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Creating Results is a full-service strategic marketing, public relations and advertising agency with more than 15 years of experience. Our expertise is motivating mature 40+ consumers, including Baby Boomers, Silent (Ike) Generation and Gen X.
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Older Adults and Technology: Two Groups of Seniors Emerge

April 23rd, 2014 Posted by Erin Read

In early April, the Pew Research Center released its latest report on Older Adults and Technology Use. The subhead for the report tells the tale: “Adoption is increasing, but many seniors remain isolated from digital life.” Indeed, the researchers identified two groups:

1) Younger, higher-income and more educated Americans over 65. These use the Internet at rates approaching or exceeding the general population. They feel positively about online tools and services.

2) Older, less affluent seniors, often with significant health/disability challenges. These elders are largely disconnected from online or mobile life.

For nearly a decade, Creating Results has started any presentation about older adults reminding audience members that it isn’t one “single, silver sea.” Behaviors and attitudes WITHIN generations can vary as widely as BETWEEN generations.

Here are four facts from the new Pew report that illustrate how colorful that sea of seniors is when it comes to the adoption/use of technology.

Disparities Seen by Education, Income, Health, Age

Table - Internet, broadband adoption among seniors - Pew Internet Project

* 87% of seniors with a college degree go online. Only 40% of those who have not attended college go online.

Action Step: Web copy should be smart and respectful, not pretentious or pandering. And, not to be flip, but almost nothing turns off a highly-educated older adult more than poor spelling and grammar. Proofread those websites!

 

* 90% of seniors with higher incomes (annual household income of $75,000 or more) go online. 39% of those with household incomes of less than $30,000 go online. 63% of those with incomes between $30,000 and $49,999 are using Internet. According to data from the US Census Bureau, nationwide seniors are living off of a median household income of $35,107.

Action Step: Consider the income level of your ideal prospect when creating digital marketing budgets. If you’re serving a lower-income group, money spent on church flyers could go a lot further than money spent on online ads.

 

* Roughly 40% of Americans over 65 reported having a physical challenge. This could be anything from diminished eyesight that makes reading online difficult to a chronic disease. Only 49% of this group goes online, vs. 66% of all seniors.

Action Step: Conduct usability testing on websites to be sure important actions can be taken by all. Avoid tiny “submit” buttons!

 

* 74% of the “younger olds,” those aged 65-69, go online. 37% of those 80 or better are using the Internet.

Action Step: Look at your digital marketing through the eyes of a 65-69 year old target. Do they see themselves there? Do the photos feel authentic and representative of your customer’s self image?

Creating Results’ national Social, Silver Surfers study showed that a decreasing number of younger olds feel websites reflect their generation. Since we first measured attitudes in 2010, it appears expectations have risen and matures are feeling less represented on the web.

Chart - older age groups on whether websites reflect their generation, 2010 vs 2013

As we noted in the Social, Silver Surfers 2013 eBook, “if consumers don’t feel they see themselves in your marketing, they’re less likely to purchase your product or service.” (To buy the ebook and learn what steps to take, click here.)

Tomorrow we’ll share more data — and related action steps! — about older adults and technology.

Mature Marketing Links of the Week: How Do You Make an Email Subject Line Irresistible?

April 21st, 2014 Posted by Erin Read

Our Monday round up of top 50-plus marketing links aims to grab you by the subject line and take you on the road. Are you ready to ride?

1. MOST CLICKED / MOST RETWEETED: “Using one of these 2 elements in your email’s subject line all but guarantees someone will open it,” we posted, applying the insights of John Nemo to our tweet. His strategy proved itself immediately through opens and shares.

How does Nemo turn an email subject line into “catnip for clients”? We’ll let him explain:

“Three Carnegie-Mellon scientists found that effective email subject lines fall into one of two categories: Utility and Curiosity. They either demonstrate their usefulness to the recipient or make the recipient curious about what’s inside.

Stop and think about it. Better yet, go back over the last 5 sales emails you sent out to prospects.

  • Do your email subject lines make readers curious? Do they offer any kind of intrigue?
  • Do your email subject lines make readers HAVE to open the document in order to discover the relevant and invaluable knowledge you’re about to part with?”

Read Nemo’s post: http://bit.ly/1h4V9XN

RELATED: Email Subject Lines – What’s the Magic Number?

