Marketing to Seniors 50+

Kbolt

Hi all,

Quick question.

I am looking to market a medical service to seniors 50+. Could anyone tell me what
radio shows, tv shows, news papers, magazines, websites and other media outlets or community groups target this demographic in Ireland, specifically Dublin area?

Thanks!

Kyle

dooardbhoy

I would get the demographic from the radio shows and pick those that are suitable, there used to be a seniors show in the RDS, a magazine called senior times is run by Des Duggan etc

SimonPRepublic

Hi Kbolt,

Before you start narrowing your focus I would start with the most high profile coverage as possible as this is the most effective and most efficient in terms of your time, effort and costs.

I advise leaving specific focusing on magazines targeted at the over 50s for the second stage of any marketing and start with the national press so that you hit as many people as possible and get a high profile. Don’t forget that it is not just the over 50s that you need to hit because they may get told about the product from siblings who have read an article on you. There a lot of differences in the readership of national press i.e. the Daily Mail has a high level of over 50s females. You can also get a lot of information on demographics of viewers and readers from the advertising departments on TV stations and newspapers, but don’t get talked into paying for advertising.

The beauty of this approach is that as well as achieving higher profile through national coverage it also makes it easier for you get coverage in the specialist magazines because they are more likely to be aware of your company from the media or if they search for you on Google you national coverage will come up. Also, a lot of trade magazines are under pressure from their advertising departments to get revenue off companies who contact them for editorials, but this is not the case with the national press.

Paying for advertising alongside editorial should always be avoided as it devalues your editorial coverage because it just looks like you have just paid for it. I normally tell my clients to avoid any magazines that charge but if you find you really have to then ensure the advert follows the week after your editorial coverage so that it is not devalued and so that you get in two issues as opposed to one.

Good luck,

Simon.

caminowebmaster

I think the above post is using a very old fashioned and outmoded type of marketing - one that is preferred by many marketers - as often the results cannot be measured well and their earning are often based on a % of ad spend.

Personally I think you are right to target niche and spend the money finding and getting your ads in front of that niche.

I have no experience off line - on line you can go to Google adwords and place your ads on sites that have the demographics that you are looking for - these can be image or text ads.

Find a Google adwords professional and they will be able to advise and setup the campaign online.

Kbolt

Thanks for the feedback everyone.

dooardbhoy - Do you know which shows might be a good fit for this demographic? I'm new to Ireland and just need some help finding the right outlets...


caminowebmaster - The only problem with your approach is that the 50+ demographic isn't on the net as much as I'd like. I will be running an adwords campaign but the service I am offering is sort of new and will need to be directly marketed... its not something these people will be actively searching for, unfortunately. Nevertheless, google will be one piece of the marketing approach.

Republicpr.ie - Good advice. I'll look into some national coverage...


Thanks again everyone, the advice is greatly appreciated. However, I'm not really looking for strategic advice but rather specific media outlets that target these demographic? Which specific radio shows, which specific Irish websites, are there mailing lists in Ireland that can target age demographics? I've already have a marketing plan that I just need to execute.

Kind regards,

Kbolt.