Spread the Warmth this Christmas, with rhc advantage and Age UK

It’s Christmas, as Noddy Holder has been shouting so memorably for the past 39 years.

That means it’s time for us to extend our warmest wishes to all our associates, clients, colleagues and friends.

Merry Christmas, everybody.

This year, we’re celebrating our second full year as the UK’s only mature (50+) marketing agency.

It’s been hard work, but we remain committed to the belief that older people deserve a better deal from business and marketers.

Above all, we’ve really enjoyed working with our clients, meeting new clients and producing work we’re all proud of. Thank you for sharing our vision.

But not everyone is so lucky. Many older people will spend Christmas cold, hungry and alone.

That’s why we’re supporting Age UK’s ‘Spread the Warmth’ campaign, which is helping many thousands of older people to celebrate Christmas the way it should be celebrated. Amongst friends, in the warmth, with a hot meal.

We would like to send you our warmest wishes for Christmas and the New Year. We hope that your yuletide is merry and your celebrations are everything you hope for.

For more information about how you could help spread the warmth to others, please read on.

What is Spread the Warmth?

Here is what Age UK has to say.
 
Spread the Warmth is an Age UK campaign to stop older people suffering and dying needlessly in winter. Every year, more than 26,000 people die needlessly during winter because of the cold weather.Older people are more vulnerable to effects of cold weather - out of the 26,000 winter deaths every year, 9 in 10 are older people. Over a third of people in the UK aged 65+ say they are dreading the cold weather in winter.

As we get older, our bodies respond differently to the cold – increasing the likelihood of a heart attack, stroke, or pneumonia. Cold weather also makes it more difficult for people to get around – which can lead to depression, loneliness, and isolation. Over 500,000 older people spend Christmas Day alone. Cold weather also adds to the financial worries of older people - 36% of people aged 60 or over in Great Britain stay or live in just one heated room of their home to save money. 30% say they avoid heating rooms like the bedroom, bathroom or living room because they are worried about the cost.

During Spread the Warmth, Age UK and the majority of our network of local partners will:

• Distribute essential items like clothes, heaters and electric blankets – to keep people warm
• Provide benefit checks to ease financial worries
• Offer snow clearance services, shopping support and befriending visits – so those with mobility issues can get what they need
• Run Christmas parties, theatre trips, and Christmas shopping trips - to help fight isolation
• Distribute information guides, including tips on how to stay warm in your home
• Distribute thermometers – so older people know when to turn on their heating
• Put pressure on MPs and local councils to make cold-related winter deaths a public health priority

Your donations are a crucial part of this support – it is through your generosity that Age UKs and local partners are able to provide these services. Thousands of older people die every year, because of the cold. Just £5 can make a difference and help to save a life today. To donate, click here.
To find out more about rhc advantage, visit www.rhcadvantage.co.uk

50% discount on ‘Mature (50+) Market’ Research Report

50% discount now available on new edition of ‘Mature Market’ Research Report

Last month, specialist 50+ marketing agency, rhc advantage, released a substantially updated and revised edition of its research report, ‘Marketing for Mature Audiences’.  This is now available at a 50% discount until November 16th.

The report provides a comprehensive overview of the subject of marketing and older people in the UK, drawing upon more than 250 data and research sources. It provides a wealth of information, insight and interpretation to marketers and anyone else interested in building relationships with this important group.

Said rhc advantage director, Mark Beasley: “The report has been extensively revised and updated and now has 20% more content and two entirely new sections. As far as we know, there is nothing else available with the breadth and depth offered by this report.”

The report, which is 180 A4 pages in length, was produced with the input of two University Professors. It covers the following subjects: demographic trends; economic, social, political and legal trends and issues; the income, wealth and expenditure of older people; the attitudes of older people to life, business and marketing; segmentation and generational marketing; a review of marketing practice and marketing communications, including guidelines; digital and the internet; and a European overview.