2. Also of note

* Marketing travel to older women (boomers & seniors)? Find insights on our blog. http://bit.ly/1ltbCVt

That dip into the Creating Results blog vaults was prompted by this newer item: ”Leave complaints, aches & pains at home” – travel advice from the Global Grannies. Three “grannies” from Montana started the group, which has grown to 260 members from 13 states.

This is a great piece on NPR — worth a listen for 50-plus marketing insights! http://n.pr/PmX9PY

* 47% of 55+ers say they “don’t really trust” ads. Distrust also rises with education levels, so if you’re marketing a high-end product or service to 50-plussers, check this report out. http://bit.ly/1eUFxan

And finally, we offer a favorite quote from a great writer … a great journalist … a great human who passed last week. RIP, Gabriel Garcia Marquez.

-it-is-not-true-that-people-stop-pursuing-dreams-because-they-grow-old-they-grow-old-because-they-gabriel-garcia-marquez

A Subsegment of Seniors Tops Spending Charts

April 16th, 2014 Posted by Erin Read

You might not be surprised to learn that those who spend the most daily are those with children under the age of 18. After reading a new Gallup report, we discovered there is an age overlay to daily spending as well: 65+ seniors with young children have the highest daily spending of any Americans.

Americans daily spending - Seniors with children under 16 top charts

According to the US Census Bureau, there are 338,000 households in which children under 18 are living with at least one parent over 65.

There also are 1,648,000 US households in which a child under 18 lives with a grandparent and no parents are present in the household. These grandparents can be of any age, though most are between 55 and 65, per Census data.

While this is not a huge segment, it’s certainly an intriguing one. As demographic trends collide — longevity bonuses, delayed marriages and child bearing, fractured families — our stereotypes of who is the “parent” of a young child will be challenged. And so might stereotypes about discretionary spending and 65+ seniors.

Mature Marketing Links of the Week: Mobile Apps & The New Face of Retirement

April 14th, 2014 Posted by Beth Rand

Happy Monday!  Hard to believe that the month is already half over.  Thankfully, we’ve got another round-up of the top mature marketing articles and insights that had people talking this past week.  Have something to add?  We’d love to see your comments in the section below.

Mobile Apps MOST SHARED: There’s an app for that!

Seems like this is a phrase uttered repeatedly as more and more adapt to smart phones.  An article by Kerry Gorgone introduced 7 must-have phone apps for mature marketers.  Some of the “essential apps” according to the author:

*Evernote Hello: provides full social media profile when an email address is entered.

*Userium: creates a website usability checklist to ensure your site is optimized.

*Moat: suite of online banner ads and design inspiration.

Learn about other apps and read the full article here: http://bit.ly/1kRdhIg

MOST CLICKED: A Forbes article entitled A Guide to the New Retirement Communities drove several clicks this past week.  Beth Baker, author of the book With a Little Help from Our Friends: Creating Community As We Grow Older traveled the country exploring retirement communities. Interviewed by Forbes, Baker shared some of her top insights from her travels, including her surprise at the number of non-traditional communities people have flocked to.

In the past, with traditional retirement communities, people were dependent on a company or nonprofit to create them. That traditional model was much more top-down. I don’t want to come across as bashing those communities, because I know people who have moved there and are happy. But I think many people don’t like the feeling of being isolated from the broader community. They don’t like the idea of being around only older people.

For mature marketing experts, understanding that a community is more than just the four-walls will help you more effectively stand out from competitors and welcome more residents.

WORTH REPEATING: Will the new Facebook Paper format appeal to boomers and seniors?  Read the article by Creating Results’ Jessica Ruhle to learn how to best leverage social media to reach your mature target market.

Will Facebook Paper Reach the Doorsteps of Baby Boomers and Seniors?

April 8th, 2014 Posted by Jessica Ruhle

What is Facebook Paper, and why should those marketing to Baby Boomers and seniors care? Facebook Paper is the social network giant’s newest way of delivering content and putting its stamp on the digital world. But it’s not just about providing you with the newest way to reach your personal social newsfeed. Facebook Paper allows you to connect and read all news that is important to you.

I recently began using Facebook Paper and I found it quite intuitive and super-sleek. I have enjoyed it so much that I vowed to never go back to using “regular” Facebook again. If you’re interested in seeing how it works, they’ve created this 2-minute introductory video on how it works.

