The phone rings and you hear those chilling words ‘we have a challenge you are going to enjoy’. The horror of your position is soon revealed. You are to become the brand manager for a battery for hearing aids!!!
Once you regain some sense of balance you learn that the target audience ‘boomers’ aren’t too interested in hearing aids. Only 1% of them are concerned about their hearing health, almost half aren't concerned about hearing loss and nearly three-quarters have never had their hearing tested.
Your boss, the eternal optimist says "Boomers buy eyeglasses by the tens of thousands, as they start to lose their hearing, I don't think they'll have a reluctance to buy hearing aids – every hearing aid needs a battery”. For the 50+ readers of this blog this is the equivalent to saying “I will say one word – plastics”
So what do you do – discounting looking for a new job? Have a look at the approach that Energizer Batteries took. Dick Stroud: www.20plus30.com
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