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Two new articles to share for those committed to more effective marketing to Baby Boomers and Silent Generation (seniors).  Last week, MarketingSherpa profiled a campaign for one of our retirement community (CCRC) clients that lifted leads from older prospects more than 267% over the previous year.  And, the International Council on Active Aging(ICAA) featured a by-line by our own Todd Harff on how to pick the right images when marketing to Baby Boomers and other 40+ consumers.

Each piece touches on Boomer/senior marketing best practices and contains a number of actionable tips.  Keep reading for a link to the Sherpa case study and a PDF of the ICAA article.

MarketingSherpa: MultiChannel Marketing to Retirees Lifts Leads 267%

As reporter Adam Sutton wrote:

The latest marketing tactics might connect with younger audiences, but not necessarily with retirees. Sometimes straight talk from their peers and a simple registration process can work best.

See how a retirement community’s marketing team lifted leads 267% with direct mail and advertising that featured testimonials from current residents, and a simple registration process for email communication. Includes samples of the ads and emails theySR_graph2 used.

MarketingSherpa’s case study details the four steps our team followed to drive online registrations with 70+-year-old prospects.  The online/offline campaign drove web traffic as well.  Check out this chart showing the increase in unique online visitors.

Read the full MarketingSherpa case study on the integrated CCRC campaign here

(Open access for a limited time. Not a Sherpa subscriber? We recommend it.)

ICAA: Photography Can Make Mature Marketing More Effective

In the November/December 2009 edition of the Journal of Active Aging, ICAA’s terrific publication, Todd Harff puts it plainly:

Our economy may finally show signs of recovery, but in 2010 many marketers of wellness/health facilities and services to age 50-JournalActiveAging_NovDec2009plus adults will continue to be challenged. They’ll be asked to connect, motivate and inspire Baby Boomers and beyond with advertising, websites and other communications. All with potentially smaller budgets, reduced staff and less time.

How can your team rise to the challenge? One way is to harness the incredible power of pictures.

The ICAA has graciously allowed us to post a reprint of the article – click here to learn why and how the right imagery can actually speed sales with members of the Baby Boom and Silent Generations, and to get 5 tips to guide your photography choices in 2010.

About The Author

Erin Read

For nearly 13 years, Erin Read spearheaded integrated and digital marketing programs for Creating Results' clients. She directed and co-authored four national studies/eBooks (Photo Finish and three editions of Social, Silver Surfers) and served as the principal blogger for Mature Marketing Matters. Now a consultant to the agency, Erin is leveraging her expertise in marketing to baby boomers and seniors while tackling new challenges. Find her on LinkedIn .