Second50Years Marketing Blog

I was inspired by a great little article in AdAge recently that used the iPhone as a way to tell the auto industry how to recover itself and produce consumer icons again. Here is my take on the lessons the iPhone can teach marketers in the mature consumer space.

1. The iPhone is a breakthrough product, not just another version of other mobile phones. It is revolutionary in design, features and function.

How often do we create breakout products that will blow our mature consumer away? Or do we just take our usual product and try advertising it a bit differently and hope that boomers or seniors will buy in? The Jitterbug, in its own way, is a breakthrough product in the same space as the iPhone. ReServe is a breakthrough nonprofit service that puts a new spin on employment and public service for older workers. “Green Houses” will revolutionize nursing home care.

2. The iPhone looks like no other mobile phone. It shatters the design model for a mobile phone and recreates it. It is fun, practical and beautiful.

Sellers to the mature market often overlook the need to make products that not only are functional for older people but that also provide a new and pleasing design model. Gold Violin is a retailer that searches constantly for beautiful as well as functional products for the older market. Not only are the products pleasing to use and look at, but the company’s website presentation is attractive and at the forward edge of design while maintaining an easy-to-use functionality. The Audeo hearing aid is on the cutting edge of hearing technology but also breaks new ground in design with its sleek, stylish and discreet design.

3. Regardless of the service problems the new version of the iPhone has experienced recently during its roll out, most customers seem to really enjoy the wonderful Apple stores where customers enjoy the attention of superbly trained sales associates that are ambassadors for the brand.

In a world of bad service, older consumers are likely to run, walk, and crawl to any company that provides a great customer experience.

That is what you get when you walk into a Chico’s women’s clothing store. The sales associates are more than helpful. They take you in hand and help you understand the super simple sizing of 1, 2, 3; put outfits together; and then accessorize them. Dazzled from fitting into a size 2 or 3, the middle-aged or older shopper easily moves along a welcoming and well lubricated track from new customer to “member” customer, and from no clothes to a total ensemble, fitting the store’s mantra, the “Chico look.” And all at a reasonable cost.

Are you offering breakthrough products and services to your older customers? Design that is both life enhancing and functional? A world-class customer experience? If not, study your iPhone and start thinking outside the paradigms of your industry.

Photo of iPhone by William Hook