1. Stay with print, but add web. Elderly clients are being increasingly drawn to internet and e-mail campaigns, but don't throw out your print advertising just yet. A printed advertisement will allow you to target your message to many older clients who may not have Internet or e-mail access, who use printed advertising to locate service providers. This will lead them to find you. Certain times of year or specific editorial themes lend themselves to these targeted advertising campaigns. The upcoming holiday season is a perfect time to work in marketing to not only seniors, but to their adult children looking for practical presents for their parents. Should you do a combination of print and web? Absolutely. Research shows that the two combined provide more return on investment than the sum of each separately.
2. Create specific sales and offers, such as two-for-one services, senior sale days, free delivery, etc. Senior consumers look for value, but are often willing to pay more if they know they will get good service.
3. Network with other businesses that provide a complementary service to yours. For example, if you own a pedicure business, work with a podiatrist to whom you can send referral business when you notice conditions requiring their specialized services and who will refer you to their client between treatments.
4. Remember word of mouth can be powerful. This can be especially truel in retirement communities where residents come into contact with their neighbours on a daily basis — much more than in communities where members are working 8-10 hours a day. If a resident of a retirement home goes to the salon, or buys a new piece of clothing or pair of shoes, chances are her neighbours will know about it that evening. If you provide a quality product or service, word will get around. Send your clients home with literature that they can pass out to friends. Depending on your business, you may be able to offer two for one specials if they bring a friend with them on their next visit.
Senior Living offers an annual Christmas Gift Guide in the December issue where businesses can purchase space to offer their product or service as a gift option. Seniors are not only looking for gifts for friends, but their kids and grandkids as well. Contact Senior Living for more information. Phone (250)479-4705 or toll free 1-877-479-4705. Or email firstname.lastname@example.org
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