Presentation is loading. Please wait.

Presentation is loading. Please wait.

Copyright ©2012 The Nielsen Company. Confidential and proprietary. 1 UPCOMING WEBINARS FINDING THE WIN/WIN IN PROMOTIONAL SPEND– MAY 21 ST.

Similar presentations


Presentation on theme: "Copyright ©2012 The Nielsen Company. Confidential and proprietary. 1 UPCOMING WEBINARS FINDING THE WIN/WIN IN PROMOTIONAL SPEND– MAY 21 ST."— Presentation transcript:

1 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 1 UPCOMING WEBINARS FINDING THE WIN/WIN IN PROMOTIONAL SPEND– MAY 21 ST

2 MARKETING’S MOST VALUABLE GENERATION Beth Brady April 2013 INTRODUCING BOOMERS

3 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 3 TODAY’S PRESENTER BETH BRADY Global Head – Marketing Effectiveness, Nielsen Beth is responsible for bringing together Nielsen Watch and Buy capabilities to address the strategic needs of clients in an innovative and compelling manner. She has 20 plus years of business building experience in the Consumer Packaged Goods industry.

4 MARKETING’S MOST VALUABLE GENERATION Beth Brady April 2013 INTRODUCING BOOMERS

5 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 5 WHAT WE WILL COVER…. WHY SHOULD YOU CARE? WHY BOOMERS? WHY NOW? OBSERVATIONS WHAT YOU MIGHT KNOW? WHY IT MATTERS? IMPLICATIONS HOW TO ACT ON BOOMER INTELLIGENCE? 1 2 3

6 MISUNDERSTOOD BOOMER MARKET

7 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 7 CPG Dollar SpendAd Dollars Aimed at 50+ Years 50% 10-15% THE DIVIDE

8 BIG AND GETTING BIGGER

9 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 9 LARGEST GROWTH RATE GROWTH RATE OVER NEXT 20 YEARS

10 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 10 MASSIVE BOOMER POPULATION 80 MILLION Born 1946-1964 US ADULT POPULATION

11 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 11 They have advanced through life picking up energy and spending power along the way. BOOMERS ARE A MARKETING’S TIDAL WAVE

12 THEY MAKE MONEY, THEY SPEND MONEY

13 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 13 $15T THEY WILL CONTROL 70% OF DISPOSABLE INCOME IN THE NEXT 20 YEARS, THEY WILL INHERIT $15T IN 5 YEARS, 50% OF U.S. ADULTS WILL BE 50+ <50 50+ IN 5 YEARS 70%

14 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 14 INCOME BY GENERATION 63% of Boomers have at least one person in the HH working full time

15 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 15 Basket Ring $ Per Household BOOMER ARE THE BIGGEST SPENDERS Source: Nielsen Homescan, Total U.S. 52 weeks ending 12/29/2012, excludes gas only or Rx only trips; *UPC-coded products. Based on Total Retail Channels. And shop retail channels like everyone else

16 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 16 POLL #1 Beer Wine Coffee Carbonated Beverages WHAT CONSUMER PACKAGED GOODS CATEGORY ARE BOOMERS MOST LIKELY TO BUY?

17 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 17 119 OUT OF 123 BOOMERS DOMINATE CPG CATEGORIES

18 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 18 STILL DOING WHAT THEY’VE ALWAYS DONE Annual $ per household among category buyers Source: Nielsen Homescan, Total U.S. 52 weeks ending 12/29/2012, UPC-coded products

19 THEY ARE WINNABLE AND LOSABLE

20 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 20 BOOMER’S BRAND LOYALTY IS THE SAME AS OTHERS LOYALTY CAN CHANGE Continue to invest and prioritize their loyalty DITTO FOR THEIR SENSITIVITY TO PRICING

21 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 21 How often female heads of households look at unit price to compare products ON A FEW/ SOME TRIPS ON MOST TRIPS 35-44 AGE RANGE 45-54 55-64 TOTAL 40% 41% 40% 54% 53%52% SO WHICH IS IT?

22 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 22 BOOMERS LIKE EVERYONE, PREFER BRANDS Annual $ per household among category buyers Source: Nielsen Online Views Survey, Dec 2012/Jan 2013; Nielsen Homescan, Total U.S. 52 weeks ending 12/29/2012 (UPC-coded)

23 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 23 SOME PRICE DEAL SHOPPING Source: Nielsen Homescan, Total U.S. 52 weeks ending 12/29/2012, excludes gas only or Rx only trips; *UPC-coded products. Based on Total Retail Channels.

