Question

Topic: Advertising/PR

What's The Best Way To Reach Children Of Seniors?

Posted by Anonymous on 11/15/2010 at 7:07 PM ET 125 Points
I'm opening a new branch of a business that provides in-home caregiving. Many of the people making decisions about caregiving are adult children of seniors. Anyone have success in reaching this group or advice on some good ways to advertise, or even market directly through informational meetings, etc. to this group? Any help or ideas are much appreciated!
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RESPONSES

  • Posted by Gail@PUBLISIDE on 11/15/2010 at 9:49 PM Member
    There is someone I follow on Twitter who provides information about senior care-giving. I find this a valuable tool, as would be a Facebook Business Page.

    You may also want to establish relationship with geriatric physicians who can refer your business to families.

    Pitch a story to AARP Magazine/online.
  • Posted by bill.hall on 11/16/2010 at 8:50 AM Accepted
    As with most marketing, there are multiple ways with varying cost and impact. Direct mail is an easy way to reach your target audience by location, age, income, etc. Hospital advertising is ideal, since people will come from the hospital and then get in home care. The children will see the ads in the hospital. You can get the brochures in the gift shop by attaching a free gift - information package. I would produce a free guide and have it available to give away at the hospitals, doctors office waiting areas, etc. Also, advertise it online as a PDF download "10 Easy Steps to Affordable, Comprehensive in Home Care." Do it as an information guide vs. an advertisement but it could position you as the obvious solution and authority that cares. That will separate you from the rest and make your pricing more elastic.
  • Posted on 11/16/2010 at 12:33 PM Author
    Thanks for the great answers! They're much appreciated. Right now, we do a pretty thorough job of hospital guides/advertising, as well as direct marketing to physicians, etc. I'd like to expand that by reaching the children of the seniors ideally BEFORE they're in the situation of needing help - that way they're educated and have thought through their options. I'd love to educate them on those options before it becomes crunch time, in other words. I'm trying to come up with groups that would be open to me speaking, specific publications that might be good to advertise in, other ways to reach people - that type of thing.
  • Posted by Nicole Klein on 11/16/2010 at 7:24 PM Accepted
    Being nearly in that demo myself, I can relate to the need to "trip" over your information. Often your target demo has school age children as well as aging parents. Knowing the danger signs of self-care in my aging father is information I'd like to have, while still being a little in the denial stage. You might look for ways to reach us through local festivals, fairs, community associations, etc. Anywhere you'd be with your children, you may also be thinking about your aging parents.

    Good luck!
    Nicole
  • Posted by bill.hoelzel on 11/19/2010 at 11:40 AM Accepted
    In most communities newspapers still reach the baby boomers who are children of seniors. Good newspapers will offer research studies to show their reach of 45 to 64 year olds -- both in print and online.

    Specific radio formats can target women 45 to 64-- and often the daughter or daughter in law makes decisions about caregiving. The stations with the right format are soft rock for light rock. I've heard several companies that offer in home care advertising on those kinds of stations in my area.

    Because new people are in need of these services constantly, it would make sense to advertise consistently -- not with 1 shot programs. It's costly to use mass media but you probably need to keep refilling the funnel of prospects, since people come and go all the time.
  • Posted by Nicole Klein on 11/19/2010 at 1:30 PM Member
    Also, figure out the search key words, or some other online strategy, buy adds, build some content and informational articles online. A good one I've turned to before is "A Place for Mom" which I'm sure you know about. They seem to be a referral network.
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