According to the Center for Disease Control (CDC), nearly 25 percent of people ages 45 to 64 are caregivers, providing direct ongoing care or assistance to family or friends.
An even greater number of people are providing their senior family members with guidance and advice as they navigate crucial choices and life transitions on matters such as senior living arrangements and healthcare decisions.
Marketers in related industries have a unique opportunity to reach both seniors and their adult children with potentially life-changing information, and Mediaspace has unique expertise in helping advertisers reach these key audiences.
Best practices include:
Combine print + digital: Take a 360-approach by combining print and digital to ensure you reach both audiences in the environment in which they want to consume content. The combined efforts creates synergy and a unified brand presence, engaging with consumers and building trust.
Bonus! Buying print and newspaper’s digital inventory means you can negotiate optimum rates.
Leverage FSIs: Take your print buys to the next levels with free-standing inserts (FSIs). These premium placements make meaningful connections with consumers, as seniors and adult children hold onto the FSI until they are ready to make decisions
Customize your creative: Develop marketing messages that address the specific needs of the consumers, and be sure to feature a strong call to action (CTA). When creative is customized to the community with a CTA, response rates increase.
Be consistent: When print is consistently in the market over extended periods of time, consumers keep the advertiser top of mind.
Marketing a product or service that is relevant to senior citizens and their caregivers? Reach out to Mediaspace today to find out how we can help.
