Sunday, June 11, 2006

Targetting older people - make sure print size is large

Most marketing campaigns are poor when it comes to targeting older consumers.  Just take print size as an example.  I gave a lecture recently to a company that produces electric razors.  Good news:  I use one of their products and have done so for the last 4 years.  Bad news:  I only realised the day before giving the lecture.  Reason:  the logo on the razor is so small that I need my reading glasses to see it and since when did I wear reading glasses in the bathroom when shaving?


I am only 49 but the company has lost 4 years of brand positioning in our home.  The problem is even more obvious amongst consumers who are 10, 20 or 30 years older than I am.


Just take a look at the print size on the outside of toothpaste, or in packaging of medicines, or on restaurant menus (read by candelight).


Print size is just one of a huge number of ways that marketing executives discriminate against older consumers without realising it.


And remember that over 65 year olds own 75% of the wealth of the US and UK – and incidentally, 65% of them are women.

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