Marketing To Seniors

Seniors watch more television than any otherestate professional targeting seniors, I designed an
group. But unless you've got a ton of cash, let'sad that we ran on the day when the
uncover the more cost effective ways to marketsupermarkets insert their ads and coupons. We
to seniors. You can affordably build an effectiveplaced the ad in the food section and this new
senior market campaign around newspaper, radiorealtor got 62 calls.
and direct mail. Let's go well beyond telling youIt's clear that if you want to market to seniors,
that for senior sites or direct mail you should usethe newspaper is a fabulous place for advertising.
a big font, simple paragraphs, etc.The rates keep getting cheaper as the papers
First, let's realize we cannot define "senior" by agereduce their prices to try and survive and as time
and if I see another writer define seniors asprogresses, a larger percentage of readers are
someone age 55 or better, I'll punch them. Withseniors. So for the senior marketer, the "cost per
people living to age 85 routinely and lifethousand" is decreasing making the newspaper a
expectancy increasing at by one month eachfabulous advertising medium.
year, age 55 is middle aged. Let's use the termSeniors Listen to Talk Radio
"senior" and "retiree" synonymously for this articleNext, seniors make a loyal group of radio
on marketing to seniors.listeners, particularly talk radio stations.
Seniors Like to LearnBut take this beyond advertising—in the
Of primary importance is that seniors like to learn.financial services industry, smart marketers get
The largest travel company in the world istheir own radio show. They either buy the time or
Elderhostel. The company designs learning trips forconvince the station they can bring in advertising
active seniors and it operates around the globe.dollars. How much more credibility can a marketer
What does this mean to a senior marketer? Itto seniors have then having their own radio
means you can attract seniors with educationalshow? Ask the rich financial advisors who have
opportunities.done this. They then use the show as a direct
For example, the financial services industryresponse mechanism to fill live seminars or get
capitalizes by attracting seniors through seminars.people to call in for educational information,
These seminars are typically daytime meetings onthereby generating a ton of warm senior
a financial topic and are used as a primary tool forprospects. There's plenty of room in this market
many financial professionals to meet new seniorfor healthcare professionals, lawyers, real estate
clients. The medical industry also uses seminars toagents, and almost any professional to gain
win new clients. Seniors attend because theysuperior credibility with a radio show.
want to learn about issues important toDirect Mail
them—finances and heath. But seminarWorking people sort mail over the trash can
offerings can be expanded into many fields as aseeking to toss out as much as possible. We don't
way to capitalize on senior market's desire tohave time and don't want to be bothered with
learn. Additionally, seniors have time to attendany mail that does not demand our attention. We
while working people do not. No senior marketerhad a long day at the office and the last thing we
or professional who should overlook this method.want to look at is junk mail.
Seniors Like to ReadNot so with seniors. They take time to look at
Similarly, seniors like to read. They have the timetheir mail and consider each piece as they open
to do so and the most recent research showshuge amounts of junk mail and are reluctant to
that the senior audience is the largest readerthrow out anything. When I practiced as a financial
group of daily newspapers. The point isadvisor, it was common for a senior to come to
this—your newspaper advertising goes farthera meeting with a bag of financial junk mail they
when targeting the senior market. For one realhad saved up and ask me, "Should I keep this?