How to market to an older generation: Part 1

With many articles covering how to market to younger generations - namely millennials - it can be easy to forget the older demographic. We would suggest that this is individuals above the age of 60. The older generation, spanning from the age of 60 upwards, can vary widely in their marketing needs, however we know that their needs differ a lot from millennials. Forget high-tech, advanced digital marketing techniques and social media, and focus on the marketing techniques we are going to share with you. Let's jump straight in.  

Use promotional merchandise 

Promotional merchandise is one of the few marketing techniques that are suitable for any age. Depending on the merchandise you choose, you can tailor it effectively to one demographic, or you can order it so it is specifically suitable for everyone. For example, pens, mugs, and flasks are often happily accepted by all ages, meaning that whether you give this promotional merchandise to someone who is 16 or 60, you can be sure that it will have been both effective and appropriate to them. 

Don't only be social  

Older generations prefer to be speaking to humans, rather that Internet robots! Therefore, we recommend having multiple ways for them to contact your business or customer service team, particularly a free telephone line. Research has shown that nearly 60% of over 55-year-olds are likely to buy again from a brand if they have spoken to someone from the company on the phone. Ensure that your telephone line number is clearly displayed on your none page. If, like a lot of new businesses, the only way someone can contact you is through social media, ensure that you are authentic. Specifically, be a person and not the business. For example, start off with something and friendly such as: "Hi, my name Sophie from the customer service team..." And then continue with personalised advice for the person contacting you.  

Later this week we'll be going through a few more tips for marketing to an older generation.

Written by

Adam Carter | Product Team Manager

As Product Team Manager for the past 15 years, Adam has built up an enviable reputation as one of the industry's most trusted authorities on promotional merchandise. As well as supplier relations, product sourcing and pricing, Adam is also responsible for ensuring our promotional merchandise is presented on the website in the most effective manner. His expertise makes him the go-to person in the company for spotting merchandise trends and finding the best branded products to meet customers' needs. When not at work, Adam enjoys travel, electronic music and all forms of cinema.

Connect with Adam Carter on LinkedIn Connect with Adam Carter on LinkedIn

How Merch Can Take Your Small Business To The Next Level

How Merch Can Take Your Small Business To The Next Level

With Small Business Saturday taking place in just a couple of weeks (on 5 December 2020, to be precise), there's no better time to bring you insights and ideas for help...

3 Promotional Product Stats You Need To Know In Summer 2021

3 Promotional Product Stats You Need To Know In Summer 2021

Whether you're planning to reopen your office premises or are preparing to exhibit at an upcoming event, it's understandable that you might feel a little daunted at the...

Add Some Fizz this Champagne Day with Promotional Sparkling Wine

Add Some Fizz this Champagne Day with Promotional Sparkling Wine

Hashtags at the ready people because it's almost time to celebrate #ChampagneDay 🥂 In fact, you will be able to raise a glass in t-minus (approximately) 12 ho...

Our Best Selling Promotional Items: Umbrellas

Our Best Selling Promotional Items: Umbrellas

Promotional Umbrellas have long been one of our most popular promotional items. They are a great giveaway opportunity that offers a large imprint area with high visibility and c...

The TM Edit: Top 10 Novelty Gifts That Your Customers Will Love

The TM Edit: Top 10 Novelty Gifts That Your Customers Will Love

Are you looking for something unique to add some fun to your promotional activity? Well, we're here to help - look no further than our range of novelty giveaways for th...

The TM Edit: Our Most Popular Promotional Products Of 2019

The TM Edit: Our Most Popular Promotional Products Of 2019

With the end of the year - and decade! - fast-approaching, we've decided to shine a light on the most popular promotional products of 2019.  These are no...

Add Some Fizz this Champagne Day with Promotional Sparkling Wine

Add Some Fizz this Champagne Day with Promotional Sparkling Wine

Hashtags at the ready people because it's almost time to celebrate #ChampagneDay 🥂 In fact, you will be able to raise a glass in t-minus (approximately) 12 ho...

Pretty in Pink Promotional Products for Breast Cancer Awareness Month 2021

Pretty in Pink Promotional Products for Breast Cancer Awareness Month 2021

We're all aware that October is a fully booked month, with events like the change in seasons, the clocks changing, Halloween, and - not forgetting - the start of the ru...

Huge Savings for Your Business this Autumn and Winter

Huge Savings for Your Business this Autumn and Winter

Are you looking for promotional products at prices that will have management lost for words? Yes? Then you've come to the right place. Here at Total Merchandise, w...