everything mature consumers experiencebranding | marketing | web | pr | displays | advertising
Marketing and Motivating Boomers and Beyond
About Creating Results...

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.
more

Mature Marketing Links of the Week: Aging in Place and Education

May 26th, 2015 Posted by Beth Mickey

The mature marketing stories of the past week that drew the most interest focus on helping seniors successfully age in place and the connection between boomers and seniors and higher test scores in schools.  Have something to share?  We’d love to hear from you.

MOST CLICKED: LeadingAge, an association of not-for-profit organizations dedicated to helping seniors, recently shared insights regarding older adults and aging in place.  According to the article, lower-income seniors have the  greatest need for aging in place, as they typically have the greatest difficulty finding affordable senior living solutions that offer levels of additional assistance.

According to Robyn Stone, Executive Director for LeadingAge’s Center for Applied Research:

Onerous housing costs can swallow up a big chunk of an older person’s monthly budget, reducing the amount of money available for essentials like food and health care.

The article detailed how several states are examining what they can do to help financially challenged seniors age within their current homes, specifically by providing medical and other services.

One retirement community, Sanborn Place in Reading MA, was noted in the article as a “pioneer” in this effort. The community has set aside 73 of their apartments for residents who may need some assistance in remaining independent and prefer to remain within their homes.

According to the author, providing the best options for independence, either within a community or an existing home requires a new way of approaching senior living.  At Creating Results, we’ve found that organizations who embrace this new reality can successfully reach a wider audience and help even more seniors live well.  We’d love to hear your thoughts – be sure to comment below.

Read the full article.

MOST SHARED: Seniors and kids need each other, according to a recent blog post within the HuffPost.  The piece chronicled the journey of The Intergenerational School in Cleveland, which pairs students within low-income areas and seniors to make a difference academically. The result? Higher test scores among all participants.

The author notes the reason for the success is the student’s strong need for “emotional and academic support” and the desire of local seniors to play a part in the success of younger generations. Additionally, the ability of seniors to form closer relationships with younger generations and their desire to help people succeed.

The author concludes the post by noting:

With 10,000 boomers a day turning 65, it’s time for society to mirror biology and itself “flow downhill,” to encourage and enable connections that mine this vast human capital of older people in ways that contribute to a better futures for future generations. To be sure, an aging America will bring challenges and tradeoffs as well as opportunities, but this is all the more reason to make the most of what we have.

 Read the full piece here.

Mature Marketing Links of the Week: Previews of Aging, Post-Demographic Travelers

May 18th, 2015 Posted by Erin Read

Happy Monday! Let’s get right to the top links of the week.

(Though newer subscribers may wonder … What makes a top link? It’s the amount of attention that post got from followers, fans & friends on Creating Results’ various social channels.)

1. MOST CLICKED: Take a pair of soon-to-be-newlyweds in their 20s. Have professional make-up artists age them to appear as they might in their 50s, 70s … right through to their 90s. The result is a surprisingly touching video.

 

(Can’t play the above? Click here: http://bit.ly/1FjGtyJ.)

2. MOST COMMENTED: Road Scholar (aka Elderhostel) continues to attract senior travelers, as the Sacramento Bee recently reported —  http://bit.ly/1Ldwjlx.

“For its first 35 years, the nonprofit was known by the name Elderhostel, modeled on Scandinavian folk schools by two American academics. But in 2010, the organization underwent the marketing equivalent of an aging diva getting plastic surgery – a total branding makeover. Its name was changed to Road Scholar, which certainly seemed to better reflect the true nature of the program’s evolution, giving it an almost Kerouacian romantic sheen, coupled with high intellectual purpose.”

And, while Creating Results has been familiar with and a fan of this program for years, it seems our tweet is leading quite a number of folks to check it out for the first time!

tweets-re-elderhostel-road-scholar

3. Also of note:

* Consumers aren’t behaving “as they should.” Is it time to market to the post-demographic traveler? http://bit.ly/1Hngjfn

* Generational Warfare Is a Media Myth: Seniors and Kids Need Each Other http://huff.to/1B7iAXm

Mature Marketing Links of the Week – A Positive Effect

May 11th, 2015 Posted by Erin Read

The greatness of a man is  not in how much wealth he acquires, but in his integrity and his ability to affect those around him positively. - Bob Marley

On this day in 1981, musician Bob Marley died. I found myself thinking of this quote after having the true privilege to hear Nancy Frates speak at the LeadingAge Massachusetts conference last week.

