Charles D. Schewe TOPICS: Marketing Advertising / Public Relations Seniors Generational Marketing FEE CATEGORY:* 5.0k to 10.0k TRAVELS FROM: Massachusetts Video Profile Program Outlines Request This Speaker

Charles D. Schewe: Program Outlines

Program Titles Include:
Making the Most of Generational Marketing
Designing & Marketing Products & Services for Seniors
The Power of Understanding Cohort Effects

Targeting the Mature Market by Understanding Lifestages
Segmenting markets by chronological age can be improved by using lifestages, the roles one takes on while traveling through life. Lifestages define patterns of attitudes, outlooks, and daily activities. In the past, the progression from one lifestage to another used to be fairly predictable.

In the past, one went to school, then got a job, married (once), had children who eventually left home, then retired, and finally died.

Today, the progression is more cyclic--second (or third, or fourth marriages), second families, second or more careers, resumed education--can and do happen in various sequences and with less regard to age. And while some lifestyles are traditional--empty nesting, grandparenting, retirement, and widowhood, others are new. Eldercare, for example, only became common when aging parents began to livelong enough to exhaust their physical or financial resources, a recent phenomenon.

The entry into each lifestage brings with it a new set of joys and responsibilities, concerns and anxieties. Understanding the "not-so-obvious' mindset of these roles enables marketers to recognize and understand the diversity of lifestage alternatives today. And as an individual move form one lifestage to another, the change in behavior creates and opportunity for marketing intervention. Marketing efforts attuned to lifestage changes puts products and services, customer services, customer service and relationship marketing, and promotional positioning on target for a direct hit. In this program, you will learn:

-Why empty nesting creates a dramatic change in wants and desires -How marketers can satisfy grandparental concerns for their role in rearing grandchildren -How male and female roles converge after retirement -What should the role of marketers be in adding quality of life to widows, the most neglected market segment.

Physiographics: Understanding How the Body Changes With Age
Aging is accompanied by bodily changes; one's "physiographic" makeup is continuously altered throughout life. While many changes are known and obvious to us all, many are not- yellowing of the cornea, deficits in hearing high pitch tones, and the loss of 50% of muscle mass between 30-70.

In the early 40's many people develop presbyopia and require reading glasses or bifocals. Menopause occurs in women around the age of 50, the age group the baby boom generation is just now entering. Arthritis afflicts 37 million and increases in incidence with age.

These physiological changes represent opportunities and problems for marketers. In some product categories, such as pharmaceuticals and healthcare provision, physiographics become the defining factor for segmentation.

Packaging and labeling implications are dramatic; typesize, contrast, and layout are all impacted by physiographics. And promotional exceptional strategies and tactics are also influenced since the rate information processing slows with age. In this program, you will learn:

• What colors of the spectrum should be avoided to enhance communication
• Why background noise in broadcast commercials should be eliminated
  

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* Please note that while this speaker's specific fee falls within the range posted at the top of this page (for Continental U.S. based events), fees are subject to change without notice. Also note that most celebrity keynotes begin in the $25,000 and up range (most list "Contact for Fee Schedule"). For current fee information or international event fees, please contact your Speakers Platform representative.