Guide to Marketing to Leading-Edge Boomers and Seniors, marketing experts Dan S. Kennedy and Chip Kessler offer small-business owners a handy guide to targeting the leading-edge boomer and senior market. 10 Unique Ways to Reach Out to Senior Citizens - Aveta Marketing Use reviews, a star system, and quotes from magazines and from real people. The hot markets for the next 10 to 15 years for this segment of the population are service-oriented. There's something about a tangible piece of communication that older generations tend to gravitate toward; it feels more personalized and doesn't require them to make a decision on the spot. Because the people in this demographic are often forgotten and neglected when it comes to advertising and marketing campaigns. Researchers have found that 31% more people will believe in a drug advertisement if they see a chart, rather than only a description. We're developing a decent presence on Twitter and Instagram, and have even tried our hand at Pinterest marketing, but Facebook is more successful than all of those platforms combined. Postal Service. Seniors will respond well to charts. Design also plays a valuable role in communicating clarity and evoking emotions in direct mail. 701 Lee Road, Suite 210 Marketing To Seniors - Mailing lists for Retirement Communities Unlike the generations that have followed, the mature market is not a product of an impersonal, mass-produced world. As in any direct response campaign, the premium should be related to the primary product being sold. On the flip side, this age group isnt such a unique audience. In fact, seniors spend close to 50% of all purchasing dollars, and yet less than 5% of advertising is geared towards them. (Ask me at craig@cdmginc.com for special wording). 1. Its wise to market accordingly by developing emails and landing pages that will be clear and easy-to-use for mobile senior prospects. If you are marketing your product or service to the mature market, do not assume you will not attract a massive response online. If youre looking to provide treatment and/or support to those suffering from hearing loss, look no further than The AmeriList Hearing Impaired Seniors Database. Most of the clients I have make most of their money "knocking on the doors" (via direct media) of people not yet actively seeking what they offer or who are even unaware it exists. F: 414-354-5317 Also, be aware that even though 70% of people over 70 have some sort of chronic health condition, they tend not to dwell on it, and neither should marketers. Finally, its not just teenagers that seem to be glued to their phones. Lunches are the most commonly promoted draw. There's strength in numbers Of respondents ages 65 to 74, 1/3 felt 10 to 19 years younger than their age, and 1/6 felt at least 20 years younger than their actual age. Creating diverse ads isnt just considerate marketing; its good business. Use active pictures that suggest a vibrant life after 55. 4 Ways to Reach the Senior Audience in 2020 | Inc.com But, contrary to Gen X and Millennials' beliefs, they have not just yet changed the world. Critical Facts About Marketing to Seniors Marketing to seniors is difficult if you aren't knowledgeable of their likes, dislikes, lifestyle habits and preferred channels of communication. Enter the marketing persona a multifaceted character who represents a target segment of your population. How To Market Physical Therapy To Seniors - Breakthrough Insight #29: Reduce the risk that seniors abandon their shopping carts. A lot of what is considered good practice for direct mail campaigns applies to a senior audience. Healthcare Marketing to Seniors | Messaging and Distribution Tips Learn our best practices for healthcare marketing to seniors, including how to create on-target messaging and choose the right distribution channels Who We Serve Hospital & Health Systems Multi-Location Medical Multi-Location Dental More Multi-Location Practices Addiction Treatment Direct response marketing targets seniors with a powerful and personal message specifically designed to bring in the maximum response possible. But, the answer isnt to avoid marketing to them. They grew up receiving printed catalogs and advertisements in the mail, and direct mail continues to be a valuable way to reach them. They care about three things: Me, Myself and I. Marketing to Seniors: 44 Surprising Advertising Insights Seniors respond to different mediums of marketing: A certain percentage of the mature market are highly direct mail responsive. Our estimates predict that the senior population will be well over 70 million by 2030. The hot markets for the next 10 to 15 years for this segment of the population are service-oriented. Seniors appreciate added value, special offers, coupons, free gifts, samples, and, of course, discounts. The future of marketing to seniors. Senior Source List provides direct marketing mailing lists in the USA. Then, putting this knowledge to use by crafting truly customized one-to-one direct marketing campaigns that inspire action, we reach these targets more meaningfully and more profitably. Insight #24: The hot markets for the next 10 to 15 years for this segment of the population are service-oriented. Seniors, especially in the 50-70 range, are very responsive to Facebook advertising- 15.5% of people in this age range who have a Facebook account spend 11+ hours per week on the site. That's a huge percentage, especially when you consider the types of people you generally expect to find on YouTube. Please call me at (310) 212-5727 or email me at craig@cdmginc.com. And dont forget the magic response-boosting words: free shipping. They are identifiable by three main groups: pre-retirees (people between 50 and 62), active retirees (63 to 74) and seniors (75 and over). Youll increase your response if you use 12-14 point type or larger in all communications. Our integrated variable data printing process does just that. It is absolutely accountable, and its success is measured scientifically, by cost per lead or cost per sale. This powerful marketing piece may seem counterintuitive in its old school approach, but it actually gets a powerful response especially from seniors. Make your demographic feel secure with a money-back guarantee, free-trial period, or lifetime warranty. The 55-67 age group are using online ordering or responding with greater confidence than older seniors. What Does a Direct Marketing Manager Do? - Zippia Insight #8: Seniors respond to different mediums. V: 414-354-0200TF: 800-969-0200 Even the use of smartphones is pretty well divided, with 22% of men making purchases on their smartphones compared to 18% women. 