The report is now available from rhc advantage in hard copy format. The cover price of the report - reduced with this offer from £995 to £497 - also includes a personal presentation of the main findings and, as a final statement of confidence, there is a money-back guarantee. For more information and a free executive summary, please contact Mark Beasley at mark@rhcadvantage.co.uk or 020 7193 2361, or visit www.rhcadvantage.co.uk

Notes

rhc advantage limited is a marketing agency which specialises in the 50+ market. We help our clients to gain deeper insight, plan more effective strategies and create more engaging brand communications for this important audience. The directors are Mark Beasley (marketing), Richard Collyer (creative) and Tom Wright CBE (non-executive). www.rhcadvantage.co.uk

New edition of ‘Mature Market’ Research Report released today by 50+ marketing agency, rhc advantage

Specialist 50+ marketing agency,  rhc advantage, has today released a substantially updated and revised edition of its research report, ‘Marketing for Mature Audiences’.  

The report provides a comprehensive overview of the subject of marketing and older people in the UK, drawing upon more than 250 data and research sources.  It provides a wealth of information, insight and interpretation to marketers and anyone else interested in building relationships with this important group.

Said rhc advantage director, Mark Beasley: “The report has been extensively revised and updated and now has 20% more content and two entirely new sections.  As far as we know, there is nothing else available with the breadth and depth offered by this report.”  

The report, which is 180 A4 pages in length, was produced with the input of two University Professors.  It covers the following subjects:  demographic trends; economic, social, political and legal trends and issues; the income, wealth and expenditure of older people; the attitudes of older people to life, business and marketing; segmentation and generational marketing; a review of marketing practice and marketing communications,  including guidelines; digital and the internet; and a European overview. 

The report is now available from rhc advantage in hard copy format. The cover price of the report also includes a personal presentation of the main findings and, as a  final statement of confidence, there is a money-back guarantee.  For more information and a free executive summary,  please contact Mark Beasley at mark@rhcadvantage.co.uk or 020 7193 2361, or visit www.rhcadvantage.co.uk

 

Notes

rhc advantage limited is a marketing agency which specialises in the 50+ market. We help our clients to gain insight, plan more effective strategies and create more engaging brand communications for this important audience. The directors are Mark Beasley (marketing), Richard Collyer (creative) and Tom Wright CBE (non-executive). www.rhcadvantage.co.uk

 

The 50+ Show: Middle England comes to Olympia

If,  like me, you’re involved in marketing for older people,   you are likely to say things like ‘the over 50s should not be treated as a homogenous group’ on a regular basis.  As we all know, this is a large, complex and diverse group of discerning consumers.  One size does not fit all.  So what common ground could an exhibition called ‘The 50+ Show’   cover that would appeal to this group? To find out, I went to Olympia, London, on Friday July 13^th.

First impressions
I have to admit that my pencil was sharpened in anticipation of an extremely unpleasant and depressing experience:  queues, crowds and inadequate toilet  facilities, for example.   In fact,  when I arrived at 10.00 a.m.  check-in was quick and efficient  (if not particularly welcoming) and  I was seated inside with a coffee within minutes.  This enabled me to relax, plan my route, people-watch and admire the beautiful Morgan three-wheeler mysteriously parked in front of me.

Sipping my coffee, I took stock. Perhaps my ‘first experience’ of the show could have been improved.  Could there have been some friendly older people to meet and greet us all, instead of the usual jobsworths?  What about a Help and Information Desk as you walk in, staffed by more of the same? And most importantly, what happens when you take a corner at speed in that Morgan?   A visit to the loo was achieved without delay or incident and I was free to start my tour, relaxed and crowd-free.

Sense and sensibility
The crowds took some time to arrive.  Perhaps my 50+ colleagues travel some distance to the show from their homes in leafy suburbia, and may quite sensibly choose to avoid the rush-hour and take advantage of cheap-day return fares.  By lunchtime, the show had filled up significantly, making it much more of a scrum to walk around - in fact, the organisers claim that the show achieved a record attendance this year.  Good news for exhibitors,  a number of whom told me that they were very satisfied with the traffic on their stand.

This also meant that the facilities came under a certain amount of pressure later in the day. One female visitor told me that there was only one set of ladies toilets, representing a lengthy hike for less sprightly visitors finding themselves in the wrong part of the hall at the wrong time,  and a permanent  queue when you got there.   ‘Not at all pleasant for we ladies in their 60s’, as she put it.

