Marketing to Baby Boomers

If you work in the insurance industry, then you probably know about the importance of generational marketing strategies. Generational marketing refers to any type of marketing that is targeted towards a certain age demographic. It involves considering a certain generation’s preferences, attitudes, and upbringings in order to tailor and customize your marketing strategy. Speaking to each customer in a way that makes them comfortable helps you meet and understand their unique needs.

“Baby Boomers” refers to the generation born between 1946 and 1964. According to Pew Research Center there are currently a whopping 74 million Baby Boomers living in the United States. Baby Boomers make up the majority of spending in the U.S. economy. Unfortunately, however, this huge demographic is often overlooked when it comes to marketing. At Need-A-Lead we understand the huge potential of the Baby Boomer market, which is why we create turnkey lead generation campaigns for insurance agents and companies hoping to reach seniors. In this blog post, we explore some specific tips for marketing to Baby Boomers, so that your insurance business can truly thrive. Read onto learn more then check out all of the different lead lists we offer, including final expense leads, annuity leads, long-term care leads, Medicare Advantage leads, Medicare Supplement Leads, and turning 65 leads.

Avoid Slang

When doing any sort of writing for an audience, clarity is key. With Baby Boomers, it’s important to only use language that their generation understands and connects with. If you don’t, it will make your target audience feel alienated and your business look insincere. Keep language clear and concise, and avoid abbreviations.

Don’t Suggest That They are “Old or “Elderly” 

Unfortunately, terms like “old” and “elderly” have negative connotations for most people; they evoke images of people in nursing homes and on the verge of death. Many Baby Boomers are only in their fifties or sixties, still living active and exciting lives. Increasingly, aging is no longer viewed as a constraint on people’s ability to be happy. As marketers, you must empower this market to achieve their goals, rather than shame or discourage them.

Prioritize Accessibility

Many Baby Boomers appreciate direct, rather than digital, marketing, which we will discuss further below. One of the main reasons for this is because it can be difficult for them to read and view things on devices. Although users are able to adjust font size, many Baby Boomers do not know how to do so. 

When doing any type of marketing to seniors, direct or digital, make sure you use a font that is readable and relatively large, and also incorporate high-contrast design elements. Make call to actions especially large so that your audience knows what exactly you are trying to get them to do. At Need-A-Lead, we provide our insurance clients with  attractive, easy-to-read direct mailers, designed so they can specifically target the senior market. 

Have Phone and Email Contact Options

Since Baby Boomers can be considerably less tech-savvy than younger generations, it’s important to give them a way to contact you that they’ll actually understand. Avoid direct chat, and offer a variety of different options so that no matter their digital literacy they can access the services you’re offering. Make your phone number and email address visually prominent on any marketing material so that they can reach you with ease.

Use Direct Mail Marketing

Generational marketing research has consistently shown that direct mail is the best way to reach Baby Boomers. Baby Boomers tend to trust direct mail more than other generations because it is the form of marketing communication that they are most familiar with. Because they trust direct mail, you can therefore focus your message less on trust-building and more on conveying value via enthusiastic, direct call to actions. 

At Need-A-Lead, we provide insurance agents and companies with turnkey lead generation campaigns, including attractive and effective direct mailers made specifically to generate senior market leads. Our direct mailers are available in four primary formats — card and envelope (our most popular option), tri-folds, bi-folds, and postcards. We also offer customized mailers for many other industries beyond senior market leads. Get in touch with us to learn more. 

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