Even in your web shopping cart, make fill-in areas large and easy to navigate. So, you test the different channels with the different messages to optimize response And we have discovered over time the multichannel approach works best with seniors better than any other type of marketing strategy tactics, Insight #3: Seniors care about themselves Another 15 percent cited the firm's non-event-related media exposure, including advertising on radio and TV and in newspapers. The mature market seeks to get the most for every dollar and make their money last. Jeff Pitta started Healthcare Holdings of America/medicareplanfinder.comin 2007 in Nashville, TN. Why? Amazon advertising allows you to market your product or service directly on this megaretailers siteeven if you dont sell anything on the site. Craig Huey is Americas #1 marketing authority in marketing to seniors. For example, 77% of all assets in the United States are owned by individuals over the age of 55. Marketing to Seniors: 45 Special Advertising Insights [Updated] Here are some tips to make your next campaign more senior friendly. Nada. Focus on how people really spend their time 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. Permission-Based Opt-In Seniors Mailing List. This article will give you proven tips on how to market your product or service to senior citizens effectively so that they can make an informed decision about whether or not they want your product. This ties in with Insight #11, reinforcing the fact that seniors want to feel that they are making the decision to buy gradually and without coercion. Senior Living Marketing Tips and Ideas for Effective Marketing Direct mail. If you are marketing your product or service to the mature market, do not assume you will not attract a massive response online. But, the answer isnt to avoid marketing to them. Insight #5: Personalize the selling/buying process as much as possible and build rapport. Use large copy and reinforcing graphics. Here are examples of responsibilities from real direct marketing manager resumes representing typical tasks they are likely to perform in their roles. While many of the same principles for delivering response-oriented direct mail campaigns apply to senior audiences as they do foryounger audiences, its important to know that senior audiences have different ways of consuming marketing materials. Our You Have DRTV spot for Independence Blue Cross had a level of authenticity that connected with local seniors. You can also appeal to fears about finances, downsizing, or health. For example, the DRTV spot we created for Independence Blue Cross demonstrates the value of choosing a local health insurance plan. Facebook lead ads can be used to gather email and postal addresses from prospects, and Facebook video ads are also a powerful way to get more leads and sales from senior audiences. Be aware of the senior ideal, as opposed to the mass-market ideal. This means that font 12 point or larger is optimal. With increasing lifespans, there are now more seniors than ever before. Insight #34: Avoid the suggestion of change. #2: Email 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. Their buying history began at a time when merchants knew them personally. Insight #17: Members of the mature market are extremely cautious about the buying process. Because the people in this demographic are often forgotten and neglected when it comes to advertising and marketing campaigns. Insight #16: Facebook messenger could be your most powerful social media strategy to the mature market. The big trend with direct mail, in fact, is not even to include a business reply envelope (BRE). You might want to start using digital and direct mail marketing cross-functionally, meaning your messaging should line up, and your direct mail should point people to your digital sources. 24. . Direct Marketing Manager Responsibilities. Insight #24: The hot markets for the next 10 to 15 years for this segment of the population are service-oriented. Sure, there may be older adults who enjoy extreme sports like rock climbing and paragliding. Method behind the Madness: An Interview with Kim Collier, Tasty Tips to Attract Loyal Customers to Your Restaurant. With seniors, you can make a bigger impact and maximize your sales by tailoring your campaigns to have a clear message, well typed, easy to read content, avoiding digital channels as a means of driving engagement and appealing to their priorities of safety, security, longevity and personal fulfillment. V.I.V.A. Seniors appreciate added value, special offers, coupons, free gifts, samples, and, of course, discounts. Retargeting allows you to follow those prospects with specific banner ads on Google, Bing and other platforms. Radio and TV simultaneously hitting an audience will increase your overall response as well. Mature buyers like feeling reassured when they make a purchase. 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. Using direct mail, TV, infomercials, radio and online marketing, he has generated more sales and leads for seniors than any other marketer or ad agency. The use of videos has been a real boon in marketing to seniors. Seniors represent todays fastest-growing consumer population segment in the country. Be aware of the senior ideal, as opposed to the mass-market ideal. Seniors have five times the net worth of the average American. Insight #11: A magalog will supercharge your response from seniors. #1: Direct (snail) mail Direct mail is an effective, albeit obvious choice for not-so-tech-savvy seniors. Youll increase your response if you use 12-14 point type or larger in all communications. We're Now Finding Out The Damaging Results of The Mandated Return to Office And It's Worse Than We Thought. Marketers may think in terms of demographics and age brackets, but consumers dont. In fact, they are one of the most responsive groups to this marketing medium. These experiences should be acknowledged if you hope to motivate the mature consumer to buy. Consumers 45 and up are not just about the lowest price. Insight #29: Reduce the risk that seniors abandon their shopping carts. Use Facebook ads to gain page likes, direct people to your website or even submit a lead form within the Facebook app. Getting your company's name, brand, and policies in . . Insight #2: Seniors are the most affluent segment of our society. 2023 Kessler Creative. Identify and target your senior citizen prospects online. Many products and services find a majority of their constituency to be seniors. To put it simply,seniors are buying! In doing so, youll receive a high response rate and turn prospects into customers and clients. A lot of what is considered good practice for direct mail campaigns applies to a senior audience. There's strength in numbers The mature market, which I define as people over the age of 55, is an enormous group with incredible buying power. Our permission-based senior email list offers marketers the ability to create a customized, digital direct marketing campaign to enable you to have a two-way conversation with today's active seniors. Often, warm colors such as reds, yellows, and oranges evoke more emotional tones, whereas cooler colors such as blues and greens can denote more intellectual tones. The banner ad retargeting goes on. Required fields are marked *. The idea of exclusivity works well with seniors. Seniors want information to be concise and easy to understand, persuasive yet honest. They make up fifty-five percent of all depositors in financial institutions, and own 77% of all assets in the United States. But, the answer isnt to avoid marketing to them. 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. For this reason, mature consumers prize value and look for it in every buying situation. In fact, people age 65+ spent an average of $187 per month on online purchases in 2020. DMW Direct Let them try your service first and with time they'll come to depend on it. 6 Ways To Target Seniors More Effectively In Digital Marketing Simplify: Older people have no problem learning to use new technologies, but they have not grown up with them. They are identifiable by three main groups: pre-retirees (people between 55 and 62), active retirees (63 to 74) and seniors (75 and over). A direct mail campaign targeted at seniors should be no different. Our direct mail and print company offers a myriad of marketing services to ensure you make the most of your marketing campaign. To maximize your reach, it's time to share "knowledge and advice.". This reduces the risk of shopping cart abandonment. Think in terms of doing seasonally targeted advertisement campaigns. In other words, one-third of the nation controls two-thirds of the spending capital. 7 Tips for Marketing Effectively to Seniors - Semrush Insight #44: Seniors want to leave an inheritance. These incentives can be offers such as: It can be effective to offer something of tangible benefit to senior consumers as this will drive sales in a powerful way. Stay tuned for more on marketing to a mature audience. They look forward to receiving mail and read it carefully. Marketing to Seniors: Key Considerations and Strategies - Cyberclick 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. No one When designing printed material for the mature market, make the act of responding easy. Let them try your service first and with time theyll come to depend on it. To be proactive in your copy, let them know its OK for them to consider your product or service first, especially if it can help their heirs. 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. Direct Marketing To Seniors - PowerPoint PPT Presentation Instead of only couples, you will want to depict single women in your direct mail piece, as well as single men. Senior mailing lists can provide you with the names and addresses of people who are 65 years of age or older. Seniors are especially receptive and responsive to magalogs because they are likely to read through the entire piece. Grow Your B2C or B2B ROI: Magnify Your Responses by 89% with Integrated Multi-Channel Marketing, Costly: Programmatic Ad Wasteand A Solution. Keep in mind that youre dealing with a been there, done that, age group. They care about three things: Me, Myself, and I. Seniors tend to make buying decisions based on relationships. As major targets of rip-off artists, seniors tend to be more distrustful than other segments of the market. No money is wasted advertising to non-prospects or to vague and unquantifiable "brand building. Here are the six secrets you need to know to maximize the effectiveness of your marketing efforts. Use large copy and reinforcing graphics. Ill be glad to talk to you about these powerful marketing tools. They want to be good stewards of their money. From this experience, here are 45 special insights and rules that will help you market and advertise more successfully to this powerful segment of the population. Facebook messenger now allows you to advertise directly on this direct messaging platform, reaching new prospects in a more conversational, personal way. . Many senior consumers still dont use the internet or dont feel comfortable placing orders over the internet. Personalize your pieces with variable data printing. Direct mail, email, Facebook, pre-rolls and more make it easy to target this group and not waste money on other segments. Include several mentions of your attention to customer service. Good news! Submit your email address below to receive our newsletter. Insight #12: The newsalog: The retro marketing piece that the mature market loves. Avoid stereotypical pictures that have older Americans in rocking chairs and golf courses. Tips for Marketing to Seniors - Kessler Creative These experiences should be acknowledged if you hope to motivate the mature consumer to buy. Marketing techniques that have long worked for Gen X can be applied to baby boomers, too. 8 Seconds Later: Do You Have Their Attention? This ties in with Insight #21, reinforcing the fact that seniors want to feel that they are making the decision to buy gradually and without coercion. Thats why an informational approach can be so successful with seniors. Also, including an easy money-back guarantee for a purchase will be a sure response booster. The senior market is composed of many subgroups. Title: Direct Marketing To Seniors 1 Senior Source List gives you access to over 52 million unique senior households in the U.S. selectable by targeted demographics and lifestyle behaviour. Since their buying habits are conservative, and they want to be in control of the buying decision process, the mature market is more likely to buy if you use powerful, specific reasons why copy. Ensure that the barriers to claim the free incentive are as low as possible to maximize conversion rates. The Top 5 Strategies for Reaching Seniors with Direct Mail 4 tips for relating to your target audience. Our Senior CitizenMature Adults Database is compiled at the individual level as well as at the household level, which assures you better quality data. Why do car commercials play songs from the 1960s/1970s? Insight #16: Seniors have had years and years to acquire a high level of skepticism. A value-added piece will build trust and develop relationship with prospective buyers, especially in the mature market. You want results. Just like any other consumer, they want to feel respected, understand what youre offering, and get free stuff. Seniors are willing to read longer letters, longer copy and they are the best mail-order buyers in terms of frequency, multiple purchases and higher dollar amounts. The 50-67 age group are using online ordering or responding with greater confidence than older seniors. Without fixating on the prospects age, focus on how your senior living community is designed to meet his or her needs and values. As baby boomers age into Medicare, reaching and marketing to seniors is becoming a different game. While an immediate purchase may not always be possible, a key is to motivate the senior target market to take action through incentives. This gives you a way to reach out and market directly to this important demographic. Insight #14: Some seniors feel that their age gives them status, while others feel crushed by the aging process. Direct Marketing to Seniors: The Ultimate Guide By applying the latest technologies, Genesis Directis equipped to better understand and more effectively target customers and prospects by spotting trends and cross-referencing behavior patterns. (Ask me at craig@cdmginc.com for special wording). Remove Risk Make your demographic feel secure with a money-back guarantee, free-trial period, or lifetime warranty. Call us 800.882.9930 for any help. 4. A seniors lifetime of experiences is an important element in designing your offer. Insight #6: Seniors respond well to nostalgia. Most people see themselves about 5-10 years younger than they are. 4 Ways to Reach the Senior Audience in 2020 | Inc.com Direct Marketing Mailing Lists USA | List of Emails for Marketing Address your prospects in a straightforward manner about their concern for making a good decision or in the case of lead generation, no special commitment yet. Direct mail is used heavily by those marketing to seniors because it usually works better than other media. One reason infomercials are effective when aimed at this group is that the format is more leisurely and more step-by-step. The answer is to adjust the marketing piece by avoiding small type, crammed type and crowded copy. A certain percentage are great responders to radio and television commercials (see Insight #20). 