Due to the popularity of healthier lifestyles and the much needed positive aging movement, people are living longer and staying healthier.
More over, people over the age of 65 still enter the workforce, buy new homes and cars, and consume goods and services, even shop for their own senior living situation.
Honestly, it’s no secret. You’re probably in this industry for the reasons of having a huge heart for our elders AND the ability to profit from providing excellent services to them.
However, before acing your marketing strategy to the senior population, you might want to make sure you have the facts straight. Here are some common myths about marketing to the aging population and why they are, indeed, myths.
“Seniors Spend Less”
While seniors might spend less than other demographics, that is only true for products and services without a high price tag.
In fact, seniors tend to spend more on necessary products and services that enable them to be comfortable as they age, like health care and home maintenance.
Our advice; never cheapen your brand or the valuable services you provide…even if your facilities are somewhat outdates. It is often the genuine messages that cut through the noise when marketing to seniors.
“Seniors Don’t Want to Talk to Salespeople”
Seniors are the most likely demographic to talk with a dedicated sales person. However, there is some truth to this myth, seniors do want to talk to pushy salespeople.
They want to talk to salespeople who aren’t “pushy” and are proficient. Seniors are receptive to salespeople who are passionate and knowledgeable about their products or services.
Seniors, who still have large amounts of disposable income and free time, tend to consider brands that encourage confidence in the product and the salesperson.
“Seniors Only Want to Talk to Companies That Provide Free Shipping and Handling”
This ones for you e-commerce companies marketing to seniors.
Everyone loves free shipping, however, seniors tend to consider free shipping and handling less of a deciding factor when making a purchase compared to all other generations.
“Maybe it’s true, young people are entitled?”
We’re just playing.
The aged group will buy high-quality products and services no matter the price if provided with a personalized experience. The senior generation thrives on convenience, and they would rather pay a little more for the convenience of free shipping and handling than be faced with the hassle if they choose not to.
“Seniors Don’t Like to Shop Online”
Is this still a common perception? How?
Seniors have embraced e-commerce and have been purchasing from major retailers since the early 2000s. They use the Internet for everything from researching products before they buy to exploring retirement communities..
With the convenience of online shopping and the ability to comparison shop to find the right business to engage, the Internet cannot be ignored as a viable marketing channel for marketing directly to seniors.
While many marketers believe that the senior population is not online, the truth is that it has been the fastest-growing segment of online consumers.
“The Senior Population Is Hard to Reach”
The senior population is not hard to reach.
Seniors are 30% more likely to click on a Google Ad than any other demographic simply because they are less aware of the placements of ads and don’t identify them as advertising.
Additionally, seniors have been flocking to Facebook over the last three years, making Facebook one of the best ways to target advertising towards seniors.
Lastly, email marketing follows the same trends as the above. Seniors are simply more willing to engage with marketing emails if they find them relevant.
“The Senior Generation Is Not Interested in Technology”
The senior generation is very interested in technology. Many seniors own a smartphone and use the internet for online shopping, digital banking, and online healthcare.
77% of the 65+ population uses the internet on a regular basis.
The senior generation is more likely to search for solutions on the internet and then visit the first credible looking business they see than other ages.
Technology is helpful, yes, but it does not replace the desire for a human touch. The senior population prefers to talk to another human, and then, when technology can help make the interaction more convenient, they are happy to use those tools.
Conclusion
The major players in various industries have already realized the importance of the growing senior population and have started to market to them directly.
Taking advantage of the growth of the aging population is easy. You just have to make sure you are not operating under any common marketing myths. (as best you can.)
If you are interested in enabling your business to better speak directly with your senior customers, marketing your products, services, or needing retirement community marketing, turn to Greatness Digital. We are an agency that has worked in and understands senior care marketing. Schedule a call now.
