How to market to an older generation: Part 2

Last week we covered how promotional merchandise is an effective tool to market to an older generation, and how, if you're targeting the older demographic, to aim to not have all of your customer service and marketing on social media. Today we'll be continuing on with a few more tips for marketing to an older generation.  

Focus on content marketing 

Younger generations tend to want information to be brief and immediate, whereas the older demographic often have a little more time to really take in the content. Therefore, we highly recommend taking the time to ensure that the content your business produces is fully informative and interesting. Promote this high quality content to attract the older generations to your website so that they can research your products or services further. For instance, you could publish guides on how to use Internet banking if you are a bank, or how to do your online shopping if you are a supermarket. In this way, you make this consumers life far easier by teaching them something that was perhaps slightly daunting or complicated.  

Keep things simple  

This isn't even specific to the older generation - no one wants a busy, cluttered website. However, we can assume that the older generation are a little less tech-savvy as their younger counterparts, so keep everyone happy by ensuring your sales process is simple. Don't have too many pop-up boxes for when people scroll through the pages, and ensure everything is neatly spread out on each page.  

Ultimately, a mix of online and offline marketing seems to work best. With some great online content paired with more traditional offline marketing techniques such as using promotional merchandise, you should find it easy to effectively market to an older generation. 

Written by

Adam Carter | Head of Products

Adam has been leading the Product team for over 18 years, during which time he's 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 on the team for spotting merchandise trends and he's highly experienced in identifying the best branded products to meet our customers' needs. When he's not working, Adam enjoys travel, electronic music and all forms of cinema.

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