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. Senior Living Direct Marketing Solutions According to a survey by the Pew Research Center, 60% of respondents age 65+ reported feeling younger than their age. Insight #40: Make it easy to respond for those with physical limitations. When there is a need to identify and target seniors and boomers with pinpoint accuracy, you can bank on the fact that our senior citizen mailing lists and telemarketing leads for the 50-and-over crowd are the most comprehensive and accurate in the market. Direct mail is a channel that many senior consumers know and appreciate as an integral part of their buying decisions. Thirty-three percent of the firm's business came from the advertising of and attendance at public, educational seminars and workshops. Asking a senior to jump through hoops for a sale or making a promotion complicated is likely to turn them away. Conventional wisdom says most prospects need between six and eight touches before becoming a qualified lead. Confusion kills response. 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 . Insight #23: The mature market has one thing in common, they will either respond by (1) phone, (2) online ordering, or (3) mail. Seniors are unimpressed with numbers. Design also plays a valuable role in communicating clarity and evoking emotions in direct mail. Today, the technology gap between the older and younger generations is starting to close. A large number of seniors are committed many passionately so to leaving wealth, property and investments to their kids and/or grandkids. Please call me at (310) 212-5727 or email me at craig@cdmginc.com. For example, they constitute the majority of mail order buyers, contributors, and subscribers. The goal is to get to a point where you dont have to think about diversity it becomes second nature. Offering something for free is a powerful incentive to drive response. One of the major blunders marketers make is thinking that members of the mature market arent willing to read, or are unable to understand or comprehend. patty@rspr.com, Half of all households over 65 are headed by a single person, 25+ Search Engine Usage Statistics in 2023, Why Blogging Is Important for Marketing and SEO. Blogging can be more lucrative than you may think. Insight #41: Connect to senior audiences with graphics. Value added pieces can be offered in direct mail pieces or online. For example, advertising must relate to the experiential background of the mature market. Look-a-like audiences can be built through direct mail transactional data, Facebook behavior algorithms, traffic on Google search, AdRoll, Bing and more. 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. Valuable Information, Value Added). Copyright 2023 Entrepreneur Media, Inc. All rights reserved. Think in terms of doing seasonally targeted advertisement campaigns. 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). Manage customer lifecycle workflow utilizing . Many products and services that would never be purchased by the parents will be purchased by the grandparents. While direct mail is still a viable marketing technique (especially for the older generation), it is changing. For example, market your products as simple to use, non-disruptive to ones lifestyle and something that makes life more comfortable. The senior market is easily identified for marketing purposes, using lookalike audiences, custom lists and data modeling. Which media strategy should you use to attract leading-edge boomers and seniors? It may be the case that you would like to target a select audience of high-income seniors with your product or service. Of course, that would be overly extreme because some online presence is essential for credibility if and when potential clients go online, and for the media. Insight #14: Seniors love direct response television and radio. Seniors have problems with physical limitations to varying degrees. A 3-D package is mailed directly to prospects and contains several items of interest and value that create a Wow! factor. In 2018, 24% of men and about 16% of women age 65+ were working, a trend thats expected to increase over time. Resistance to change and dedication to tradition are important characteristics of the mature market. This research summarizes the results of a national study examining older adults' responses to direct marketing methods. Only use direct mail response names! by Ravi Backerdan posted on December 14, 2022. Members of the mature market are extremely cautious about the buying process. Use Relatable Language If you want to market your product to someone, you have to speak their language. One of the major blunders marketers make is thinking that members of the mature market arent willing to read, or are unable to understand or comprehend