On october 3th , french newspaper "Les echos" titles : "Major sales dropdown during Paris world cars meeting".
The highest dropdowns from september 2005 to september 2006 are the figures of Peugeot's 1007 ( -60,5%) and Renault Modus (-58,6%). Needless to seek the causes of these dropdowns anywhere else but in their communication.
In both case, marketing agencies used rocking concepts and most of all made fools of seniors.
As a result, industries are underproducing and their stocks are seriously questionned.

No doubt that many 50+ viewers are exhausted by the stupid “Real TV” programs that have envaded the world of television in every part of the world. Those programs made by young people for young people reflect the “youth obsession” we face in marketing and advertising.

In Danemark, the TV station CHARLIE launched end of 2004 is clearly targeting 50+ consumers. Belonging to the TV2 group, CHARLIE transmits from 1PM to 1AM on cable and satellite. The programs and news are presented by mature speakers. (have a look : http://charlie.tv2.dk/ ).

As we have seen many times, marketing to mature consumers is still in its early stages. It is still prey to countless prejudices, and the vast majority of advertisers and agencies know next to nothing about the target group. As a result, while
“The Old Continent” is in the midst of a so-called ‘grandpa boom’, the all too rare advertising campaigns aimed at seniors are generally inappropriate, if not appalling. And yet with just a little common sense, even without being an expert, it is possible to come up with a worthwhile campaign. Here are six traps to be avoided at all costs if we want to get through to ageing baby boomers and seniors: