When it comes to senior living marketing in the 21st century, everyone talks about digital marketing, and rightfully so. Today’s buyers begin their searches online. And this most definitely includes the senior living audience.
Not so fast!
We believe there is indeed a place for direct mail when done right. (That last bit is important.) Allow us to explain . . .
People do read or at least scan snail mail, including direct mail pieces. (And yes, they convert on the offers, too.)
According to Small Biz Genius, 42.2% of direct mail recipients either read or scan the mail they get, and most households keep advertising mail for 17 days on average. This is important to know, especially in senior living marketing.
Small Biz Genius goes on to say that direct mail offers a not-too-shabby 29% return on investment. And Lob, a business that uses automation to help companies send smarter snail mail, notes that 66% of people have bought something because of direct mail.
Direct mail can be a great way to get your brand on people’s radar.
Piggy-backing on the above stats, if you want to start planting the seed about your senior living community, direct mail pieces can be a great way to do exactly that.
Imagine sending a series of over-sized postcards over 12 months — bright, cheerful, glossy cards with one focused message and your logo front and center. You’ve probably heard the adage that it takes 7-10 touches before a brand begins to resonate with a consumer. A direct mail strategy can be a good way to prime the pump.
Direct mail could be an excellent way to reach adult children.
One stat from Small Biz Genius stood out to us in particular: “Consumers aged 45-54 are the demographic group most likely to respond to direct mail pieces.” That demographic is a sweet spot for adult children who might be helping their older loved ones find appropriate senior living. (By the way: We’ve designed a turnkey marketing campaign specifically for adult children — get in touch if you’d like to know more.)
Direct mail can supplement and reinforce your digital marketing efforts.
Just as we always preach that you need to make sure your marketing and sales efforts are in alignment, the same is true for inbound marketing and outbound marketing methods. Don’t think of it as an either/or scenario, but rather one more tool you can include in your trusty senior living marketing toolbox.