Move over millennials, there’s a new demographic in town.

When
we think of typical marketing groups, the most talked about and
researched are millennials. Almost every marketing article or
research piece aims to decode the secret of how to reach, inspire,
engage, and connect with this younger group (ages 18-34 years
old). Although millennials are the largest population group (75.3
million), companies that only concern themselves with reaching one
specific audience miss out on another equally important
demographic.

Tweet “Move over millennials. See how and why you should market
to seniors.”

Why you shouldn’t forget the senior class?

One of those untapped and often forgotten demographics is our

sweet, golden baby boomers (population born between 1946-1965)
and senior citizens (65+). The majority of brands (approximately
65%) overlook the 65+ age group. This is a big mistake. According
to a recent study, roughly 70% of all the disposable income in the
United States will come from this expanding group of seniors within
the next five years. According to AARP, nearly 10,000 adults turn
65 every day. This age group has roughly 47x the net worth of their
younger counterparts and an eagerness to participate with
technologies. According to the Pew Research Center’s Internet &
American Life Project, “the 74-plus demographic is the fastest
growing demographic among social networks.”

How to market to seniors

When it comes to marketing to the senior class, one of the best

channels is mobile. It’s easy to assume that mobile is for the tech-
obsessed millennials. However, seniors value their phones as much
as the younger people – they simply use it in a different way. While
it’s true that year-over-year mobile usage by seniors slows with
age, the reason for this is not that they are disinterested in mobile,
but because mobile gets more and more complicated each year.
Seniors say that the number one motivation for using a mobile
device is keeping in touch with family. The second most important
reason is shopping and finding bargains. Disposable income, ample
time, and shopping as a motivator are all obvious reasons why
mobile marketing to seniors makes sense.

One channel that resonates particularly well with senior citizens is

mobile messaging or texting – and it’s no surprise why. Mobile
messaging is simple, ubiquitous, versatile and effective. It’s one of
the only marketing channels that has become second nature to us.
A recent survey found that 77% of seniors use a basic phone that
can’t run apps, and the seniors that do have a smartphone aren’t
interested in downloading the latest apps. Senior citizens
understand texting. It’s easy to use and makes sense. Here are a
few important tips to keep in mind to ensure that you get your
message heard – loud and clear.

1. Keep it relevant

All marketing communication should be relevant to the person

receiving it, but even more so when marketing to seniors. People
over 65 are more likely to be influenced by straightforward
messages that get to the point rather than obscure ads and games.
Keep your text clear and use relevant, plain language. Stay away
from using trendy words or references that younger people
propagate. If it’s listed in Urban Dictionary, it’s probably not the
best phrase for this audience. Use the simple and clean approach
with imagery and video, too. Instead of creating an elaborate
collage, use a single image on a contrasting background that clearly
demonstrates what you’re trying to say.
 2. Keep it simple

When thinking through every step of your marketing program, ask

yourself how simple it is. Does it require extensive explanation or
(gulp) a demonstration? The more complex something is to
understand or let alone purchase, the more that complexity and
lack of understanding will emphasize the loss of independence
seniors often incur as they age. This means that everything from
onboarding to check out must be incredibly simple, straightforward
and easy to use. The over 65 years of age audience did not grow up
with a smartphone in their hand. Many processes that make sense
to younger audiences are very challenging for an older audience.
Make sure you simplify the onboarding process by asking the bare
minimum for them to get signed up.

Seniors want to understand how to do things on their own without

needing to ask someone to explain how or why. If your program is
not intuitive and easy to understand, you run the risk of that
person giving up and moving on to something less complicated,
ultimately losing that person as a loyal member of your program.

