In a future blog post, Ill cover how to convey respect for a 65+ audience and get results. 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. They are, however, impressed with examples of an individual with whom they can identify, who uses a certain product or service. Charts will help persuade an otherwise skeptical senior prospect into becoming a customer or client. As in any direct response campaign, the premium should be related to the primary product being sold. According to a survey by the Pew Research Center, 60% of respondents age 65+ reported feeling younger than their age. In order to reach more valuable senior audiences and grow new leads, use a look-a-like audience. In their entirety, this market values relationships and ties. 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. Its a good rule of thumb to use pictures of people 10-15 years younger than your target audience. This includes best in class practices of segmentation, personalization, offering incentives and making your message easy to understand. Insight #27: The mature market is cautious. Valuable Information, Value Added). You can also appeal to fears about finances, downsizing, or health. This research summarizes the results of a national study examining older adults' responses to direct marketing methods. For the last twenty-five years, we have been developing the most responsive marketing list of seniors. Then the Facebook newsfeed also shows your offer. If theyre 65, use images of people who are 55 or younger.. The analysts interviewed clients to determine how they were sourced and how the financial firm first came to their attention and garnered their interest. Arguably, if a marketing effort produces zero responses, it deserves zero percent of your resources. 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. Make sure your website is printed on your direct mail pieces. Facebook messenger now allows you to advertise directly on this direct messaging platform, reaching new prospects in a more conversational, personal way. Seniors play a significant role as consumers in todays market. However, this older demographic can be harder to reach via online channels due to their reduced presence online. Whats the best way to reach this highly lucrative market? Those who are willing to utilize these effective direct mail techniques to target seniors have the opportunity to reach this valuable and loyal audience. Direct mail, email, Facebook, pre-rolls and more make it easy to target this group and not waste money on other segments. For example, market your products as simple to use, non-disruptive to ones lifestyle and something that makes life more comfortable. Resistance to change and dedication to tradition are important characteristics of the senior market. Embrace diversity in all its forms 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. Craig Huey is Americas #1 marketing authority in marketing to seniors. 1. Seniors have problems with physical limitations to varying degrees. Seniors have had years and years to acquire a high level of skepticism. The mature or senior market, which I define as people over the age of 50, is an enormous group with incredible buying power. Why? its memorable because it gives viewers a glimpse into the vibrant, dimensional lives of older adults. 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. Many products and services that would never be purchased by the parents will be purchased by the grandparents. The big trend with direct mail, in fact, is not even to include a business reply envelope (BRE). 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. Testing Corner: Long, Copy-Heavy Emails or HTML Emails? A certain percentage are great responders to radio and television commercials (see Insight #20). There are differences, however, in the types of video content that work with seniors versus other generations. Simplify: Older people have no problem learning to use new technologies, but they have not grown up with them. He has a point. Dan S. Kennedy & Chip Kessler For example, the DRTV spot we created for Independence Blue Cross demonstrates the value of choosing a local health insurance plan. 8 Seconds Later: Do You Have Their Attention? Here are 25 special insights that will help you market more successfully to this powerful segment of the population. Some people don't want to stick that little card back in their mailbox, but will gladly grab their phone and submit an email form. A large number of seniors are committed many passionately so to leaving wealth, property and investments to their kids and/or grandkids. 9406 N. 107th Street Marketing to Seniors: 44 Surprising Advertising Insights Even in your web shopping cart, make fill-in areas large and easy to navigate. Our Facebook . When you provide prospects with an added piece that is free, useful, and valuable, you will boost response from seniors. Insight #26: Seniors may be thinking of others. Think in terms of doing seasonally targeted advertisement campaigns. Insight #7: Seniors like to receive mail. Bottom line: Show mature adults living their lives, whether thats exercising, spending time with friends and family, participating in community events, working, or surfing (the web, that is). V.I.V.A. For example, in direct mail you do this by simplifying the response device and providing ample room to write their name and address. Avoid stereotypical pictures that have older Americans in rocking chairs and at golf courses. Avoid stereotypical pictures that have older Americans in rocking chairs and golf courses. There is no difference in this group of responders between male and female. Entrepreneur