Examples, I’ll give you examples

The view of older marketers (50+) is that the marketing world’s is still going to be youth obsessed for some time yet. Well, this is the view of the people I have been interviewing for my forthcoming book.

How about this list of consumer products companies who are realising the potential of the 50+.

Sony has poured more than $25 million into advertising to make the company's camcorders, digital cameras and other high-end gadgets more appealing to people between 50 and 64. Sony calls them "zoomers" to reflect their increasingly active lifestyles. (Why do they have to come up with these daft labels?)

Ford realized that American household buys 13 new cars, over the course of a lifetime -- including seven after the head of the household turns 50. The are planning to sell a new sedan (The Five Hundred) that will include popular SUV features and will be the first Ford built on a Volvo chassis, to appeal to 50+’s affinity for European styling.

Virgin Megastores has revamped its San Francisco store to include sections that appeal mostly to older listeners. This store is now outperforming the company's other 21 locations.

Anheuser-Busch is successfully marketing a low-carb Michelob Ultra beer to the 50+. They found (surprise, surprise) that the target audience didn't want Anheuser-Busch to "talk to my age" or show people with grey hair. They wanted people to 'Talk to my lifestyle.' They were more interested in learning about lower carbs and lower calories."

Walt Disney World has rolled out a program called "Magical Gatherings" last year. It allows customers to use a Web site to plan trips and is largely aimed at people over 50 who are organizing outings with golfing buddies, old schoolmates or their grandchildren.

Microsoft Corp started publicizing software tools in February -- with easier-to-read text, audio alerts and mouse alternatives -- to help older workers who are developing vision, hearing and wrist problems.

Procter & Gamble has pinpointed about 30 existing products they can target at older consumers.

These examples are taken from the Wall Street Journal (6th April “Marketing surprise: Older consumers buy stuff, too”.

You can read a syndicated version at this Web site.