Services
How I work – my consulting approach
Older target groups are not a homogeneous group — they encompass several generations, as well as a diverse world of very different life situations, expectations and purchasing motivations. Anyone who overlooks this misses one of Europe’s most powerful consumer markets.
The key questions: Which sub-target groups are truly relevant to my offering? How do people in this stage of life make decisions — and who influences them in the process? Where do I lose them on the path to a decision without realising it?
Target audience analysis, positioning, content and visibility all interlock. Only by truly understanding life situations, purchasing motives and decision-making processes can an offering be positioned in a way that fits the reality of older people’s lives. This results in communication that is on point in terms of content — and visible at the right time: optimised for Google, but also discoverable via AI-powered searches. After all, older target groups and their relatives are increasingly using both methods. In this way, an understanding of the market gives rise to a coherent strategy — from analysis to measurable visibility.
What I can do for you
Target audience analysis
Who are your older customers really? What influences their purchasing decisions – and what holds them back? I analyse their life situations, decision-making processes and blind spots in your approach to this target group.
Positioning
Older target groups won’t tolerate a product or service that fails to reflect their real-life experiences. I’ll identify where your product, your marketing or your distribution channel isn’t quite right – and show you exactly what’s needed to ensure your offering truly reaches this target group.
Your team truly understands older target groups
Older customers shop differently, make decisions differently – and want to be addressed differently. In workshops, I work with your team to help you truly understand this target group: Their life circumstances, their decision-making processes, and the role of their relatives, who often have a greater say in decisions than you might think.
Content & Communication
I develop content and communication strategies that reach your target audiences – both online and offline, for the buyers themselves and for their families, who are often key decision-makers.
And when it comes to reaching political decision-makers: As a former political press officer, I know what it takes to be heard – the right message, the right timing, the right channel.
GEO & SEO
Anyone looking for senior-friendly solutions these days no longer just asks Google – they ask ChatGPT, Perplexity or the AI assistant in their browser. Whether your offering features in these results depends on how well-positioned you are today.
Together with a specialist partner, I’ll show you how to become visible in search engines and AI systems – with content that gets found and positioning that works algorithmically too. Because if you don’t appear in AI, you simply don’t exist for a growing number of users.
Political Strategy &
Communication
If you want to reach political decision-makers, you need more than just a good idea. I will work with you to develop the right messages, at the right time, for the right audience – and support you in making your voice heard in a dynamic political environment.
Politics and local authorities play a key role, particularly in the fields of care and age-appropriate housing: As clients, as funding bodies – and as partners who should be involved at an early stage.
From strategy to implementation
My consultancy service follows a clear path – from analysis through to target audience strategy and on to practical implementation. Those who follow all three steps will get the full picture. Those who wish to start with a specific area can also begin with a single module.
Module 1: Understanding
the market &
its potential
We analyse how well your business is currently prepared for older target groups – and where specific growth opportunities lie. The focus is on current needs, the ability to adapt your offering, and which areas hold the greatest potential for the future.
The result: a solid basis for decision-making – where does untapped potential lie, and which growth areas should be prioritised?
Module 2: Understanding the path
to the decision
Building on this analysis, we develop a robust customer journey for older target groups – and, where necessary, for their carers too. We highlight how customers – and those around them – can be better guided through the stages of need, orientation, decision-making and usage.
Result: A structured customer journey that serves as the foundation for sales, communication and service.
Module 3: Putting strategy
into practice
Once the analysis and customer journey have been completed, the implementation phase begins: I support companies in translating strategic insights into concrete actions: internal and external communication, customer guidance, content, advisory frameworks and internal guidelines.
The result: Insights are turned into action – in communication, sales, service and organisation.
The three modules build on one another: From market and potential analysis, through the customer journey, to the practical implementation of customer guidance, content and internal enablement structures.
Lectures, workshops & sparring sessions: Seizing opportunities presented by demographic change
Alongside digital and technological change, demographic change is one of the major shifts that will have a decisive impact on Europe in the coming decades. I would be happy to discuss with you the implications this has for your industry, your market and your target groups, and what strategic conclusions can be drawn from this. Services: Providing clarity, knowledge management.
Furthermore, I have supported many technological innovations over the past few years. Most projects fail not because of the technology or the idea, but because of how they are integrated into the market and into organisations. Common integration pitfalls: processes are not adapted during implementation, roles and responsibilities remain unclear, there is no proper onboarding and no clear service agreements. This is precisely where I come in with guest lectures and training modules. The central question is: How do I bring innovation into real-world use – in markets and within client organisations?
Media Platform: Senior Living & Care –
SmartBuildingsCompass.com
SmartBuildingsCompass.com is an online resource dedicated to independent living in old age, care and support.The aim is to provide guidance to older people and their relatives – with clear explanations, everyday examples and information about services that many are not yet aware of. Many excellent concepts, technical aids and support services are far too little known today. That is exactly what we want to change.
Through this work, I have built up very specific knowledge over the years: What older people and family carers really need, where they reach their limits in everyday life, which solutions work – and why they fail. I speak regularly with users, carers, service providers, funding bodies, researchers and public authorities. This practical knowledge feeds directly into my consultancy work: I can realistically assess new solutions in the field of age-appropriate housing and digital support, and help develop strategies in such a way that they are actually viable in the day-to-day reality of housing, care and support.
Let’s talk.
Demographic change isn’t some abstract future – it’s changing your target audiences right now. If you’d like to understand the opportunities this presents, I look forward to an initial chat.
Either fill in the form – or contact me directly anja@owl-lab.at.