Direct Marketing to the Silver Audience  – Webinar

Download the presentation here

Watch the recording here

Part of our series of watch-on-demand webinars, exclusively for members of the Silver Marketing Association, and sharing insights and tips from our expert guest presenters covering a range of subjects about how to market more effectively to an older audience.

Direct Marketing takes centre stage for this webinar. It’s at the heart of many campaigns targeting silver consumers, and we look at both print and digital channels.

We have three experts participating:


Michelle Laverick who is part of the Silver Marketing Association team as well as Head of Client Services for Direct Marketing Specialist Marketing Radar.  She has over 25 years’ marketing experience in the travel industry in senior positions covering all marketing disciplines. In her role at Marketing Radar, she is a specialist in data driven solutions which include digital marketing, loyalty engagement, customer retargeting, and much more, and she talks about why it’s so important to know and understand your silver customer.


Next is Lee Collett, Head of Marketing for Alfa Travel, specialists in coach holidays for the silver market.  They’ve been in business for over 30 years, and know what their customers want – good service, great value and amazing tours. And they know how to market to them. Lee’s been with Alfa for 8 years, starting as a marketing executive and promoted to Head of Marketing in July.  He talks about about the importance of printed brochures for his customers.


Finally, we hear from Graham Thomas, who’s the Sales & Marketing Manager for Eight Days a Week Print services. He’s been working in the print and mailing industry for over 38 years. He joined Eight Days a Week as a consultant in 2011 when weren’t undertaking any direct mail activity, but today they send around 15 million items per annum for a range of pharmaceutical, retail, finance and travel companies.

Graham enjoys working with his customers on their direct mail journey and finding the best solution to use their data, artwork and mail packs. And then he likes to look at the increase in response rates after a successful campaign – and tell them how much money they have saved.

On the webinar he shares some fascinating insights about the power of direct mail, as well as to tell you about a very special offer for Silver Marketing Association members.