Well done to the Bookbite team

A while back I spent some time working with the people behind a campaign to encourage older people to join book clubs and to write their own books. I have never really understood why by the name of the project is Bookbite. 

Considering the very short time and limited budget they had to get the project airborne I think they have done a good job. The BBC certainly thought they had. Dick Stroud

Business of Ageing conference in Dublin

On March 3, I will be speaking at a conference in Dublin called Business of Ageing.

In addition to the conference web site you can get some good background information about what is happening in Ireland, with regard to the 50-plus, from this excellent article that was published in The Sunday Post.
 
Naturally, I am going to say it was an excellent article since it has lot of quotes from me! Dick Stroud

Mobile apps for Boomers

A month or so ago I launched a test blog that was dedicated to all things to do with mobile apps and older consumers.

I have made a few tweaks, and still have a few more to make, but this is near to the finished format. So as the domain says apps4boomers. Dick Stroud

50-plus web site for sale – one careful owner

I was vaguely aware of The Silver Surfers Guide web site. It was one of the many sites that appeared like a fresh crop of mushrooms during the period when people thought that all you had to do was put '50-plus' or 'Boomer' on a site and zillions of people would come clicking.

Well the site is up for sale. Here is what the blurb says. The website provides good returns from online advertising and other revenue streams, such as its incorporated over 50's dating site.

The dating site alone currently generates in the region of £5000 per annum, with sufficient refinement of marketing this figure could be much greater. There is genuinely no limit to the potential scope for this business, particularly for someone keen to move towards the increasingly more popular social networking arena. The business started trading in November 2008.

Trading was temporarily suspended between January 2009-August 2009 due to site redevelopment and recommenced in August 2009.

Turnover during the 9 months of active trading is £27,388.34 ex VAT. The site averages 12,000 unique visits every week and approximately 30,000 page impressions.

By my calculation this means the site is making £0.045/unique visitor. Mmmm

Full marks for the guy/girl for trying to sell it at this price. My bet is that they would be open to offers. Remember the old saying: "Buyer Beware". Dick Stroud

AXA launches motor insurance brand with 'pavement rage' ad

AXA is launching a £10m marketing campaign to support the launch of its new direct motor insurance product targeting older drivers. This is AXA’s first foray into the direct insurance. Previously it had focused on the broker market.

I am quoting from Brand Republic that: “AXA Car Insurance will target older drivers who feel they are not catered for by other brands, by offering them a 90% no claims bonus.”

The TV ad shows pedestrians bashing into one another on a busy city-centre
pavement. A voiceover then states, ‘You wouldn't behave this way on foot, so why would you when you are driving?'

The tagline for the campaign is: ‘AXA drivers get up to 90% discount on their car insurance. Disrespectful drivers don't.'

In parallel TV celebrity Charley Boorman (who you might ask is he) will front a PR push, including a website inviting consumers to air their views on the state of behaviour on the road today. How weird.

As you will see from the ad, the big punch line for Axa is - Redefining Standards. I mean, that is going to really get grampa out of his seat and punching the air.

Some obvious observations. This is a covert campaign that selects the older age group on the basis of their long driving record without a claim. I can see the strength in that argument. So unlike RIAS there is no mention of 50+ or anything to do with age.

But, my hunch is that by making the creative so confrontational – literally – the message about 90% discount is going to get lost. I am still thinking about attractive oriental looking lady, the short guy and the lunatic looking women.

And, one thing that older people (who I wonder do they mean as older) tend not to like is confrontation and aggression (yep, I know a bit generalisation). I think a lot of people will have switched off their engagement with the ad before it gets the thing that really matters – money off their insurance.

I guess the smug looking George Clooney lookalike is the visual anchor to the 'older' person.


Sorry guys. I reckon it’s a lemon. What do you think? Dick Stroud