Perhaps the strangest facet of marketing over the last ten years is how few brands market to Boomers because they literally have all of the money.
So, if marketing to this receptive group of consumers is part of your plan this year here are some best practices for targeting an older audience.
An Enticing Offer
Because many seniors are on a fixed income, even though they have a lot of disposable income, they are always intrigued by a good deal. Offers like Buy 1 Get 1 50% off are some of the top performing offers for seniors, but nothing works better than FREE.
Testimonials
Seniors truly value reviews from their peers. They want to know, just like other age groups, that people with a similar problem have found a solution with your product.
Phone Numbers
Do Boomers prefer to call versus go online? Every year there’s a new 65 year old who is more tech savvy than last year’s 65 year old, but we still see the majority of our attribution come from people calling a brand versus converting on a website. So, being able to call, especially for more considered purchases, is critical so seniors can ask all the questions they need to ask before purchasing.
Copy
Contrary to the younger generation, Boomers actually read! They will take the time to read a longer advertisement so, within reason, don’t be shy about putting a lot of copy in your ads.
Spokesperson
We’ve seen big improvements in results when brands incorporate a spokesperson.
Comparison Charts
Use simple charts to explain why you are better than the competition.
Ratings/Reviews/Awards
Seniors like to see credibility from organizations like the BBB or FDA. They trust those unbiased sources. If you have great ratings from these organizations or companies like TrustPilot, make sure that is incorporated in your ads.
Money Back Guarantee
Promises like “Risk-Free” or “100% money back guarantee” give seniors the confidence to try products, especially products like health supplements, knowing if they aren’t happy they can return the product without any issues.
Marketing to Boomers isn’t much different than marketing to other audiences. With their preference to purchase over the phone, the attribution methodology may be slightly different, but if you apply these best practices, brands will have success by actively addressing Adults 60+ who account for 80%+ of total wealth in the US...
thanks to Eric Smith who is the SVP of Growth at Incremental Media