Seniors have had years and years to acquire a high level of skepticism. Older adults' responses to direct marketing methods One reason infomercials are effective when aimed at this group is that the format is more leisurely and more step-by-step. This research was supported by grants from the AARP Andrus Foundation and the University of Cincinnati Direct Marketing Policy Center. They consist of travel, health and fitness, household services, family fun, convenience, information services, investment and financial services, safety and security. For example, they constitute the majority of mail order buyers, contributors, and subscribers. Investing in lead generation is one of the most important things you can do as an insurance agent or business. A seniors lifetime of experiences is an important element in designing your offer. With any direct mail campaign, its critical todrive a responseof some kind from the recipient. By calling them a senior citizen. 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. Granted, Facebook ads are not free, but if you can get your cost per lead down, it's well worth the upfront spend and the time. As major targets of rip-off artists, seniors tend to be more distrustful than other segments of the market. The mature market has one thing in common, they will either respond by (1) phone, (2) online ordering, or (3) mail. The analysts interviewed clients to determine how they were sourced and how the financial firm first came to their attention and garnered their interest. Direct response radio primarily in the talk news and Christian genres also produces good results. What Does a Direct Marketing Manager Do? - Zippia Insight #13: 3-D packages are high-impact pieces for a select audience of seniors. Conventional wisdom says most prospects need between six and eight touches before becoming a qualified lead. Instead keep your message and offer simple and to the point. This will allow you to keep refining and improving your materials and more effectively reach the mature market. But to invest in online media as if it was a productive driver of new business is, based on these facts, foolhardy. The #1 lesson in 30 years? For example, they constitute the majority of mail order buyers, contributors and subscribers. Guide to Marketing to Leading-Edge Boomers and Seniors, marketing experts Dan S. Kennedy and Chip Kessler offer small-business owners a handy guide to targeting the leading-edge boomer and senior market. Avoid too much technical jargon and focus on benefits of your service. This database allows you to pinpoint your best senior prospect from over 52 million seniors. Some seniors feel that their age gives them status, while others feel crushed by the aging process. A seniors lifetime of experiences is an important element in designing your offer. A direct mail piece helps them learn about and discover new products and services. Its a good rule of thumb to use pictures of people 10-15 years younger than your target audience. For example, advertising must relate to the experiential background of the mature market. Many companies offer goods and services that tailor to the specific needs of senior citizens. The Top 5 Strategies for Reaching Seniors with Direct Mail They want to be good stewards of their money. Lets talk. Radio and TV simultaneously hitting an audience will increase your overall response as well. Insight #9: Seniors respond by phone, online ordering, mail, or text. 2 For over 25 years, we have been delivering the most accurate telemarketing lists of senior citizens in the industry to our clients. 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. This is the last group of people in our society to enjoy personalized relationships with the people who provided them with goods and services. Stay tuned for more on marketing to a mature audience. Whats the best way to reach this highly lucrative market? Good news! Insight #42: Services for seniors are a valuable market. Agency of record, or projects: Let's work together. Seniors prefer to be regarded as individuals. 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. Seniors have had years and years to acquire a high level of skepticism. Seniors use a variety of platforms for news and entertainment, from digital media to traditional print. For a free consultation and to learn how we can help your business grow, call or email our Senior Account Executive, Mike McNally at (813) 855-4274 x1265or visit us onlinetoday. If you re-examine the results from the financial services firm's survey of productive sources of its clients, you'll see just where and how to allocate your resources and focus your energies. 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. We're Now Finding Out The Damaging Results of The Mandated Return to Office And It's Worse Than We Thought. For example, if youre a gym who would like to target local seniors to sign up for a membership or attend classes to help with mobility and staying fit, its helpful to feature images of seniors in active settings and also to communicate the benefits of staying fit for longevity and preventing illness. Direct response marketing targets seniors with a powerful and personal message specifically designed to bring in the maximum response possible. Direct mail is used heavily by those marketing to seniors because it usually works better than other media. Simplify: Older people have no problem learning to use new technologies, but they have not grown up with them. I have found offering a special senior discount will increase response. Winner of 79 industry awards, he has tested over 10,000 variables to the senior market. Would you like more information about reaching the senior market through direct response advertising? Even in your web shopping cart, make fill-in areas large and easy to navigate. Where possible, personalizing your