marketing to seniors
TRANSCRIPT
P R E S E N T E D B Y :
Marketing to Seniors(The most difficult market research target group of all!)
Here’s the Challenge!
There is a phase of life called 'Age', but there are no typical old people!
Grossly Underestimated
Seniors of today are “Baby Boomers”
Account for 80% of all luxury travel
Fastest-growing user segment to embrace computer technology
Average income per capita is 26% higher than national average
Power wielding
< five years, 50 % of the U.S. population will be over the age of 50. (Nielsen)
They’ll control 70 % of the nation’s disposable income
They’ll stand to inherit $15 trillion in the next 20 years.
Facts about this Post-war Generation
Said to live longer than any other previous generation
Revolutionizing what it means to get old.
Don’t associate themselves with being old. Infommoercials for the sick and the lame
But that’s not what they are about
Control 2/3 of overall consumer spending.
Likely to stray from normal path of life Focused on fulfillment, hobbies.
Age embraced, Meryl Streep unphotoshopped
Witness a revolution in volunteerism and giving back
"If a person is 70 years old, this tells us nothing about them.
Except that they were born 70 years ago"
-Bernice Neugarten, renowned US gerontologist
Seniors & the Des Moines Market
• Age 50+• Income $50K+
Zoomers19% 22%
• Age 55+• Income < $50K• No Kids in HH
Seniored Seniors17% 14%
National Des Moines
Defining Your “True” Audience
Children of Seniors
• Decision makers, advocates for “SenioredSeniors”
• Hungry for information, facts/figures, reassurances
• Pressured• Age 45-75
Zoomers
• Younger ones may also be “Children of Seniors”
• Digitally connected• Disposable money• Balancing health and
wellness with activities• Interested in volunteerism
and giving back• Self-confident, demanding,
adventurous, experience-driven and forward-looking, keen to consume and pleasure-loving
• Tries to avoid risks, dislikes using credit cards for purchases and wants to enjoy life instead of saving
• Age: 65-73
Seniored Seniors
• Likely living in assisted facilities or making decisions about that transition
• Reliant on large font-sizes, safety products, in-home care or modification items.
• Relationship driven = trust
• Age: 75-100+
Children of Seniors
Daughters of senior living residents remain most influential compared to sons
75% of the senior care seekers were the adult children
10% of seniors say they alone made all the arrangements
This audience wants helpful advice, not marketing
Finding them is tricky
Digital advertising (contextual marketing) can be a smart ad spend
50%
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5%3% 3%
1%0%
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Television Internet Newspaper Radio Magazines Yellow Pages Newspaper
Inserts
Elderly Care Decision Makers
Most Influential Medium
92%
64%
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Have access Web enabled device/cell phone
Elderly Care Decision Makers
ACCESS TO INTERNETWhich of the following describes your access to the Internet?Access to the Internet
Top 20 local TV programs Elderly Care Decision Makers
KCCI 8 News 10p KCCI 48%
First News 5p KCCI 41%
KCCI 8 News 6p KCCI 41%
WHO-TV 13 News 6p WHO 35%
Big Bang Theory 6:30p KDSM 35%
WHO-TV 13 News 10p 34%
Wheel of Fortune 6:30p WHO 33%
WHO-TV 13 News Noon 30%
KCCI 8 News Saturdays 10p KCCI 30%
WHO-TV 13 News Saturdays 10p 29%
WHO-TV 13 News Sundays 10p 29%
KCCI 8 News This Morning 6a KCCI 28%
Live 5p WHO 28%
David Letterman 10:35p KCCI 28%
KCCI 8 News Sundays 10p KCCI 28%
WHO-TV 13 News Saturdays 6p 26%
KCCI 8 News Saturdays 6p KCCI 25%
Inside Edition 6:30p KCCI 24%
WHO TV 13 News 9p KDSM 24%
KCCI 8 News This Morning 5a Saturday KCCI 23%
PROGRAMS WATCHEDIn the past 7 days, which of the following programs did you watch at least once?
Top 20 Local TV ProgramsDayparts
Zoomers
Keep it simple – avoid jumping through hoops
Consider learning opportunities to generate leads
Workshops
Seminars, lectures
Product demonstrations
Go grassroots – be where they are –
Mall walkers
Afternoon fitness centers
Senior centers
Community centers
Seniored Seniors
More likely to read and respond to direct-mail advertising vs. email, web-based marketing strategies
Large-point type for failing eyesight.
Community newspapers
Radio
Television
More target-rich
Hospitals, Dr. offices, hearing centers, senior living condo offices
Advertising to Seniors
Magazine
Digital Ads
Senior Trade Shows
Vial of life printed forms
Direct Mail
Television
Radio
Email Marketing
Social Media
Social Media for Seniors
The 74+ demographic is the fastest growing demographic among social networks (Pew Research Center’s Internet &
American Life Project)
Currently 39 million people aged 65 + use Facebook, Twitter, and Skype
Makes them the fastest-growing age demographic on these sites
3% of adults 50 years and older are already using Twitter
According to the AARP, “the top four online activities for people over 60 are Google, Facebook, Yahoo and YouTube.”
Advertising | Facebook
11% of Facebook users are Seniors
Measuring Your Impact
Define all ways customers use to reach you: Website
Newsletter
Direct Phone Call
Personal Interactions (branch)
How will social media impact those avenues? Links to your website from your posts or advertising
Add info@ email addresses to posts to learn more, get a quote
Links to newsletter opt-in forms
Invite to your locations (if practical) for events
Measurement Tools
Google Analytics (movement to website)
Available data for those invited to view the tool
What posts generate traffic (track by date)
Tracks Behavior of users (Referrals)
Where they came from, went, how deep they got into your site
Measurement Tools
Facebook’s On-page Analytics
Available data for admin-level users
Gives weekly reports
Tracks likes, reach, posts
Gauge how posts perform
Developing the Message
Drive Curiosity
“Me too” storytelling
Empathy to causes
Be genuine
Find Qualified Leads
Invite to your locations for events, workshops
Drive to website, online forms
Calls to action
Consider ease of access
Need Help? Contact Us
Marketing Matters. Be Precise. Be Creative