Lunchtime was not quite what one might have expected. Many visitors had chosen to bring their own sandwiches, which they proceeded to eat anywhere they could. It was rather like one large picnic, but minus anything (other than food) that might make a picnic enjoyable. Could space be made available for this next year, perhaps? A Picnic Zone, sponsored by Hovis, perhaps.  

Power to the people
And what about my fellow 50+ visitors?  Overall, my impression was of a much more diverse group than I had expected.   But although a lot of boxes were ticked, my  sense was that the dominant group consisted of  couples in their  sixties, many of  whom had  ‘Middle England’,  sensible shoes  and ‘Marks and Spencer leisurewear’ written all over them.   This is perhaps not too surprising given that the show was until recently called the Retirement Show and this is the age group most likely to be interested in retirement-related matters. The over-50s is a powerful group, in terms of both size and spending power:  was its full diversity represented at this show?  It would be interesting to see the visitor profile – and it I were a potential exhibitor, I would be even more interested.  

Excuse me,  your roots are showing
The roots of the show as the Retirement Show are clearly visible and reflected by the fact that Prudential are the main sponsors.  And the concept of retirement goes some way to explaining what a group of otherwise diverse people might have in common beyond their age:  a major life event, with changing financial and personal circumstances to consider. 

Not surprisingly, the nature of the exhibitors reflect this. The usual suspects were there in force  – heathcare, retirement property and travel, for example. But with more than 150 exhibitors in all, there was a much wider range than you might expect:  did you even know that there is such a phenomenon as  health tourism,  let alone a company specialising in dental holidays?  A number of areas seemed under-represented,  not least  financial services companies – although this may be explained by the fact that Prudential are the main sponsor.

Activities for life
An impressive feature of the show is the wide range of activities, demonstrations.  presentations and seminars on offer. This included an activity zone, cookery demonstration, a climbing wall, a dance floor, a fashion show, live music, show homes and much more. Together, these offered a choice of information and entertainment from 10.00 in the morning to 4.30 in the afternoon.  If I had one criticism it would be that there was too much going on in the space available – with the ‘noise clutter’ making it hard to concentrate on any one thing.    I have to admit that the presentation called   ‘Sex can last a Lifetime’  caught my attention. Impressive but ultimately frustrating, I would imagine.

Promotion
One area where I would suggest improvement is in the promotional activity for the show itself, which simply does not do the show or the audience justice. Just because it’s for older people does not mean that basic standards of creativity or production values should be ignored. A more focused proposition would help to convey the depth and breadth of the show, rather than depending upon an apparently random ‘shopping list’.   

Walk the talk
In conclusion, my main point would be that the show needs to convince potential visitors that is more than a device to lure us into a single space where people can sell us things.   Why not  create more of a sense of  empathy by having  older people to meet and greet visitors,  to provide general advice and  information,  and perhaps even work on the stands. One obvious area of dissonance is the stand personnel  employed  by some exhibitors.  Too many stands seemed to be staffed by temporary staff, many of whom were quite young,   who seemed to lack  any obvious interest in the subject or empathy with older people.  Come on exhibitors – walk the talk! 

The stands with staff of a more varied age profile stood out and maybe it was no co-incidence that they also captured the crowds.  For example, on the   ‘We are Better Together’  stand,  the founder, Dr Meredith Belbin , was very much in evidence,  belying his 85 years of age. 

The management  of  another  stand had the interesting (if not very PC)  idea of employing  a number of young women in short skirts, high heels, red lipstick and glasses (‘secretaries’) to attract customers and encourage them to speak with a smaller number of men in suits (‘bosses’).    Even this ploy was  not quite in the same league as I  saw at an exhibition in Barcelona recently, where a Russian telecoms firm had a team of scantily-clad  ‘pole dancers’ performing on their stand. This was supported by a free draw to win a night in a dacha with one of them, for  a  ‘business  discussion’.  Now there’s an idea for the next show.  Or like me,  would you rather win that Morgan three-wheeler? 

Mark Beasley

Managing Director, RHC Advantage Limited

The 50+ marketing agency

www.rhcadvantage.co.uk

mark@rhcadvantage.co.uk

Retirement: an impressive campaign

One of the most important aspects of blogging is topicality, so I apologise that you may have already read about this elsewhere. However, if you haven't - please do read on.