copy intense or detailed direct mail. For example, in direct mail you do this by simplifying the response device and providing ample room to write their name and address, as many still respond by mail. Seniors like simple and straight forward. They grew up receiving printed catalogs and advertisements in the mail, and direct mail continues to be a valuable way to reach them. Then facebook newsfeed also shows your offer. Since their buying habits are conservative, and they want to be in control of the buying decision process, the mature market is more likely to buy if you use powerful, specific reasons why copy. Luckily, there are a few tips to help. Testing Corner: Long, Copy-Heavy Emails or HTML Emails? That's a huge percentage, especially when you consider the types of people you generally expect to find on YouTube. Pictures that include grandchildren, sporting events and travel are other response-boosting images. Keep your videos simple and informative. Insight #25: Address your prospects in a straightforward manner about their concern for making a good decision or in the case of lead generation, no special commitment yet. This suggests at least 33 percent of resources be directed there The combined 34 percent and 33 percent suggest great emphasis be placed on getting present clients to invite and bring guests to these events. Our Facebook ads outperform all of our other digital marketing efforts. If youre ready to sell your services to seniors, contact RSPR to discuss your target market today. Unlike the generations that have followed, the mature market is not a product of an impersonal, mass-produced world. Insight #36: Seniors respond to exclusivity. Direct mail is used heavily by those marketing to seniors because it usually works better than other media. Even in your web shopping cart, make fill-in areas large and easy to navigate. Here are the methods we actively find success with: According to Statista, 21 percent of Facebook users in the U.S. are 65 years of age or older. And dont forget the magic response-boosting words: free shipping. When you offer something free and without obligation, the entire tone of your marketing campaign changes to warm and personable. Marketing to Seniors: 4 Keys for Success. A large number of seniors are committed many passionately so to leaving wealth, property and investments to their kids and/or grandkids. 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. In their book No B.S. When putting together a marketing strategy for senior citizens, its important to take them out of a whole. Use active pictures that suggest a vibrant life after 55. Avoid the suggestion of change and newness as much as possible. The reality of senior marketing is enough to make you rethink your entire campaign. They are direct marketing and digital marketing lists used for direct mail marketing and email campaigns. With todays modern data modeling and available postal mailing lists of hundreds of psychographic profiled seniors, precise targeting combined with great creative can produce better ROI than other mediums. As seniors age, they often experience changes in their lifestyle and priorities. In fact, they are one of the most responsive groups to this marketing medium. The hot markets for the next 10 to 15 years for this segment of the population are service-oriented. Advertising must relate to the experiential background of the mature market. They want to be good stewards of their money. They may sacrifice, endure inconveniences, or forego desires to leave something to loved ones. Our Seniors Turning 65 Database allows you to reach these consumers who are starting to think about retirement and are taking action to preserve their benefits and lifestyle. Insight #22: The mature market is mobile-friendly. Also, including an easy money-back guarantee for a purchase will be a sure response booster. 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. Marketing To Seniors - Strategies For Increasing Your Leads The lists include the Names and Postal Mailing Addresses and Emails Addresses of older adults who are 60+ years old. A direct mail piece helps them learn about and discover new products and services. its memorable because it gives viewers a glimpse into the vibrant, dimensional lives of older adults. With numbers like this and financial solvency, marketers are realizing quickly that senior consumers are going to be a force in the market. Then Category 3 - You have 65+. Seniors have had years and years to acquire a high level of skepticism. An example might be a celebrity or other recognizable individual who shares that: I use it, or I wear it, or I drive it, or I drink it. Insight #12: Resistance to change and dedication to tradition are important characteristics of the senior market. The use of videos has been a real boon in marketing to seniors. Insight #3: Seniors are savvy consumers, and they are just like every other human being. In this blog post. Rhett: There's a trend right now with nostalgia. 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.
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