Frates is the woman who helped start the Ice Bucket Challenge, the social media juggernaut that raised funds and awareness for ALS last year. Frates’ son Pete Frates was diagnosed with ALS at the age of 27. His nearly immediate response was to tell his family that this was not a moment to be wasted. They were going to “change the trajectory of the disease.”

Team FrateTrain already has — more than $150 million raised, millions of people more educated/aware … Even got the global health community to coalesce around one name for the disease. An incredibly positive effect.

(If you weren’t at the LeadingAge Massachusetts conference, here’s a link to a TED talk Nancy gave just a few months after the Ice Bucket Challenge swept the globe.)

Nancy Frates’ frank, funny and ferocious approach is a great match for senior services, where countless servant-leaders change the trajectory of aging.

And with that, on to the week’s top links for those marketing senior living, fundraising, or otherwise trying to motivate older adults.

1. MOST CLICKED: In 2008, 45% of RNs were aged 50 years or better; is there a mass exodus of experienced nurses coming? A Center for Health Affairs Report addresses the impact of Baby Boomers on healthcare from several angles, including workforce challenges.

“One of the most frequent causes for concern in the healthcare workforce is the rising average age of registered nurses. According to the U.S. Department of Health and Human Services, the average age of registered nurses (RNs) in the U.S. has been steadily increasing for the past decade; however, with 45 percent of nurses 50 years of age or older in 2008, a mass exodus of experienced nurses is expected in the near future. Combined with the impending uptick in the demand for healthcare services, ensuring additional workers are seeking a career in the nursing field will be essential to properly caring for the elderly.”

Read the report: http://ow.ly/JDcMa

2. MOST SHARED: 10 Facts from the Real World for marketing “experts” by the Ad Contrarian, including these gems:

* 96% of video viewing is currently done on a television. 4% is done on a web device.

* In Europe and the US, people would not care if 92% of brands disappeared.

The Ad Contrarian is often salty, always enlightening. Read the whole post: http://bit.ly/1KXbevp

Have Baby Boomer, Will Travel

May 5th, 2015 Posted by Beth Mickey

How to Effectively Leverage The Web To Attract Baby Boomers

According to a recent finding by Gallup, 26% of baby boomers are spending more on travel.  Quirk’s Marketing Research highlighted a study examining buying behaviors, and found that 90% of boomers are making their trBaby Boomers and Spending from Gallopavel purchases online.

Boomers and seniors are a perfect target market for travel, as they have the most disposable income and time. But are our websites firing on all cylinders to effectively capture this cohort and lead them to purchase? Creating Results’ Social, Silver Surfers research uncovered a number of website “pet peeves” that serve as top turn-offs for boomers and beyond.  Tops on the list of things to avoid: poor navigation and difficult to locate contact information.

Here are some tips for what you can do to help your travel website capture the boomer travel bookers:
*  Make it EASY - integrate all the tools they will need to book a complete trip- from room reservations to trip planners and highlight the availability of these tools so visitors use (and value) them.
*  Make it FRIENDLY - 67% of our mature respondents to Social, Silver Surfers noted a desire to have printer-friendly pages.
*  Make it ENGAGING – It should be fun for site visitors to discover the many facets of your city, town or attraction. Ultimately, excitement leads to action, so make it vibrant in both look and content.

Discover how Creating Results helped position one local Convention & Visitors Bureau digitally, leading to more traffic and more visitation.  Click here to read the case study.

RELATED:
Social, Silver Surfers
Traveling Baby Boomer Pet Peeves

Mature Marketing Links of the Week – Muddled, Mobile Middle Age

May 4th, 2015 Posted by Erin Read

“As you grow older you will discover you have two hands, one for helping yourself, the other for helping others.”

- Audrey Hepburn (born this day in 1929)

Every Monday, we round-up the mature marketing items that got the most engagement across our various social channels and deliver them directly to you. Read on for last week’s top attention-getters!

Quote on aging from NBC TODAY Show

NBC TODAY Show http://on.today.com/1DZGTYh

1. MOST CLICKED: People are aging more slowly than we think. That’s the conclusion reached by researchers from the International Institute for Applied Systems Analysis (IIAS) in Austria and Stony Brook University in New York. Per NBC Health contributor Joan Raymond,

“In this new study, researchers looked at the population composition of 39 European countries. They then compared the proportion of the population that was categorized as “old” by virtue of chronology alone — being age 65 — to the proportion based on a newer measure of age that they developed, which includes changes in life expectancy.”

In other words, longer life spans have meant that concepts such as “middle age” are shifting and changing. A TODAY Show piece looks at the research and adds a little of what Creating Results calls “me-search” — anecdotes and personal takes on the topic.