and its related marks are registered trademarks of Entrepreneur Media Inc. By Resistance to change and dedication to tradition are important characteristics of the mature market. Insight #27: Seniors are great gift givers. Youll increase your response if you use 12-14 point type or larger in all communications. Interestingly, 1 in 4 mobile shoppers in the U.S. is age 55 and above, which reflects the overall population. If you're going to market to seniors, you need to avoid using teenage jargon, trendy language, and internet slang. Insight #10: Seniors like to receive mail. 7 Tips for Marketing Effectively to Seniors - Semrush Many senior consumers still dont use the internet or dont feel comfortable placing orders over the internet. These experiences should be acknowledged if you hope to motivate the mature consumer to buy. Let them try your service first and with time theyll come to depend on it. The hot markets for the next 10 to 15 years for this segment of the population are service-oriented. Contrary to what you may think, the mature market will use their mobile devices as much as they will use their desktop or laptop computers. Brands, both large and small, have achieved remarkable results using the information we compile to target new prospective senior customers and US senior households. Campaigns can be defined by multiple criteria, including education, employment status, income, location, home type, home value, years spent in the home, marital status, interests and more. 10 Unique Ways to Reach Out to Senior Citizens - Aveta Marketing With direct response marketing to seniors, you only market to that which works. . This means that flashy, over-the-top direct mailers crammed with information wont be as effective as a well formatted,well-structured piecedelivered in a conversational tone with clear headings and points outlined. Older adults' responses to direct marketing methods This powerful marketing piece may seem counterintuitive in its old school approach, but it actually gets a powerful response especially from seniors. Marketing to Seniors: 45 Special Advertising Insights [Updated] More specifically, what should you include in a successful direct mail campaign to seniors? Senior mailing lists can provide you with the names and addresses of people who are 65 years of age or older. Thanks to almost four decades of health insurance marketing experience, DMW is familiar with the journey and were up for another trek if you are! This includes passing our database through National Change of Address (ncoaLink), Locatable Address Conversion System (LACSLink), and Coding Accuracy Support System (CASS). We'd love to send you a physical newsletter every couple of months! That included our own videos and stock footage. Feb 22, 2013. 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. For example, 77% of all assets in the United States are owned by individuals over the age of 55. Be aware of those dichotomous perceptions as you create your advertising. 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. They tend also to be price-conscious, convenience-oriented . Insight #11: Use examples instead of statistics. 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. 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. Guide to Marketing to Leading-Edge Boomers and Seniors, Three Steps to More Word-of-Mouth -- and More Business, 7 Ways You're Wasting Time and Don't Even Know It. 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. Ghislaine Maxwell Is Called 'Prison Karen' for Filing 400 Complaints Behind Bars, LinkedIn Changed Its Algorithms Here's How Your Posts Will Get More Attention Now. Insight #21: The use of videos has been a real boon in marketing to seniors. The senior market is easily identified for marketing purposes, using lookalike audiences, custom lists and data modeling. By calling them a senior citizen. 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. For this reason, AARP recommends not linking aging with extreme physical ability. For nearly 25 years, weve been all about creating better relationships. Direct Marketing to Seniors: The Ultimate Guide 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. In fact, people age 65+ spent an average of $187 per month on online purchases in 2020. Senior Living Direct Marketing Solutions Seniors are very likely to purchase products on websites. 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. But, the answer isnt to avoid marketing to them. Postal Service. 1. Insight #9: Seniors respond by phone, online ordering, mail, or text. According to Statista, 21 percent of Facebook users in the U.S. are 65 years of age or older. Seniors are willing to read longer letters and longer copy. Its wise to market accordingly by developing emails and landing pages that will be clear and easy-to-use for mobile senior prospects. Insight #24: The hot markets for the next 10 to 15 years for this segment of the population are service-oriented. Plus, our blog labels us as industry experts and creates more trust between us and our consumers. 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. And use reviews and a star system. In this edited excerpt, the authors discuss why you need to keep the focus on offline marketing for your boomer and senior prospects. For example, many have trouble with eyesight. For a low cost, each mailer can include their personal information so they feel more connected from the moment they see your marketing piece. 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. If your target audience is broad, you may want to divide it into categories with separate marketing campaigns.