Advertising and Consultancy

Only Millennium can offer you a unique combination of expertise and experience of targeting and talking to the 50+ consumer. We have 14 years of in-depth knowledge combined with strategic planning and market research. To keep pace with this ever changing market, our knowledge is constantly updated with ongoing research

Understanding

To understand the mature market, you need to get an idea of just how important it is and what makes it tick.

• Over-50s are the only sector of the UK population that’s expanding. By 2020 they’ll account for half the population
• The mature market has huge spending power - over £205 billion a year, which is 40% of Britain’s consumer spending
• They control 80% of the country’s wealth
• On average, they think of themselves as 15 years younger than their actual age, so 50 is the new 35
• The typical age for becoming a grandparent in the UK is 46 and 50% of the 13 million grandparents are under 60
• They hate being stereotyped, and they hate being patronised
• The are the fastest growing group online

That’s just for starters – there’s still a great deal more that we can tell you about this hugely important market. All you have to do is ask.

Segmentation

Never treat the mature market as a single, homogenous group.

Segmenting by age is only a starting point. We know an awful lot more about mature consumers, especially how diverse they are. We've studied their formative years; we know what they look like now and we can segment them by lifestyle, life-stage, affluence, interests and demographics.

Strategy

Marketing strategy is at the core of the way we target and talk to 50+ consumers. It combines our overall understanding, segmentation models and research and planning skills, allowing us to devise strategies that fulfil objectives in the most effective and cost-efficient way.

In turn, this in-depth strategy is used to guide the media planning and creative approaches that translate it into highly successful and profitable campaigns.

Implementation

When it comes to communicating with mature consumers, we speak their language. We know the tone of voice, words and phrases that each of the very different segments is comfortable with; the kind of images they identify with; and which design techniques create the right ambience for successful communication. Above all, we know what triggers make them respond.

This means that we are able to help you create successful campaigns across all media that are engaging, original and always relevant to the mature consumer. Advertising that is not just good, but possibly even great.