Mature Marketing Association MMA summit October

Keen to learn from the mobility trade’s experience in reaching older customers, as well as share ideas from some of the world’s biggest brands, the Mature Marketing Association (MMA) is holding its annual MMA Summit this October.

Responding to the growth in the UK’s ageing population, creating an ever-growing demographic of affluent pensioners, the Mature Marketing Association aims to promote best practice in advertising to mature audiences, alongside commissioning in-depth research and facilitating networking.

Traditionally an underexposed area of marketing, some global brands have struggled to adapt their communications strategy to reach older consumers, with attentions often being focused on younger consumers in the bid to establish long-term brand loyalty.

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This has led to some marketing campaigns aimed at over-50s that have been accused of being out of touch and occasionally being offensive, using disparaging stereotypes associated with growing older.

Speaking with James Lancaster, Managing Director of Mature Marketing Association, he told THIIS: “Many brands are now just waking up to the need to reach out to an older demographic, however, it is something that the mobility industry has been doing successfully for decades.

“It would be fantastic to bring these expert mobility marketers together with marketers from other global brands such as AutoTrader and The Daily Telegraph to network, swap ideas and discuss thought-provoking topics at this year’s summit.”

Taking place at Cavendish Conference Centre in London, the event will feature a full day of expert speakers sharing insights, research and their experiences reaching older customers, as well as unique networking sessions to meet like-minded professionals in an informal setting.

Talks will include Nick King, Insight Director at AutoTrader, discussing data and consumer behaviour; Paul McCallum, Director of Customer Acquisition at telehealth organisation Babylon Health, giving insights into launching a successful brand amongst older consumers and building trust alongside innovation; as well as Lisa Targett, General Manager at Tribe, discussing using social influencers and the pitfalls to avoid.

“It promises to be an exciting and educational day for marketing professionals and one I am sure will help marketers in the mobility industry find new ways to reach the “grey” market,” finished James.

“We look forward to meeting you there.”

To be held on the 17th October from 8:45 to 17:00 at the Cavendish Conference Centre, 22 Duchess Mews, London, W1G 9DT

Click to discover more about the event and how to book tickets.

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