Question

Topic: Customer Behavior

Marketing For Senior Citizens!

Posted by Anonymous on 3/19/2009 at 3:37 PM ET 125 Points
I am doing some free marketing/communications consulting for a local charity “Meals on Wheels”. They are interested in increasing the number of different participants at their weekly congregate dining luncheons. These luncheons give senior citizens an opportunity to get out of their homes, interact with other seniors and do an activity together. I hope be able to come up with ideas to promote/increase participation overall and look to expand the program to other sites within the city.

Since their program serves senior citizens, I am considering marketing for seniors through their Boomer children. I will be coming up with a marketing communications plan by the end of next week. Any ideas/suggestions would be greatly appreciated.

Thanks - samson_sa@hotmail.com
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RESPONSES

  • Posted on 3/19/2009 at 4:33 PM Author
    Thank you for your response tinker. You made a very good point. But I believe they already have transportation available to the less-mobile clients. However, most of the clients who currently attend are regulars. (I feel that they can attract newer clients by adding exciting activities along the dinning experience.)
  • Posted on 3/19/2009 at 4:54 PM Author
    That's very true. Seniors also tend to use public transport and cabs to get around. Maybe partnering with cab companies might help us promote our luncheons.
  • Posted on 3/19/2009 at 11:43 PM Author
    Great comment there about target areas. I think Meals on Wheels already does Bingo once a month. However, the other suggest activities would add to Seniors having an enjoyable experience.
  • Posted on 3/21/2009 at 1:37 PM Accepted
    You may consider pre-grouping by geographical location.

    For example if your were to cut your community within quadrants- and then have say... two volunteers per quadrant provide transportation... Plan it as if it's delivering pizza!

    Over 55 housing communities have a boards or committee that are usually willing to promote or discuss such options.

    I am familiar with meals on wheels, and Its an organization that has really helped the community of where I live since- central Florida is home to SO MANY seniors.

    I WOULD CREATE INCENTIVES or PRIZES for ALREADY existing participants to bring in someone new...

    ALSO, most people respond well to positive reinforcement or attention-- bring light to those that are consisitant.

    Consistancy is the key factor to many senior citizens. They want reliable, dependable, never wavering fun. Whatever you choose to do needs to be as etched in stone as possible.

    EXAMPLE: Everyone knows that service is held EVERY Sunday at 8 & 11 am. IT'S FAIL PROOF, and there's a reason for that.

    People are creatures of habit, and communities are ritualistic. When trying to bring people together...

    -Acknowledge and award those who give you what you want
    - Give SPECIFIC scenarios or examples in telling others what your goals are... AND QUESTIONS... at each meeting...

    ask them to write down 1,2,or 3 people they know would enjoy this, then have them commit to bringing those people in...

    -- CREATE an accountability system, that allows you to keep track of who's coming in-- if someone doesn't come one week-- KNOW THAT. MAKE A POINT to call them,and see how they are, if they need a ride, or a friend to talk to... this will RETAIN- which is a powerful tool.

    FOLLOW UP, FOLLOW UP, FOLLOW UP!

    Arrange for entertainment, Jazz, Folk, Country, Opera, Broadway-- create partnerships to schools and organizations that support creative arts programs and get connected...

    Hope this is helpful!




  • Posted on 3/21/2009 at 3:20 PM Author
    I am suggesting a rebranding of the lunch-outs to Meals on Wheels. You comments could be something I could share with them.
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