In their book , marketing experts Dan S. The numbers are even higher in the South and among republicans. The good news is that, based on our study, evolving senior media habits will provide marketers with ample opportunity to reach this audience with the right message. The Pew Research found that 13% of adults 50 years and older are already using Twitter and estimate this figure to only continue rising. Personalize Their Experience: Older audiences are used to quality customer service, before automation and self-service sped up the process. Kennedy and Chip Kessler offer small-business owners a handy guide to targeting the leading-edge boomer and senior market.
He gets up at about 8am, and enjoys a full breakfast while browsing his smart phone or tablet for 45 minutes. Provide giveaways such as portable , t-shirts, calculators and stainless steel water bottles. Resources for Specializing in the Senior Market: ©2010 Marketing-To-Seniors. According to a recent study, in the United States will come from this expanding group of seniors within the next five years. It's just really kicking into gear now. We can help you compete for new prospects and clients online. But to invest in online media as if it was a productive driver of new business is, based on these facts, foolhardy.
If not, you are losing some of the best paying and loyal customers there are. YouTube has increasingly used pre-roll ads as a means of generating ad engagement; to watch many YouTube videos, you have to watch an ad first. This tells us where 15 percent of our resources should be invested. Set up a free demo to get started. When prompted by direct mail, nearly twice as many consumers visited a website versus calling a phone number that was listed on a piece of direct mail. Direct mail, email, Facebook, Twitter, and more make it easy to reach this group and without wasting money on unwanted segments.
Explanations and product endorsements are especially appreciated. Older Americans are one of the few demographic groups who are holding onto the daily print edition. The shift to everything-digital comes with an influx of content which can be overwhelming. Mobile marketing is simple, everpresent, and effective. My developing skills in marketing to seniors meant that I always ended up going to camp for free and pocketing the money Mom and Dad otherwise would have paid for Little League Baseball. They want to be independent and do things on their own. Want to know some things about marketing to seniors? If your company produces high-heel sequin boots, while it is possible to market them to seniors, this is not your target audience.
Comparing the needs and wants of seniors to any younger group will show that there is about 90% correlation. This trend will continue for another decade. Marty and his wife head to bed thinking life is pretty good. Seniors are a more varied group than any other age group of people. Advertise your e-book on websites targeted to parenting, families, aging adults and seniors to attract your target market. Related learning resources Michael Bloch Taming the Beast Tutorials, web content, tools and software.
In other words, one-third of the nation controls two-thirds of the spending capital. 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 2023, almost 70% of disposable income will originate from senior citizen spending. Social Media The senior market is easily identified for marketing purposes. They are more careful about who they do business with, and they want to know more about you before doing business with you. Facebook allows you to tell a story and to feature the stories of others, and its overall breadth of features allows for an immersive experience. What do seniors buy on the web? Entertainment and utility including staying up-to-date on news and seeing demonstrations are the top motivators for watching online videos.
This means you should focus your marketing efforts on Facebook, not Twitter, Pinterest, or Instagram. Using hype in marketing copy Be very careful with this - remember that age brings wisdom and too much hype in can be a red flag to a more discerning buyer. Make them feel special Create special promotions and offers, such as buy one get one free deals, special gifts on their birthday, senior citizen sale days, free deliveries, etc. Asking a senior to jump through hoops for a sale or making a promotion complicated is likely to turn them away. There used to be tons of snow this time of year when he was a kid. Marty remembers how fun it was to celebrate Christmas when his kids were young.
This can be accomplished through demographic records or economic development reports that break down cities and geographic regions by zip code. One-third of the nation controls two-thirds of the spending capital. This niche covers all races, socio-economic channels, political and religious persuasions, and of course genders. Seniors want to know that the human behind the website stands for something. If you still have questions about how to setup a marketing strategy that targets seniors, or you simply need a bit more guidance, reach out to your local. According to , 76% of the older Australians use email regularly.
Assist them with creating a plan of action. Her objective is to assist teams in becoming better sales people through consultative selling, and helping managers be more strategic in their roles through data mining and analysis. On the invitation, indicate that they can bring their children, a close friend or their spouses along to tour the facility. I know, so not trendy. Ensure digital messages are clear and concise. Since children take an active role in helping their aging parents select senior communities, target them with a site designed to assist them in their efforts. They are relating and connecting directly with their target market just as any other brand is connecting with us.
Establish your credibility This is important for general online success, but particularly so if you want to capture business from senior citizens. Use the site to explain the benefits of senior communities, give insight into the different types of senior communities, describe how to best help a parent adjust to new surroundings and demonstrate how to finance senior communities without breaking the bank. Age, generally speaking, makes you wise. As seniors become more tech-savvy and traditional platforms such as radio and television become more fragmented, marketers must identify how media channels can, and should, complement each other. Complete a website audit to ensure your site is marketing to seniors. Currently, SeniorMag has averages 4800 unique viewers every day.