Fresh Marketing Ideas for Older Entrepreneurs: A Guide to Self-Promotion

There's a misconception that younger individuals are much more likely to succeed at running a business than older businesspersons. AARP notes that researchers who study startups estimate that someone creating a business at 60 years of age has an 8.2% chance of going out of business, while someone at 30 stands an 11.1% likelihood of folding. For everyone, the chances of survival increase with savvy marketing. Open your mind to the many promotional options available to senior entrepreneurs with these tips.

Old-School Methods

As someone who grew up listening to the radio and reading print media, you're more likely to know which stations and local publications appeal to your customer base. The cost of airing a spot on radio varies greatly depending on the market but so does the listenership. A single magazine or newspaper ad costs thousands. AmeriPrint points out that a less expensive option is to pay a local print shop to create flyers that can be put on windshields and handed out.

Though it may be tempting to hire a pricey agency to put a marketing plan together, you can skip the expense and tackle the task on your own. Simple is best. Start by researching your target audience and find out what gets them spending. Next, create compelling content that spotlights why your services or products shine. Use your network to locate a young graphic designer instead of paying through the nose for an expensive professional. And don’t forget about some foundational principles of marketing, like keeping your message fresh, being innovative in how you get your brand in front of your consumer base, and separating yourself from the competition.

New-School Methods

Popular venues for self-promotion include satellite radio and internet listening stations. The popularity of these channels makes them highly effective at disseminating your message. However, they can be cost-prohibitive.

Advertising on social media is a more affordable alternative. With the money you save, you'll be able to further invest in your efforts to attract and retain customers. Another way to hold onto money is by forming a limited liability company (LLC). Among other benefits, if you start an LLC in New York, you'll gain tax advantages and flexibility. Another option many find appealing is setting up an S corp in NY, which offers pass-through taxation and self-employment tax savings for independent senior business owners.

Hiring a lawyer to assist in the process of setting up a business entity rarely comes cheap. Avoid this unnecessary expense by independently tackling the paperwork or using a business formation service.

Even your invoices can promote your brand. You can utilize downloadable invoice templates to create a custom invoice that incorporates your logo and any other relevant images. This tool allows you to add your own color scheme and design elements to your invoices. 

No-School Methods

Start thinking outside the box for low-cost strategies. Consider creating a flash mob to draw media attention. During these surprise events, a group of people designs a public spectacle. Examples include dance routines and putting on plays. Use social media to find people willing to participate in exchange for free samples of your products or services.

Get funky with your signage. Those that light up are great, but you can do so much more. Make yours move so that it maximizes attention. Lenticulars are images that change depending on where you're standing and how you're viewing them. Humor goes a long way. Dream up imagery and taglines that get tongues wagging.

Don't let age stop you from pursuing your dream of entrepreneurship. You are just as capable of promoting yourself as those who are younger. Explore these approaches and let your experience guide you forward.

Learn from other local entrepreneurs by joining the Floral Park Chamber of Commerce.