How To Effectively Advertise to Mature Americans

What do brands like Skechers, Unilever, 5-Hour Energy drink and Jeep have in common? Each brand is currently in the process of shifting their messages in the hopes of appealing to one of today’s most powerful demographics – those over the age of 55. As our nation rapidly ages, this group, previously largely ignored by marketers, is becoming the most attractive target audience for many of the world’s largest companies.

America’s 70 million-plus baby boomers constitute the largest and most wealthy segment of the population. Boomers did not cap their spending when they hit 55. Quite the opposite: today, they represent 50 percent of all personal spending (boomers are expected to spend $4.6 trillion by 2015). Indeed, those between the ages of 55 and 64 have higher median weekly earnings and lower unemployment rates than any other age category.

Another reason why more and more companies are starting to advertise their products and services to baby boomers is the fact that those over the age of 50 consume more media than other segments. According to Nielsen, baby boomers watch more TV and spend more time online that Millennials (18-44 years). This attraction to media makes them one of the most desirable audiences for advertisers.

Those over the age of 55 represent a multi-segmented market, each group having its own needs. It’s important to identify which segment in this age group you are targeting for your services or products. For example, a fitness company might be interested in marketing its services to people in their 50s who have free time now that their children are in college, or a financial services firm could target seniors in their early 70s to help them make their savings last. Once you have defined your audience, make sure that your advertising reflects your knowledge of these potential clients.

Baby boomers value independence, connectivity and personal growth, and as they get older, these values become more important than ever. They do not want to be perceived as frail and incapable of living the active life they have had until now. Companies that employ scare tactics, such as images of fallen seniors, will only alienate mature Americans. It would be better to educate them about various care options available and explain how your solutions will help them live a happier and healthier life.

Print, Radio, TV or Digital?

Although older boomers and seniors are more loyal to traditional media – print, TV and radio – than younger boomers (those between the ages of 47 and 54), they too are starting to embrace the digital world. They send emails, get news and weather updates online and interact with others through social networks. According to a 2010 Pew Research study, since 2009, the use of social networking has nearly doubled among those 50 and older.

If you are trying to increase traffic on your website, an interactive and engaging banner ad, placed on appropriate websites, could help you reach your marketing goals. There is a simple rule to effective online ads: think about what your potential buyers are looking for, rather than promoting your own company. The ad that asks “Do you want to be a daughter again?” and redirects the reader to your eldercare website, which offers advice for female caregivers, will be more effective than the usual “Quality in-home care for seniors” ad.

When it comes to advertising on Facebook, one of the most popular networking sites among boomers and seniors, age-targeting is limited to 45–54, 55–64 and 65+ groups. However, with the number of those over the age of 65 increasing every year, we can expect that Facebook will adjust its demographic targeting and help advertisers match their messages to appropriate audiences.

Even as boomers spend more time online, they are still more likely than younger generations to read their news in print, according to the 2011 State of the News Media report. So reaching them through ads in news sections or next to how-to articles makes sense. The idea with print ads is to encourage your audience to take the next step – visit your website or give you a call. Effective and inventive ads that offer some value to readers do just that. Once again, it is important to know to whom you are selling your services/products and then place an ad where they are most likely to see it. Also, if you are targeting older adults, make sure that your ads are easily readable with clear contact information.

For boomers and seniors, television remains an important source of information and entertainment. This TV audience tends to pick during early evening programs, such as news, game shows and documentaries, and is up again for late-night television. Advertising on television is substantially more expensive than other promotions, therefore, a company that decides on TV ads should be able to justify this expense.

Seniors also make a loyal group of radio listeners and tune in especially during the early morning hours. If you want to reach boomers and seniors in your area, try to advertise during local talk shows. Unlike TV ads, radio ads lack visual appeal. To compensate for this, one must educate listeners about an issue and show how your product/service provides the most effective resolution of their problems.

No matter what medium you choose to reach your target audience – digital, television, radio or print – make sure that your products, services and company project an image of active aging. Neither boomers nor seniors want to feel old and resent any references to age. In your ads, use models who play to the sensitivities of this market: a frail senior in a rocking chair will not make them pick up the phone and call you. Boomers want to look, feel and act younger. Combine the image of maturity with an active lifestyle, and associate it with your company.