10 Things I Know About... Marketing to seniors
Marianne Delorey
10. Be relevant.
As people live longer, there are increasing needs for products and services that cater to seniors.
9. Know the value.
According to Census data, those near retirement age have the highest net worth. But net worth does not drop sharply after age 70, so marketing to this group can be very worthwhile.
8. Don't assume.
Your audience is incredibly diverse. There are very able-bodied and cognitively intact elders and there are elders who are more frail and more forgetful. Tailor your strategy to what you're selling, not generalities about aging that may not be accurate.
7. Look in plain sight.
Not all elders go to senior centers or frequent hospitals. Your marketing should reflect that many of them work, shop for groceries, and do everything younger folks do.
6. Use social media – really!
Not all seniors go on Facebook or Instagram, but some do. Reaching out to these groups might yield surprising success.
5. Go 'old school' too.
Print newspapers, although declining in popularity, have had less of a decline among the older age groups.
4. Try multiple modes.
Some seniors have communication challenges. Try using church bulletins and radio to reach more of them.
3. Reach care providers.
Those who work with elders, nurses, health care aides and care managers can help you spread the word. Reach out to service organizations to spread news of your product or service.
2. Don't forget families.
Families are the number one support for elders. Getting the message to them represents a “win win win” because it helps the business, the senior and the family.
1. Don't oversell.
Elders have decades of experience surviving and adapting. If you try to convince them they can't live without your product or service, you're not going to succeed. Make sure your product sells itself.
Marianne Delorey is executive director of Colony Retirement Homes, based in Worcester. Contact her at mdelorey@colonyretirement.com.
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