Engaging Communications –
top ten tips
Don’t…
assume that older people are set in their brand choices. Older households have been shown to buy as wide a variety of brands as younger ones.
define the target audience solely in chronological terms. Blanket targeting is not acceptable or effective. There are huge points of difference between successive generations and individuals within them.
assume that you need to create specific products or communications streams for older people. Often they want to see their needs catered for in the mainstream – but they do respond to quality, ethics and impartial information.
take the take the easy way out by using a wishywashy, bland style. Older people may need the communication to take a slower pace – but they value conversation and direct dialogue.
stoop to manipulation and hype. Older people usually have a powerful nose for this. They are much more likely to value solid worth and practical information - authenticity, not artificiality.
Do…
use authentic representations of older people – not ‘victims and heroes’, but images which are diverse, dynamic, unsentimental and real.
get closer to older customers – talk to them, mix with them and recognise their diversity.
identify older people’s needs and aspirations and how they relate to your organisation. How can your products or services help older people to maintain good health, be free from depression, stay optimistic, engage in social activity, or live in a welcoming neighbourhood?
speak clearly, plainly and truthfully. This means working hard to ensure that you are setting up as few barriers as possible between what you are saying and the people you are saying it to.
imagine you are in a conversation with a particular, unique person – and use the power of narrative, story and humour. Try to really represent your audience – or better still, let them speak for themselves.
Contact Forster AGEncy for a copy of our good practice guide: Engaging Communications: communicating with and about older generations
Don’t…
assume that older people are set in their brand choices. Older households have been shown to buy as wide a variety of brands as younger ones.
define the target audience solely in chronological terms. Blanket targeting is not acceptable or effective. There are huge points of difference between successive generations and individuals within them.
assume that you need to create specific products or communications streams for older people. Often they want to see their needs catered for in the mainstream – but they do respond to quality, ethics and impartial information.
take the take the easy way out by using a wishywashy, bland style. Older people may need the communication to take a slower pace – but they value conversation and direct dialogue.
stoop to manipulation and hype. Older people usually have a powerful nose for this. They are much more likely to value solid worth and practical information - authenticity, not artificiality.
Do…
use authentic representations of older people – not ‘victims and heroes’, but images which are diverse, dynamic, unsentimental and real.
get closer to older customers – talk to them, mix with them and recognise their diversity.
identify older people’s needs and aspirations and how they relate to your organisation. How can your products or services help older people to maintain good health, be free from depression, stay optimistic, engage in social activity, or live in a welcoming neighbourhood?
speak clearly, plainly and truthfully. This means working hard to ensure that you are setting up as few barriers as possible between what you are saying and the people you are saying it to.
imagine you are in a conversation with a particular, unique person – and use the power of narrative, story and humour. Try to really represent your audience – or better still, let them speak for themselves.
Contact Forster AGEncy for a copy of our good practice guide: Engaging Communications: communicating with and about older generations
Opinion