie. .

17.05.2013

Launch of the Mature Marketing Association

Mark Beasley of mature marketing agency rhc advantage will be Chairman of the newly-formed Mature Marketing Association (MMA).  The MMA will promote the concept and benefits of ‘mature marketing’ to the business, marketing and media communiites. It will also facilitate networking and knowledge-sharing amongst its members, expected to include advertising and marketing agencies, academics,  businesses, consultants, marketers and public and third sector organisations. 

20.03.2013

Cosmetics and mature consumers:  our presentation at the in-cosmetics conference, Paris, April 2013

Mark Beasley of mature marketing experts, rhc advantage,  will be making a presentation at in-cosmetics, the ‘global business platform’ for personal care products, to be held in Paris April 16th-18th (http://www.in-cosmetics.com).  The subject of the presentation is: The marketing challenges presented by an ageing population. The presentation will draw upon three strands of research: a review of 250 secondary research sources; an online discussion forum, using Age Panel; and interviews with seven experts on mature female consumers.

14.03.2013

House of Lords publishes report on the Ageing Population today.  But what is your business doing?

The House of Lords Committee on Public Service and Demographic Change has today (14.03.13) published its report. It concludes that the UK is “woefully underprepared” for the social and economic challenges presented by an ageing society. But this is not just a public sector problem: it applies to businesses as well - many of which lack a cohereht strategy to address the challenges and opportunities of the UK’s ageing population. That’s why we’re here…

13.03.2013

Do you turn up the Television a little more than you used to?  TV headphones for the over-50s

rhc advantage is working with Sennheiser UK to promote their ‘audiology’ range of headphones and headsets to older consumers. The first challenge was that of positioning what is a technically-complex product range, sometimes described in terms such as ‘assistive hearing devices’, in a way which will engage mainstream consumers.
As a result, it has been agreed that the products will be positioned as ‘TV headphones’ for people who, as part of the normal ageing process, find that they need to turn up the volume of their television a little more than they used to.
This is based upon three key insights:  hearing loss increases with age; the sound quality of many flatscreen televisions is poor; and as a result, many older people find it difficult to hear what is being said on television.  The main insight for us at rhc advantage has been the almost transformational improvement in sound quality that the Sennheiser products deliver: it’s not about louder, it’s about better.
Further information about the product range can be found at http://www.sennheiser.co.uk/tv - written and designed by rhc advantage. 
The agency will also manage a campaign involving advertising, direct marketing and in-store activity, which will be rolled later in the year.

06.03.2013

Radio for Grown-Ups:  advertising, promotional and sponsorship opportunities with the Wireless

Our good friends at media production specialists USP Content have just announced that there are now advertising, promotional and sponsorship opportunities with The Wireless, the ‘radio for grown-ups’  station they run for Age UK.  And as the ‘marketing for grown-ups’ agency ourselves, we wanted to be the first to let you know!

14.02.2013

Cosmetics:  the Marketing Challenges of an Ageing Population.  Join the discussion here

On April 18th, Mark Beasley of rhc advantage is presenting at a cosmetics industry conference in Paris.  The subject is:  the Marketing Challenges of an Ageing Population (with specific regard to the cosmetics industry).  This subject raises all sorts of controversial issues, and we are keen to undertake some primary research, rather than only rely upon secondary sources.

We are looking for people to take part in an online discussion, using Age Panel, our new online research community.   

