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.