Every business adopts effective marketing strategies that make its products and services noticeable to the intended target market. Nowadays, everyone goes for a fine combination of online and offline promotions. It works for seniors’ products and services; however, advertising content and approach remain distinct and sensible when it comes to senior marketing. Notably, 22% of Facebook users are over 55 and enjoy watching content on YouTube, Netflix, and Hulu. However, they respond more to the F2F conversations by the marketing personnel as they get on-the-spot query resolution for any product or service. Moreover, the one-on-one interactions boost their confidence and trust in the product.
Senior Marketing
Many businesses (e.g., health insurance, financial services, pharma manufacturers, home care services, real estate developers, tours and travel agencies, and many others) design their offerings for affluent seniors. They opt for print and digital media for advertising seniors products and services. They place advertisements in online and offline senior magazines to target their audience effectively. However, they are conscious of the language they use in such advertisements. They pick the words that sound positive to the seniors rather than belittling, underestimating, or offending.
The marketing personnel should keep in mind the following while promoting or advertising elderly products or services,
- They should market the offerings on multiple online platforms and through print advertisements besides dedicated sales personnel.
- They should ensure the distribution of print media advertisements at the spots for senior citizens, such as clubs, gaming centers, libraries, retirement homes, restaurants, and other such establishments.
- They should place the advertisements in easy-to-read newsprint in a senior citizen publication having broad reach.
- To target them effectively, they should segment the senior market based on social and professional engagement in socially active professionals, socially passive professionals, socially active retirees, and socially passive retirees.
- Marketers should introduce new concepts or offerings to the seniors carefully or combine them with traditional ideas or offerings to get their acceptance.
- They should refer to their offered products as simple, helpful, and easy to incorporate into their lifestyles.
- The advertisements or interactions should include a simple, easy-to-understand demonstration of the marketed products. They should focus on the key benefits delivered by the offerings from the viewpoint of senior citizens.
The Bottom Line
Seniors give prime importance to good health, relationships, routine, digestible and nutritious food, respect, independence, comfort, financial security, and physical activity. If marketers want to touch their cord, they should present their products in context with these aspects.
