Date: Tuesday, November 15, 2011
Speakers: KIM WALKER, founder and CEO of SILVER, a business consultancy that helps business and government deal with the issues presented by the ageing demographic. DICK STROUD is a consultant, lecturer and writer. He is the author of Europe’s best-selling textbook on the business issues related to the aging population – The 50-Plus Market (www.the50plusmarket.com). This book was published by Kogan Page in 2006 and has recently been translated and sold in China.
Registration: click here
Cost: Fee waived for this webinar!
About the webinar:
The Asia Pacific region includes countries with populations that are the oldest (Japan), the largest (China) and the fastest ageing (Hong Kong, Korea, Singapore, Australia) in the world. China alone has a 50+ population larger than the entire population of USA. Although research revealed that a brand’s age-friendliness is critical in determining purchase decisions and choices for 6 out of 10 older consumers, companies remain reticent to adapt to this new reality. Perhaps the major barrier to change is the availability of a comprehensive and rigorous process that measures an organization’s age-friendliness. Kim Walker’s company is about to release version 2.0 of a unique and sophisticated tool that provides such a solution.
The AF Tool was developed by our speaker Kim Walker in collaboration with Dick Stroud (UK’s 50+ marketing expert). By tracing a customer journey relative to the physiological effects of aging, it can identify the potential barriers that will diminish the ability of brands to engage with and satisfy the needs of older consumers. The AF tool uses the latest iPad app and cloud technology to test and map the sensory, physical and cognitive aspects of physiological aging against 150 customer touch-points.By generating comparable metrics, companies can reduce the barriers of doing business with their aging customers.