Last month,  Prudential  and their agency, DROGA5 New York, won an award at the Cannes  Advertising jamboree  for their ‘Day One’ campaign, which tackled the subject of retirement. 

Whatever you may think of advertising industry awards, the campaign is  impressive.  I love the way it addresses the clichés and stereotypes surrounding retirement, as well as the challenges and problems that people face as they retire.   In fact, the only two negatives are: once again, the USA is ahead of the game; and I had no involvement in this campaign whatsoever.   You can watch the video here:

http://www.canneslions.com/work/2012/integrated/entry.cfm?entryid=34240&award=2

Here’s what they said:

“While the rest of the retirement category has promised shallow hopes of vineyards and yachts, we seized reality and captured what it felt like to wake up on a person's first day of retirement in 2011. We collected and documented personal experiences from across the country and launched 'Day One Stories', an integrated campaign encouraging people to start the conversation around retirement and to pro-actively plan for their own.”

 “In 2011, the biggest generation in U.S. history began to retire during the worst recession in a century. So instead of the false promises and intimidation that define the retirement category, we concentrated on one moment that everyone shares: Day One. We asked thousands of people to document their first day of retirement. We received over 5,000 Day One photographs, and they became the faces of a nationwide television and OOH campaign. Next we sent camera crews across America, and created a documentary series about people on their Day One. We put their stories online at www.dayonestories.com and invited others to join the conversation. We even took over NYC’s most prominent billboards and turned them into radio stations that broadcasted stories of New York’s newest retirees. Since it launched, Day One has reached tens of millions of people and touched nearly every medium.”

“Day One has redefined Prudential’s role in the category and has begun to change the national conversation about retirement. More than 250 retirees participated in the campaign, and more than 6,800 photos were submitted. More than eight million people have viewed the three-minute documentaries, and more than one million unique visitors have used the Day One site. In less than a year, Prudential has become exponentially more recognizable and connected to those who need its services most. And hopefully, the millions of people who have been touched by Day One have begun to think more about planning for their own.”

 It is also worth noting that Pfizer has recently launched a major US social media campaign to help it learn more about how Americans of all ages are tackling the issue.  The 'Get Old' site raises  “a simple, but profound question” – How do you feel about getting old? The site allows users to share and view stories, photos and videos about getting old, and even vote on how they feel about ageing.

Even if the result of all this is more and better financial services products (Prudential) and new and better drugs (Pfizer), that has to be a good thing. Doesn't it?

10 Rules of Marketing for Older Audiences

These ten rules are distilled from our research report, ‘Marketing for Mature Audiences’, which  is available upon request  (see below). They are not intended to be definitive and your comments and suggestions will be welcomed.

1.    There are no rules!  This is a group of people that is too large to ignore, too diverse to stereotype and too complex to second-guess. Make sure your marketing is based upon proprietary consumer insight, not received wisdom.

2.    Think of individuals, not groups.  Mass marketing is an outmoded concept: so why think of ‘older people’ or ‘the over-50s’ as a single homogenous group?

3.    It’s about ageing, not age. This isn’t just about old people, it is about population ageing. This has implications for every business, as your customer profile continues to age.   

4.    Do not overtly target ‘older people’. We know how old we are, you don’t need to remind us. If you are more subtle and convince us that you meet our needs, we might be interested.

5.    Think differently. Old assumptions may no longer apply. For example, while household income declines quite steeply after the age of 50,  wealth and expenditure are at their peak for the 50-64 age group.  

6.    Be more inclusive and less ageist. Many guidelines on marketing for older people assume that physical or mental decline are inevitable.  In fact, these are issues which apply to people of all ages and should be addressed by an inclusive approach to all aspects of the marketing mix.  Furthermore, many older people are mentally and physically active into their 90s and beyond.

7.    Age is relative. Our own age dictates not just when we think ‘youth ends’ and  ‘old age begins’  but also  our perceptions of the attributes associated with old age. Make sure that your marketing is consumer-driven and not at the mercy of 25 year old marketers or agency staff.

8.    Don’t target by generation. Treat ‘generational marketing’ definitions with caution.  In the UK, terms such as ‘Baby boomers’ and ‘Generation X’ provide no useful consumer insight and members of such groups share little other than the period in which they were born.