In the segment, you see there is a subtle nod to the fact that they would like for this to replace your daily newspaper. Or at least that’s what they are hoping. Facebook created the app (only available to IPhone users) to continue to be not only the leading social network, but to chip away at online news sources. Paper combines the two into a one-stop shop.

You not only get to connect with your friends, old and new, but you can select other topics to view. Choose from such areas as “Headlines” (top news), “Score” (sports), “Flavor” (food topics) and “Cute” (all the kittens and puppies you can handle). Customizable, relevant news plus your social network – an ideal for most people in this fast-paced world we live in today.

But the question remains, will Facebook Paper be something the older generation will download?

Will Baby Boomers adopt Facebook Paper?

Creating Results’ 2013 Social, Silver Surfers study found that, despite the fact that social networking activity by older adults has grown in the past 3 years, there is still reluctance to adopt social amongst the older generations.

Chart -social networking activity level by age group - baby boomers, seniors

Most think it’s a waste of time, or it’s too commercial, or it’s a breach of their privacy. So, now that Facebook has taken a more grown-up approach with Paper, will that change the perception of social networking in seniors? Will they even consider the app given the stigma that Facebook has in their minds? Only time will tell, but our guess is that as with its predecessor, seniors and boomers will likely be late adopters to Paper if at all.

How Facebook Paper affects the way we market to Baby Boomers

Short answer: it shouldn’t.

If your business is already on Facebook and attracting the 50+ audience, then there’s nothing you need to change. The information you put on Facebook will automatically be put onto Facebook Paper. There is no need to make additional posts in one place versus the other.

Currently, Facebook Paper is only available to those with iPhones. It has not trickled to those with iPads or for Android users. And while Mobile and Tablet users among the older generations has increased (some as much as 117% in the last year, as seen with our client North Hill), the dominant way for your prospects viewing you online is still via their desktop (more than 75%). Therefore, the chances that your older audience is using Facebook Paper are quite limited at this stage.

What’s all the hype?

If you hadn’t heard about Facebook Paper before today, you’re actually not alone. Facebook Paper is a very new app (released in February 2014), so it hasn’t had much time to gain users and awareness. Just 4% of mobile users said they have downloaded Facebook Paper already. Another 10% said they know what it is. 11% said they have heard of Facebook Paper but don’t exactly know what it is. And 76% of mobile users said they have never even heard of Facebook Paper.

Therefore, while it’s a very intuitive and sleekly designed application, we at Creating Results do not see boomers and seniors trading in their New York Times subscriptions just yet. (Print is still a very valuable medium to Baby Boomers.) Nor do we even envision them seeing the need to combine their online news sources with their social networks.

Tell us, have you downloaded Facebook Paper yet? Do you think older generations will jump in? Share your comments with us.

Mature Marketing Links of the Week – A Smorgasbord

April 7th, 2014 Posted by Erin Read

Last week, our Twitter, Google Plus and LinkedIn connections clicked on a wide variety of links. The result? This weekly links round-up is a smorgasbord* of resources for folks marketing to seniors and boomers.

Without further ado, let’s serve up those insights:

Photo source: ReelSEO

Photo source: ReelSEO

1) The next time someone implies that seniors can’t handle technology, tell them about Peter Oakley, often described as “YouTube’s Granddad.” He once had the most popular channel on YouTube! ReelSEO shared his story along with news of his passing at 86. Oakley was quoted as saying “[YouTube] does, I think, reflect the whole of society, so that’s a wonderful thing.”

Read the wonderful tribute on ReelSEO: http://bit.ly/1h7vGgz

2) Search Engine Optimization (SEO) is — we hope — an ongoing effort for anyone marketing to seniors and boomers. But what about social media optimization? Recent Google algorithm changes have increased the value of social shares. James Scherer offers advice for optimizing content for social media in 2014.

Read Scherer’s 5 tips: http://bit.ly/1jUmfBK

3) “If a community works for kids and elderly, it works for EVERYONE.” So notes urban planner Scott Ball in Coming of Age in Aging America, which presents the “big idea in 4 minutes.” This video is definitely worth 4 minutes of your time, and you’ll likely spend many more minutes considering the issues raised.