07.02.2013

Where are we now?  David Bowie and marketing to mature audiences

As David Bowie’s single, Where are we now?,  enters the top ten, here are my top ten soundbites for marketing to more mature consumers. These are as featured on the website of IMA (Imogen Matthews Associates), the beauty industry experts. IMA’s recent report, Older Women: the Forgotten Demographic, highlights an unexploited opportunity for an ageing population that wants to stay younger for longer and is prepared to spend money on premium beauty treatments and solutions.  http://www.imogenmatthews.co.uk

06.02.2013

Silver Surfers:  here’s the good news (and the bad news)

The term ‘Silver Surfer’ continues to be in common use as shorthand for ‘older people who are online’. Today, it has been used by both the Express and Telegraph. The Telegraph has reported on the closure of Saga Zone, the so-called ‘FaceBook for the Over-50s’ while the Express covered a new IT business for ‘silver surfers’, and has a used a few wise words from an expert source (aka me).  This co-incides with the imminent launch of our online consumer discussion forum (.(JavaScript must be enabled to view this email address)) for older (and therefore more expert) consumers.

31.01.2013

‘Marketing to the Ageing Consumer’ - a Book Review

Mark Beasley, of rhc advantage, the mature marketing agency, reviews ‘Marketing to the Ageing Consumer - the Secrets to Building an Age Friendly Business’ by Dick Stroud and Kim Walker (Palgrave & MacMillan).

14.12.2012

Share the Warmth this Christmas, with rhc advantage and Age UK

This year, rhc advantage celebrates its second full year as the UK’s only mature (50+) marketing agency.  We’ve really enjoyed working with our clients, meeting new clients and producing work we’re all proud of.  But not everyone is so lucky. Many older people will spend Christmas cold, hungry and alone. That’s why we’re supporting Age UK’s ‘Spread the Warmth’ campaign, which is helping many thousands of older people to celebrate Christmas the way it should be celebrated.  Amongst friends, in the warmth, with a hot meal.

02.11.2012

50% discount now available on new edition of ‘Mature Market’ Research Report

Last month, specialist 50+ marketing agency, rhc advantage, released a substantially updated and revised edition of its research report, ‘Marketing for Mature Audiences’. This is now available at a 50% discount until November 16th….

04.10.2012

New edition of ‘Mature Market’ Research Report released

Specialist 50+ marketing agency, rhc advantage, has today released a substantially updated and revised edition of its research report, ‘Marketing for Mature Audiences’.

06.08.2012

The 50+ Show: Middle England comes to Olympia

If,  like me, you’re involved in marketing for older people,  you are likely to say things like ‘the over 50s should not be treated as a homogenous group’ on a regular basis.  As we all know, this is a large, complex and diverse group of discerning consumers.  One size does not fit all.  So what common ground could an exhibition called ‘The 50+ Show’  cover that would appeal to this group? To find out, I went to Olympia, London, on Friday July 13th.

09.07.2012

Retirement: an impressive campaign

Last month, Prudential and their agency, DROGA5 New York, won an award at the Cannes Advertising jamboree for their ‘Day One’ campaign, which tackled the subject of retirement.

04.07.2012

Ten Rules of Marketing for Older Audiences

These ten rules are distilled from our research report, ‘Marketing for Mature Audiences’.

30.05.2012

Retirement? You ain’t see nothing yet…

Thinking of retiring? Good for you – especially if you are one of the increasingly small group of salary-men with a nice fat company pension, or a civil servant (much the same thing). 

15.05.2012

Complimentary ‘marketing & mature audiences’ seminar offer

The UK’s ageing population brings marketers many challenges and opportunities. To help businesses and brands understand what this means for them, rhc advantage is offering a number of two-hour seminars, at no charge.

20.04.2012

Talking ‘bout my generation?

Three FREE ways we can help you improve your marketing to the over-50s!

09.02.2012

The Telegraph CRUISE Show, the largest cruise event in the UK, appoints rhc advantage

The Telegraph CRUISE Show is now offering sponsorship and exhibitor opportunities for non-cruise companies for their forthcoming events at London (Olympia) on March 24-25, Birmingham (NEC) and Glasgow (SECC), in October.

26.01.2012

Hospitality industry neglecting over-65s market, says Barclays

There is a major contradiction between the UK hospitality and leisure industry’s attitude towards the over 65 demographic and the actions of the sector…

20.12.2011

Warmest Christmas wishes from rhc advantage: helping to spread the warmth this Christmas

This Christmas we’re celebrating our first full year as the UK’s only independent marketing agency to specialise in mature audiences.

