Archive for the ‘How to…’ Category
Brought to you from FindHelp4Seniors.ca
For many years, marketing to seniors has been regarded as a waste of time – that this demographic was set in its ways and closed to new ideas. But a few years ago, marketing expert Seth Godin published a blog post entitled “Marketing to Seniors (open and closed)”, that essentially turned this misconception on its head.
In fact, Godin insists that seniors are just as open to new experiences, products, and lifestyle choices as the hot and favored marketing demographic – 18-34 year olds.
Why? Two words: “baby boomers”.
As Godin explains, “Baby boomers have been open their whole lives. And now they are seniors. So all the conventional wisdom goes out the window. Senior travel, senior fashion, senior experiences… it’s all fair game, because there’s a different demographic inhabiting that age group now.”
This got me thinking. My parents are baby boomers. They grew up in the 60s, were entrepreneurs and self-employed for 45 years. Now retired, they are enjoying the fruits of their labors – dining out, going to the gym, travelling the world (seniors account for account for 80% of all luxury travel), upgrading their home, embracing technology (I bought my mother a new laptop for her 65th birthday), and so on.
In fact, seniors are the fastest growing user segment to embrace computer technology; they spend $7 billion online annually. And with an average income per capita that is 26 percent higher than the national average (according to Senior Magazine Online), “seniorizing” your business marketing might just be a wise move.
Tips for Marketing to Seniors and Baby Boomers
Seniors and baby boomers make up a whopping 23.4 percent of the population. As with any other demographic, there is no silver bullet for marketing to this group. But one thing’s for sure, it’s not just about senior discounts anymore. Here are some tips to consider.
1. Focus your Message on “Feel Age” not “Real Age”
The expression “you’re only as old as you feel” actually has some scientific truth, and brings with it a lesson for marketers. Southern Methodist University (SMU) Marketing Professor Tom Barry has been researching the senior market with a particular focus on “cognitive age”, otherwise described as “feel age”.
Barry’s findings indicate that those with a younger outlook than their actual age generally evidence better health, which, in turn, influences personal economics, life satisfaction, attitudes toward aging, and activities and level of participation in organizations.
So the message to marketers is to focus on “feel age” not real age. But how does this translate into your marketing habits?
Barry suggests “Use models that are cognitively younger; they don’t have to look younger, but have a persona that is psychologically younger. The content of advertising, sales, and marketing messages should be cognitively based. For example, we don’t use medicine to avoid osteoporosis because we are afraid our bones will break, but because we want to go to the museum and play golf.”
Read more in SMU’s news bulletin: “Marketing to Seniors: Age Really is a State of Mind”.
2. Building Trust
Seniors and baby boomers generally buy what everyone else buys. But they tend to take more time to research and plan what and how they spend their money.
As a business owner, this means earning their trust. And. one of the best tools in your marketing toolkit for achieving this is to perfect your customer service – satisfaction comes first, but loyalty is earned and in the long term counts for much more.
3. Which Marketing Vehicles Should you Use to Reach Seniors and Boomers?
If you are thinking of developing a specific marketing strategy to reach and engage seniors, start small, keep an eye on ROI and adjust your tactics as needed.
Small might mean running a series of ads in your local newspaper accompanied by a “sponsored editorial piece” that showcases your knowledge about the needs of your market and how your product can serve it.
As with all target markets, you need to reach your customers where they are – and for more and more seniors and baby boomers this means taking your marketing online.
According to Kinsesis, a Portland, Oregon, web design and branding firm, the number of seniors using the Internet grew by 55 percent between 2004 and 2009. The largest percentage increase in use of the Internet has actually been in the 70-75 age group. And it’s not just Internet that seniors are embracing, they are a big presence on social media sites too.
“The No. 1 online destination for people over 65 in November 2009 was Google Search, with 10.3 million unique visitors.” Facebook jumped to the number three slot from (it was number 45 in 2008, with Windows Media Player at number two).
Baby boomers, however, are the real online force, as the Kinesis article goes on to explain: “More than 60 percent of those in the Baby Boomer generational group actively consume socially created content like blogs, videos, podcasts, and forum.”
So if your target market is seniors and baby boomers, you clearly cannot ignore search engine optimization and social media marketing.
Read the original article for more data: “Marketing to Seniors and Baby Boomers? Use Internet Marketing and Social Media to Reach Them!” and for tips read this article from my fellow blogger Sean Gallagher: “Getting Started with Social Media Marketing”.
