Tom Brookes
Logo Commissioner
Classic Incentives
PPAI 278712, Standard-Base
Fleming Island, Florida
Distributors and brands have historically discounted older audiences because of the idea that they become “disconnected” and more “out-of-touch” as they age, according to Brookes. But technology, social media and healthcare advances have helped fuel the opposite, he says.
“Seniors are living longer, more active retirements and often have more disposable income, savings and time,” adds Brookes.
Many retirees get involved with organizations like their homeowners association, YMCA, recreational sports programs, civic groups and schools, as well as volunteering. “Marketing products to seniors as they serve in these roles builds brand loyalty while helping them feel valued and relevant in society,” Brookes says. “Distributors and brands should also note how much value seniors place on their independence and comfort as they age in place.”
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Brookes advocates tactfully recommending products for use in frequented places like the car, refrigerator or restroom, while keeping recipients organized with pill holders, hot/cold packs and other useful items. “The goal is always to meet them halfway and help facilitate their routines,” he says.
In a recent multipart promotional campaign, a clinical laboratory wanted to retain and increase its assisted living and hospice partner contracts. After only sending an occasional mailer and holiday food gifts, Brookes suggested a flurry of activities, including attending an annual healthcare association conference with lab reps at the booth. Before the conference, he created a mailer to 500 key targets inviting them to meet with a rep at the conference.
The mailer included a House-Shaped Gel Bead Hot/Cold Pack printed with the company name and a QR code linking to information, statistics, reviews and an invitation to a free consultation at the booth. This handy pack, filled with vibrantly colored, nontoxic, pliable beads, works as a hot and cold compress.
Tekweld / PPAI 266346, Silver /tekweld.com
Each mailer recipient who confirmed a meeting slot via the QR code was entered to win 50 custom-branded Mink Sherpa Blankets to use as raffle prizes at their respective facilities. These luxurious 50×60-inch blankets feature one side in soft faux micro mink and the other in soft lambswool and are suitable for indoor and outdoor use.
Tekweld / PPAI 266346, Silver /tekweld.com
The third and final step was to send a thank-you gift to each person who came to a meeting at the conference. Brookes chose these Drinkware Gift Box Sets with a 20-oz. stainless steel tumbler for hot and cold drinks packaged in a custom printed gift box, and added a $25 coffee gift card.
Tekweld / PPAI 266346, Silver /tekweld.com
“The lab has seen an almost 30% ROI on their investments and new business revenue, and now its contracted facilities order these items separately,” Brookes says. “The driver of responses that continue to proliferate is how well actual patients and caregivers are receiving the products at the local facilities, as hot/cold packs and blankets are always in demand and in short supply.”
The best promos touch the five basic human senses, and Brookes believes sight and touch win out among older adults.
“Many mobile devices now offer apps and features that cater to these senses and are slowly retiring many of the tried-and-true, actual products from yesteryear like light-up credit-card-sized magnifiers, emergency flashlights and pocket mirrors,” he says.
However, one product Brookes finds has staying power is the Mystic Two-Tone Soft Cover Planner, a weekly planner that features a week-at-a-glance format and includes an eight-page, full-color U.S. atlas with city maps in the back, as well as pages for important phone numbers and dates, and an expense record.
Royal Industries / PPAI 113838, Standard-Base /royalindustries.com
“How many times do we jot down a phone number, take down an appointment date or return confirmation number? When you’re on the phone, it’s not always easy to record information into a device. This item appeals to seniors who grew up in a pre-device world,” Brookes says.
“Thumbing through a calendar and seeing where you wrote down a loved one’s birthday can bring warmth and comfort you wouldn’t get from scrolling past the birthdays of 20 mild acquaintances on social media,” he adds. “A calendar feels personal – a nondescript diary of sorts – where you control the content.”
AirTag Casesare one item Brookes would like to incorporate into promos for older adults. “As technology becomes more embedded in our lives, simple forgetfulness, such as losing your phone, wallet or keys, is something we’ve all dealt with,” he says. “While there’s plenty of focus on AirTags themselves, what houses them matters, too, because a quality case protects the device and adds a personalization element.”
Distributors should pay attention to suppliers offering strong AirTag cases, he adds, because tracking personal items is relevant for just about everyone, especially older adults dealing with memory or cognitive challenges. “As we juggle more devices, people may need multiple tags, and cases can help keep them organized through color coding or branding.”
This USA-made AirTag Case is crafted from full-grain leather and features a durable swivel clip and a secure button stud, allowing users to track gear while the case develops a unique patina.
Corium / PPAI 751910, Standard-Base /coriumusa.com
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