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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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Mature Marketing Links of the Week- Boomers & Health

November 17th, 2014 Posted by Beth Mickey

It’s the start of a new week, which means a fresh look at the mature marketing news that had people talking.  This week is all about the boomer and their approach to staying healthy.  Have something to share?  We’d love to hear from you.

MOST CLICKED: 84% of baby boomers turn to the web for health-related insights according to a recent Klick HealBoomer and health related online searchesth article.  The survey examined responses across all generations, and explored how people use the web for health-related searches, questions and needs. Other insights from the survey: 27% of boomers and 22% of silents use the web to access personal health info while 58% use the web to learn more about health symptoms.   The study also found that boomers and seniors are least likely to refill prescriptions online.

Discover more here.

MOST SHARED: Boomers are increasingly more focused on sustaining their wellness, and look to the healthcare industry for helping them achieve it, according to a new eMarketer article.

Marketers are looking for ways to encourage them to take more responsibility for their own care and become comfortable with technology that will reduce long-term costs and keep them healthier. Digital advances, including electronic health records, mobile apps, video and wireless monitoring technology, allow for widespread adoption of digital care management.
The takeaway for senior living?  A focus on wellness (and the programs to back up that dedication) is mission critical for enticing your residents of tomorrow, as boomers have a renewed passion for not just being healthy, but thriving.

Mature Marketing Links of the Week – All The Singular Ladies

November 10th, 2014 Posted by Erin Read

Insider knowledge for your Monday morning: Creating Results’ team member Sally O’Donnell LOVES Beyonce. So it is with respect for both dynamic young women that we drew inspiration for this week’s headline. Indeed, it was the singular situations of women (specifically, dynamic older women) that captured the bulk of attention and action on social media platforms last week.

Just what were the top links for those marketing to 50+ women and men? Read on.

1. MOST SHARED: 1 in 5 single, senior women in America lives in poverty, with less than $11,173 a year. This video from the National Senior Citizens Law Center presents, as the Center puts it, “the stories of four brave and honest women as they share the reality of growing old poor in America.”

You also can view the video above at http://bit.ly/1sojby4.

Older women are more likely to live alone than older men. And they’re far more likely to live in poverty. As the video notes, 1 in 5 seniors heading into retirement have no retirement savings at all. Mature marketing pros need to be aware of the many seniors who are struggling to pay bills, to eat, to pay for healthcare, to hold their heads up on a daily basis.

2. MOST CLICKED: Another video, but a very different group of older women … This song by Donnalou Stevens made us smile, and made our followers on Twitter and Facebook click through.

You also can view the video above at http://bit.ly/10N42Ag.

RELATED: “If you want a younger model, I wish you well, sweetpea. If you can’t see what it is you have, then you ain’t having me” — Donnalou could have been singing to many major advertisers! As we noted in this September blog post, older adults are unhappy with and frequently ignored by advertising: http://bit.ly/1ucWzGh

3. Also of note:

* Aging dads, running moms – How Skechers is appealing to baby boomers and more: http://buswk.co/1GFeSsN

* Nielsen summarizes new research by The Demand Institute that shows boomers are not going to head south in retirement, as other generations have been perceived to do. They’ll try to age-in-place, making home renovations and accommodations as needed/if possible. http://bit.ly/1stHDiM

Source: Nielsen Wire

Source: Nielsen Wire

Creating Results would be remiss if we didn’t note that the reasons to renovate also are reasons to look at 55+ active adult and senior living communities … where you wouldn’t be consigned to living a singular life …

* Why are we working later in life — because we want to or because we have to? A research fellow at the Sloan Center on Aging and Work shares insights: http://bit.ly/10N7M4P

* Finally, whether women or men, nearly 70% of older adults will NOT use any social media channels for holiday shopping: http://mwne.ws/1stIbFn

 

What singular insights can you draw from this latest group of links? Please share your thoughts in the comments section, below.

Mature Marketing Links of the Week- Road Trips and SEO

November 3rd, 2014 Posted by Beth Mickey

Happy Monday!  Let’s get right into the mature marketing stories that had people clicking and sharing this past week.  Our focus- a road trip for the books and SEO tips.  Have something to share?  We’d love to hear from you so be sure to add it to our comment section.

