The Silver Marketing Association Summit
When: Tuesday 27th June 2023
Where: The Cavendish Centre, London W12
The Silver Marketing Summit is Europe’s leading conference focused on the “silver” market – offering marketers the opportunity to enjoy a full day of expert speakers and networking sessions. Plus a free copy of the “50 Shades of Silver” market segmentation report.
2023 Summit agenda
09.00 Registration, networking, breakfast
09.25 Introduction & welcome to our sponsors
Debbie Marshall, Managing Director, Silver Marketing Association
09.35 Meet the Shades of Silver Consumer Panel
Tony Ineson, Deb Merrifield, Glynis Sullivan, Roger Bray
09.40 Understanding the Ageing Mind
Lisa Edgar is an expert in consumer ageing. She will talk about how the decision-making process changes with age. How do older people react to advertising and marketing messages from both a rational and an emotional standpoint at different stages of later life? She will cover implications for Marketeers.
Lisa Edgar – Chief Customer Officer, Saga Group plc
10.05 Audience Q&A with Lisa & the Shades of Silver consumer panel
Moderator: Jennie Carr
10.15 Wise Up to TV
How can brands connect effectively with the older generation? Wise Up!, created jointly by ITV and System1, the global experts in ad effectiveness, present a guidebook for making ads with greater appeal to older people. It celebrates the brands which make ads that appeal to the over 55s and explores the key themes that make those ads effective revealing why better representation of older people in ads is a vital commercial goal. With ITV launching ITVX as viewing habits continue to evolve, this has further implications for the future of advertising effectiveness.
Jason Spencer – Business Development Director, ITV
Chiara Manco – Creative & Media Partnerships Director, System1
11.00 Tea & Coffee break sponsored by Pure Retirement
11.20 Crossing the Channels
Experts from Radio, Print, PR, Direct Mail & Digital each pitch their case as to why their channel is suited to a mature audience, followed by a lively panel discussion with Q&A from the audience.
RADIO – David Lloyd – Co-Founder, Boom Radio
PRINT – Mark Palmer – Travel & Property Editor, Daily Mail
PR – Grace Parker – Partner, FINN Partners
DIRECT MAIL – Lance Hill -Managing Director, 8 Days a Week Print Solutions
DIGITAL – Luke Hand – Head of Insights, Mail Metro Media
Moderator – Steve Dunne, CEO Digital Drums
12.45 Lunch & networking. Our Shades of Silver Consumer Panel will be table hosts
Lunch Sponsor: Mail Metro Media
14.00 Who wants to live forever?
What does the future of ageing look like, and how will marketing strategies adapt? Our keynote speakers each take 15 minutes to present their case.
The Health Challenge
There are increasing levels of ill-health in the older population. UK citizens spend 20% of their life in poor health on average and there is a 20 year difference in healthy life expectancy between the richest and the poorest. How can the nation age more healthily in the future, and what is the role that marketing can play in communicating key messages?
Tina Woods – Founder & CEO, Collider Health and Business for Health
The Product Design Challenge
Designing new products with practical applications for the ageing population is at the heart of the Design Age Institute’s work which includes the work / space environment, health and mobility. Colum will be speaking about design and bringing new products to market as well as showcasing a selection of his ongoing projects.
Colum Lowe – Director, Design Age Institute
The Digital Challenge
Ageing is becoming increasingly digital. How is age tech currently being marketed, and how can we understand the best way to use AI and the latest assistive tools like ChatGPT to create content that inspires older people to buy products and services?
Marshall Davies – Account Director, Greenwood Campbell
The Business Challenge
Drawing together what we have heard so far, Nic Palmarini explores how businesses can engage with consumers to develop products for healthy ageing and understand the marketing challenges. What is VOICE and how can it empower new narratives?
Nic Palmarini – Director , National Innovation Centre for Ageing
15:00 Panel discussion including audience Q&A
Moderator – Debbie Marshall
15.15 Tea & coffee break sponsored by Accord Marketing
15.30 View from the Agencies
With an average employee age of around 28 years, how do agencies put together campaigns for their clients whose audience is several decades older? Representatives from two leading marketing agencies each present a case study, followed by audience Q&A.
Rik Moore, Managing Partner of Strategy, The Kite Factory
Jasman Ahmad, Strategy Director, Accord Marketing
Moderator – Graeme McKenzie, Director, Let’s Talk Ageing
16.05 The Workplace in your 50s, 60s and beyond – how to market to older workers?
It’s a hot topic with over 300,000 more people aged 50+ deemed economically inactive since before the pandemic. Are they really all on the golf course? How are companies marketing to recruit & retain an older workforce? Panel discussion & audience Q&A.
Steve Butler – Chief Executive, Punter Southall Aspire
Vernon Hogg – Co-founder, Silverpreneurs
Lucy Standing – Co-founder, Brave Starts
Mike Mansfield – CEO, ProAge
Moderator – Steve Huxham, Policy & Public Affairs Director, Silver Marketing Association
16.35 Closing remarks
16:45 End of Summit – delegates move to the bar
17:00 Free drinks for all delegates in the bar area & networking
17.30 Silver Marketing Awards presentation
18:15 Networking drinks
Your ticket includes:
- Full conference and networking sessions.
- Light breakfast & delicious buffet lunch
- Mid-morning & afternoon tea/coffee with biscuits & cake
- Post Summit networking drinks & Silver Marketing Awards ceremony