A recent trip to the Aviva National Bowls final in Leamington Spa left a group of marketers bowled over by the event’s age inclusivity and say it reflected perfectly their efforts as professionals who specialise in marketing to the silver (over-50s) demographic.
Silver Marketing Association MD Debbie Marshall, who organised the visit for members said, “The diversity of ages in both the players and the crowds was incredible to see and couldn’t have been a better demonstration of how ageist stereotypes have no place today. It’s exactly what the Association and our members fight against every day in striving to deliver more inclusive, more relevant and more effective marketing to the over-50s population.
“The action and tension of the matches, followed by our group’s own efforts under the guidance of the Bowls England team, proved that Bowls is far from being what many perceive as some fuddy-duddy pastime. It shouldn’t be written-off by popular misconceptions, just as we can’t allow generalist approaches to silver marketing dumb-down marketing activity if we want to create true appeal.”
Bringing together various marketing disciplines, the Silver Marketing Association group included professionals from such worlds as ad agencies, direct mail, non-profits and corporate affairs so the day also served as a valuable networking opportunity to share knowledge and experience across the spectrum of marketing activity.
For more information about sponsorship and other opportunities with Bowls England, contact CEO John Cockcroft
This event was one of many membership gatherings organised by the Silver Marketing Association which provides members with a wealth of resources and networking opportunities to help them communicate successfully with the diverse, complex and lucrative silver demographic. Its work includes continually updated research and white papers, valuable industry connections and campaigning that reaches beyond marketing and values the growing and influential over-50s population.