13.12.2011

rhc advantage launches London’s first luxury retirement village

rhc advantage - the specialist marketing agency for mature audiences - has unveiled the launch campaign for Battersea Place, London’s first luxury retirement village.

12.12.2011

rhc advantage launches campaign for charity crossroads care

Marketing agency rhc advantage has launched a campaign for Crossroads Care Slough, the charity which provides care and care related services for people with care needs and their carers…

09.09.2011

Targeting older people with technical products: the first of an occasional series

I have a confession to make. I’ve just bought a Brennan JB-7, finally succumbing to the ad that has been appearing for some years in Private Eye…

05.07.2011

One of the biggest secrets of ageing…

One of the biggest secrets of ageing is revealed: the so-called ‘Dilnot Report’ (actual title: Fairer Care Funding) is published today (July 4th)...

10.06.2011

Wendy Wu Tours appoints rhc advantage

Wendy Wu Tours, the specialist tour operator, has appointed mature marketing agency, rhc advantage, as its retained brochure design and marketing agency.

06.06.2011

Age Myopia. What can we learn from the UK care home crisis?

It has taken a financial crisis at Southern Cross, one of the largest operators, to bring the UK care homes sector to the front pages – which is where it should have been many years ago…

26.04.2011

News update: all about us, for a change

A client recently pointed out that whenever we met, it was inevitable that we would always talk about the clients’ business, and never our own. This is of course good manners and what consultants are supposed to do. However, she argued, it also means that no-one knows anything much about us…

18.04.2011

Tom Wright CBE completes Virgin London Marathon

Many congratulations are due to Tom Wright CBE, who finished yesterday’s Virgin London Marathon.

12.04.2011

Tom Wright CBE to run the Virgin London Marathon

Tom Wright CBE, Chief Executive of Age UK, is running in the Virgin London Marathon this Sunday (April 17th).

07.04.2011

Why on earth are the elderly so happy?

Over the years, a number of research studies have reported that, contrary to what might be expected, happiness tends to increase with age. Details of some of these are in our research report…

24.03.2011

Today’s Budget. WPP to join rhc advantage?

Martin Sorrell, founder and chief executive of WPP, is widely quoted as saying that today’s Budget could pave the way for WPP – the world’s largest marketing, advertising and research group - to return to the UK. WPP relocated its tax base from London to Dublin, Ireland in September 2008, following a hike in the rate of UK corporation tax…

18.02.2011

65 over 65. 65 famous people who turn 65 this year

I never thought that so many of my heroes, role-models and (dare I say it) pin-ups would be so old. See if a shiver runs down your spine too…

06.02.2011

rhc advantage to present at Chartered Institute of Marketing event this week

If you’re in Cambridge on Tuesday evening (February 8th) then we look forward to seeing you at the following event organised by the Chartered Institute of Marketing.

25.01.2011

The World Economic Forum on the ageing population

The annual meeting of the World Economic Forum starts tomorrow (January 26th) in Davos. Once again, my invitation seems to have been lost in the Christmas post…

25.01.2011

Intern position available at rhc advantage

To apply - Please send your CV, together with a covering letter written in your own handwriting explaining why you are interested in this role, to: Mark Beasley, Managing Director, rhc advantage limited, 113 High Street, Odiham, Hants RG29 1LA

12.01.2011

Has ageism finally come of age?

