The most interesting aspect of this article is that the economy is not only changing how advertisers target their audience but changes the audience completely. The audience for hip new technology is not directed towards twenty-somethings anymore, but to 50+. The tid bit about iPods and iPads was dead on because my parents are not tech savvy but own iPods, an iPad, and a Kindle. They are practical as well as cool. Interesting article
I agree, this article feels like it could have been written about my parents! As empty-nesters, they suddenly find themselves with more leisure time and money to spend on themselves. They now enjoy spending more time watching shows like NCIS on their new home theater system. They’re certainly not early adopters of technology, but if they want it, they buy it (they just ask me to teach them how to get it working). I find the article’s premise–that aging baby boomers are a valuable and largely untapped marketing demographic–to be spot on. I would, however, note that one alternate reason the median age for television viewership is rising may be that the 18-24 demographic has largely stopped watching mainstream broadcast television. Instead, we’re streaming it online.
I agree with the previous two comments and I just wonder why it took so long for this age group to be targeted. We have been in a recession for more than a year at this point and we are just turning to them now? I think they should have been targeted years ago. I think it is interesting how advertising changes to meet these demographics and shifts in who they are appealing to when really there could be campaigns to match all these different people happening simultaneously through various media outlets. I mean, why does advertising have to switch to focus on this age range? Why cannot it just begin to include them?
i think that their targeting older people has worked because the only people i know that wear these shoes are 50+. I have recently heard that doctors say that all of these “active” wear shoes that apparently tone your butt actually puts strain on your knees and can cause problems in that area.
I agree with some of the previous posts. It shouldn’t have taken so long to target this older demographic, especially moving into the future where this demographic will only continue to increase as the whole human population grows. This will only get easier too, as us younger tech savvy consumers will continue to use the internet and other technology late into our adult lives (unlike many of our grandparents for instance).
my mom owns these shoes. i feel like targeting to that age group is genius. while i would never wear them because i hate how they look aesthetically but my mom wears them religiously on her walks to and from work in downtown portland (over the hawthorne bridge). i think that selling products like this will be much more successful to this age group because they care about function more than “looks”
If you have a USP, I think it is okay to target the older generations. Otherwise, businesses may be wasting their time. I don’t imagine many people over 55 would change their brand loyalties to Sketchers if Sketchers wasn’t promising that their shoes will make you lose weight and have a tones body.
Targeting the 50+ crowd using sketchers as a way of staying in shape is beneficial because I feel like this crowd is always looking for more ways to stay fit because they have so much going on and little time to exercise. By advertising shape ups and saying it will shape your body, consumers will think the product will actually work. Its also refreshing to see advertisers target other kinds of people not just the 20-30 crowd in advertising seeing as an older person probably has more disposable income.
I agree that people who wear these shoes are older and they are looking for easy ways to stay in shape. So if by wearing a pair of shoes all day could make them lose a few pounds then most people would be willing to do it.
As said above, the only people that would wear those shoes are 55 and above. However, my mom wouldn’t be caught dead in those shoes. They could put whatever model they want to with those shoes, but at the end of the day, those shoes are ugly. Unless doctors say go get them or they are proven to work. People need to exercise and eat right not wear a certain type of shoe. You want to look good when your out and about. These shoes not do that. Maybe they should do those weight loss type ads, with people that have used them to speak up. Focus on the exercise rather than the shoe.
iM NOT GOING TO LIE, I HAVE REBOK EASY-TONES. HAHA
I HATE TO ADMIT IT,BUT THE IDEA THAT JUST MAYBE THEY WOULD WORK GOT ME TO BUT THEM. EVEN THOUGH THESE SHOES ARE REDICULOUS AND DONT DO ANYTHING, I HAVE TO ADMIT THAT THE ADVERTISING WORKS VERY WELL. IT SURE GOT ME!
After reading this article, the worst thing advertisers could have done was ignoring the older population. They once were the main focus of advertising, then became ignored in order to focus on creating brand loyalty to new consumers in hopes to attract attention and connection between this new age group. This new generation is struggling to make ends meet, and in a way are becoming more wise when it comes to expenditures. They are highly resourceful and will make sure they get the most out of their spending. Continuing to keep the older generation involved and speaking to them is important. Their lives aren’t boring, there is a lot of interesting history to work with. I am actually anxious for next fall and all the new television shows to come out. I am particularly interested in the 1960’s show ‘Playboy’ to come out. I have always been interested in the past and what it was like to live back then, there is so much culture and history to learn and understand. I am happy that agencies have noticed this and are bringing back the oldies. 🙂
I think advertisers are realizing that targeting a more specific audience can be used successfully. Shape Ups is a product I would never buy but I do not quite a few older adults who use them. I think that having a broad target audience is often the more realistic choice but often it isnt as successful. I think they found that the product would never sell to people like me and in turn they found themselves doing the realistic thing by shrinking the target audience and working the product around them.
I think that the biggest factor in all of this is the fact that 55 and over is one of the top 2 ages for salary, as mentioned in the article. Ultimately, it kind of comes down to how much money the people have to spend.
Another factor, that is a little smaller but not to be overlooked, may be the fact that these are the people who have grown up being advertised to in a modern way. They are kind of the first generation to really get a life full of modern advertising, so advertisers may not want that to end.
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Depicts 320,000 light bulbs, equal to the number of kilowatt hours of electricity wasted in the United States every minute from inefficient residential electricity usage (inefficient wiring, computers in sleep mode, etc.).