2023 Kessler Creative. Free consultation Senior Living Marketing is a targeted marketing plan designed to specifically reach senior citizens. In doing so, youll receive a high response rate and turn prospects into customers and clients. DMW Direct I know this flies in the face of a lot of statistics about the rapid growth of leading-edge boomers and seniors using online and social media and is contrary to what you will hear from all the online media. For example, advertising must relate to the experiential background of the mature market. The mature market seeks to get the most for every dollar and make their money last. Older adults prioritize their relationships and value community involvement, but you may also find them working. Lets talk. Tips for Marketing to Seniors - Kessler Creative Cash: We're going to see more and more people over the age of 65 still in the workforce. 2023 DMW Direct, all rights reserved. Marketing to Seniors: 27 Special Advertising Insights - Creative Direct Your ultimate marketing approach to seniors is an integrated campaign. They are identifiable by three main groups: pre-retirees (people between 55 and 62), active retirees (63 to 74) and seniors (75 and over). . Another 15 percent cited the firm's non-event-related media exposure, including advertising on radio and TV and in newspapers. According to a British newspaper, Jeffrey Epstein's sex trafficker is causing problems for the guards and inmates at her Florida prison. Often in creating a marketing approach to seniors, Ill create a special senior club. The response spikes up. Insight #2: Seniors have purchasing power. Google, YouTube, Facebook, et al., are powerful tools as well as fascinating toys, and they have their genuinely useful roles in marketing, and they and the next generation of online media that replace them are inarguably the future. The banner ad retargeting goes on. They want to be good stewards of their money. Our You Have DRTV spot for Independence Blue Cross had a level of authenticity that connected with local seniors. There is no difference in this group of responders between male and female. Look-a-like audiences are one of the best ways to increase sales, by reaching prospects with similar qualities to your existing customers such as age, demographic and personal interests. Insight #22: In your layout, use graphics that emotionally connect with your mature prospects. Resistance to change and dedication to tradition are important characteristics of the mature market. Be aware of those dichotomous perceptions as you create your advertising. Direct mail is used heavily by those marketing to seniors because it usually works better than other media. Thats why an informational approach can be so successful with seniors. According to a recent survey by Adobe, about 1/3 of consumers are more likely to purchase products and services from brands with diverse ads. You can also appeal to fears about finances, downsizing, or health. Insight #14: Some seniors feel that their age gives them status, while others feel crushed by the aging process. For example, market your products as simple to use, non-disruptive to ones lifestyle and something that makes life more comfortable. For example, the majority of seniors and many leading-edge boomers has been driven to social media to stay in touch with their adult kids, grandkids and distant friends. Senior Citizen Spending Power The senior population is growing in both size and spending power, with the number of older adults going up 3.2% every year. Grow Your B2C or B2B ROI: Magnify Your Responses by 89% with Integrated Multi-Channel Marketing, Costly: Programmatic Ad Wasteand A Solution, A certain percentage of them are highly direct mail responsive (see Insight #1), A certain percentage are great responders to radio and television commercials, A very large number respond to banner ads, paid search and retargeting campaigns. Use Relatable Language If you want to market your product to someone, you have to speak their language. Insight #5: Seniors care about themselves. Stress security in your copy. Blogs Senior Citizen Mailing Lists: Target Market to Seniors Our direct mail and print company offers a myriad of marketing services to ensure you make the most of your marketing campaign. Insight #5: Personalize the selling/buying process as much as possible and build rapport. Manage customer lifecycle workflow utilizing . Some seniors feel that their age gives them status, while others feel crushed by the aging process. With any direct mail campaign, its critical todrive a responseof some kind from the recipient. They are the best mail-order buyers in terms of frequency, multiple purchases and higher dollar amounts. Remember even retirees with a comfortable nest egg are still on fixed incomes. But most of the 65+ crowd probably stays busy doing more ordinary activities, like walking around the neighborhood, pushing a grandchild on a swing at the park, or swimming in a backyard pool. Also, including an easy money-back guarantee for a purchase will be a sure response booster. For example, market your products as simple to use, non-disruptive to ones lifestyle and something that makes life more comfortable. For example, if you normally send out coupons in the form of printed QR codes that can be presented at the point of sale, perhaps you could present a simple cut-out coupon that is more familiar to seniors. Insight #18: Avoid any confusion. Here are the methods we actively find success with: 1. Direct response marketing makes use of all media, and routinely uses banner ads and remarketing, direct mail, Facebook, paid search, radio ads, TV ads and infomercials and email. Design and manage all web advertising components including email, SEM, affiliate and banner/tile ads. Marketing To Seniors | What We've Learned | TA Advertising An example might be a client in the same age range who shares that: I use it, or I wear it, or I drive it, or I drink it.. Seniors are a lucrative target audience, with $3.2 trillion in spending power. In fact, people age 65+ spent an average of $187 per month on online purchases in 2020.
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