How to Advertise to the Fogies (sorry dad)

A lot of times as a student we are asked to choose an appropriate demographic. Usually we estimate that our clients are between the ages of 18-35 or 40. So what happens when you have a product that you need to market to someone who is over that range? Here are some quick facts I found using a simple search.

• These people own more homes than any other age group.
• These people purchase 41 percent of all new cars.
• These people spend 74% more on a typical vacation than 18-49 year-olds.
• These people enjoy more than $900 billion in income (2011)
• 16 million of these people exercise at least three times a week. 

So what's the problem? Why is it so difficult to market to this age demographic? 

It's not! So what do I do?

So let's get it going then. What you need to do is be precise, and give them everything you offer. Nobody wants a speech or a sales pitch, they want to know exactly what they're purchasing. Keep it simple and stick to the facts. You're not going to convince someone who is 50 because the product is more "cool", you're going to get them to switch if its cheaper and offer the same or more benefits.