I took the attendees on a wild ride around the globe, stopping in the U.K., France, Belgium, Germany, The Netherlands, Norway, Spain, Canada, The U.S., Australia, and Japan. We critiqued all sorts of TV spots, web sites, and print ads.
Then we settled in Turkey.
Most attendees were from the country’s thriving, boisterous financial sector. A major concern: Baby Boomers and older in Turkey have not warmed up to online banking and financial services. They make an attempt - but soon become frustrated, returning to their old ways (needless trips to the bank, using mostly checkbooks and snail mail, etc.). They are simply not online.
I couldn’t dig too deeply into hierarchy and usability issues – although I did talk (almost endlessly) about graphic design and how important it is for older eyes. Instead, I offered a bit of motivational marketing.
In the early 1980s, Turkey’s government loosened its (almost total) grip on the economy and freed up manufacturing and banking resources. The economy slowly gained momentum. Today Turkey is an international economic powerhouse.
A gentleman brought up all this during a break. I knew about it, but thought it might be too hot a political potato and decided beforehand not to talk about it. He convinced me to toss it around the room.
My idea: Folks now in their fifties, sixties, and early seventies were the thought-leaders and workers who accomplished this unprecedented economic growth. It’s something they are and should be proud of.
In your advertising/marketing campaigns, make the connection between these economic achievements and the recent growth of the internet. They will feel as if they are not only a part of the technological revolution, but helped make it happen. Their accomplishments are the reasons Turkey is a major player on the world stage.
Of course, you wouldn’t simply say all this. Marketing and advertising creatives would come up with vivid scenarios to tell the story.