You are the founder of PeterAlex Media Corporation. Could you please introduce the agency?
PeterAlex Media Corporation (PAM) was founded by Patricia Fletcher. PeterAlex Media is one of the only advertising and public relations agency that is devoted exclusively to helping age-based organizations, healthcare and alternative medicine companies build relationships with the Mature Market consumer. Our affiliations and memberships with professional organizations and leading researchers keep us up to date with trends and segmentation.
What differentiates PeterAlex Media from other advertising agencies?
Unlike many advertising agencies, we specialize only in the 50-plus consumer. We have the experience and understanding of the mature marketplace and spot valuable strategies that will help companies: Identify what segments have the greatest opportunities for the product or service; create messages that connect to the core value of the target segment. Our grassroots campaigns offer integrated marketing solutions that build strong relations with this segment based on their life values.
What companies hire your services? Do they only target Senior citizens and Baby Boomers?
Our client list includes companies that offer products and services designed to mitigate aging. As well as those companies that realizes the demographic shift and wants to add this segment to their marketing mix.
What are the main differences between an advertising strategy targeting Boomers, and a strategy targeting Senior Citizens?
Baby Boomers make up a large bulk of today’s work force. This group is not afraid to spend money, and is often credited for contributing to the economy with their significant buying power. Advertising campaigns targeting this group must be precise, focus on areas that are appealing to them, and incorporates subject matter that they can relate to.
Unlike their younger counterparts most Seniors lived through the depression of War World II. Their purchasing decisions are not based on price alone. This group will spend more for a quality product or service. They like to communicate one-on-one and use referrals and word-of-mouth when selecting products and services. They are avid readers of newspapers and direct mail. Advertising campaigns targeting this group must be precise, focus on areas that are appealing to them, and incorporates subject matter that relates to them.
In your opinion, why is the 50plus group considered as a lucrative target?
The 50-plus population is the fastest growing segment and they are also the wealthiest. The net worth among boomers aged 55-to 64, rose 57 percent between 1989 and 2001. Meanwhile, the net worth among households aged 65 to 74 rose 68 percent between 1989 and 2001. The mature market segment controls 70 percent of the wealth and represents 50 percent of the discretionary spending in certain categories.
Contact: Patricia A. Fletcher
PeterAlex Media Corporation – USA
Phone: 718-928-2933 x704
Fax: 718-723-1001
E-mail: pfletcher@peteralex.com