Road TripMOST SHARED: For 26 years Gunther Holtorf traveled the world- exploring Brazil, Australia, Paris and even Hollywood…all from his car.  A recent article highlighted snippets of his travels to many breathtaking (and sometimes dangerous) destinations.  In total, he visited more than 170 countries, drove 549,000 miles and even interacted with baboons.

Click here to discover more about Gunther’s travels.

 

MOST CLICKED: The quality of  content is the most important element for SEO rankings.  This is just one insight from a MarketingCharts article for how to effectively improve your search engine optimization.

The article referenced research from Ascend2 and SearchMetrics that examined several ranking factors of search engine optimization.

The importance of keywords in the URL and domain name has disappeared over the past couple of years, to the extent that this “no longer exists as a ranking factor.” However, there are some onpage keyword factors that have a positive correlation with rankings; namely, keywords in description, the title and the H1 heading, with the latter two increasing in importance from last year.

Other results of note:

*The highest ranking content typically has a higher word count.

*Even though its importance has decreased slightly from previous years, backlinks remain incredibly important.

*Look at your webstats, as longer time on site and lower bounce rates matter.

While the importance of some individual factors may shift over time, one thing remains—a properly optimized website is critical to ensure your prospects can find you, and is not a one-time set it and forget it.  It takes care and ongoing review and adjustments.

Read more of the findings here.

Mature Marketing Links of the Week – Walking the Walk(man)

October 27th, 2014 Posted by Erin Read

For those of you who follow @CreatingResults on Twitter* you know that last week was the annual meeting of LeadingAge, which is “an association of 6,000 not-for-profit organizations dedicated to making America a better place to grow old.” It represents homes and services for the aging.

Creating Results was at the conference sharing white papers, case studies and knowledge with senior communities pros from around the country via booth 1747. We also were live tweeting (reporting, but in bursts of 140 characters of less) from many excellent sessions. Which explains why this week’s round-up of links for mature marketing have a senior living slant.

#LeadingAge14 insights, however, apply to all organizations trying to improve their results with baby boomers and seniors.

Walkman and cassette tapes

(NOT a stock photo. This is a photo taken this morning of my Walkman, a best-ever birthday gift I received two years ago.)

1. MOST SHARED: “In some of our communities we are like Walkmans. We haven’t changed to meet what people now want.”

Robert Snyder of Stonetrust Partners made this statement at LeadingAge on Tuesday, and audiences in Nashville and on Twitter flicked their virtual Bics in agreement.

Snyder was part of a panel on Partnership and Experiential Marketing, along with CR’s own Todd Harff and Paul Duffy of North Hill senior living. His point was that many continuing care retirement communities (CCRCs) are stuck in the past — old buildings, gated locations removed from the larger community, “programs” foisted upon residents rather than innovative and engaging lifestyle.

Prospective residents and buyers are not stuck in the past, of course. They’ve abandoned their Walkmans and embraced newer 50+ housing options. They’re also pushing senior living communities and other services to adapt to their demands, desires and dreams.

RELATED: Partnerships are just one way of transitioning a service or residence to become the “iChoice” of today’s older adults. Download handouts and a white paper here: http://creatingresults.com/experiential-marketing

2. TWEETED & REPEATED: A few more items from LeadingAge caught people’s attention last week. They’re all about walking the walk to up your metrics-driven marketing game.

– “Occupancy is the result of a long process of lead generation, marketing & sales.” Investors need whole story. @HJSims — Is your team taking a long term view, and accurately reporting their short term progress towards goals?

– “Doesn’t matter what we do, we ask how can technology help us do this more efficiently & effectively.” @jennenebuckley of Feros Care. Jennene’s team is using off the shelf technology to help Australia’s seniors stay in their homes for longer, with exciting emphasis on social wellness and interactivity.

– Context: as elderly population increases, so does number of adult child influencers. As represented by this chart, shown on Wednesday:

Chart - population by age 1900-2050

 

3. MOST CLICKED: I called it the headline win of the week. “The 50-Year Orgasm” also is an in-depth look at the ageless business of love.

