Senior/Baby Boomer Marketing

Koeppel Direct has been instrumental in building the businesses of some of the most successful marketers of senior products. At Koeppel Direct, we have extensive experience in planning and executing baby boomer and senior marketing campaigns. Our team uses TV, radio, print, and online marketing to efficiently reach this highly lucrative audience.

As a media buying firm and a short form and long form (infomercial) direct response advertising leader, we have helped marketers of nutraceuticals, health care, beauty, dating, financial, fitness, anti-aging, insurance, investment, walk-in tubs, and travel products successfully execute campaigns and generate a profitable ROI.

We also maintain extensive experience in product marketing to seniors and baby boomers in areas including diabetic and catheter supplies, prescription drugs, reverse mortgages, mobility products, home delivery of drugs, and various medical supplies and supplemental health insurance products.

 

Why Does Marketing to Baby Boomers and Seniors Matter?

The short answer is: Baby boomers and seniors make up a large segment of the population with and enormous spending power.

Baby boomers, those who were born between the years of 1946 and 1964, will make up approximately 20 percent of the U.S. population by 2029, according to the 2012 National Projections. Although the millennial generation exceeded the baby boomers in 2015, their population still accounts for over 75 million Americans.

In consumer research conducted by U.S. News, it revealed baby boomers control 70% of all disposable income in the U.S. 45% have a total household income of $100,000 or more, and 55% remain loyal to brands they like.

Based on these numbers alone, marketers need to ensure their marketing programs are targeting this demographic effectively. Baby boomers value market research when making purchases, dependability from brands, and intend to spend their money accordingly.

 

Senior Product/Services Marketing Experience

Senior Product Marketing Case Study: A Healthy Response

 

Problem

Several years ago, a startup company entering the competitive market of supplying diabetic supplies to seniors approached Koeppel Direct.

Liberty Medical was the established leader in the category and had already built a solid reputation in the marketplace. Our client had no awareness in the category and needed to differentiate themselves from their competitors. Our client also wanted to steadily gain market share, in order to build their position as a leader in this rapidly growing segment of the healthcare market.

 

Solution

Koeppel Direct worked closely with this client in developing a dynamic promotional offer targeted at seniors. Our agency also developed a media buy, which included national satellite, national syndication, network, and local broadcast, that went beyond the typical direct response national cable TV network buys.

The senior marketing campaign generated more calls in a concentrated timeframe than any direct response campaign that was currently handled by the largest telemarketing firm in the U.S. The volume of calls increased exponentially making it necessary to bring in the second largest telemarketing firm to handle the overflow of calls.

The combined operator pool of both telemarketing firms still could not handle the influx of calls, which resulted in a need for a third telemarketing firm to be added.

In the course of only a few years, this client became the second largest supplier of diabetic supplies for seniors and a major health care provider invested heavily in this client, based on their strong growth and performance.

The baby boomer and senior market requires specialized knowledge and a deep understanding of this specific target market. Koeppel Direct has emerged as a leading multi-channel direct response solution for marketers who wish to advance their ROI in this category.

For more information on Koeppel Direct, and to set up a no-obligation senior or baby boomer marketing consultation right away, please contact us.