Watch the video: http://bit.ly/1srQFiI

senior-living-awardsnominee

4) Creating Results has been nominated as the “best sales & marketing consultants” in the Best of Senior Living Awards from SeniorHomes.com. Every vote counts and we’d appreciate yours. http://ow.ly/uUlxM 

5) A communications/messaging tip from David Meerman Scott that isn’t limited to PR:

“PR tip: Don’t tell journalists what your products do. Tell them how you solve problems for your customers.”

 

* Smorgasbord – Merriam Webster definition: a meal with many different foods on a large table where people can help themselves. Erin’s definition: a word that makes me smile and think of the Muppets’ Swedish Chef.

Bork-bork-bork! Have a lovely week.

 

More Senior Living Take-Aways from PEAK 2014

April 1st, 2014 Posted by Beth Spohn

Last week we shared senior living insights from LeadingAge’s PEAK Leadership Summit.  Here are several ideas from the conference specifically about how to implement and lead change.

What are you doing within your own organization to ensure you are continuing to innovate and evolve?  Perhaps these examples can provide some food for thought:

YMCA core values, as represented by YMCA Calgary

YMCA core values, as represented by YMCA Calgary

1. Know what you stand for – Take the advice of Kelly Papa from Masonicare offered during her session Effervescence: Leading Change with Enthusiasm. Write down your core values and the actions you will take to live those values.  She noted that this will make it easier to practice your values so everyone around you knows what you stand for.

INSIGHT TO ACTION: Do this same exercise with your organization – an excellent start to a repositioning strategy or refreshing a brand. Can you imagine how much more powerful a message you send if your residents see your tagline being demonstrate in every interaction they have?

2. Find your Passion – We also loved Kelly’s working theory on leading change: Inspire, Connect & Transform.  She has observed that a primary catalyst for change is often just one person’s passion.  That passion can become even more powerful when they connect and empower others to share in their excitement.

Kelly illustrated this with a story about a nurse at Masonicare who had sent emails about a therapy for Parkinson’s disease called “BIG & LOUD.” Since the leadership team was unfamiliar with the effectiveness of the therapy, no one had pushed the idea forward. Not until Kelly saw the nurse demonstrate the treatment did she realize its value and was able help secure the proper training.

INSIGHT TO ACTION: What are you passionate about – what is your staff passionate about? Are they empowered to share their passions, especially those that align with your community’s values?  Do you make time to listen and be a conduit to connect their passion into transformation?

3. Transform Habits – I highly recommend Charles Dughigg’s book The Power of Habit.  Dughigg served as PEAK 2014’s keynote speaker and shared many ideas regarding how to effectively use the science behind our habits, social connections and even a crisis to affect positive change in your organization.

Some actionable take-a-ways from his research included:

* Willpower: Research shows willpower (self-control) is similar to exercise endurance – the more you practice, the easier it becomes. Beware, however, as major stress or inflection points can completely derail one’s willpower.

Charles Duhigg - Power of Habit - Starbucks LATTE Method

Charles Duhigg – “The Power of Habit”

INSIGHT INTO ACTION: It is important for leaders to tune into the stressors or triggers of their team and offer strategies for perseverance. Teach and practice tools like Starbuck’s LATTE method (Listen, Acknowledge, Take, Thanks, Encourage) to handle difficult customer encounters gracefully.

* During a crisis people are more susceptible to change, Duhigg found, because after a crisis people are more likely to make the connection between their current routines to the negative outcomes of the crisis.

“Good leaders will seize crises to remake organizational habits.”

INSIGHT INTO ACTION: Be aware of the habits you may not even know exist: Every organization has unwritten rules regarding how an organization communicates.

* Give employees “permission” to challenge a superior. At Rhode Island Hospital, doctors didn’t listen when nurses challenged them and several patients’ lives were lost as a result.

* Take time to listen to front line employees’ ideas. They could lead to innovation, solving problems, cost savings and may even create a competitive advantage. For example, at the multi-national company Alcoa, their new CEO set an unwavering rule to report safety issues across the company in “real time.” This led to the creation of a worldwide corporate email system in which employees shared more than accident reports. They now shared competitive intelligence and pricing information. Since everyone in the company had access to the tool, even employees on the production floor could share the process improvements.

