Mailer Uses Newspaper Format to Connect With Senior Audience
A newspaper might seem a bit dated, and you're probably thinking, "What would that have to do with me?"
Well, marketing is all about knowing who your audience is, how to uniquely reach them and how to present your message in a way that speaks best to them.
The mailer here is Maris Grove—part of Erickson Living—who offers apartment homes for seniors. And we all know that seniors still read newspapers.
The newspaper is called the Tribune: News for Today's Seniors, and is filled with content that's right on target for this age group. The lead story is on kids' sports and what grandparents need to know about how the games have changed. Plus, it includes features on the IRS and a tax scam alert! It has book reviews, a travel article, bird watching photo contest, a crossword puzzle and a whole spread on health and living well.
Turn to the center spread and you will find the "Local News." This collection of 5 articles is all about moving to Maris Grove. Testimonials abound in "I Came to Have Fun"—a 60-somethings' seal of approval. Or this one: "What's Age Got to do With It?" an article about younger retirees moving in. In "Timing Your Sale and Move," you can read about how a personal moving consultant can make your move a breeze. There's an article on how a visit and consultation can help you sell your home and decide what apartment home style you might like best. The whole newspaper is an ad for discovering the benefits of Maris Grove, with the back page offering two floor plans of their most popular, maintenance-free-apartment homes.
Throughout, it is engaging and educational, with many solutions that will help seniors make that big decision to sell their home and move into a senior setting. On the back page, there is a great example of overcoming potential fears and objections: