View from the USA - Silver Marketing Association Webinar
The year 2030 marks an important demographic turning point in U.S. history as it’s the moment when all baby boomers will be older than the age of 65. This will mean that 1 in every 5 citizens will be of retirement age. We are delighted to welcome three outstanding contributors to this special Stateside discussion, Adriane Berg, Karen Sands and Sharon Solomon Rose where we talk about what silver marketing looks like in the USA. How is the older market regarded when it comes to ageism? What parallels can be drawn with the UK, and what are the differences? What are the shining examples of good marketing and where is it going wrong? This is an interesting and pragmatic discussion, packed with real examples and insights, and delivered by three experts in the field: essential viewing for marketers who specialise in the silver sector.
Marketing Homes for Later Living
Part of our series of watch-on-demand webinars, exclusively for members of the Silver Marketing Association, sharing insights and tips covering a range of subjects about how to market more effectively to an older audience.
Whichever way we look at the complex subject of marketing homes for Later Living, it sometimes seems that more questions emerge than answers: is it affordable? Are we marketing the right products and services to the right age ranges within the broader demographic?
How to Podcast
This is the next in our series of watch-on-demand webinars, exclusively for members of the Silver Marketing Association, sharing insights and tips from expert guest presenters covering a range of subjects about how to market more effectively to an older audience.
There’s been an explosion of podcasts over the last few years – it’s a newish sector, like the dotcom boom in the late 90s, and it feels like there’s a podcast for just about everything these days. Cooking, therapy, history, crime, politics, ghost stories. You name it, there’s a podcast out there!
Silver Consumer Panel
Part of our series of watch-on-demand webinars, exclusively for members of the Silver Marketing Association, sharing insights and tips covering a range of subjects about how to market more effectively to an older audience.
With our latest webinar, we take a slightly different stance and with our consumer panel, you’ll be able to listen to our online round table discussion with a panel of silver consumers, all aged in their mid to late 60s, facilitated by our Marketing Services Director, Jane Silk.
Direct Marketing and the Silver Consumer
Part of our series of watch-on-demand webinars, exclusively for members of the Silver Marketing Association, and sharing insights and tips from our expert guest presenters covering a range of subjects about how to market more effectively to an older audience.
Direct Marketing takes centre stage for this webinar. It’s at the heart of many campaigns targeting silver consumers, and we look at both print and digital channels.
PR and the Silver Consumer
As all marketers will know, PR is very much an art not a science, and good PR is priceless. We have three guests joining the webinar: Grace Parker,a partner at FINN Partners, film maker & TV presenter Alex Bescoby, and Singapore Tourism Senior Manager, Melanie Jones. Together they gives us a wide range of tips and insights into the world of PR for silver consumers, as well as showcasing a textbook example of PR gold.
Marketing crypto-currency to a silver audience
Our series of Silver Marketing Association “watch-on-demand” webinars, look at a different industry in each session, speaking to experts in the sector, and gaining valuable insights about how products and services are being marketed to silver consumers.
It's the turn of the financial sector, and our guest speakers are Katharine Wooller and Andy Field from the UK’s leading crypto wealth & education platform Dacxi.
Silver Talent: are you missing out?
This insightful 45 minute webinar was led by Steve Huxham from the Silver Marketing Association. Steve is an internationally known Recruitment & Direct Hire Strategist & HR Advisor. He was joined by Mike Mansfield, thought leader in senior entrepreneurship and founder of the Silver Starters award; Andy Collings, General Manager – Careers, Learning & Insight at Rest Less, the digital community which offers work and careers guidance for the over 50s; and Peter Stratton, veteran recruiter and now in his 5th decade in the workforce.
This webinar:
explored current issues and success stories
reviewed initiatives to balance age diversity
advised how businesses that serve or sell to the Silver market can ensure that their own workplaces reflect their customers
Can you afford, in every sense of that word, to risk being a loser in the war for Silver Talent?
Fair & ethical marketing to older audiences
This 45 minute training webinar was led by our training specialist Jane Silk and was based on the Silver Marketing Association Guiding Principles that older people are equal members of society and should not be subject to ageist attitudes, stereotyping or conduct. And that people whose job it is to market to older people should be understanding and respectful of their needs. Responsible organisations have a key role to play in identifying and protecting older people when they market to them and interact with them. At a time when scamming, fraud and unethical practices are rising, customers need to be able to turn to organisations they have complete confidence in and can fully trust.
Outline content of the webinar
Communications
The myths about the market
Sentiment analysis: understanding the psychology of ageing and how it affects communications.
Exploring the mature market mind-sets and improving performance through more effective marketing communications.
Overcoming stereotypical thinking
Learn the specific tools and techniques for reaching the different audience groups
Learn what typically alienates mature customers
Segmentation strategies