piece,segmenting by specific needs or interest, and tailoring the message and offer to the individual can help boost response. Method behind the Madness: An Interview with Kim Collier, Tasty Tips to Attract Loyal Customers to Your Restaurant. Their buying history began at a time when merchants knew them personally. Amazon advertising allows you to market your product or service directly on this megaretailers siteeven if you dont sell anything on the site. Insight #4: The senior market is composed of many subgroups. Seniors respond positively to direct response television and radio. Our Facebook . Having a good arsenal of blog content works well cross-departmentally because you can use that blog content to come up with social media content, advertisement language, direct mail pieces, etc. Insight #11: Use examples instead of statistics. Seniors will respond well to charts. There are differences, however, in the types of video content that work with seniors versus other generations. Craig Huey is Americas #1 marketing authority in marketing to seniors. Plus, our blog labels us as industry experts and creates more trust between us and our consumers. 3-D packages are powerful, high-impact marketing pieces that can draw amazingresponse from prospects. Senior mailing lists can provide you with the names and addresses of people who are 65 years of age or older. This is exemplified in the success being enjoyed by insurance companies, reverse mortgage, gold and silver, and those companies marketing oldies but goodies music. Creating an ad for a character whos based on real information about your target audience, including their demographic information, potential sensitivities, and biggest concerns, can help you connect with your audience. 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. 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. Its a good rule of thumb to use pictures of people 10-15 years younger than your target audience. A value-added piece will build trust and develop relationship with prospective buyers, especially in the mature market. Advertising must relate to the experiential background of the mature market. I once tested 10 point vs. 14 point in a direct mail piece the 14 point (with identical copy) boosted response by over 18%. Personalize the selling/buying process as much as possible and build rapport. 2. 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. Use Facebook ads to gain page likes, direct people to your website or even submit a lead form within the Facebook app. Reverse type can cut your readership by a whopping 75%. Here are examples of responsibilities from real direct marketing manager resumes representing typical tasks they are likely to perform in their roles. Let us show off our printing and mailing capabilities! Insight #18: Avoid any confusion. 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. 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. Marketing to Seniors: 44 Surprising Advertising Insights Most people see themselves about 5-10 years younger than they are. A direct mail campaign targeted at seniors should be no different. These address quality processes help us ensure that our list will perform at the highest level of deliverability for our clients. Here are some very telling facts, drawn from thorough research done in 2011 by an outside, objective team of analysts for a multimillion-dollar producer in the financial services field who markets to modestly affluent to very affluent boomer and senior clients. Marketing To Seniors | What We've Learned | TA Advertising Reach seniors who are most likely to respond. Why do car commercials play songs from the 1960s/1970s? 6 Ways To Target Seniors More Effectively In Digital Marketing 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). Let them try your service first and with time they'll come to depend on it. This suggests that 34 percent of your resources ought to be invested in encouraging and rewarding that client activity, including new client welcome gift packages, monthly newsletters, special reports offered to clients via the newsletters, periodic client appreciation events, formal referral reward programs, and seasonal gifting. Many senior consumers still dont use the internet or dont feel comfortable placing orders over the internet. Step 1: Define The Market (Seniors) When you are talking about "seniors," it is kind of a vague term. My husband thinks everyone should work in the food service industry at least once so they can relate when their server is in the weeds (restaurant speak for way behind). 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. (See V.I.V.A. Thats why an informational approach can be so successful with seniors. If you are marketing your product or service to the mature market, do not assume you will not attract a massive response online. Talking down to them or in a condescending way will be an immediate turn-off. 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. Insight #28: Help your prospects make a decision. Asking a senior to jump through hoops for a sale or making a promotion complicated is likely to turn them away. DMW Direct The mature market seeks to get the most for every dollar and make their money last. by Craig Huey | Dec 13, 2018 | Advertising & Marketing, New Strategies and Tactics, Successful Marketing Campaigns | 0 comments. Your prospect receives an email showing the direct mail about ready to come and asking them to look for it. By Jeff Pitta, founder and CEO of Healthcare Holdings of America/Medicare Plan Finder. when we started incorporating more video into our posts. #2: Email They are identifiable by three main groups: pre-retirees (people between 50 and 62), active retirees (63 to 74) and seniors (75 and over). But, the answer isnt to avoid marketing to them. Include several mentions of your attention to