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UPCOMING WEBINARS

UPCOMING WEBINARS. FINDING THE WIN/WIN IN PROMOTIONAL SPEND– MAY 21 ST. Introducing boomers. Marketing’s most valuable generation. Beth Brady April 2013. TODAY’S PRESENTER. BETH BRADY Global Head – Marketing Effectiveness, Nielsen

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UPCOMING WEBINARS

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  1. UPCOMING WEBINARS FINDING THE WIN/WIN IN PROMOTIONAL SPEND– MAY 21ST

  2. Introducing boomers Marketing’s most valuable generation Beth Brady April 2013

  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. Introducing boomers Marketing’s most valuable generation Beth Brady April 2013

  5. What we Will cover…. OBSERVATIONS WHAT YOU MIGHT KNOW? WHY IT MATTERS? 1 2 WHY SHOULD YOU CARE? WHY BOOMERS? WHY NOW? IMPLICATIONS HOW TO ACT ON BOOMER INTELLIGENCE? 3

  6. Misunderstood boomer market

  7. The divide 10-15% 50% CPG Dollar Spend Ad Dollars Aimed at 50+ Years

  8. Big and getting bigger

  9. Largest growth rate Growth rate over next 20 years

  10. Massive Boomer population US Adult Population 80 million Born 1946-1964

  11. BOOMERS ARE A MARKETING’S TIDAL WAVE They have advanced through life picking up energy and spending power along the way.

  12. They make money,they spend money

  13. In 5 years 50+ <50 IN 5 YEARS, 50% OF U.S. ADULTS WILL BE 50+ 70% $15T THEY WILL CONTROL 70% OF DISPOSABLE INCOME IN THE NEXT 20 YEARS, THEY WILL INHERIT $15T

  14. Income by Generation 63% of Boomers have at least one person in the HH working full time

  15. Boomer are the biggest spenders And shop retail channels like everyone else Basket Ring $ Per Household 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.

  16. Poll #1 What Consumer packaged goods category are BOOMERS most likely to buy? Beer Wine Coffee Carbonated Beverages

  17. Boomers dominate cpg categories 119 OUT OF 123

  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. Loyalty can change Continue to invest and prioritize their loyalty Boomer’s brand loyalty is the same as others Ditto for their sensitivity to pricing

  21. So which is it? How often female heads of households look at unit price to compare products AGE RANGE 35-44 45-54 TOTAL 55-64 ON A FEW/ SOME TRIPS 40% 41% 40% 40% ON MOST TRIPS 53% 52% 52% 54%

  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. 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. Boomers … half of all online, social media & Twitter users f Usage of the social net has doubled 53% are on facebook 32% own a smartphone

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

  27. High Technology adoption with techno boomers Generation comparison by index Source: Nielsen ConneXions 2012

  28. Guess who’s shopping online Source: Forrester Research

  29. Online shopping trends Source: Nielsen Homescan Panel

  30. Marketing and media friendly

  31. Look who’s watching Hours per month 174 133 107 BABY BOOMERS GEN X MILLENIALS

  32. Poll #2 What top 10 broadcast television program is most viewed by boomers? Big Bang Theory NCIS Dancing with the Stars

  33. BOOMERS DRIVE THE TOP TV SHOWS 16 out of 25

  34. They’re listening and reading too AGE OF MEDIAN READER/LISTENER TV: RADIO: MAGAZINES: NEWSPAPER: 46 44 45 48

  35. THERE IS JOY IN AGING

  36. Maturing brains process information differently

  37. When does your brain change? It happens over time beginning at 55 better at recognizing the central idea/big picture Tend to think in a more linear way Lose their ability to suppress distractions Don’t respond well to negativity Source: Nielsen NeuroFocus study 2012

  38. As we age, keep in mind… Reduced eyesight Hearing loss Diminished sense of taste or smell Health & fitness concerns

  39. Summarizing our observations Huge Boomer opportunity

  40. How to take action

  41. Marketing to boomers • More holistic messaging • Demand facts • Less price sensitive • Spend more time making purchasing decisions • Less self oriented more altruistic

  42. Putting it to work

  43. Package redesign • 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 focusing on making their packages easy to use.

  44. Connecting thru mobile • 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. Catering to their tech vitality.

  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. 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.com • OR, if you have any questions regarding the content of this webinar, you can also contact: Beth Brady, email: Beth.Brady@nielsen.com

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