Facebook messenger now allows you to advertise directly on this direct messaging platform, reaching new prospects in a more conversational, personal way. Be aware of the senior ideal, as opposed to the mass-market ideal. Insight #27: Seniors are great gift givers. The future of marketing to seniors. Parents do not always have the disposable income to buy extra products for their children, but in many cases, grandparents do. So we need a way to define who the market is the way that we break this down here at Madden Physical Therapy is as follows: Category 1 - You have 45 to 54 year olds. 3. Don't distract from narration with intense music. Retargeting allows you to follow those prospects with specific banner ads on Google, Bing and other platforms. Seniors appreciate added value, special offers, coupons, free gifts, samples, and, of course, discounts. Having a good arsenal of blog content works well cross-departmentally because you can use that blog content to come up with social media content, advertisement language, direct mail pieces, etc. Luckily, there are a few tips to help. Cash: We're going to see more and more people over the age of 65 still in the workforce. Ill be glad to talk to you about these powerful marketing tools. by Ravi Backerdan posted on December 14, 2022. Valuable Information, Value Added, Marketing to Seniors: 38 Special Advertising Insights.. Seniors play a significant role as consumers in todays market.
Marketing to Seniors: 38 Special Advertising Insights - CDMG Inc Bubba's Q boneless ribs first appeared on Season 5 of the hit ABC show. But, the answer isnt to avoid marketing to them. Its also best to promote offers that are non-digital. Direct marketing to seniors is a viable, powerful way to get your message across, but it's important to know how to reach out and engage with an older audience. Insight #5: Seniors care about themselves. Seniors will use their mobile devices to search, respond and order. They tend also to be price-conscious, convenience-oriented . You can use the sites data to target senior purchasers, reaching them with different demographic factors, such as age, lifestyle preferences and more. Value added pieces can be offered in direct mail pieces or online. On average, people age 50+ spend more than $7 billion a year on online purchases. Be straightforward with a mature audience, using plain language. Seniors have five times the net worth of the average American. The incident went viral after it was caught on camera earlier this week. Think in terms of doing seasonally targeted advertisement campaigns. In 2018, 24% of men and about 16% of women age 65+ were working, a trend thats expected to increase over time. Seniors may be thinking of others. Insight #36: Seniors respond to exclusivity. Even the use of smartphones is pretty well divided, with 22% of men making purchases on their smartphones compared to 18% women. Buy a direct email marketing list and reach businesses or consumers. These address quality processes help us ensure that our list will perform at the highest level of deliverability for our clients. No money is wasted advertising to non-prospects or to vague and unquantifiable "brand building." It is absolutely accountable, and its success is measured scientifically, by cost per lead or cost per sale.
Marketing to Seniors: 45 Special Advertising Insights [Updated] As for search marketing, in which marketers invest untold sums of money, time and energy to stay at the top of search engine results, it has one very severe flaw: It requires potential clients to actually be in search of the marketers' product or service. Craig Huey is America's #1 marketing authority in marketing to seniors. It has since more than doubled in size. Our entire list is continuously updated with new, proprietary data sources to ensure completeness and selectablity. Furthermore, our entire senior master file is also standardized, using our proprietary USPS processing on a monthly basis. Seniors are savvy consumers, and they are just like every other human being. Direct response marketing targets seniors with a powerful and personal message specifically designed to bring in the maximum response possible. When youre thinking about diversity, consider all types of diversity: sex, gender identity, race, ethnicity, culture and clothing, religion, disability, body type, sexual orientation and family structure, education, marital status, socioeconomic status, etc. Tampa Bays Essential Community for Marketers, an integral part of their buying decisions, dont use the internet or dont feel comfortable, Diversity, Equity and Inclusion Commitment. Why do car commercials play songs from the 1960s/1970s? 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. By 2060, 95 million people in the United States will be 65 or older, up from 52 million in 2018, and constitute 23 percent of the population, up from 16 percent, according to the Population . In this blog post. A seniors lifetime of experiences is an important element in designing your offer. Keep that in mind when selecting images for the direct mail piece. Insight #13: The idea of exclusivity works well with seniors. Seniors like simple and straight forward. To make the most of your campaign, target these three individual groups: leading-edge boomers (46-57) who still in their peak earning years; the gap generation (56-65) who are preparing for life/work changes; and those entering their retirement years (66 and up). CrossRef Google Scholar. Seniors prefer to be regarded as individuals. Our database is compiled from a variety of trusted and well-documented public, private, and proprietary sources, including research surveys, questionnaires, magazine subscriptions, membership groups, local, state, and federal public records, U.S. Census data, voter registration rosters, product warranty information, mail order purchases, real estate deed and title information, senior organizations, health-related sources, and the U.S. Jeff Pitta started Healthcare Holdings of America/medicareplanfinder.comin 2007 in Nashville, TN. Grandparents love to buy products and services for their grandkids. Unfortunately, theres no easy way to walk a mile in your target audiences shoes, so to speak, if youre not yet an older adult. Personalize the selling/buying process as much as possible and build rapport. There is no difference in this group of responders between male and female.
Direct response radio primarily in the talk and news genres also produces good results. Insight #14: Some seniors feel that their age gives them status, while others feel crushed by the aging process. Marketing techniques that have long worked for Gen X can be applied to baby boomers, too. This includes passing our database through National Change of Address (ncoaLink), Locatable Address Conversion System (LACSLink), and Coding Accuracy Support System (CASS). Knowing that, we've created a series of successful, lead-generating Facebook ads that talk about fitness programs. As a result, they will take the time to understand a product and those supplying it before they purchase. The senior market is easily identified for marketing purposes, using lookalike audiences, custom lists and data modeling. They are direct marketing and digital marketing lists used for direct mail marketing and email campaigns. Insight #13: 3-D packages are high-impact pieces for a select audience of seniors. A certain percentage are great responders to radio and television commercials (see Insight #20). This cautionary note is not just for those in financial services, but for many kinds of professionals and service providers marketing to boomers and seniors. Thats why value added copy will see an increase in response (see V.I.V.A. Resistance to change and dedication to tradition are important characteristics of the mature market. For example, if youre a gym who would like to target local seniors to sign up for a membership or attend classes to help with mobility and staying fit, its helpful to feature images of seniors in active settings and also to communicate the benefits of staying fit for longevity and preventing illness. Direct response radio primarily in the talk news and Christian genres also produces good results. Fill out the form below to get insightful marketing ideas and other miscellany from around the web in your inbox on the First Tuesday of Every Month. Through research as well as my company's own experiments, I've found a few key ways to interact with seniors and get them on board with our brand. Marketing to consumers that are older requires a greater focus on what benefits your product or service provides in relation to the needs of their life stage. Seniors are unimpressed with numbers. Call us 800.882.9930 for any help. Fifteen percent of the clients came from media advertising and media publicity, on radio, on TV, and in newspapers. One 3-D package I created for an investment opportunity in a South American gold mining firm contained a sales letter, a bag of coffee, a map, an event itinerary and finally, a treasure chest full of chocolate gold coins. In order to reach more valuable senior audiences and grow new leads, use a look-a-like audience. They love getting mail and reading and responding to it (see Insight #10). Reverse type can cut your readership by a whopping 75%. Lets talk. Most of the seniors youre targeting are strong, healthy adults that like making choices for themselves.
10 Active Marketers Reveal the Best Ways to Market to the Senior Audience For example, when I helped my client Hooked on Phonics market, most of our customers were grandparents. Most seniors prefer responding by phone or mail, and online and text ordering follows. Our database allows you to pinpoint prospects by month and year of birth. By calling them a senior citizen. Marketers may think in terms of demographics and age brackets, but consumers dont. If you are looking for prospects turning 65 or individuals who are actively looking for Medicare supplement insurance products, we can help. For direct mail targeted to seniors, its often better to focus on traditional sales channels rather than newer digital sales channels. Many products and services that would never be purchased by the parents will be purchased by the grandparents. Half of all households over 65 are headed by a single person, and 80 percent of those people are women. I once tested 10 point vs. 14 point in a direct mail piece the 14 point (with identical copy) boosted response by over 18%. Reflect your audiences vision of themselves Insight #10: Facebook for seniors is responsive, especially in the 55-70 range. Insight #8: Seniors respond positively to direct response television and radio. Brands, both large and small, have achieved remarkable results using the information we compile to target new prospective senior customers and US senior households. Seniors respond to different mediums of marketing: A certain percentage of the mature market are highly direct mail responsive. Seniors love and know them. Seniors respond well to the powerful marketing strategy of retargeting. Which media strategy should you use to attract leading-edge boomers and seniors? Seniors prefer to be regarded as individuals. Radio and TV simultaneously hitting will increase your overall response as well. 9406 N. 107th Street
Thirty-four percent cited word of mouth -- conversations with family, friends or peers -- out of which came a proactive referral. Stress security in your copy. Offer a live person to help explain the products you are selling, 888.416.4098 12276 San Jose Blvd Jacksonville, FL 32223 info@kesslercreative.com. Our You Have DRTV spot for Independence Blue Cross had a level of authenticity that connected with local seniors. If an email, Facebook ad, or banner ad has a video image, it will create greater response than without. If your target audience is broad, you may want to divide it into categories with separate marketing campaigns. Also, including an easy money-back guarantee for a purchase will be a sure response booster. 24. .
As major targets of rip-off artists, seniors tend to be more distrustful than other segments of the market. Agency of record, or projects: Let's work together. But, the answer isnt to avoid marketing to them. Charts will help persuade an otherwise skeptical senior prospect into becoming a customer or client. By Jeff Pitta, founder and CEO of Healthcare Holdings of America/Medicare Plan Finder. This is exemplified in the success being enjoyed by insurance companies, reverse mortgage, gold and silver, and those companies marketing oldies but goodies music. Many products and services find a majority of their audience to be seniors. For example, its easier to imagine the positive impact of cataract surgery on Beverly, a fiercely independent 72-year-old artist in West Chester, Pennsylvania, versus an unnamed retiree in the Northeastern U.S. between the ages of 69 and 74.
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