customer service. In a future blog post, Ill cover how to convey respect for a 65+ audience and get results. Here are a few additional hints. Also, give people another way to get in touch with you other than returning the mail you sent them. Read on to discover some of the best direct marketing methods to use with seniors. He 'Grew Up in Bars' and Was Drinking By Age 10 But Entrepreneurs Changed His Life. Free consultation Senior Living Marketing is a targeted marketing plan designed to specifically reach senior citizens. Help prospects from the mature market make a firm decision by ensuring that your shopping cart is easy to use and contains no more than 1-2 steps. Older consumers dont react well to hard sells and high-pressure sales offers via direct mail. Instead of modern jargon and images, use language and references to fond memories with which the seniors can identify. This reduces the risk of shopping cart abandonment. Youll improve credibility to a skeptical audience with a picture, name and state. Thats why testing media and an integrated and multichannel campaign are optimal to dominating this market for your product or service. This includes passing our database through National Change of Address (ncoaLink), Locatable Address Conversion System (LACSLink), and Coding Accuracy Support System (CASS). Marketing techniques that have long worked for Gen X can be applied to baby boomers, too. Look-a-like audiences can be built through direct mail transactional data, Facebook behavior algorithms, traffic on Google search, AdRoll, Bing and more. 8 Seconds Later: Do You Have Their Attention? In fact, a study by the AARP found that those 45 and over are just as likely as younger consumers to experiment with or switch brands. Brands, both large and small, have achieved remarkable results using the information we compile to target new prospective senior customers and US senior households. Insight #22: In your layout, use graphics that emotionally connect with your mature prospects. Fill out our below web-form and one of our marketing specialists will be in contact with you shortly to further discuss your project in more detail, and provide you with a free estimate. The magalog is a powerful marketing piece that acts as an infomercial in print to define and describe the benefits of your product or service and motivate prospects to buy. Insight #8: Seniors respond to different mediums. 2023 Kessler Creative. They look forward to receiving mail and read it carefully. Unlike the generations that have followed, the mature market is not a product of an impersonal, mass-produced world. 2. Seniors are savvy consumers, and they are just like every other human being. 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. Our entire list is continuously updated with new, proprietary data sources to ensure completeness and selectivity. Furthermore, our entire senior master file is also standardized, using our proprietary USPS processing on a monthly basis. When you reassure the reader, you remove the risk. Sure, there may be older adults who enjoy extreme sports like rock climbing and paragliding. Its wise to market accordingly by developing emails and landing pages that will be clear and easy-to-use for mobile senior prospects. For this reason, mature consumers prize value and look for it in every buying situation. Its also best to promote offers that are non-digital. A large number of seniors are committed many passionately so to leaving wealth, property and investments to their kids and/or grandkids. Also, be aware that even though 70% of people over 70 have some sort of chronic health condition, they tend not to dwell on it, and neither should marketers. Even in your web shopping cart, make fill-in areas large and easy to navigate. Senior Direct Marketing - Senior Leads That Convert! Senior Living Direct Marketing Solutions 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. Copyright 2023 - Senior Source List- All Rights Reserved - Web Site Designed by AW Design - Privacy Policy - Sitemap. Required fields are marked *. 2. According to a survey by the Pew Research Center, 60% of respondents age 65+ reported feeling younger than their age. A value-added piece can be an objective, informational piece, a small gift, or something useful like a checklist or a calendar. Large font is preferable due to seniors often needing glasses because of reduced or impaired eyesight. The 55-67 age group are using online ordering or responding with greater confidence than older seniors. Plus, we generate thousands more leads from Facebook ads than we do from our website. Seniors are more likely to read and respond to direct-mail advertising than email and web-based marketing strategies . 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). Immediate, positive interest and identification. In this blog post. If you'd like to send an Email Marketing campaign to Seniors, you can purchase a database of seniors or a Senior . One of them could provide you with the breakthrough youve been looking for. Insight #14: Some seniors feel that their age gives them status, while others feel crushed by the aging process. Seniors appreciate added value, special offers, coupons, free gifts, samples, and, of course, discounts. 