With around 8,000 baby boomers reaching retirement age every single day, it is important that today’s business owners realize how large the senior market is. Boomers have a big percentage of the consumer world’s disposable income, and failing to market a viable product or service to them can prove to be a fatal flaw. Of course, you have to know how and where to reach any target demographic, and this is true of seniors as well. With that said, let’s take a look at some of the most commonly overlooked strategies for marketing to senior citizens.
Tailor Your Message
It’s always important to know your audience, and this holds true when it comes to marketing to seniors. Marketing to boomers can be tricky. Most of them don’t feel like senior citizens, yet you can’t use the same marketing techniques that work for younger demographics, either. Most boomers are online to expand their hobbies and interests and to share photographs and memories with loved ones, not to go shopping, so you need advertising that can reach out to them while they are doing what they came online to do. If you have the capability, personalize your communications based on an individual’s buying history, habits when shopping with your company, etc to provide an even more tailored message.
Reach Them Via Email and Social Media
While many businesses are still behind the curve in realizing that today’s seniors have an increasing Internet presence, it can behoove you to keep this fact in mind. Email marketing to seniors offers a great return on investment when done properly, and with more and more seniors turning to social media to share their lives with family and friends, this can be a great place to grab their attention with relevant content.
Don’t Forget Direct Mail
Direct mail is still the primary method of reaching the senior market, with studies showing that 85% of advertising related purchasing decisions are based on the result of direct mail. This is definitely a strategy that you won’t want to ignore, although your best bet in this day and age is really a multi-dimensional approach.
Mix It Up
You want to establish your brand within the boomer market and you want to make sales, so don’t limit yourself to a single form of marketing. The best approach combines direct mail marketing with targeted emails, newsletters, and social media engagement. You want to reach them digitally as well as directly.
Marketing to seniors is becoming more complex as technology improves and boomers start to reach retirement age. Learning how to market to this new generation means adjusting to a new learning curve, but it is one that is well worth it. More and more seniors are making the move online, and more active Internet users are reaching the age of retirement. Keep in mind that traditional marketing methods are still incredibly effective, however, and work to create a sort of combination approach that gives seniors the best of both worlds while giving you the best opportunity to capture the sale.