Among other things, Arjan in't Veld heads up InTheField Marketing en communicatie and runs the Mokka Marketing Blog. One of his clients is PLUS Magazine. Arjan has been helping with the redesign and implementation of their web site - adding interactive sections like this one.
View the site through Babble Fish to get an idea of what's being done (although don't completely trust the quirky translation).
The Mature Market Interview with Arjan in't Veld.
Martijn de Haas and Michel van den Bosch own the marketing firm Active Development:
Active Development is a consultancy/participating company in the marketing and communication to the 50+ market. We advise and/or participate in efforts of companies in entering the market and effectively reaching the 50+ consumers. This could be in thinking up new marketing strategies, new communication, online activities, and product development. We have a growing database of 50+ consumers who are providing us information in all these activities and who are actively taking part in our panels.Here is Active Development - and their Fair - stuffed in the Babble Fish meat grinder.
We have developed a small local fair called "the fair for people who enjoy life", or short in Dutch "de Levensgenietersbeurs": www.levensgenietersbeurs.nl
This a fair that is held in relatively big cities in Holland and holds about 30 exhibits. The textual marketing is ageless but the target is attracting the 50+ consumer who has money to spend on luxury articles. From our experience and backed-up by psychological research we found that as people get older they tend to value local socials networks more and more. They want to build close relationships with local entrepreneurs who give them optimal service and a feeling of being a 'friend' rather than a customer.
We can learn a lot from the Dutch about how to market to the 50+ demo. In some areas they're way ahead of us.