Email marketing also remains a powerful force in marketing to seniors – when used properly it still outranks all other forms of direct marketing in terms of ROI. Depending on your particular target you may need to pay attention to the visual preferences and needs of the senior market – are your fonts too small? Is your email too visually cluttered? Is your call to action clear and apparent?
For more tips on using email marketing read “Getting Started with Email Marketing: ‘The Most Powerful Tool in Your Relationship-Building Toolbox“.
What’s your experience of selling and marketing to seniors and baby boomers? Share your experiences and tips with other small business owners below.
Brought to you from FindHelp4Seniors.ca
FindHelp4Seniors.ca is a meeting place for seniors across Canada as well as their families and caregivers, and provides Canadian seniors with access to the best senior-friendly community resources, services, agencies, and businesses.
For peace of mind for you and your loved ones, contact Saskia directly at 905.855.1558 or via email at Saskia@Everything4Seniors.ca
Okay check this out.
Go to http://www.google.ca
At the very top corner where is says web, images, video ….. click on books.
You can read any book on you labtop for free.
Why is this great. Okay its raining, and you and to read. but don’t want to go to the store or the library. Pick up a book. Read it if you don’t like it it didn’t cost you anything. If you did continue reading or pick up a copy.
Lets say you left your copy at the train station or at your cottage. Simply go online and continue reading where you left off. What a great service.
Written by Laura Bramly
For quite some time now I’ve been meaning to pass along information
about the “By Us For Us” Guides, a set of inspirational and
informative booklets put together FOR people with dementia BY people
with dementia. A group of talented and passionate people got together
and created guides for people with dementia to pass along what they
have learned about strategies for coping and living their lives to the
There are currently five booklets available for order for a cost of $1
each on the Murray Alzheimer’s Research and Education Program (MAREP)
Web site at http://www.marep.uwaterloo.ca/products/bufu.html. Detailed
descriptions of each booklet are provided on this Web site.
The five booklets cover the following topics:
Memory Workout: An exercise guide for your mind based on activities
that the authors found helped them to improve or maintain their memory
and quality of life.
Managing Triggers: Triggers that people have experienced and
strategies for gaining back control after becoming agitated.
Enhancing Communication: Different ways of communicating, hidden
meanings, tips on communicating with loved ones and for expressing
Enhancing Wellness: Helpful tips for eating well, taking care of your
body, being physically active, staying centered and connected with
others, and living in peace.
Tips & Strategies: Ideas and suggestions for daily living with
dementia, provided BY people living with dementia based on their own
Each booklet is full of helpful tips and strategies, all based on real
life experiences of those with dementia and therefore tried and
tested. The booklets are clearly laid out and easy to navigate, and
are between 12 and 16 pages each.
In ever increasing numbers seniors are embracing technology and they are currently the fastest growing group of computer buyers and Internet users. A recent study by the Canadian Internet Project reports that 51% of Canadians aged 60 and over are now online. This is great news because research shows that computer use has a positive influence on the overall outlook and mental health of seniors. According to the American Psychological Association, seniors who use computers show fewer depressive symptoms than others. Nursing homes with computer facilities have reported improvements in the residents’ feelings of self-esteem and life satisfaction. At the Yee Hong Centre for Geriatric Care in Scarborough, Ontario seniors surf the Internet, Instant Message friends and family, and learn to blog in the computer lab, and they are loving it.
Computers can enrich the lives of seniors in many ways. Most importantly they contribute to a greater sense of independence and decreased isolation. Regular computer use can keep the mind active and sharp. The Internet is a life line for seniors who may have restricted mobility and find it increasingly difficult to get out and about. With families spread out all over our global village, the Internet offers a cost effective and convenient way for seniors to keep in touch with family and friends. Think of the marvelous things that you can do online
- Stay in touch with friends and family via email
- Send online greeting cards
- Post and view photographs
- Pay bills
- Listen to music
- Research health related information
- Search government websites for information
- Play games
- Do genealogical searches
- Keep up with news and current events
- Make travel plans
- Buy tickets for concerts, theatre, and special events
Don’t be afraid of computers. Everyone can learn how to use a computer. The costs of owning a computer have really come down in recent years, but if a new computer is beyond your budget, consider purchasing a used computer. If you are mobile the Government of Canada offers the use of computers and the Internet for free.
For help in finding public access to computers and training near you call: