Demographic targeting can be a difficult task for any business owner or marketer. Understanding the audience you’re trying to reach and tailoring your marketing efforts to those customers can be a challenging task. In this article, we’ll outline the unique challenges of trying to reach families and seniors, and discuss strategies for effectively marketing to both demographics.
Defining the Demographics
Let’s start by defining the two demographics we’ll be discussing. Families refer to households containing couples or parents with children under the age of 18. This demographic is typically looking for products or services that are family-friendly. Some common examples of products or services this demographic may be interested in include travel, educational materials, family days out, and household items such as cleaning products.
Seniors, on the other hand, are typically aged 65 years or older. This demographic is close to retirement and may be looking to buy goods or services for themselves. They may also be considering downsizing and are therefore interested in products or services that help them do so. Some common products or services this demographic may be interested in include home healthcare products, prepared meals, and insurance.
Finding the Right Channels
Marketing to two different demographics is a challenging task. Not all marketing channels are suitable for both families and seniors. Therefore, it’s important to identify the right channels for both, and tailor your marketing efforts to ensure your message is reaching the right audience. For example, social media can be a great channel to reach families, as they’re likely to be active users. Seniors, however, may not be as actively using social media. Print marketing can be a better channel for seniors as they are likely to read newspapers and magazines frequently.
The Importance of Messaging
The message you create is one of the most important aspects of successful demographic targeting. The tone, language, imagery and content should be tailored specifically to the audience you’re trying to reach. This means that the message you use to target families should be different to the message you use to target seniors. For example, families may be interested in hearing about how your product or service can save them money or improve their quality of life. Seniors, however, may be more interested in hearing about how your product or service can help them enjoy their retirement years.
Use Geo-targeting and Timing
Finally, it’s important to consider geo-targeting and timing when trying to reach families and seniors. For example, families may be interested in local events, discounts or apspecial offers available in their area. Similarly, seniors may be more interested in events and offers which occur during the day, as opposed to evening activities which may not be as suitable. Using geo-targeting and specific timings can help ensure that your marketing efforts are more tailored and effective.
In Conclusion
Different demographics require different approaches when it comes to marketing and advertising. Families require family-friendly products and services, as well as a message that resonates with their lives. Seniors have unique needs and therefore their messaging needs to be specific to them. As a result, it’s important to identify the right channels, develop an appropriate message, and use geo-targeting and timing to ensure that your marketing efforts are reaching the right audience. By taking these steps, marketers can effectively reach families and seniors, and generate the most from their demographic targeting efforts.