Creating a framework for your baby boomer marketing strategy is an essential first step in maximizing the return on your marketing, sales, and business development investment. The goal is to develop a return on investment (“ROI”) which is a multiple of the budget dollars spent on a campaign.
Establishing your baby boomer marketing strategy helps you to further define your “brand.” A brand is the image and set of values that you want to impress upon your market of baby boomers, older Americans, and their family members.
Every key message you communicate should flow in an integrated manner across all forms of marketing communication with clients and prospects. For example, one message might be that you are a “Medicare Certified Home Health Agency.” Another important message could be that you have high patient quality of care ratings.
The accompanying image shows how one marketing message can start with publication on the firm’s website or blog. The message then moves seamlessly across marketing platforms. These often include your client newsletter, social media accounts (Facebook, LinkedIn, Twitter, etc.), sales brochures, and other types of print or digital marketing outlets.
As the cycle for one marketing message is complete, a company targeting the baby boomer market segment can move on to the next message and repeat the cycle again.
Baby boomer marketing campaigns, like all forms of consumer marketing, will benefit from clear messaging communicated in a memorable style.
There are many messages in your baby boomer marketing strategy that have an “evergreen” element, which means that they remain relevant for the long term. These include concepts of caring, customer service, cleanliness, and quality of life. These core messages can and should be repeated in a consistent manner over time to reinforce their meaning.
About Sixty Five Plus Marketing, Inc.
Sixty Five Plus Marketing, Inc. is a national baby boomer marketing agency that helps businesses connect with the 65+ senior market. We identify and implement the right set of tactics, marketing channels, and campaigns to deliver clarity, consistency, and high impact marketing campaigns.