Straddling the Generations: Marketing to Seniors AND Their Families
The good news: a big market is getting bigger
If you are in the business of selling products or living space to seniors, you know that older adults and senior citizens are a growing market. As this demographic has grown significantly in the past decade, it has become all the more important to target these prospects with your marketing efforts. Capital List is here to help! We will explain how “marketing to seniors” has turned into “marketing to seniors and their families.”
The United States Census Bureau says that by 2050, persons 65 and over will be 83.7 million, nearly 20% of the U.S. total.
Marketing to senior citizens and their families
Seniors – 55+ age group – represents the most affluent segment of the U.S.:
55% of all financial institution depositors
Own 77% of all assets
Own 53% of homes
Have 5 times the net worth of the average American
These statistic show that this is a thriving market, which will only expand into the future.
Contact us for free list research, mailing, E-mail and Telemarketing Lists of all types.
While the needs – and wants – of the older populations will be huge, there is a need to understand that the decision-making process will include more than just seniors. Marketers need to understand that selling “the way it’s always worked” may no longer work when marketing to seniors and their families.
Old-school strategies, focusing only on older adults are short-sighted. The fact is that millions of adult children have had to take on the job of caring for their aging loved ones. The younger generation will be involved in making decisions about Mom and Pop, Uncle Charlie and other elderly relatives – whether they want the job or not.
A more sophisticated approach that reaches both generations is required. The members of the “sandwich generation” are trying to look out for their older relatives while trying to raise their own family. The younger folks are already stressed just getting through their complicated day, so they are highly interested in any offerings that will let them feel that they’re doing the best for their older adults relatives’ comfort and safety AND make the burden less time intensive.
Contact us for free list research, mailing, E-mail and Telemarketing Lists of all types.
How to reach the whole audience: senior citizens and their families
The fact is that while seniors like receiving mail and reading it carefully (Seniors are one of the biggest segments for mail-order buying) but their younger family members are all about websites and ordering from Amazon so they do their research online.
One of the major blunders any marketer can make is thinking that the offer of a free premium item or “complete” information is all it takes to sell to the older market. That will works with seniors themselves, and so will the detailed informational approach.
But their younger counterparts are going to be part of the buying process.
The Blended Approach
Succeeding in selling to older adults means that BOTH parts of the market need to be addressed.
Want personal touch
Get the information – ACT
Things to Read
Need “reasons why”
Support from younger relatives
“Lighten my load”
Connectivity and visibility to monitor older folks
Using traditional direct marketing – direct mail, phone calls – will definitely appeal to older adults BUT their younger relatives will be involved, especially if it’s clear that their older family member requires greater assistance. They do use email, because it’s one of the few ways they can regularly reach their younger family members, but it’s not their first choice.
The younger group will look at direct mail and monitor/comment on phone calls BUT they depend much more on getting online information and following their usual approach of search, inquire, and take action QUICKLY. They want to look, click and order, period, BUT they also check their email.
What people are saying about Capital List targeted mailing lists
Awesome Capital Lists is the BEST! They have come through for me time and time again. My clients are super demanding and they have helped me meet and exceed their expectations with the superior services that they provide. I highly recommend them for all list needs! – Frances Landfear Chicago, IL
Thank you for the fast turnaround. We had an awesome response with the mail list we purchased from you. We will definitely purchase from again. Great customer service as well!! Keep up the awesome work!! – Tonya Jewell Thomasville, GA
Capital List is the best place to get counts and mail lists. They answer all my questions and I can easily request counts or order a mail list within one business day. You can’t beat service like that. – J.P. Krainz Cleveland, OH
How Capital List Can Help
We have all the interest and demographic categories to provide sophisticated and highly targeted lists with very specific criteria for – for mail, phone and email marketing. All these sources will reach BOTH the older and younger segments anywhere in the US and – with E-mail – abroad as well
Because we work in multiple markets every day, including seniors and their caregivers, we can. All these sources will reach BOTH the older and younger segments of the market.
But above and beyond lists, we can also provide examples and experienced-based advice on how to gain better results from the data we provide AND even how to make that a complementary part of an overall program.
We encourage you to call us to get information, insights and guidance on any marketing efforts you are considering. We are much more than “just another list company.” Fill out the form below and we will be in touch!
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Frequently asked questions about our list service:
Why should I use a list broker?
Within our industry there are list compilers, list managers and list brokers. The advantage of using a list broker such as Capital List, is complete access to the hundreds of specific lists available. List compilers or managers may only specialize in a few types of lists. They may force you into the lists that they compile or manage which may not be the best fit for your project. Many of these companies also offer their lists on the internet for purchase. This may be an option for experienced mailers, but most companies require extensive consultation. At Capital List, our knowledge and experience allow us to provide our clients with the most targeted, up-to-date file for their promotion.
Where do you get your lists?
Capital list only sources data from the most respected list compilers and list managers. Every list company has strengths and weaknesses. We help our clients avoid costly mistakes. We have partnerships with the best sources to help you reach your target audience.
How often are your lists updated?
All lists are updated on a regular basis. The frequency depends on the type of list. Some files are updated monthly, some quarterly and some are updated at the time of order processing. We can give you specific update dates at the time of process/order.
How accurate are your lists?
We only source the best files for accuracy. No list is perfect since they contain millions of records and are continually changing. We Guarantee our Consumer and Occupant Lists to be over 95% deliverable and our Business Lists to be over 90% deliverable. Any returns beyond those limits will be replaced or credited. Please see our website for details. Specialty lists have different guarantees depending on the file and compiler.
What types of marketing lists are available?
Hundreds of lists with thousands of targeted filters/selects! We do the legwork and list research at no additional cost to you!
What is a specialty list?
A Specialty List is a list that is outside the standard Consumer or Business list files. Some examples of specialty lists would be: Physicians by specialty or type of practice, New Movers/New Home Owners, Pet Owners, Graduating High School & College seniors, Bankruptcy information, Brides-to-be, Auto Loan Lease information, New Parents, Interests Hobbies, Boat Owners, Motorcycle owners and modeled credit file data just to name a few.
What is the typical turn-around time for my list order?
Most lists are e-mailed the same day that they are ordered. Some specialty files can take an extra day for processing.
What is the process and how do I get started with a targeted marketing list?
The first step is research through some fact-finding. We prefer to speak with our clients over the phone. Customers can also complete the request for quote form on our website to get the process started. We ask many questions like: who is your target audience for your promotion? What is the target geography for your promotion? Do you have a target quantity? We then run free “counts” (the number of records available) from the best file available and provide pricing. We can fine-tune your list in many ways. And our goal is to consult our clients through the process.
I don’t have a good idea of who my customers are. Can you help me?
Through our modeling process we can profile your best customer file in an automated process that matches your list against a national compiled database to create a market penetration analysis. The resulting report highlights how your customers differ from those in your marketing universe. We can then apply the intelligence of your penetration analysis to your target market to create a custom prospect audience that looks like your best customers. Contact us for more information.