3 -1  Business-building outreach  Relating to and communicating with the senior market  Smart senior marketing  Developing a marketing program  The SRES ® marketing edge  Senior seminars In this chapter

3 -2  Up size  Downsize  Half-back  Last home 4 Stages

3 -3  Sponsor refreshments, speakers, seminar, movie  Volunteer  Let other professionals know  Offer consulting service  Post notices Business-Building Outreach

3 -4  Offer options for interfacing  Never focus on age  Stress the positive aspects of their products or services  Seniors read newspapers, spend more time watching TV  Seniors read direct mail pieces Relating and Communicating

3 -5  No scare tactics  Promise and deliver  Avoid the word “senior”  Focus on value  Ask for referrals  Brand loyalty is a virtue  Word of mouth is important Smart Senior Marketing

3 -6  Step 1: Identify the senior market in your community and obtain a contact list.  Step 2: Mail letter or postcard. Offer a free Special Report. Provide response options – phone, reply card, online.  Step 3: Separate responders from the general database – the alpha list. SRES ® Marketing Edge

3 -7  Step 4: Make "script" calls to all non-respondents.  Step 5: Make "script" calls to respondents within two weeks of Special Report delivery.  Step 6: Deliver or mail a quarterly newsletter. SRES ® Marketing Edge

3 -8  Step 7: Create CMAs and deliver them. Mail "Offering Senior Special Pricing or Services" letter to all database clients.  Step 8: Schedule monthly mailings and bimonthly phone contact.  Step 9: Continue mailing the quarterly newsletter to everyone in the database. SRES ® Marketing Edge

3 -9  Information of interest to seniors  List your special services  Photographs of events and parties  Senior discounts – stores, services, restaurants, entertainment Senior-Friendly Web Site

3 -10  Seniors are avid attenders  Offer to present a free program on topics of interest to seniors  Opportunity to meet you without making a commitment  Presenting with other professionals enhances your professional image Senior Seminars

3 -11  During the daytime  Neutral, non-sales environment  Send a thank-you letter to all attendees and offer to add them to your quarterly newsletter mailing list Senior Seminars