Reaching the senior demographic requires finesse. You must carefully consider who you are targeting and what might appeal to them before launching a new campaign.
Before you develop your next round of marketing materials, consider these 10 tips from Evergreen Direct, a Middlebury, Vermont based marketing company, focused on the senior market.
- Get specific. The term
"senior" is expansive. When marketing to a senior demographic, specifically
target an age and lifestyle. Are your prospects 62, healthy and athletic? Or
are they 78 and academic? Incorporate these choices into your marketing
material.
- Trim the fat. The retiree
market has "been there and done that." They are not interested in wordy sales
pitches. They want to know exactly what you offer and how it will benefit
them. Get to the point.
- Craft relationships. Take
the time to get to know your prospects personally and allow them to get to
know you and your services. Use first names in marketing materials. This
generation values personal relationships in business.
- Use life events. Spin
your product or service around a relevant life-changing event. For example,
sell a product that will provide enough liquidity to pay for a daughter's
wedding.