3. All Stakeholders Matter – Make sure that you get your residents and employees invested in implementing change. I had the pleasure of sitting with three residents of Thomas Circle during a roundtable discussion lead by Amy Levner of AARP. Thomas Circle is a community in the heart of Washington, D.C. a location that the residents I spoke with really valued. The residents offered such a different perspective on the conversation topics than the senior living professionals gathered for PEAK.

INSIGHT INTO ACTION: Don’t forget your existing residents when approaching a change or innovation.  Their insights and experiences with your organization could be invaluable.

BONUS Invest in the Next generation of young leaders NOW – Larry Zook of Landis Communities is a loyal Mature Marketing Matters follower – thank you, Larry! – and a leader in senior living. He emailed me that Charles Duhigg’s session reinforced for him “the opportunity we have to encourage young people new to the workforce to become serving leaders, and to celebrate our organizational cultures and habits that empower and reward service to others.

Mature Marketing Links of the Week – Personal Data, Public Appeals

March 31st, 2014 Posted by Erin Read

March whipped by. April is only one day away. Could the mythical season called “Spring” be far behind?

We won’t delay when it comes to rounding up the top mature marketing links. Based on clicks, tweets, favorites and other shares, here’s what caught the attention of the 50+ marketing crowd last week.

1. MOST CLICKED: Mintel found that baby boomers are less likely to share their personal data with marketers than Millennials. The younger set is twice as likely to share phone numbers and credit scores, and three times as likely to share their social media profile. And if marketers think they can bribe incentivize consumers to get that data, they’ll find older targets are more resistant.

Chart - comparing willingness of boomers, millennials to share information with marketers

Read more highlights from the Mintel study here: http://bit.ly/1dHwiKz

RELATED: Our 2013 Social, Silver Surfers study showed clearly that older adults want to draw a firmer line between personal and public. 40% of all respondents over 40 years old said they had concerns about oversharing and/or the security of their information.

Chart - what older adults like least about social networking

 

Buy the eBook and gain actionable insights for overcoming objections: http://amzn.to/HSH0yD

2. MOST SHARED: Realtors are one group that must make personal connections work for a public effort — selling homes. Michael Harris-Arzon shared his tips on WHEN Realtors should post to social networking sites to capture the most eyeballs.

Read the post: http://bit.ly/1feaOmA

3. Also of note:

* Better Homes & Gardens released data that contradicts studies by National Association of Home Builders (NAHB), AARP and others. The magazine claims that the majority of baby boomers DO intend to move for retirement. In fact, “more than a quarter, or 27% said they would most likely move to a traditional retirement community such as a 55+ exclusive neighborhood.”

As Todd Harff wrote on this blog in 2010,

“Creating Results has spent more than 15 years of marketing real estate to older, more affluent homebuyers, including a large number of premier active adult communities. What we have found is that – absent the high cost of living states and escape from urban areas – only a small percentage of people are willing to move more than 100 miles. Most people don’t want to move at all and would prefer to age in place.”

Creating Results has now been helping 50+ housing clients reach their goals for 19 years. We have marketed 114 age-qualified communities in 15 states and Mexico, helped to motivate roughly 15,000 people to move.

We would agree with the magazine’s research team that an improving housing market would have more boomers considering moves. But we’d caution against building traditional retirement communities for a very untraditional cohort, as the public appeal of private enclaves has been diminishing.

Read a summary of the BHG research: http://bit.ly/1i7Qcey

RELATED: Baby Boomer Housing Trends, explored at a 2013 Urban Land Institute conference http://bit.ly/18wQUSM

* Shameless plug alert! Creating Results is honored to be nominated by SeniorHomes.com as the Best Sales and Marketing Consultants. Votes from readers of this blog will help us advance to the next round. We’d appreciate your consideration and a 5-second vote: http://bit.ly/1mEQyyY.

Thank you!

Three Take-Aways from Senior Living Conference PEAK 2014

March 25th, 2014 Posted by Beth Spohn

Last week several members of the Creating Results team attended the LeadingAge PEAK Leadership Summit, held right in our backyard in Washington, DC. Sponsored by LeadingAge, an association of not-for-profit senior living organizations and aging services providers, PEAK brings together senior level members of communities to share new innovations taking place within their organizations.

I left the conference energized and wanted to share some of the key take-aways that can help you, as a senior living professional, advance your own mission and ensure you are creating an environment that is enticing for your target markets.