Watch the video: http://on.today.com/1DZGTYh

2. MOST SHARED: CR’s Sally O’Donnell took a look at Google’s recent algorithm changes, and offered insights for mature marketing.

Should you panic or prepare?

We recommend you read the post, then share with your team: http://bit.ly/1JLqA8A

3. Also of note

* The World’s Oldest Nations by Population and the Implications. While Japan keeps its hold on the #1 spot, Europe claims the rest of the spots on a top 10 list of the oldest countries.

“Demographic experts suggest that the world as a whole has been aging rapidly over the last two decades: UN population projections for 1999 showed, for example, that more than half the global population was older than 26.4 years of age.” http://bit.ly/1JkDVRK

* Professional experience as a remote programmer and personal experience as a caregiver led one man to focus his company on aging-in-place technology. An interesting look at some of the new health tech. http://bit.ly/1GUiZ3N

* Could artificial intelligence technology begin to impact 50+ communities? Senior Housing News suggests IBM’s Watson could be “The Brains Behind Smarter Senior Living.” http://bit.ly/1F1jifC

* I often feel chained to my mobile phone. Apparently, that attitude shifts with age, as seniors are the age group most likely to say a smartphone is “a liberating experience.” http://pewrsr.ch/1FKqsng

seniors smartphones liberating.Pew

We hope you’ll feel free to tell us how you feel about this post, or any mature marketing topic! Please use the comments tool, below.

“Mobilegeddon”: Should Websites Targeting Older Adults Panic or Prepare?

April 29th, 2015 Posted by Sally O'Donnell

April 21st marked the launch of Google’s latest algorithm update that is making significant waves for many businesses and their websites. The change positions mobile-friendly sites at the top of online searches conducted from mobile devices, making non-mobile friendly sites more difficult to find.

For the many businesses targeting older adults that rely on organic (unpaid) search as a primary driver of website traffic, this could mean a major negative impact on their results; hence the creatively-coined term, “Mobilegeddon.” As you’ll read below, the use of mobile devices continues to increase across all ages, so your website should be responsively designed to effectively reach the growing number of mobile users.

What Exactly Is A Mobile-Friendly Site?

According to Google’s John Mueller, “A mobile-friendly site is one that you can easily read and use on a smartphone, by only having to scroll up or down. Swiping left or right to search for content, zooming in to read text, or not being able to see the content at all make a site harder for users on mobile phones.”

Google’s Mobile-FriendlyTest makes it easy to see how your site stacks up to this new algorithm. Hopefully you see a message like the one:Websites for older adults must be mobile friendly. Google message showing mobile friendly.

 

If you don’t get a mobile-friendly diagnosis, you’ll see this:

Message that appears if a website for older adults is not mobile friendly, per Google.

This ‘not-mobile-friendly’ ranking means that it’s time to look at your website and identify how you can adjust  your site design to comply with this change.

Do Older Adults Even Use Mobile Devices?

There is a silver lining: if your audience is the mature consumer, you can take a breath and not panic (yet). At this stage in the game, Nielson reports that 46% of 65+ers own a smartphone. But only 19% of them  use their smartphones for internet use.

Similarly, Pew reports 25% of those aged 65+ now own a tablet (a 38% increase in just a year), and that number is on the rise. Therefore most organic traffic for websites targeting older adults comes from desktop searches – and this algorithm update will not affect those searches.

While the world is going mobile fast, the realm of mature consumers is moving at a different pace. But that doesn’t mean you shouldn’t consider a mobile-friendly site, as the number of smartphone and tablet users for those aged 50+ is rising (and rising quickly).

What To Do Now

Getting ahead of the game and going responsive is your best bet to ensure your website renders the best across all devices – desktop, mobile and tablet – so that when your prospects do catch up to the younger population, your site is ready.

When you check your site and find that it is “not mobile-friendly” – don’t panic. But DO make a near-term plan for converting your site to a responsive design platform to give your prospective residents an optimal user experience, no matter what device they view it on.

If you want some guidance on where to start – drop us a line.

RELATED:

Mature Marketing Links of the Week: Top This!

April 27th, 2015 Posted by Beth Mickey

Happy Monday! This week our mature marketing stories of the past week which drew the most interest explore a new top 10 list and a tale of 4 technologies.  Have something to share?  We’d love to hear from you – just leave your thoughts in our comment section.

MOST CLICKED: If you want to reside in one of the “most livable neighborhoods”, a new AARP tool suggests you try Madison, Wisconsin or Downtown Crossing in Boston.  According to an article in USA Today, the tool was designed to help everyone, including the mature consumer.  If living in Wisconsin or Boston doesn’t sound appealing try Sioux Falls, South Dakota or  downtown Seattle.  Both are tops on the list.