9.    Think across age groups. There is almost always more than one age group involved in any purchasing process. An obvious example  is the involvement of adult children in the purchase of retirement housing and care homes. The audience for many brands is likely to span different generations, as consumer attitudes, need and interests are seldom shaped by age alone.

10. Walk the talk. If you care about older people so much, why not employ some? And please, think about all aspects of the customer experience, not just your communications

These ‘rules’ run the  inevitable  risk of seeming facile and self-contradictory. We welcome your views and would love to discuss any aspect of this subject with you. Better still, if you’re a client company, why not let us apply our ‘rules’ to your business?

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About our research
‘Marketing and Mature Audiences’ is a research report which provides a comprehensive introduction to the subject of marketing and older, more mature, audiences in the UK . It provides an interpretative summary of more than 250 data and research sources. The report was written by Mark Beasley of RHC Advantage, with the input of two University Professors. The  full  report  document  is available upon request.  The main findings of the report form the basis of a 45 minute presentation which we really enjoy making.

About RHC AdvantageRHC Advantage is the UK’s only independent marketing agency specialising in adult, older, more mature audiences.  The directors are:  Mark Beasley, an experienced marketing consultant and planner, formerly a WPP group agency planning director;  Richard Collyer,  a successful creative and design consultant; and Tom Wright CBE (non-executive), who is Chief Executive of Age UK,  the UK’s largest age-based charity.  The agency provides consultancy and creative services to its clients. www.rhcadvantage.co.uk

Retirement? You ain't see nothing yet...

Thinking of retiring?  Good for you  - especially if you are one of the increasingly small group of salary-men with a nice fat company pension, or a civil servant (much the same thing).  For all of us, the nature of  retirement has changed, and will continue to change, as we live longer – and very different – lives to those of our parents.    That’s the theme of four apparently unrelated events that have taken placed over the past few weeks, which I have attempted to weave skilfully and seamlessly into one meaningful article.

The first is a think-piece called ‘Retirement in Flux’, published by the International Longevity Centre – UK (ILC-UK). This argues – as have others before - that retirement should be a process, not an event, and that older people should expect to work longer and draw upon property wealth to help fund care costs.  Pointing out that the concept of work and retirement as we have known them is no longer economically and socially sustainable, David Sinclair of ILC-UK states that:  "We need to abandon the idea that people make contributions in their working life in return for support in retirement.’ 

Meanwhile, a new social enterprise has been launched to help men adjust to life after retirement. Called the After Work Club, this has been launched by that impressive social entrepreneur, Deborah Szebeko. The thinking seems to be that many men, especially professionals,   are unprepared for  life after full-time employment.  In fact, so burned out are these professionals that they apparently need the help of  an organisation founded and run entirely by young women....

 Two ladies who seem to have made the most of their retirement are Betty Smith (90) and Beryl Renwick (86), who recently won a Sony Gold Award for their BBC Radio Humberside Show.  Having won against Frank Skinner on Absolute Radio and Adam and Joe on 6 Music, this is no mean feat.

Meanwhile, Age UK have launched their own radio station, The Wireless. We do not yet know whether Age UK have plans to poach Betty and Beryl – watch this space. However, it seems that older radio DJs and presenters are not that uncommon: the star presenter of The Wireless is David Hamilton, a youthful 73, while Tony Blackburn (69), Bob Harris (66) and Terry Wogan (71) continue to be on top of their game on Radio 2. David Jacobs, presenting until very recently, is one of a number of presenters working well into their 80s. 

As the UK’s population continues to age, perhaps ageism -  like the statutory retirement age and final salary pensions - will become a thing of the past,  as many more older people continue to do what they’re good at well into their later life.  Cue the favourite track of Harry Enfield’s legendary DJ creations, Smashy and Nicey – you ain’t seen nothing yet.

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The UK is facing unprecedented population change, meaning that older audiences are increasingly important to business and marketers. This is a group of people that is too large to ignore, too diverse to stereotype and too complex to second-guess.  RHC Advantage is the UK’s only independent marketing agency specialising in older audiences:  we help our clients to gain deeper insight, plan more effective marketing strategies and create more relevant communications. www.rhcadvantage.co.uk  

Complimentary ‘marketing and mature audiences’ seminar offer, from rhc advantage – the UK’s only independent 50+ marketing agency

The UK’s ageing population  brings  marketers many challenges and opportunities.  There are now more adults and older people than ever before:   a group of people that is too large to ignore, too diverse to stereotype and too complex to second-guess.    To help businesses and brands understand what this means for them,  rhc advantage is offering a number of two-hour seminars, at no charge.

