Marketing to seniors without being patronising

Marketing to the over-55s might seem simple, but a few common missteps can quickly turn a thoughtful, well-crafted ad into something that feels patronising to your intended audience.

How to avoid common mistakes when marketing to seniors

Watch your language

When marketing to seniors, let’s first dispense with any dusty, age-based stereotypical misconceptions about the kind of language you ought to use when communicating with anyone over 55.

Rather than marketing strategies that often rely on intrusive and overwhelming digital advertising, instead we should be concentrating on the deeper messages that are being conveyed, with a focus on building trust through authentic communication.  

Seniors are less impulsive and more likely to exercise more discretion than a younger audience when making a decision to buy; they prefer to connect with brands that exhibit trust, credibility, and authority in the marketplace.

Keep messages simple and clear

Use concise language in large print formats and clear fonts. Avoid jargon, acronyms, and unnecessary messages. This approach makes sense for all audiences, not just seniors.

Testimonials and case studies are effective for building a more credible connection with older adults looking for authenticity in a brand.

So too can the use of traditional media like local newspapers and magazines, and particularly direct mail – all have proven to be highly effective tools for reaching this demographic. 

Facebook is also a highly effective platform for persuasive marketing to seniors, with its strong user base, powerful targeting options, and ability to build trust and emotion. 

Recognise diversity within the senior demographic

Another assumption to sidestep is that all older people are the same, with the same mind, the same narrow set of interests, staid lifestyles, poor grasp of technological developments and the same limited tastes.

Nothing could be further from reality, which is that seniors all have their own unique personal needs, preferences, ideas and values shaped by a lifetime of individual experiences.

They know what they like, and are unlikely to be swayed by aggressive, urgent marketing messaging that makes them feel pressured.  

Ensure accessibility and ease of use

Who said older people don’t use the internet? While that might be true for around 29% of people 75 or over, leveraging both digital and traditional channels makes sense as some seniors may prefer physical materials, while others are comfortable online. 

It’s vital that your website should be designed to make it as accessible and inclusive as possible, so keep it simple, uncluttered and easy to navigate.

For the benefit of older users, specify clear and appropriate-sized fonts and simple language that avoids jargon and colloquialisms. Make your buttons clear and highly visible, and always provide the option to engage via the phone, with a clearly visible contact number.

Additionally, you must always consider the secondary audience in many retirement messages – their adult children.

Focus on benefits and solution

Your marketing should focus on clear and verifiable reasons for why a product or service is going to offer your senior audience a benefit. There must be clear reasons explaining how it improves their lives by offering solutions, helps them maintain control or stay independent.

Positive imagery should show seniors actively enjoying their lifestyles as vibrant, independent individuals, in control of their lives.

Your aim should be to overturn outdated stereotypes and foster trust through relatable messaging and imagery.

Avoid fear-based tactics

This was an old retirement advertising mistake where companies sought to market products to help older people feel safer by playing on fears of life-threatening situations such as falls, stroke or heart attack.

Today, as older adults have become more comfortable with technology, this approach has become less effective. Seniors are more digitally savvy, many with their own internet-enabled smartphone.

While the technology is a safety factor, it now helps them stay active, independent and connected to friends and family.

Understanding retirement marketing

Harrison Carloss has worked in the over-55s market for over 30 years, developing and honing intelligent marketing strategies that appeal to older consumers.

Our extensive experience working in the retirement property and care sectors has equipped us with a unique understanding of senior marketing, the decision-making process and the stakeholders involved.

Get in touch to find out how we can help you avoid making common mistakes when marketing to seniors.