There’s no question that companies of all stripes engage in some form of target marketing as they narrow their fragmented demographics to specific market groups to specifically aim campaigns at those groups. Senior citizens, teenagers, children, young adults, adults, married adults, single adults, and so on comprise a good sample of the spectrum of various market groups. Some companies narrow these groups down even more, as we’ve seen with Telus’ recently uncorked Caya venture.
Sometimes chasing down a market makes perfect sense, while other times it doesn’t. While the case of Caya stands out as an instance of marketing savvy gone in a strange, unnecessary and potentially offensive direction, Rogers’ latest foray into targeted marketing has a more legitimate feel.
Rogers is going after senior citizens by releasing a device specifically designed for older users. With shades of the Jitterbug dancing in their heads, Rogers has come up with the Doro Phone Easy 410gsm for its product.
Considered a basic and easy-to-use phone ideal for seniors due to the big buttons and spacious keypad, the Doro Phone Easy 410gsm seems like it could go a long way for Rogers. I’d like to meet the person who decided that us younger folks wanted less space and smaller buttons and pick his brain for a scrap of reasoning, but I digress.
Rogers is offering the phone at $99 no term or with a two-year term for $24.99. Conspicuous by its absence is the three-year term.
The phone has a pricing plan called the “Essential Connect Package” that is essentially your garden variety set of prices: $15 for 100 weekday minutes, $20 for 150 weekday minutes, $25 for 200 weekday minutes. You can pay an extra $5 for call display or an extra $7 for call display and voicemail.
We are, without question, at an interesting point in our planet’s history. We exist in a time when we may be alive with anywhere from three to six generations at the same time, so population aging is a very real topic. With declining fertility rates and longer lifespans, the senior citizen is fast becoming the consumer market of choice. While many companies still focus their advertising dollars on the young, the aging boomer generation will soon be holding the vast majority of the cards. Health care facilities are already preparing for the impact, so it stands to reason that retail would follow suit.
And that’s just it: why are cell phones and other tech products for senior citizens so rare? It seems to me that the older generation is being under-served by today’s tech giants and telecom companies. Instead of helping them understand and adapt to a rushing wave of perplexing products and services, modern corporations are neglecting seniors by charging them for paper billing and ignoring their basic needs.
What makes more sense to you: a store designed exclusively to target consumers based on sexual orientation or a store designed exclusively to assist senior citizens with understanding and procuring tech products that they can actually use?