Punch Communications

Punch Communications

September 02, 2011 08:00 ET

Engaging With the Mature Demographic Has Never Been More Important, Warns Punch

LONDON, UNITED KINGDOM--(Marketwire - Sept. 2, 2011) - BBC1 this week announced it would 'do more for older viewers' as its latest studies show the average age of its viewer is now 50; brands should take note, warns online PR agency Punch Communications otherwise bottom lines could be detrimentally affected.

"It is regularly being reported in the news that the UK has an ageing population; people are living longer and having less children and by 2034 it has been forecast that 23 per cent of the UK's population will be 65 and over," explains Georgina Dunkley, account director at the SEO Agency.

"Statistics like this illustrate how vital it is for brands to ensure that any advertising, marketing or PR they undertake is suitable for this audience. This doesn't necessarily mean exclusive content should be created solely for them, but it does mean that it should be sympathetically produced with them in mind too."

A number of brands have already recognised the importance of capitalising on this growing, and traditionally more wealthy, ageing market. Marks and Spencer's phoenix story is a prime example. Over the past 10 years it has reinvented itself from an out-dated and mediocre store to a reputable fashion house for the more mature and discerning customer – thanks mainly to a sophisticated advertising campaign starring 1960's pin-up Twiggy.

"M&S captured the hearts and minds of this older demographic by not only understanding what clothes, accessories, homewares and food they want to buy, but by also getting into their psyche; adding emotion to the shopping experience and making it a pleasurable and enjoyable one. Brands should take note of how this has been achieved and ensure that through their marketing activities they aren't alienating this key market."

Punch Communications is one of the UK's leading PR, search and social media agencies. For further information visit www.punchcomms.com.

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