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. Know birthdays and anniversaries, even of kids or grandkids for targeted database marketing. Their support is gratefully acknowledged. For nearly 25 years, weve been all about creating better relationships. Insight #26: Seniors may be thinking of others. Remember even retirees with a comfortable nest egg are still on fixed incomes. We process our entire senior database against the Direct Marketing Associations national Do Not Mail suppression file, a national deceased database provided by the Social Security Administration (SSA). Seniors have five times the net worth of the average American. If you're ready to sell your services to seniors, contact RSPR to discuss your target market today. In other words, one-third of the nation controls two-thirds of the spending capital. You can also appeal to fears about finances, downsizing, or health. Direct marketing to seniors is a viable, powerful way to get your message across, but it's important to know how to reach out and engage with an older audience. The mature market, which I define as people over the age of 55, is an enormous group with incredible buying power. When a prospect contacts you, be responsive and helpful about any issues, and stay in touch. To put it simply,seniors are buying! No one Seniors are unimpressed with numbers. Insight #3: The senior market varies by age, The senior market is composed of many subgroups. They make up fifty-five percent of all depositors in financial institutions, and own 77% of all assets in the United States. Our database allows you to pinpoint prospects by month and year of birth. The idea of exclusivity works well with seniors. Use active pictures that suggest a vibrant life after 55. Insight #25: Always test your marketing materials to the mature audience. Seniors play a significant role as consumers in todays market. But statistics are often not useful facts. Improve how you market to seniors | DMW Direct Another 15 percent cited the firm's non-event-related media exposure, including advertising on radio and TV and in newspapers. Seniors are very likely to purchase products on websites. Offering something for free is a powerful incentive to drive response. 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. 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. Senior Marketing Is More Than Just Influencer Targeting It's true that a large volume of influencer opportunities (family members, professional acquaintances, local news, offline thought. They care about three things: Me, Myself, and I. In doing so, youll receive a high response rate and turn prospects into customers and clients. Creating diverse ads isnt just considerate marketing; its good business. Target ads to seniors on Facebook. Direct mail. Also, including an easy money-back guarantee for a purchase will be a sure response booster. Make sure your website is printed on your direct mail pieces. Lunches are the most commonly promoted draw. RSPR has the experience and track record to provide useful tips for successful direct mail marketing to seniors age 65 and over. It may be the case that you would like to target a select audience of high-income seniors with your product or service. But most of the 65+ crowd probably stays busy doing more ordinary activities, like walking around the neighborhood, pushing a grandchild on a swing at the park, or swimming in a backyard pool. One of them could provide you with the breakthrough youve been looking for. Use Relatable Language If you want to market your product to someone, you have to speak their language. The mature market has one thing in common, they will either respond by (1) phone, (2) online ordering, (3) mail, or (4) text. Members of the mature market are especially prone to buying products and services that arent necessarily available to everyone. Seniors will watch videos from emails, facebook, and youtube, as well as DVDs, and respond very positively to them. Marketing to Seniors: Key Considerations and Strategies - Cyberclick With over 200 demographic and psychographic selects to choose from, we guarantee we'll enhance your prospecting list. Make your demographic feel secure with a money-back guarantee, free-trial period, or lifetime warranty. Testimonials that work for this group can be written, or on video. Sell your product directly to them instead of targeting caregivers or their children. In 2019, 70 percent of baby boomers in the U.S. were using YouTube, per Statista data. 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. For example, market your products as simple to use, non-disruptive to ones lifestyle and something that makes life more comfortable. Use an integrated and multichannel approach to boost response. First, its important to understand the audience. They are identifiable by three main groups: pre-retirees (people between 55 and 62), active retirees (63 to 74) and seniors (75 and over). Marketing to Seniors: 27 Special Advertising Insights - Creative Direct In some ways, older adults are a unique audience that marketers are still struggling to understand. Use reviews, a star system, and quotes from magazines and from real people. We'd love to send you a physical newsletter every couple of months! Copy that helps them make a decision will do better than copy that tries to hype itself or push the mature consumer into buying. Reflect your audiences vision of themselves This gives you a way to reach out and market directly to this important demographic. Insight #38: Seniors love value-added pieces. 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. Each touchpoint, from direct mail to DRTV, presents a unique opportunity to convey our audience as real, multifaceted people. The most complete direct marketing list of senior citizens in the United States 52 MILLION UNDUPLICATED SENIOR HOUSEHOLDS Get a FREE Test of Our Data WANT TO REACH THE SENIOR MARKET? These are some of our more popular, specialized senior citizen marketing lists available: Any data elements on our senior citizen master file are available to append to your in-house customer or prospect list. Journal of Affairs (1974), pp. The idea of exclusivity works well with seniors. No B.S. Valuable Information, Value Added). Then the Facebook newsfeed also shows your offer. 24. . Youll increase your response if you use 12-14 point type or larger in all communications.
direct marketing to seniors
1
Jul
Jul
direct marketing to seniors