The first part of the seminar presents a comprehensive overview of the changing marketing environment created by an ageing population, using a wide range of data and research sources. This is based upon the extensive ‘Marketing and Mature Audiences’   research project, carried out by RHC Advantage.  The second part of the seminar is   a  facilitated discussion  relating the research findings to specific  aspects of the ’host’  business or brand.

The seminar can be held at the RHC Advantage  offices in London or Hampshire, or at client offices  provided that they are within 100 miles of London.  To qualify for the ‘complimentary’ offer,  seminars must be booked by 30^th May 2012.

Talking ‘bout my generation?  Talk to us first
RHC Advantage is the UK’s only independent marketing agency to specialise in the fifty-plus  market.   The directors are Mark Beasley (planning),  Richard Collyer (creative) and Tom Wright CBE (non-executive), who is  Chief Executive of Age UK.   If you are talking to older  audiences ,  we can help you to gain insight, plan more effective marketing strategies, and create more relevant marketing communications.

For further information,  including a document  outlining  the seminar, please contact RHC Advantage at info@ rhcadvantage.co.uk or visit www.rhcadvantage.co.uk

                                                                                                                  

Marketing to the over-50s? Three FREE ways we can help!

Let’s face it, we’re all growing older. In fact, there are now more adults and older people than ever before. This is a group of people that is too large to ignore, too diverse to stereotype and too complex to second-guess.

That’s why we formed rhc advantage - the UK’s only independent marketing agency to specialise in the 50+ market. If you’re talking to the over-50s, make sure you talk to us first. We can help you to gain insight, plan more effective marketing strategies, and create more relevant marketing communications.

While we've been happily working with our clients, we've been ignoring everybody else. In an attempt to rectify this, we've worked out three ways you can check us out for free. But hurry - like all good things, this offer has a closing date.

1. Free Research Presentation
Face the facts, with a complimentary presentation and copy of our research report: Marketing and Mature Audiences. Produced with two University Professors, this unique report draws upon more than 200 data and research sources to provide a comprehensive overview of the changing marketing environment. Ask for the executive summary first, as a taster.

2. Marketing Planning Workshop.
Where should you be going and how will you get there? Book a free three-hour planning workshop to explore your options. A summary of how this would operate is readily available.

3. Brand Communications Workshop
If you’re looking for more appropriate, more relevant and more effective creativity for today’s more mature audiences, why not book one of our Brand Communications Workshops? This three hour workshop will help you refine your brand communications strategy. Further information on this and all our services is available upon request.

If you’re interested in talking to the UK’s fastest-growing consumer group, please talk to us first. Contact Mark Beasley or Katie Leonard-Smith on 020 7193 2361 or info@ rhcadvantage.co.uk.

Terms and Conditions
1. All presentations and workshops must be booked by May 30th 2012 and held before July 30th 2012.
2. They can be held at our offices in London or Hampshire, or within a 100 mile radius of London.

rhc advantage / the 50+ marketing agency / www.rhcadvantage.co.uk
Directors: Mark Beasley, Richard Collyer, Tom Wright CBE (non-executive)
town: garden studios 71-75 shelton street covent garden london WC2H 6JQ
t: 020 7193 2361
country: 113 high street odiham hampshire RG29 1LA
t: 01256 70 40 70

The Telegraph CRUISE Show appoints RHC Advantage

The Telegraph CRUISE Show, the largest cruise event in the UK, has appointed rhc advantage, the UK’s only independent over-50’s marketing agency.

The Telegraph CRUISE Show is now offering sponsorship and exhibitor opportunities for non-cruise companies for their forthcoming events at London (Olympia) on March 24-25, Birmingham (NEC) and Glasgow (SECC), in October.

The shows provide a high-quality environment for connecting with a mature, affluent consumer audience and are supported by a heavyweight multi-media advertising, marketing and PR campaign. With a collective audience of over 50,000 visitors, the CRUISE show is the perfect venue for companies to interact face-to face with existing and potential new clients.

