Reaching The Mature Market

October 23, 2012

Every day more than 10,000 people turn 65, making seniors a prime target for nearly every organization focused on growth.

Today’s seniors are spending more than ever before on a broad range of products, services and experiences, from luxury travel to remodeling their homes. You can effectively reach this important group by considering the special needs and desires of the mature audience and adapting your marketing efforts accordingly.

Seniors Are Spending. Thanks to advances in healthcare, seniors are living longer and leading much healthier, active lifestyles. According to the Advertising Age white paper “50 and Over: What’s Next?” Baby Boomers account for approximately $3 trillion of America’s disposable income. Despite the growth of the lucrative senior market, many companies remain focused on the 18-49 demographic, ignoring the seniors who are willing, and able, to spend on products and services.

What Seniors Want. Seniors want solutions to help them live richer, fuller lives. For example, the Aging in Place movement reflects the desire by seniors to be able to age safely and securely in their existing home. Instead of facing the uncertainty of the current housing market and uprooting themselves for a retirement community, many seniors are deciding to modify their current home to allow them to continue living there as long as possible. Many seniors making these modifications do not have an immediate need, but are planning ahead for the future. After seeing their own parents’ struggles, they are choosing to remodel their bathroom now to include extra support behind the shower walls for future grab bars or choosing a zero-threshold shower base that is both contemporary in style and adaptable for wheelchairs and walkers.

Reaching Seniors. To reach the mature market, you must first acknowledge seniors are not a homogenous group. Seniors 65+ can represent distinct generations with different needs, interests and desires. They may read the newspaper and watch broadcast TV, but they are also joining social networks and using smartphones and tablets. Your marketing mix should reflect this. Design is also an important factor to consider. Some seniors may suffer from eyesight issues or cognitive difficulties, so it’s best to keep your design simple with easy-to-read fonts. Your marketing approach should be clear and respectful without being condescending, so your marketing materials connect with both the senior and their caregivers effectively.

While the mature market offers many opportunities, reaching this diverse audience requires marketing expertise. In addition to experience in healthcare and home products marketing, Fresh Creative has a Certified Aging-In-Place Specialist (CAPS), specially trained to assess, access, and appeal to seniors with a focus on products and services for the senior’s home. If you are looking for an experienced team who can offer strategy and creative solutions to reach the senior market, contact Fresh Creative.



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