Creative Approaches: Marketing Campaigns for the Aging Population

Written by Amanda Lee

Each generation learns in different ways and it’s important to be aware of this when deciding upon a marketing campaign design. Because of the way they grew up and the technology that was available to them at the time, the baby boomer generation tends to lean more towards brand loyal and accepting direct mail (via “snail mail”), email communication and broadcast advertising for their brand recognition and preference. Generation Y (born 1980-1995) leans toward social media, because their entire life has been centered around computers and ever-changing technology.

Because the media is recognizing the distinction between the elderly, the youth and everything in between, it’s important for any business to know their audience and target market to them through the use of different advertising methods. Let’s take a look at the best ways to reach the elderly and the baby boomers, who are forecasted to spend about $20 trillion on consumer goods in the next 20 years, Forbes reported.

Direct Mail

Geo-specify your marketing to the baby boomers and make an offer to them that will invigorate their lust for life, and one they can’t refuse. While some will remain brand loyal, others are open to change. There’s no where to go but up for our large population of people in their 50s and 60s (who are often mentally in their 40s and 50s).

Along with print advertising like newspapers, for example, direct mail will not go out of style for them. If it’s something tangible, they’re on board. Get them involved in your mailings by asking them for their opinion on a product and offer them something. But never falsify information. You’ll lose them forever. If you’re offering them something free, you better give it to them.

Email Campaigns

You may not be aware of this, but the baby boomers are pretty technology savvy for a few reasons. (1) They’re in awe of what we can do on these machines and how small they are becoming. Life seems to go smoother when you have information at your fingertip. Long gone are the days of needing a compass in your car to know which direction you are going. (2) Their Y generation kids are influencing them and teaching them how to use technology.

What does this mean to you? Email campaign software programs like Jangomail are a great start to your marketing tactics. Jangomail focuses on the best user experience and contains all the necessities to kick start any campaign. Because while the baby boomers are willing to open emails (as long as they have intriguing headlines), it’s getting them involved in social media that’s a little trickier. Email marketing to the older generations is a necessity, still, in the 21st century. Begin finding out the demographics that fit to your product or service and begin to micro-target to them. If you know that they love hiking and mention that in the subject, they’re more likely to open the email.

Broadcast Advertising

Still a very popular means of capturing our older generation, advertising on the radio and television is pricey, but often successful. It’s tapping into the emotions (which are often what buys your product) on a whole different level. It’s multi-sensory and effective when targeting specific psychological profiles.

Social Media

When trying to get your brand out there, social media sites like LinkedIn, Facebook and Twitter give you that platform. According to Discovery Fit & Health, join AARP and Eons as well when trying to reach out to the boomers.

It’s widely known that the best form of advertising is word of mouth and social media is that current style. It’s called crowdsourcing— and it’s on fire. Kids, teens, young adults, adults and even elderly log on and listen up. They often take to personal experience over advertisements. While this is the most typical way for the youth to live and learn, you’ll find the baby boomers and elderly a bit behind— so get involved— but when marketing to the baby boomers and elderly specifically, don’t forget their comfort zone.

The truth is, when people age, they can’t see quite as well and their fingers sometimes can’t hit those little buttons. It becomes harder and harder to use technology so it’s important to recognize the staying power of the aging population and cater your marketing (and products) to them and their needs.

About Amanda Lee

Amanda Lee is a real estate agent who also found a niche as a business consultant for bring-your-own-device (BYOD) products, integration, safety and policies in the workplace. She also consults universities on adopting cloud backup solutions.

Creative Approaches: Marketing Campaigns for the Aging Population

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