If there’s one thing that’s for certain in this world, it’s the fact that we all get older. There’s just no fighting time. Every day, more and more Canadians sign their retirement papers and officially embark upon their Golden Years. In fact, seniors now make up the fastest-growing age group in the nation, a trend that’s expected to continue for the next several decades. An estimated 5 million Canadians were 65 years of age or older in 2011. By 2036, that number is expected to double, and by 2051, it’s estimated that one in four Canadians will be considered a senior citizen.
It’s a population shift the likes of which the country has never seen before. It’s also an unbelievable marketing opportunity for many emerging senior care services and long-term care providers.
But wait just one second. Before you grab your knitting needs or shuffleboard sets, it’s important to note that this new generation of retirees is anything but over the hill. More active, social, and connected than seniors from previous eras, this new crop of retirees aren’t looking to settle down now that they’re out of the workforce – they’re looking to embark on a whole new adventure!
If you’re a company that caters to this new wave of spontaneous and spry seniors, it’s time to wake up and shake up your marketing approach. When it comes to marketing to seniors in this day and age, it’s less about static lifestyles and more about dynamic experiences.
It’s important to note that technology isn’t just for millennials. In fact, Boomers spend roughly $7 billion a year online. Today’s retirees aren’t just tech-savvy – they’re tech-reliant. So when it comes to marketing and branding your facility or service provider, do yourself a favour and start with your online presence. Retirees are using their personal computers, tablets and smartphones to research and review a wide variety of senior services. If your brand doesn’t have a strong footing in the online world, you risk becoming old news.
Engaging the Next Generation Senior
If you work at a long-term care home or assisted living facility that’s focused on senior services, now is the time to set your marketing plan in motion. Why? Because right now is the perfect time to start engaging Baby Boomers as they begin researching and planning for their upcoming retirement.
Rethink your branding strategy today with help from ZOO Media Group’s experienced marketing team. Here are three ways to hone in on your demographic using modern marketing methods in a senior-friendly manner:
1. Accessible Website Design
First things first – is your website accessible? An accessible website takes into account the variety of ways that people with disabilities or physical limitations navigate the Internet and interact with content. This is especially important for organizations that are focused on senior services because their target customer may suffer from some sort of limiting factor. Having an accessible website is thus an absolute must for any retirement facility or long-term care provider. Plus accessible web content is now the law, as per the Accessibility for Ontarians with Disabilities Act.
2. Keep the Lines of Communication Open
This functions on multiple levels. First, make sure that your communicating with your target market using channels that they frequent. Is your facility on Facebook? According to a GlobalWebIndex study published earlier this year, the 55-64 year age bracket is the fastest growing demographic on Twitter with 79% growth rate since 2012. The fastest growing demographic on Facebook and Google+’ are the 45 to 54 year age bracket at 46% and 56% respectively. So go ahead, send grandma a friend request!
Secondly, make sure that you’re offering ongoing communication with members and their families in a way that makes sense. Paper newsletters are nice, but more and more residents want email updates and online event calendars. Develop personalized weekly reports and email snapshots of individual care schedules and you’ll set your facility apart as a modern care provider.
3. Provide Clever Solutions
The best branding shows how you solve a user problem, and the seniors market is no exception. While retirees are certainly more savvy when it comes to electronics, many still worry that entering a long-term care home will have ill effects on their family life and social relationships. Make sure that your branding addresses these and other concerns in an informative and engaging way. Transparency about these issues is what will earn your facility a positive reputation and attract more seniors to your services.
Modernize your marketing approach with help from ZOO Media Group. Contact our office today to learn how your organization can better promote your business to an aging target market.