24 MAKING THE TECH MOVEMENT MOVE

25 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 25 HALF OF ALL ONLINE, SOCIAL MEDIA & TWITTER USERS BOOMERS … USAGE OF THE SOCIAL NET HAS DOUBLED 32% OWN A SMARTPHONE f 53% ARE ON FACEBOOK

26 “ ” The biggest growth over the past 2 years is the evolution of social and mobile. AARP

27 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 27 HIGH TECHNOLOGY ADOPTION WITH TECHNO BOOMERS Generation comparison by index Source: Nielsen ConneXions 2012

28 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 28 GUESS WHO’S SHOPPING ONLINE Source: Forrester Research

29 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 29 ONLINE SHOPPING TRENDS Source: Nielsen Homescan Panel

30 MARKETING AND MEDIA FRIENDLY

31 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 31 BABY BOOMERSGEN XMILLENIALS 174 LOOK WHO’S WATCHING Hours per month 133 107

32 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 32 POLL #2 Big Bang Theory NCIS Dancing with the Stars WHAT TOP 10 BROADCAST TELEVISION PROGRAM IS MOST VIEWED BY BOOMERS?

33 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 33 16 out of 25 BOOMERS DRIVE THE TOP TV SHOWS

34 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 34 TV: RADIO: MAGAZINES: NEWSPAPER: 46 44 45 48 AGE OF MEDIAN READER/LISTENER THEY’RE LISTENING AND READING TOO

35 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 35 THERE IS JOY IN AGING

36 MATURING BRAINS PROCESS INFORMATION DIFFERENTLY

37 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 37 WHEN DOES YOUR BRAIN CHANGE? It happens over time beginning at 55 Source: Nielsen NeuroFocus study 2012 LOSE THEIR ABILITY TO SUPPRESS DISTRACTIONS TEND TO THINK IN A MORE LINEAR WAY DON’T RESPOND WELL TO NEGATIVITY BETTER AT RECOGNIZING THE CENTRAL IDEA/BIG PICTURE

38 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 38 AS WE AGE, KEEP IN MIND… Reduced eyesight Hearing loss Diminished sense of taste or smell Health & fitness concerns

39 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 39 SUMMARIZING OUR OBSERVATIONS Huge Boomer opportunity 1 They are big and getting bigger 2 They make money and they spend money 3 They are winnable and losable 4 They are making the tech movement move 5 They are marketing and media friendly 6 Their maturing brain process differently

40 HOW TO TAKE ACTION

41 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 41 MARKETING TO BOOMERS Demand facts Less price sensitive Spend more time making purchasing decisions Less self oriented more altruistic More holistic messaging

42 PUTTING IT TO WORK

43 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 43 PACKAGE REDESIGN FOCUSING ON MAKING THEIR PACKAGES EASY TO USE. Diamond Foods Redesigned packaging of the Emerald Snack Nuts line to make it easier for the aging consumer to open & help with dexterity issues. Indentations make containers easier to hold & grooves in the lid make it easier to open. Record sales posted--12% share gain in its category

44 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 44 CONNECTING THRU MOBILE CATERING TO THEIR TECH VITALITY. Walgreens Rx App Pill Reminder mobile app helps users track their medication and receive alerts. Alerts can be scheduled many different ways & can hold multiple prescriptions, vitamins & other supplements.

45 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 45 RE-DEFINING AGING Depend The average age of the Depend user is trending lower as Boomers have aged and the American population has become more prone to diabetes. Perceptions are changing. They rejuvenated the brand via ad campaigns, packaging and consumer outreach. Ads now show energetic older people going about their everyday activities. DOING MORE WITH THEIR LIVES THAN EVER BEFORE.

46 MOVING FORWARD WITH BOOMERS IDENTIFY WHAT’S VALUABLE FIND THEM AND FIND YOUR WAY IN PUT THE “ME” IN YOUR MESSAGE

47 BOOMERS: IF NOT NOW, WHEN? THANK YOU

48 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 48 Q & A If you have follow-up questions or want more information, please contact your Nielsen Professional Services rep If you are not a current Nielsen client, please contact us Phone:800-553-3727 Email:CPGSolutions@nielsen.comCPGSolutions@nielsen.com OR, if you have any questions regarding the content of this webinar, you can also contact: Beth Brady, email:Beth.Brady@nielsen.comBeth.Brady@nielsen.com

49


Download ppt "Copyright ©2012 The Nielsen Company. Confidential and proprietary. 1 UPCOMING WEBINARS FINDING THE WIN/WIN IN PROMOTIONAL SPEND– MAY 21 ST."

Similar presentations


Ads by Google