For businesses or organizations that have an older demographic as their target audience, many marketers of a younger generation might struggle with knowing how to connect with this older group. But with the right forethought and understanding, any business that caters to an older population can properly market to them.
To help you see how this can be done, whether you’re trying to fill an assisted living facility or looking to sell a travel destination, here are three tips for marketing to a demographic of retirees.
Make Actions Easy As Possible
While a lot of marketing for retirees and people of older generations can be done offline, for the strategies that are done online, one of your main objectives should be to make actions as easy as possible.
Many retirees or older people don’t have the same knowledge of and patience with online marketing as younger populations do. So while you might be able to ask or require certain actions from younger demographics, making things too complicated for older groups can backfire tremendously. So before you move forward with any kind of online marketing that’s targeted toward retirees, make sure any buttons you’re using will be easily understood and that all text is large enough to be easily read.
Understand What Their Core Values Are
Any demographic that you’re wanting to sell something to will need to have a certain level of connection that’s felt with your marketing campaign. However, older demographics usually best connect with a marketing strategy when it showcases some of the same core values that this group adheres to.
For retirees and other senior citizens, values like honesty, hard work, and transparency are vital to any marketing idea. This demographic wants to know that their time and money is being given to something that they can depend on and that will help them with whatever problem they are facing. So the better you’re able to make this clear with your marketing, the more successful your campaign should be.
Focus On The Positive Rather Than The Negative
In the past, a lot of marketing that was directed at older people focused on fear. However, seniors now won’t respond as well to this type of feeling that comes from some marketing.
Instead, you should portray your marketing ideas so that they focus on positive aspects rather than negative ones. While older people still want to feel safe and secure in the products that they are buying, playing too much on fear and leaving out how their lives can improve with your product or service could be a marketing mistake.
If you’re trying to market your product or service to retirees, consider using the tips mentioned above to help you uncover the best ways to do this.