We consider this a grossly underestimated marketing audience. They wield more consumer power than many think and they are a beautifully unique and socially connected group. This presentation offers advice on both understanding and reaching today's seniors through messaging, media and marketing.

1. P R E S E N T E D B Y :
Marketing to Seniors
(The most difficult market research target group of all!)

2. Here’s the Challenge!
There is a phase of life called 'Age', but
there are no typical old people!

3. Grossly Underestimated
 Seniors of today are “Baby Boomers”
 Account for 80% of all luxury travel
 Fastest-growing user segment to embrace computer
technology
 Average income per capita is 26% higher than national
average
 Power wielding
 < five years, 50 % of the U.S. population will be over the age
of 50. (Nielsen)
 They’ll control 70 % of the nation’s disposable income
 They’ll stand to inherit $15 trillion in the next 20 years.

4. Facts about this Post-war Generation
 Said to live longer than any other previous
generation
 Revolutionizing what it means to get old.
 Don’t associate themselves with being old.
 Infommoercials for the sick and the lame
 But that’s not what they are about
 Control 2/3 of overall consumer spending.
 Likely to stray from normal path of life
 Focused on fulfillment, hobbies.
 Age embraced, Meryl Streep unphotoshopped
 Witness a revolution in volunteerism and giving back

5. "If a person is 70 years old, this tells us nothing
about them.
Except that they were born 70 years ago"
-Bernice Neugarten, renowned US gerontologist

6. Seniors & the Des Moines Market
• Age 50+
• Income $50K+
Zoomers 19% 22%
• Age 55+
• Income < $50K
• No Kids in HH
Seniored Seniors 17% 14%
National Des Moines

7. Defining Your “True” Audience
Children of Seniors
• Decision makers,
advocates for “Seniored
Seniors”
• Hungry for information,
facts/figures, reassurances
• Pressured
• Age 45-75
Zoomers
• Younger ones may also be
“Children of Seniors”
• Digitally connected
• Disposable money
• Balancing health and
wellness with activities
• Interested in volunteerism
and giving back
• Self-confident, demanding,
adventurous, experience-
driven and forward-
looking, keen to consume
and pleasure-loving
• Tries to avoid risks,
dislikes using credit cards
for purchases and wants to
enjoy life instead of saving
• Age: 65-73
Seniored Seniors
• Likely living in assisted
facilities or making
decisions about that
transition
• Reliant on large font-sizes,
safety products, in-home
care or modification items.
• Relationship driven = trust
• Age: 75-100+

8. Children of Seniors
 Daughters of senior living residents remain most
influential compared to sons
 75% of the senior care seekers were the adult
children
 10% of seniors say they alone made all the arrangements
 This audience wants helpful advice, not marketing
 Finding them is tricky
 Digital advertising (contextual marketing) can be a smart ad
spend

9. 50%
20%
10%
5%
3% 3%
1%
0%
10%
20%
30%
40%
50%
60%
Television Internet Newspaper Radio Magazines Yellow Pages Newspaper
Inserts
Elderly Care Decision Makers
Most Influential Medium

10. 92%
64%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Have access Web enabled device/cell phone
Elderly Care Decision Makers
ACCESS TO INTERNET
Which of the following describes your access to the Internet?
Access to the Internet

11. Top 20 local TV programs Elderly Care Decision Makers
KCCI 8 News 10p KCCI 48%
First News 5p KCCI 41%
KCCI 8 News 6p KCCI 41%
WHO-TV 13 News 6p WHO 35%
Big Bang Theory 6:30p KDSM 35%
WHO-TV 13 News 10p 34%
Wheel of Fortune 6:30p WHO 33%
WHO-TV 13 News Noon 30%
KCCI 8 News Saturdays 10p KCCI 30%
WHO-TV 13 News Saturdays 10p 29%
WHO-TV 13 News Sundays 10p 29%
KCCI 8 News This Morning 6a KCCI 28%
Live 5p WHO 28%
David Letterman 10:35p KCCI 28%
KCCI 8 News Sundays 10p KCCI 28%
WHO-TV 13 News Saturdays 6p 26%
KCCI 8 News Saturdays 6p KCCI 25%
Inside Edition 6:30p KCCI 24%
WHO TV 13 News 9p KDSM 24%
KCCI 8 News This Morning 5a Saturday KCCI 23%
PROGRAMS WATCHED
In the past 7 days, which of the following programs did you watch at least once?
Top 20 Local TV Programs
Dayparts

12. Zoomers
 Keep it simple – avoid jumping through hoops
 Consider learning opportunities to generate leads
 Workshops
 Seminars, lectures
 Product demonstrations
 Go grassroots – be where they are –
 Mall walkers
 Afternoon fitness centers
 Senior centers
 Community centers

13. Seniored Seniors
 More likely to read and respond to direct-mail
advertising vs. email, web-based marketing
strategies
 Large-point type for failing eyesight.
 Community newspapers
 Radio
 Television
 More target-rich
 Hospitals, Dr. offices, hearing centers, senior living condo
offices

14. Advertising to Seniors
 Magazine
 Digital Ads
 Senior Trade Shows
 Vial of life printed forms
 Direct Mail
 Television
 Radio
 Email Marketing
 Social Media

15. Social Media for Seniors
 The 74+ demographic is the fastest growing
demographic among social networks (Pew Research Center’s Internet &
American Life Project)
 Currently 39 million people aged 65 + use Facebook,
Twitter, and Skype
 Makes them the fastest-growing age demographic on these
sites
 3% of adults 50 years and older are already using Twitter
 According to the AARP, “the top four online activities for
people over 60 are Google, Facebook, Yahoo and YouTube.”

16. Advertising | Facebook
11% of Facebook users are Seniors

17. Measuring Your Impact
 Define all ways customers use to reach you:
 Website
 Email
 Newsletter
 Direct Phone Call
 Personal Interactions (branch)
 How will social media impact those avenues?
 Links to your website from your posts or advertising
 Add info@ email addresses to posts to learn more, get a quote
 Links to newsletter opt-in forms
 Invite to your locations (if practical) for events

18. Measurement Tools
 Google Analytics (movement to website)
 Available data for those invited to view the tool
 What posts generate traffic (track by date)
 Tracks Behavior of users (Referrals)
 Where they came from, went, how deep they got into your site

19. Measurement Tools
 Facebook’s On-page Analytics
 Available data for admin-level users
 Gives weekly reports
 Tracks likes, reach, posts
 Gauge how posts perform

20. Developing the Message
 Drive Curiosity
 “Me too” storytelling
 Empathy to causes
 Be genuine
 Find Qualified Leads
 Invite to your locations for events, workshops
 Drive to website, online forms
 Calls to action
 Consider ease of access

21. Need Help? Contact Us
Marketing Matters. Be Precise. Be Creative