3. Make them feel special

Create special promotions and offers, such as buy one get one free
deals, special gifts on their birthday, senior citizen sale days, free
deliveries, etc. You can, of course, use these promotions for all of
your customers, not only seniors. The point is to create campaigns
that make them feel special and valued. Help your senior customers
share discounts with their friends and fam

4. Establish trust – early and often

When connecting with new customers, it’s important to establish

trust from the beginning. While asking for any personal information,
explain why you need that piece of information and how it’s going to
improve their overall experience. Throughout the buying process,
use every opportunity to strengthen their trust in your brand. Ensure
that you’ll never spam them and that their private information is
safe and secure. Provide testimonials from other customers when
possible and offer money-back guarantees as part of the buying
process. Don’t surprise your customer with atypical communication.
If you say you will message them 1x per week in the morning, don’t
start messaging them every day at midnight. Consistent behavior is
key to establishing trust with not only your senior customers but all
of your customers.

5. Personalize your messages

Don’t assume all of your customers are similar because they’re part
of the same demographic. Not everyone aged 55-95 likes and cares
about the same things. Just like not everyone aged 18-34 likes and
cares about the same things. Define and customize your market and
communication strategy by education, cultural upbringing, location,
employment status, and so on. Avoid stereotyping, and don’t
assume one message will work for all. Try out a myriad of messages
and see which resonates best.

6. Be supportive throughout every step

Stay in touch with your customer even after they’ve made a

purchase. The majority want to feel connected and supported by
you, and by acting as a trusted brand, you’re showing them that you
personally care about them and their wellbeing. Be responsive and
helpful regarding support issues and ensure that their issue won’t
sidetrack them again in the future.

It’s clear that the senior audience should not be overlooked. By

following these 6 tips, you’ll be well on your way to getting in touch
with this very special and promising group of potential customers.
To learn more about creating mobile messaging your customers
love, let’s chat.
7. Create Messages That Get to the Point

“Mature” folks have been around the block a time or two. They’ve
learned life’s lessons, and they’re confident in the choices they’ve
made. So, there’s no need to tease them with your marketing.
Instead, get straight to the point. The best marketing messages for
seniors are clear, simple, clean, and straightforward.

8. Remember How Much They Care About Their Family

“Older” consumers are very focused on their children and

grandchildren. They want to provide for them and help them.
Marketing should keep this fact in mind.
Show “older” consumers how your products help the ones they
love. They’ll be more apt to buy from you and pass along your
information. They’ll also be more likely to view your product,
service

9. Create a User-Friendly Call to Action

Yes, seniors are spending a lot of time on their smart phones and
tablets. And, yes, they are far more tech savvy than people realize.
But, they are still aging.
They may have been able to spend an entire weekend gardening,
mowing the lawn, and keeping up with the grandkids 5 years ago,
but now they’re starting to think about hiring help. They’re
preparing for the reality that they won’t be able to do as much as
they used to. You’re marketing needs to be respectfully sensitive to
this.

When you ask them to sign up for a newsletter or download a free

guide, make the process clear and simple. If possible, let them sign
up or download without having to load a new page. If they do have
 to load a new page, make sure it’s easy for them to follow through
on what you’re asking them to do.

They want to be independent and do things on their own. If they

can’t, instead of asking for help, they’ll go to another

10. Gain Their Trust Then Ask Them to Share

By the time people reach their 50s, they tend to have a small but
very close group of friends. They’re connected to potentially like-
minded people who trust their opinion. This means you have an
opportunity to gain additional exposure with a single message.

Marketing campaigns that target seniors should build trust. Once a

relationship has been established, ask them to share your product or
service with their friends and offer them an incentive for sharing as
a thank you.

11. Emphasize Value and Dependability Over Price

Boomers have more disposable income. They’re also wiser than

younger consumers. They’re more interested in products that last.
This means they care more about value, longevity, and
dependability.
Don’t emphasize a lower price in your marketing. Instead, focus on
how your product outlasts the competition, is safer, and more
reliable. Quality sells with “older” folks.

