How can we still believe that one product, one distribution channel, one message will convince all population segments ?
They don't have the same physical appearance, the same needs, the same history, the same education, the same values, the same aspirations, the same heros, the same financial resources… Mass-marketing does not have a place anymore in the strategies of the 21st century. Relying on it is a bit like "carpet bombing"… And "God will recognize his own".

Senioragency strongly believes in the logic of segmented marketing. We don't trust "mass-marketing" anymore. How can we still believe that one product, one distribution channel, one message will convince all population segments ?They don't have the same physical appearance, the same needs, the same history, the same education, the same values, the same aspirations, the same heros, the same financial resources… Mass-marketing does not have a place anymore in the strategies of the 21st century.
Relying on it is a bit like "carpet bombing"… And "God will recognize his own".

"One-to-one" just a concept       
At the other end of marketing is of course the "one-to-one" concept. Very attractive, but quite unrealistic. Even with the best CRM and by using the newest communication technologies, it is idealistic to hope that each customer will be touched accurately and adequately.
Today, the only media allowing the one-to-one marketing is still the oldest one in the world : dialogue. Between those two, will be found segmented marketing options, among which Generational Marketing offers the best potential, because it offers a real dynamic understanding of consumers. It can be personal and universal at the same time : Wherever we are, whatever our age and our social group, we all belong to a generation with a common history. "We are the children of our times rather than of our parents".   

Segmentation for Generational Marketing      
Senioragency is therefore a representative of the Generational Marketing concept. Since 1999, we have been using it to improve our analysis. Thanks to this we can see, even better, how Seniors evolve, in particular the younger ones, the "baby-boomers" who will make the success-stories of tomorrow's marketing.
Generational analysis combines history, age and life-cycle to understand better how consumption behaviours are forming. Even if it does not offer a total answer, it seriously strengthens our ability to monitor our age-based segments and to anticipate their evolution. This is why we have integrated it. Today, Senioragency is associated in France and Belgium with several key players to advance even further the understanding of the "new Seniors". In particular with the BIPE (of which Bernard Préel is a member). The BIPE analysed 80 activity sectors and 10 generations during 25 years ! Our definition of the generational segments respects the vision developed by the BIPE. Each generation clusters the people born within a period of ten years and one century is made up of ten generations, also called cohorts.