Munich, BMW Welt, April 25th: the 6th Neuromarketing Congress was organised by Haufe Verlag and Gruppe Nymphenburg. And the sold out congress was as informative and enlightening as in the past years. Not only because the issue of the congress “Creating Changes – Answers from the Marketing to the Trends of the Future” is kind of related to our company slogan “Creating Business” but because of a lot of useful information, we want to share a couple of interesting aspects gathered from the lectures.
First of all: Age Marketing with aspects from Prof. Dr. Lutz Jäncke (Neuropsychology, University of Zurich) and Dr. Gundolf Mayer Hentschel (CEO Meyer-Hentschel Institut).
What are the best methods to prevent the process of brain aging? According to Prof. Dr. Jäncke it is constant mental and physical activity and social contacts. Both medical “miracle cure” and the nutrition play only a minor role in preventing brain aging.
In this connection, positive changes in brain function can be measured already after 5 hours of “brain strain”. So, use it or lose it!
“Politeness in Marketing” – this is the key in Age Marketing according to Dr. Gundolf Mayer Hentschel. The requirements are: intelligent, quiet and user-friendly packaging, well-designed products and businesses that have been designed for clients of all ages and can withstand the higher demands and the differentiated judgement of this target group. With simple modifications to the products tremendous effects can be achieved in the section of older customers – without using the message “you’re old”!
The social function of shopping is especially important in the older group. These include: the human quality of customer contact, friendliness is more important than expertise and a sufficient degree of patience.
MPV (My Personal View): I’m always annoyed that the inscriptions in the hotel shower for shower gel, shampoo, conditioner, etc. are written so small that I can barely decipher them. It would be quite simple to solve this in an age-friendly way.
“Top Hotel” article “HRS market senior friendly hotels” (in German only)
In the next blog articles we will pick up the aspects of Gender Marketing, Trust Marketing and Global Marketing.
The information gathered by Martin Suiter were compiled and formulated by Daniela Leonhard, Social Media Coordinator MARTIN SUITER – Consultancy.