Expertise - Marketing to Boomers & Seniors

It's no longer about the why. Most marketers know baby boomers and seniors are the most powerful consumer group, both online and off.

Now it's all about the how.

The how starts with an understanding that mature adults aren't aliens. They're consumers who have simply entered a new season of life, resulting in a different mindset.

The how is about putting principles of human behavior first and technology second. Brands need to authentically connect with older consumers on a deeper level and with a clearer understanding of their motivations.

The how is throwing conventional marketing aside. Marketing to baby boomers and seniors requires a needs-based approach that is focused on establishing genuine relationships.

Our Services:

Boomer Lead Generation

Did you know that Boomers and seniors are researching products and local services online in record numbers? Plus, the way they behave on a landing page or website is different than younger consumers. Making an immediate emotional connection with the mature consumer is essential. Because they have seen it all before, it takes a little more to earn the attention of a mature shopper.

This service provides effective customer acquisition among the most desired customers – those who 1) are already seeking your product or service, and 2) are ready to buy. Through our proprietary online marketing methodology we call “Meaningful Online Engagement,” or “MOE,” we achieve significantly better performance for your campaign.

With this program you can expect:

1. A Program built around your customer acquisition goals
2. High-quality creative planning to tell your story
3. Greater impact through online “word of mouth”
4. Understanding of what psychological triggers work best
5. Performance marketing tracking and optimization

Every company has a story. We tell your story using the most innovative tools available to make each new customer encounter as meaningful as possible.

Search Engine Optimization & Localization

Researching products and services online is one of the top online activities for Baby Boomers. And as the web goes local, those potential customers are seeking products and services via more methods than ever before. For multi-location businesses, this change requires a robust presence in Search Engine results, mobile business directories, and GPS and 411 services.

This program establishes a higher profile for your brand through:

1. On-site content optimization
2. Off-site linking and business data management
3. A custom directory of your offerings in each of your markets

Being where customers are looking is essential in the new economy. For multi-location businesses and organizations, we have made that problem manageable and scalable.

Analytics & Optimization

Mature consumers are more comprehensive in the way they process their lives, so measuring engagement with them requires a more insightful analytics approach.

Immersion Active’s “Analytics & Optimization” program tells you where you are winning and where you can best grow your online marketing next. Through a Monthly Strategy Meeting and Scorecard, we drive meaningful insights to the top and keep the supporting data in the background. The Scorecard and Monthly Strategy Meeting help you understand your performance in areas we call “the three ‘E’s”:

1. Execution: the efficiency of your campaigns
2. Engagement: the ratio of desirable behaviors to visitors
3. Equity: a measure of competitive positioning in the market

Our "Analytics & Optimization" clients include large and medium-size businesses that have built their online growth on this foundation.

Website Planning & Documentation

When a 50+ consumer comes to your website, if they don’t feel a connection in the first few seconds, they leave. As we enter later seasons of life, we process things with more of our brains, literally. Successful websites that serve mature consumers succeed both in making an emotional connection (right brain) and a logical connection (left brain).

With “Website Planning & Documentation” (P&D) we help you plan a website that connects with mature consumers. It includes:

1. Discovery of needs for your business and your audience
2. Clarification of site goals and requirements
3. Recommended plan for actions and timing

When we complete a “P&D” for you, you will have received everything needed to complete the design and development of your site.

Email Engagement

Mature consumers use email more than any other form of online activity. It is the original social networking tool, and it is critical for increasing online sharing of your brand. Immersion’s “Email Engagement” program keeps your audience better engaged through email with the proper frequency, a strategic mix of content types, and diligent use of email marketing best practices.

The benefits of "Email Engagement" include:

1. An editorial schedule to establish cadence and increase meaningful engagement
2. Mature markets-appropriate messaging and design
3. Graphic/text emails developed and delivered on schedule (compliant with email standards)
4. Strategic promotion of “micro-conversions” – small events that drive action
5. Integration of sharing tools to better tap into the recipient’s social graph

Our unique approach to email newsletters and campaigns identifies your most compelling message and works to increase sharing of offers. Increased sharing improves the reach of your message among your audience, making for a more potent program.

3x3 Boomer Engagement Consultation

Companies could do a lot more business with Boomers and seniors if they did a little better in three areas: Execution, Engagement, and Equity. A little help goes a long way, and this guided consulting engagement helps your business improve your conversion and consumer focus in each of these areas.

“3x3 Boomer Engagement Consultation” includes three senior members of Immersion Active's team representing three disciplines: Creative, Strategic, and Solutions Development. The team completes a diagnostic using Meaningful Online Engagement (MOE), our proprietary metric, to assess how and where your brand needs help targeting Boomers and seniors online.

The mature markets pillars are critical:

1. Execution: What is your return on investment of resources, time, and money online?
2. Engagement: How well are you connecting with your target consumer? What do you need to do to make an emotional connection that builds a strong, empathetic relationship? How can we turn your consumers into advocates who will share your information with others?
3. Equity: What is your online market share compared to the competition, and how can you increase that market share?

The end result of this audit is a set of strategic recommendations, each based on a combination of quantitative and qualitative research, for both your markets and brand.