Former BBC presenter Miriam O’Reilly this week won an employment tribunal against the BBC on the grounds of ageism. Does this so-called ‘landmark victory’ herald a tipping point in the engrained ageist culture and practices of many organisations…

10.12.2010

ILC (UK) publish ‘Golden Economy’ report

A new research project has recently been published by the ILC-UK (International Longevity Centre). The report - ‘The Golden Economy - The Consumer Marketplace in an Ageing Society’ - assesses the market potential of the older consumer…

29.11.2010

The economic challenges of an ageing population: McKinsey join the debate

McKinsey have just released a report which stresses the importance to the UK of taking radical action to address the challenges of an ageing population…

28.09.2010

Research Report Highlights the Facts and Fiction of Marketing To Mature Audiences

A new research report promises to offer an invaluable one-stop source of vital information for marketers targeting today’s older, more mature, audiences…

14.09.2010

Baby Boomers. No-one likes us, we don’t care

2010 has seen the publication of number of books blaming the so-called ‘Baby Boomer’ generation for a multitude of sins. The general argument is summarised by Robert Colville, writing in the Telegraph (September 1st)...

08.09.2010

Some great advertising from Coca-Cola

Avid readers of this blog will recall that last November – before we launched this business – we posted a piece about Coca-Cola’s plans to target older consumers…

28.07.2010

rhc advantage joins Race Online 2012

rhc advantage is now an Official Partner of Race Online 2012, the campaign to increase internet usage in the UK. Led by Martha Lane Fox, who was appointed UK Digital Champion by David Cameron in June, Race Online 2012 aims to get as many people as possible online by the end of the Olympic Year.

20.07.2010

Is the advertising industry ignoring older people?

Campaign magazine - the main advertising industry rag - recently published two articles about advertising and older people. In essence, these said that the advertising industry did not communicate well with the ‘over-50s’...

15.07.2010

rhc advantage brings Maths Alive for Texas Instruments

rhc advantage have launched a direct and digital marketing campaign for Texas Instruments Education Technology division.

08.07.2010

Older, Smarter…and French

This blog has been off the air for a few weeks and apologises to our many readers around the world. One of the reasons for this – apart from pressure of work, of course – is that information about matters related to older people is becoming increasingly prevalent.

03.06.2010

Meet the new boss…why older people are finding the new Government too taxing

Part of my job involves talking to a lot of older people. This isn’t too taxing and many of them are my friends in any case. A number have commented on my last piece headed ‘we won’t get fooled again’ which looked at what the new Government might mean for older people…

18.05.2010

We won’t get fooled again. What does the new Government mean for older people?

As the dust settles after the General Election, it is interesting to speculate as to what difference, if any, the ‘older vote’ has made…

26.04.2010

The Century-Old Consumer

An innovation agency owned by M & C Saatchi has apparently carried out a study with people aged between 20 and 70 in the UK, China, Netherlands and USA. This study examined people’s attitudes and behaviour regarding the fact that they may live to be 100 years old…

12.04.2010

Older People are Cool…

In my last post, I developed the erudite argument that ‘older people rock’. Not only are most of the influential figures in rock music in their 50s, 60s and even 70s, but the audiences for their music include people of all ages. In other words, rock music is inclusive…

25.03.2010

Older Audiences Rock!

Happy Birthday, Sir Elton John – 63 today. And thank you, because your birthday has reminded me to get this particular rant off my chest…

25.02.2010

‘Marketing and Older People’ - updated version of research report now available from rhc

rhc advantage has released an updated version of its research report, Marketing and Older Audiences…

15.02.2010

Older people and HSBC business customers

The following article is to be published in the next edition of Small Business Update, which goes out to the entire SME customer base of HSBC, going live on the last day of the month.

04.02.2010

Where next for Inclusive Design?

Inclusive design was championed by BT at a seminar this week. So far, the principles have been applied mainly to products. Could the principles be extended to apply to inclusive branding…

26.01.2010

Marketing to Older People: Fact and Fiction

The following article is to appear next month in BT Resources, a newsletter sent by BT to its financial services customers…

21.01.2010

Good news - or is it? IPA Agency Census reveals that agency staff are getting younger

19.01.2010

Marketing to older audiences. Myths and Legends - Part One