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UploadsHarrison Carloss has worked in the over-55s market for over 20 years, developing and honing intelligent marketing strategies that appeal to older consumers.
Our extensive experience working in the retirement property/care sectors has equipped us with a unique insight into what type of marketing works with seniors, and which channels and strategies will be most effective.
Channels to consider
Door Drops
Door drops are cost-effective when used in specific geographic areas, and you want to reach a wide audience. When thoughtfully designed for seniors, door drops have a high impact and interaction rate, with the added benefit of reaching your audience with detailed information about a product or service.
Direct Mail
An old standby, maybe, but direct mail typically has a higher open rate than email, with studies showing that 80–90% of direct mail is opened and engages recipients for longer. In a digital world, physical mail just feels more personal, with 45% of mail staying in homes for a month or more.
Email Marketing
Email is one of the most powerful tools for senior marketing, besides being one of the most cost-effective marketing channels. But it must be sufficiently engaging, so avoid aggressive sales tactics, and provide genuine value in the form of interesting newsletters, practical advice and exclusive offers.
Advertorial & PR
Testimonials, advertorials, case studies, and personal recommendations are highly influential for seniors for their ability to build a credible and genuine connection with older adults looking for authenticity in a brand. They provide social proof and allow seniors to make more informed and confident purchasing decisions.
Out-of-home advertising for seniors
OOH formats such as large-scale billboards, ads and posters on buses and bus shelters, trains and shopping centres are all effective ways to reach a senior audience. Using large, clear fonts and featuring visuals of real, genuine seniors, these can build brand awareness just by being present in people’s daily lives.
Social Media
Platforms like Facebook, YouTube, and Instagram are very popular with seniors. They join Facebook groups, share hobbies, discuss health tips and support causes, making Facebook an effective and persuasive platform for marketing to seniors with its strong user base, powerful targeting options, and ability to build trust and emotion.
Search Engine Marketing (SEO/PPC)
Search Engine Marketing (SEM) for seniors can be an effective way of using paid online advertising to reach an older demographic who searches for products or services. Using platforms like Google Ads, it places targeted ads with messaging relevant to an older audience when a user types specific keywords into a search engine.
When launching a campaign.
It’s important that you use a multi-channel approach to provide an effective blend of digital and traditional channels, as some seniors may prefer physical materials, while others are comfortable online.
Equally important is the use of data and analytics to support and inform your activity, to ensure your messaging is carefully shaped for each channel/audience.
Whatever your choice of channel, the keyword is authenticity, so keep things real in imagery and tone of voice. Use clear fonts, simple navigation and straightforward calls to action.