Key Senior Living Lessons Learned (and Applied)

The importance of innovation in keeping senior living communities and their services relevant and (most importantly) competitive was a common theme throughout PEAK 2014. As baby boomers enter retirement they are making their own rules on what senior living should be. Several sessions included real-world examples on how CCRCs (Continuing Care Retirement Communities) are preparing for baby boomers and differentiating themselves from the competition.

It’s important to ensure you are innovating for the right reasons and in a way that will appeal to your target market – not just for innovation sake.  Here are some key lessons and applications that were shared during the conference.

1. Forge new partnerships. Consider how to increase relevance, convenience and affordability by partnering with other aging service providers, hospitals, Accountable Care Organizations (ACO’s), universities and local businesses.

* There is strength in numbers. Could a partnership increase your purchasing power and lower costs? Or, help you respond to changes in payment models?
* Be interesting NOT selly. Can a partnership with a college or business give your community an opportunity to have a conversation, or be helpful to your prospective residents?

2.  RepositioninSenior Living North Hill Community Rebrandingg and new offerings. Continuing Care at Home (CCAH) is one way to complement existing service options and reach those who cannot afford residency. This allows a CCRC to use their existing strengths to serve the greater community, while building awareness of their services.

*Lisa McCracken from Zeigler used North Hill (a CCRC in Needham, Mass., and a client of ours) as an example of how to make a positive change to your organization’s future in the market. Read a case study about how North Hill repositioned themselves.
*What’s in a name? Mather LifeWays is encouraging LeadingAge members to reconsider the term CCRC to appeal to the next generation of older adults. Senior living organizations can participate in their “NameStorm” – information and tools to facilitate ideas can be found here: http://bit.ly/1eFQ4Uy3.

3.  Innovation is not limited to IT, and it’s ok to start small. Sometimes the best innovations in senior living start small and grow. Caution: Avoid trying too much at once as your efforts may get diluted. Focus on a few key goals or changes you wish to accomplish and start there.

* One of the first areas that LeadingAge members have invested in when looking at IT is actually their marketing.  They’ve incorporated tools like Customer Relationship Databases (CRM) as well as enhanced programming of their websites.  Several speakers categorized these innovations as their largest.  Is this true in your organization?  Are you planning to invest in change here?
*When implementing IT changes, the biggest leadership challenge is often getting team members excited about and used to the new technology.
*Leading an organization past the resistance to change has been done successfully by getting everyone believing in the common vision. Find the champions – or super users – who will “Inspire and Connect to Transform” (in the words of Masonicare’s Kelly Papa).

The insights don’t stop here… Stay tuned for insights in a future blog post for how you can implement and lead change.

Mature Marketing Links of the Week: Senior Housing and Creative Inspiration

March 24th, 2014 Posted by Beth Rand

Happy Monday!  Let’s jump right into the mature marketing news and insights from the past week that had people talking, clicking and sharing.  Have other senior marketing news to share?  Please be sure to post it in the comment section.

1. MOST CLICKED

A 2012 survey identifying real estate trends reported that senior housing was  “among the most attSenior Housing Trendsractive property types for new investments.”  The research was shared in a recent Senior Housing News article, and noted that 1/5 of survey respondents indicated they had current investments in senior housing properties.

The sector has, according to NIC, “consistently remained among the respondents’ five most attractive property types” for new investment.

This is of no surprise as more and more baby boomers come of age and begin to look for communities that offer maintenance free living and amenity packages.  For marketers, knowing senior housing continues to be a focus for developers and how to best distinguish your community from the increasing competition will be key.

Learn more about the findings here.

2. MOST SHARED

As marketers, we’ve seen great success in launching new brands or initiatives by creating experiences with the marketing. Several people shared (and were inspired by) an Advertising Age article that identified what they felt are 15 of the most memorable experiential marketing campaigns. While each of the examples they noted took very different approaches, one thing that ties them together is that they were unique and engaging.  From transforming local gas stations for the premier of “Dallas”, to staging senior year football games between rival schools 15 years after the fact to virtual balconies on a cruise ship, these campaigns definitely inspire.

What experiential marketing are you doing that is relevant to your brand and helps it stand out to the mature consumer in an authentic way?  We’d love to learn about successful campaigns – please share within the comment section below.

Read the full article here.


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