12. Remove Risk

Make your demographic feel secure with a money-back guarantee,

free-trial period, or lifetime warranty. When you reassure the
reader, you remove the risk. Let them try your service first and
with time they’ll come to depend on it.
 13. Don’t Call Them Names

What’s the fastest way to lose the interest of a senior citizen? By

calling them a senior citizen. The over-50 group is easily turned off
by “senior discounts” and products designed for “seniors.” The only
title this group prefers is “grandparent.”

14. Use Relatable Language

If you want to market your product to someone, you have to speak
their language. If you’re going to market to seniors, you need to avoid
using teenage jargon, trendy language, and internet slang.
Unlike millennials who thrive on a heightened sense of drama, baby
boomers just want to know how your product or service is going to
improve the quality of their life. That might be old school, but it’s what
they want.
That does not mean you can’t be clever. It just means you need to
avoid using a language they didn’t grow up with. This means avoiding
terms like “ROFLCOPTER” and “AIIGHT.” Even if you are making a joke
using internet slang, they won’t know what you’re talking about, your
joke (and sales) will be totally lost on them.

15. Don’t Assume Other People Make Their Buying Decisions

Seniors are not helpless people who can’t make their own decisions.
They are often strong, healthy adults who like to make their own
choices. Don’t assume that you need to speak to a caregiving audience
or their children in order to sell your product.

16. Understand Their Criteria is Different Than Younger Generations

When you are selling a product or service to someone, it’s basic
marketing knowledge that you are not selling them "the product", but
rather what the product will do for them. For example, if your product
is a drill, you are really selling the hole it can create. And, the
company that can convince people their drill creates a superior hole
wins.
When it comes to seniors, they don’t necessarily want the same things
a teenager wants, but that doesn’t mean they don’t want the same
product. You can sell the same product to anybody as long as you can
discover why they would want it.

17. Make Things Easy for Them

Baby boomers didn’t grow up with an iPhone in their hand, so
requiring certain actions on a web page or in an app won’t necessarily
be second nature for them. For example, they may not know what a
hamburger menu is, or if it is even something to click on.
If part of your marketing strategy requires people to click on symbols
or read the fine print, you may lose a large portion of your potential
senior customers. Don’t make these choices just for seniors; everyone
can benefit from an easy, clear sales process.

18. Use Multi-Channel Marketing (like catalogs)

According to the Pew Research Center, in 2015 only 27% of adults 65
and over owned smartphones. While this number may be gradually
increasing, it is a good indication that seniors live more of their lives in
the offline world. This means you are going to have a hard time selling
to seniors if you are relying only on mobile and internet marketing to
reach them.
If you want to reach the majority of your senior market, you have to
use multi-channel marketing by targeting them on and offline. This
doesn’t mean you can’t use online marketing, but the majority of your
efforts should be concentrated where the majority of your market can
be found.

19. Give Them Something Familiar

People are naturally drawn to what is familiar. Since seniors grew up
receiving advertisements and physical catalogs in the mail, it makes
sense to market to them through this channel.
The older generation prefers something tangible they can hold in their
hands, like a catalog. And if you don’t already have one, the internet
makes it easy for you to print your catalogs without going anywhere
Despite any rumors you may have heard, catalog marketing isn’t dead.
In fact, even digital retailers like Birchbox and Bonobos are starting to
mail catalogs to their subscribers.
20. Personalize Their Experience
When the older crowd was growing up, good quality customer service
was always personal, and automated or self-service was almost
unheard of. There was always a live person on the other end of the
phone to talk to in the customer service department.
When you personalize an experience for someone, they remember it
for a long time. Since baby boomers are used to that personal touch,
make sure you incorporate some personalization into your efforts. This
can be as simple as having a live person respond to customer service
inquiries with a simple phone call.

Make Sure Your Message is Received

Seniors want products and services they know are going to make their
life easier in some way. And it’s your job to make sure they know how
your product will do that.
If you follow these helpful tips, you will find it easier to not only reach
your senior demographic but also retain them as long-term customers.