How to Design Marketing Materials for Seniors

To market to seniors successfully, your design need to appeal to this select group.

Senior citizens represent a viable market for many businesses. According to Senior Magazine Online, seniors control 70 percent of the disposable income in the United States. Also, individuals 65 years and over are using the Internet more than ever, so designing online and offline materials to appeal to this audience is increasingly important, according to Kinesis Marketing and Design. To market to seniors successfully, you should design your marketing materials so as to improve your odds of reaching this market.

Instructions

1. Choose your marketing tactics. Experiment with several types of marketing that might appeal to seniors, including direct mail, in which you send printed marketing materials like brochures and postcards directly to a select list of senior citizens; newspaper and magazine ads; online advertisements; or television and radio advertisements.

2. Write the copy for your marketing materials. Do not try anything tricky; seniors are wise consumers and might not buy your product or service if they think your marketing practices are deceptive, according to the Direct Creative website. When writing your marketing materials, focus on truthfully conveying the biggest benefits your customers will get out of your product or service. Offer deals and senior discounts to appeal to savvy, bargain-hunting shoppers. Include a call to action, or what you want your senior audiences to do after reading your marketing materials.

3. Create your marketing materials. If you are not an experienced graphic designer, hire one; if your marketing materials don't look professional, it reflects poorly on your company and could cost you sales. Whether you are designing print or online marketing materials, use larger fonts and lots of white space to make the marketing materials easier for seniors to read. Direct Creative suggest that you use easy-to-read, recognizable fonts like Times New Roman that are 12 points or larger. Include graphics and photographs of other seniors. Make sure your artwork aligns with what you are selling and helps convey your message.

References

• Senior Magazine Online: Marketing to Seniors
• Kinesis Marketing and Design Services: Marketing to Seniors and Baby Boomers
• Direct Creative: Marketing to seniors: Interview with Senior Market Advisor