Spinning a Yarn: Storytelling Techniques to Connect With Different Segments and Understand Their True Underlying Motivation

Sarah Hamburger

This presentation addresses some of the differences between older and younger brains and how they code information.

Spinning a Yarn: Storytelling Techniques to Connect With Different Segments and Understand Their True Underlying Motivation

Sarah HamburgerBig Picture, New Zealand

INTRODUCTION

The over 50s are the most experienced, confident and demanding of shoppers. They’ve been there, done that and got the T-shirt. They’ve grown up with post-war affluence and burgeoning consumerism.

On the whole, the over 50s are more cynical of authority figures, companies and their marketing communications when compared to younger audiences. They often portray their own decision-making as highly rational and prefer ‘quality’, ‘service’ and ‘value for money’ to ‘appearance’ and ‘social status’. In an industry...

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