The ranking looks at several factors including housing, health, environment, transportation and more. For senior living communities, residing within one of these top areas could be an important distinction to highlight as you share what places your communities heads above the rest.

The tool can help city planners, local officials and others who want to improve their cities so people can age in place, which is what most older adults want to do, Harrell says. The group has expanded the definition of aging in place to include people either remaining in their home or staying in the same community in other possible housing options.

Not looking for just most livable when considering where to live?  The index also looks at areas based on other considerations.  For example, if you want to stay healthy consider Novato, CA.  Want to make new friends?   Your best bet is Richmond, VA.

Learn more.

MOST SHARED: According to a recent article in Ad Age, there are 4 technologies that are emerging as leads for how marketers approach storymaking.

Now, I should caution regarding use of any new technologies for reaching a mature market.  Bright and shiny is nice…but only if it is effective.  As with any new strategy or avenue, it’s important to have an understanding of your audience and if they will be receptive to a new channel before you put your marketing eggs in that basket.  That being said, these are very interesting and exciting ways to harness technology to tell the story of your brand.

In the article the author highlights 4 specific technologies as well as recommendations for how they can be effectively leveraged.  These technologies include:

*  Video streaming: Specifically, using this avenue to make your audience a part of the story through social integration.

*  Wearables: Using the POV from wearable technologies to create a brand story unique to each and every individual.

*  Virtual Reality: With this the individual becomes a part of the story.

* Messaging apps: Creating unique messages based on messaging app portal for a branded experience.

According to the article, when it comes to using technology:

The most successful uses of technology will make the technology itself invisible, and the storymaking itself may go unnoticed. Your audience will just appreciate that your messaging speaks to them in such a relevant way that it’s a springboard for creating their stories.

Click here to read the full article.

Mature Marketing Links of the Week – No Retirement for You

April 20th, 2015 Posted by Beth Mickey

Happy Monday!  This week our mature marketing stories of the week focus on how poor planning can thwart your retirement dreams and the impact of cyber distractions on productivity.  Have something to share?  We’d love to hear from you.

MOST CLICKED: I admit it, the thought of retirement and how far away it may be has given me pause when it comes to thinking about how well I should be planning NOW for my future.  And it looks like I’m not alone in this misguided mindset. Lack of financial planning hits all generations…but boomers regret it the most.  This is according to insights within a recent Chicago Tribune article.  The article featured insights from a Genworth Study that examined the financial planning behaviors (or lack of) among all generations.

But ask Baby Boomers now in or nearing retirement and they will tell you the one thing they wish they could have more of is time. Not only time to enjoy life, but time to go back and start investing to make their money grow. Time leverages money.

More insights from the study:

*  More than 1/2 of all adults have made no financial arrangements for their retirement.

*  4 in 10 Boomers have noted regrets about not sufficiently planning.

*  47% of unmarried seniors rely on social security for 90% of their monthly income.

*  70% of people will require long term care at some point in their lives.

The article offers the following advice: save now. Even if in small increments, automatically deducting money now whether in the form of your 401K or other auto-savings will help you in the long run.  Because no matter how long we deny it, retirement will be more expensive than we plan and the more we can do now to prep for it the better.  Advice I will certainly take myself.

Read the full article here.

MOST SHARED: Cyber distractions are real…and, well, a huge distraction. 70% of children age 8 and under used some sort of mobile device last year, setting a trend for even more cyber distractions as we age, according to an article from the BBC.

While electronic interruptions disturb people of all ages, millennials are more tightly tethered to their computers and phones, obsessively checking texts, email and social media sites.

In a world where information is just a check of the phone away, many are getting so distracted by what the article termed ‘cyberslacking’.

Research shows that millennials are more likely to say that this attachment has led to a decrease in work productivity.  But many are saying that they want to do better, with 70% of respondents to a recent survey examining the phenomena reporting interest in tactics for strengthening their focus.  Companies are even exploring ways they can assist in this renewed desire to step away from the smartphone, with no device policies at meetings or encouraging email checks just twice daily.

Do you own your mobile device or does it own you?

Read the full article here.

 

 

Email Is Digital Peak for Seniors: How Can Your Program Scale to Higher Heights?

April 16th, 2015 Posted by Beth Mickey

Email is still the top preferred digital channel among baby boomers and seniors. This fact was uncovered through Creating Results national Social, Silver Surfers research in 2010 and 2013. Recent MarketingSherpa research noted the same trend when they surveyed people regarding their preferred channels of communication with brands.

