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The Unlocking Over 50s Spend Conference Programme

Boost Profits With In-Depth Behavioural Insights & Engaging, On-Trend Digital & Channel Strategies To Unlock The Purchasing Power Of The Over 50s

Unravel The Latest Insights Into This Diverse Audience’s Behaviours, Spending, Digital, Social Media & Channel Habits For Best-In-Class Brand Engagement, Authentic Multi-Channel Comms & Accurate Segmentation & Targeting
A One-Day, Brand-Led Conference & Networking Event, Museum Of London Docklands, London - 26th June 2019

08.30 Registration, Coffee & Informal Networking

09.00 Morning Chair's Opening Remarks
Charly Lester
Co-Founder & CMO


09.20 Understanding The Needs, Disposable Income, Behaviours & Spending Habits Of Over 50s Segments To Build Strong Marketing Personas & Maximise Brand Engagement Through Relevant Messaging

  • Generate spend and profits by unravelling the true behaviours and habits of the over 50s and understanding insights behind what they need, say and do
  • With the average age of marketers well below this age bracket, how can organisations help their teams better understand this demographic and create more effective and empathetic marketing campaigns?
  • With so many multi-generational families, to what extent are grandparents the decision makers when it comes to purchasing and what marketing communications are most effective?

09.20 Perspective One
Helen Bass
Consumer Planning Director - Europe

09.40 Perspective Two
Chris Greenwood
Senior Tourism Insights Manager


10.00 Determining The Most Engaging Multi-Channel Mix To Ensure Cut Through To Different Demographic Personas & Consistently Reach Your Audiences

  • With so many different communications channels available, how can organisations better understand which achieve the most cut through with various 50+ audiences and the relevancy and success of different channels?
  • Offline communications still resonate strongly with portions of this audience, so what tactics ensure you see verifiable ROI on offline campaigns?
  • Align your marketing strategy as closely to true media habits of this demographic for impactful, direct communications and join the dots of your multi-channel targeting for increased spend

10.20 Morning Refreshment Break With Informal Networking


10.50 Investigating The Latest Trends & Habits In Over 50s Digital Behaviours For Accurate Targeting Within This Diverse Audience

  • Maximise digital marketing spend with in-depth insights into the digital habits of the over 50s
  • Exploring the digital mix most popular with 50+ demographics to increase accessibility, spend and engagement and reach a wider audience
  • As the demographic driving the purchasing of home hubs and voice technology, how can the potential of voice search be unlocked?

Peter Stocks
Senior Global Brand Manager


Rob Savin
Head of Digital Marketing

Co-op Funeral & Life Planning

Ellie Mickleburgh
Marketing Director


Karen Cullen
Head of Marketing UK

Yardley of London Ltd


11.20 Next-Level Social Media Strategies: Translate Behavioural Insights Into Bespoke Content, Platform Selection & Social Media Usage To Engage Your Target Audience & Boost Revenue

  • Creating effective marketing communications that make best use of different social media platforms and maximise profitability across them
  • Facebook’s demographics have dramatically changed in the last few years, so how can marketers continue to create successful campaigns and adverts aimed at mature users?
  • How can organisations attract influencers to their products and create brand advocacy on social media within a group where word of mouth still carries significant value

Liesa Stecher
Global Brand Manager

11.40 Bonus Session: Reserved For Exclusive Partner. For more information on how to get involved, please call +44 (0)20 3479 2299 or email


12.10 Creating Engaging Content & Authentic Communications For Mature Audiences To Generate Best-In-Class Brand Engagement & Unlock Spending

  • Drive decision making and purchasing with compelling content, imagery and communications
  • Best-practice inspiration and ideas to create content and communications that truly resonate with personas in this demographic and create brand engagement with over 50s
  • Nothing ensures a campaign’s failure more than patronising this demographic, so what steps can be taken to create insight-led marketing strategies which hit the mark with older consumers and avoid the pitfalls of clichés?

Samantha Haycock
Head of Brand

20th Century Fox UK

12.30 Lunch For Delegates, Speakers & Partners

13.10 Informal Peer-To-Peer Discussions

A) International Audiences:


B) Brexit Impacts:
Seamus McCauley
Holiday Extras

C) NPD D) Luxury E) Retirement Insights F) Brand Loyalty

13.30 Afternoon Chair’s Opening Remarks
Malcolm Bell
Chief Executive



13.40 Relevant & Accurate Over 50s Segmentation To Create Engaging Content & Drive Revenue

  • How can organisations use consumer profiles and other tactics to create stronger segmentation and deeper authenticity in their marketing campaigns?
  • Age is just a number! With so many factors affecting spending habits, how can organisations best segment by behaviours to ensure your communications are getting through to your target audience?
  • With such a wide variety of social media and digital behaviours shown by the over 50s, how can organisations optimise segmentation across multi-channel strategies?

13.40 Perspective One:
Claire Pilcher
Head of Marketing & Supporter Engagement (Legacies)
Cancer Research UK

14.00 Perspective Two:
Laura Clark
Head of Marketing Delivery


14.20 Exploring How To Engage A Younger Consumer & Create A Future Pipeline Of Customers Without Alienating Core Demographics

  • Best-practice advice on how to avoid alienating an older customer base when integrating marketing to a younger audience into your future planning strategy
  • With the UK population aging, what can businesses do to ensure they are marketing to young people effectively and engaging them to create a brand profile that resonates with them throughout their lifetime?
  • The next generation of consumers are already showcasing different habits and behaviours, how can they be better understood to create a strong customer base for the future?

Matthew Hawes
Brand Director - The Balvenie, Monkey Shoulder & Drambuie

William Grant & Sons

Antoine Chapuy
Senior Marketing & PR Manager - Europe & Africa

Fox Networks Group

Patrick Osborne
Head of Customer Insights & Analysis

Jacqui Wilsher-Ellis
Head of Operations Beauty

14.50 Bonus Session: Reserved For Exclusive Partner. For more information on how to get involved, please call +44 (0)20 3479 2299 or email

15.20 Afternoon Refreshment Break With Informal Networking


16.00 Defining The Spending Power Of The Over 50s Market & How Organisations Can Tap Into It Effectively

  • Clarifying the genuine purchasing power and scope of the over 50s market and insights into how they spend their money and time
  • How does the purchasing power of the over 50s change when looking overseas and how can marketers tap into this international spend?
  • Exploring how purchasing power changes across segments of this market and how factors such as retirement and employment can change spending habits

Nick King
Insight Director
Auto Trader





16.20 Improving Measurement Capabilities Ensure Accurate Reporting & Drive Revenue Through Profitable Channels

  • Best-practice advice on strengthening measurement of offline activities to ensure profitable channels are being kept open
  • Trust and integrity is key for this demographic, so how can organisations encourage trust in their online channels to improve measurement?
  • What can organisations do to improve measurement of telephone purchases and better understand what drives revenues for this demographic?

Chris Chapman
Senior Marketing Manager - Customer Strategy & Insight

16.40 Co-Chair’s Closing Remarks

16.50 Official Close Of Conference