Around 20 million people are expected to take cruises in 2012, with Europe and North America accounting for around 86 per cent of worldwide passengers – many of whom are aged over 55.

rhc advantage is the UK’s only independent marketing agency to specialise in older, more mature, audiences. Mark Beasley, managing director, comments “Many over-50’s have the time and money to spend on luxury goods, expensive meals and out-of-season holidays. The Telegraph CRUISE show is the ideal platform for companies wishing to position themselves alongside the world’s leading cruise operators, whilst connecting with mature, affluent and influential consumers in a live environment”

Martin Anslow, managing director and CRUISE show organiser, commented: “You don’t have to be in the travel industry to benefit from being involved with the CRUISE Show. If it is high quality, discerning consumers that you wish to engage with, then our team will work with you to develop the perfect sponsorship platform to meet your objectives”.

Notes to Editors
1. The Telegraph CRUISE Show. The Telegraph CRUISE Show is an established premium consumer event which attracts a high-calibre older audience and the events have been successful in attracting all major cruise operators as exhibitors. In total, approximately 50,000 people attend the three shows, which will operate in the following locations this year: London (Olympia) March 2012, Birmingham (NEC) October 2012 and Glasgow (SECC) October 2012. http://www.cruisingshow.co.uk/

2. rhc advantage. rhc advantage is the only independent UK marketing agency to specialise in the increasingly mature audiences resulting from the UK’s ageing population. The directors are Mark Beasley (managing), Richard Collyer creative) and Tom Wright CBE (non-executive). http://www.rhcadvantage.co.uk/

Contact: Katie Leonard-Smith. 020 7193 2361. e: info@rhcadvantage.co.uk

Hospitality industry neglecting over-65s market, says Barclays

There is a major contradiction between the UK hospitality and leisure industry’s attitude towards the over 65 demographic and the actions of the sector, with the majority of operators neglecting this growing market, according to new research from Barclays Corporate.
(http://www.newsroom.barclays.com/ 29.12.11)

The following article, with quotes from rhc advantage, appeared in http://www.taxdonut.co.uk/ (13.01.12).

Almost two thirds of hospitality businesses are failing to target the over-65s, research by Barclays has found, despite most firms claiming they are tuned in to older audiences.

In the Barclays’ survey of 160 senior executives across the industry, 62 per cent admitted they had no specific services or products tailored to the over-65s market – such as special deals or physical facilities including easy access – while eight in ten said they had no plans to start doing so.



However, Mike Saul, head of hospitality and leisure at Barclays Corporate, said it was a mistake to overlook the opportunities that a healthier, ageing population represented for firms in the hospitality industry.



“Given the level of income the over-65s currently provide to the industry, it would be remiss to ignore investing in a demographic that is expected to grow so significantly in the next few years,” he said.



Changes needn’t be dramatic or expensive, added Saul, with minor adjustments such as targeted marketing campaigns and promotions aimed at older audiences often easy to put in place.
However, British Hospitality Association spokesman Miles Quest said that many existing hotels and restaurants had worked very hard in recent years to capture the older, often high-spending retired market.



“Hotels and restaurants aren’t silly,” he said. “The over-65s often have lots of time and money which they can spend on weekend breaks, expensive meals and out-of-season holidays.
“Smaller independents can struggle to keep up with trends and expensive marketing campaigns compared with the big chains,” added Quest. “But most successful local businesses are very aware of their clientele, including older customers. They are typically close to the ground so they understand their customers and what they want, whether that’s a certain style of menu, pricing or even decor.”



Mark Beasley, managing director of marketing agency RHC Advantage which specialises in older audiences, advised businesses keen to attract an older clientele to make sure that their offer was inclusive.





“All the evidence shows that older consumers dislike being targeted by age,” he said. “But with age comes certain issues – physical mobility or impaired eyesight, for example. Loud music, over-friendly youthful waiting staff, menus with small print and washrooms accessible by staircases, for example, are just some of the ways in which older people can feel alienated. Assess your business and how it works for people over a certain age.”

For further information about marketing to older audiences, and to request our free research report on the subject, visit http://www.rhcadvantage.co.uk/