According to the article:

While most people preferred email across all age groups, email was the exception when it came to digital media. There was in fact a pretty significant digital divide:
*  27% of 18 to 34 year olds want text messages from companies versus 6% of people 65 and over
*  33% of 18 to 34 year olds want to communicate through social media with companies versus 4% of people 65 and over

Email is the preferred channel for older adults. Chart from MarketingSherpa

Source: MarketingSherpa

When Creating Results surveyed more than 800 boomers and seniors as part of our Social, Silver Surfers research we found similar insights.

* What was their favorite tool for sharing website content? 77% said they email links to friends and family, using the built-in “email-a-friend” tool.

* What is the dominant social platform? When asked to name a social network, 11% of Social, Silver Surfers cited email! For them, email IS social and this preference grows stronger with age.Email as Social Network, by Age

In the Social, Silver Surfers ebook we even note that if you look at the top websites visited by affluent, 65+ seniors (per Quantcast), several popular websites are actually email-based portals such as Comcast.net. For many if not most older adults, email is their gateway to other online destinations, tools and purchases.

What’s Holding Your Email Program Down?

Yet … despite the fact that older adults use email … and older adults want brands to use email to communicate with them … many marketers are not investing in their email program and/or they find maximizing their email efforts challenging.

Why?

This spring we plan to launch a series of posts on MatureMarketingMatters.com that focuses on email marketing to baby boomers ands seniors. We’ll share insights, case studies, inspiring examples of effective campaigns. To make sure these tips are most relevant and useful to YOU, please tell us:

If you can’t see the poll above, please click here to take this one-question survey. Then check back in the coming weeks for advice to maximize your efforts via this preferred channel.

RELATED:
Conversations not Campaigns
15 Boomer and Senior Marketing Insights for 2015

Mature Marketing Links of the Week: Technology and Longevity

April 13th, 2015 Posted by Beth Mickey

Spring has sprung..as have my  allergies – but that won’t stop us from explore this week’s mature marketing stories of note that had people talking and clicking.  Read on to discover how technology and postponing retirement may impact your boomer and senior target market.  Have something to share?  We’d love to hear your comments.

MOST CLICKED: “There’s an app for that”…and boomers are using them.  According to a recent chart from GlobalWebIndex, 17% of Boomers age 45 – 54 and 9% of those 55 – 64 used a shopping app in the last month.  The insights are based on a recent survey of the online buying habits of people in more than 32 countries.  While the younger demographics are Senior usage of apps for shoppingmore inclined to utilize apps for shopping, more mature consumers are adapting to the trend.  And as more people own smartphones this number is sure to increase.

So what does this mean for those targeting the mature consumer?  Even if you do not offer online shopping, it’s important to understand that Boomers and Seniors are on-the-go and mobile.  In fact, we discovered in our Social, Silver Surfers research that 37% of boomers and seniors will reject your community based solely on your website and their ability to easily access their desired information.  Ensure all of your digital efforts are optimized for mobile and tablets to ensure ease of interaction with your website to effectively capture this market.

Read more here.

MOST SHARED: Putting off retirement could translate to a longer, happier life.  It’s true, at least according to an article in MoneySense. In the article the author referenced the book The Longevity Project, which detailed 8 decades of research following the lives of 1,500 people. This survey found that many who put off retiring reported living longer and being happier.

Specifically, the article highlighted the following points:

* Life is expensive enough but even the prospect of living longer than you once thought should give you pause about retiring at the peak of your powers.

* If you value a long life, a happy productive career is likely to aid your longevity. And if you’re working longer, that solves the problem of running out of money before you run out of life.

For senior living communities, the reality is that your younger residents may still be working when they move to your community.  Plan programs and offerings in the evenings and weekends so they can still enjoy the lifestyle you offer and socialize with fellow residents.

Read the full article here.

WORTH REPEATING: Don’t forget to read our March Madness blog post by Creating Results’ own Jessica Ruhle, where she shares insights and opportunities from the recent LeadingAge conferences in Massachusetts and Rhode Island.

Read the post here.


©2008-2015  Creating Results, LLC  |  Mid Atlantic: 703.494.7888  |  New England: 401.289.2500  |  Privacy Notice

Creative Commons License
Mature Marketing Matters - Blog by Creating Results, LLC is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 United States License. Based on a work at www.maturemarketingmatters.com. Permissions beyond the scope of this license may be available at www.CreatingResults.com.

A 2013 Finalist - Best of Senior Living Awards

THE COMPANY:
TheTeam
News
Careers
Contacts

RESULTS CREATED:
Our Work
Case Studies
Clients
Awards