Online dating is a top activity for older adults, as we noted in our Social, Silver Surfers ebook:

“[T]he use of Online Dating sites/communities was influenced by relationship status. Nearly 4% of Married folks [we surveyed] said they had used them (hopefully before they were married), 21% of Singles had and 36% of those in a Committed Relationship had spent some time on Match, OkayCupid and the like. Singles also reported using Classmates and YouTube at a higher rate than the average.”

FastCompany reporter Carol Reed points out that online dating has evolved with older adults, who are a big reason for the dominance of Match.com, the dominant service:

“Match.com … with its relaxed let’s-have-coffee-first approach, was, and is, the first choice of baby boomers, who seem more interested in long-term partners than slap-and-tickle buddies (not that there’s anything wrong with that). They’re also, it seems, willing to fill out the site’s time-consuming profiles.”

Read the article: http://bit.ly/1wuWSf6

Get the ebook: http://amzn.to/HSH0yD

 

* What? You don’t follow us? You’re not getting the advantages of a lovingly curated stream of 50+ marketing news articles, research summaries, insights and social listening? Let’s fix that right away: www.twitter.com/CreatingResults.

Mature Marketing Links of the Week – Resident Knows Best

October 20th, 2014 Posted by Beth Mickey

Happy Monday!  This week’s mature marketing stories that had people talking examine the benefits of resident surveys and content marketing. Have something to add?  Please be sure to incorporate in the comment section.

MOST CLICKED: Content marketing (also known as inbound marketing) is all the rage these days.  Why you ask?  Because it generates more leads and sales while increasing your ROI, by highlighting the value of your brand in a non-threatening way.    A recent article examined just how (and why) it is so effective.

First and foremost, the author defines inbound marketing as:

Inbound marketing strives to convert website visitors to customers through tactics that align content with customer interests, nurture these leads along conversion paths into customers, and delighting these customers so they become outspoken promoters of the company. 

Some statistics the article included:

*  80% of business decision makers prefer to receive insights about your brand through a series of pieces.
*  90% of consumers will find the information you incorporate within custom content more useful in their decision making process.
*  Brands that create 15 blog posts per month generate an average of 1,200 leads through that content.
An inbound marketing strategy can be incredibly effective in creating relevant, motivating pieces that inspire your prospects and reinforce why your service or community is THE BEST choice.  How do you approach your strategy?  We’d love to hear your thoughts or discuss how you can take a few easy steps that make your inbound marketing shine.

MOST SHARED: Never underestimate the power of a resident satisfaction survey.  At Creating Results we work closely with many Senior Living clients as they strive to not only attract new prospects, but work with happy residents to generate even more word-of-mouth marketing (and leads) for their communities.  It goes without saying that the more content the resident, the more enthusiastic the recommendation to friends.

A Senior Housing News recent article and webinar discussed just how powerful a resident satisfaction survey can be. The piece followed The Marshes at Skidaway Island, a CCRC in Georgia.  After struggling with resident satisfaction the community decided to do something about it by capturing insights from residents to help improve the community.  The result? Within the first year The Marshes reported positive increases in occupancy, sales and referrals.

Resident surveys can help identify not only areas for improvement, but where your community already is heads above the competition.  But a survey is only as effective as your approach to what happens next, what you do with those insights.

“You get out of a resident satisfaction survey what you put into it,” said Catherine Jenkins, vice president and director of operations management at Life Care Services. “I’m not talking about just the process of getting it distributed, but what you put into those results. … The commitment to put the hard work in [during] the years leading up to that survey is really critical.”

For The Marshes, they received feedback from residents that highlighted the need to make some improvements within their Health Center.  By implementing some changes to their overall approach they were able to move the satisfaction needle from 59% to 90%.  This satisfaction has led to more resident referrals and new members of the community.

Discover more about how you can approach satisfaction surveys when you read the full article.

Mature Marketing Links of the Week-Email and the Economy

October 13th, 2014 Posted by Beth Mickey

Happy Monday.  This week’s mature marketing links are brought to you by the letter “E”.  Let’s jump right in.  Have something to share or add?  Please leave in the comment section.

MOST CLICKED: E is for EMAIL

We continually work to remind our clients that email isn’t dead.  In fact, it continues to serve as an important avenue for engaging your boomer and senior target markets.  But an email list doesn’t grow on its own—there is a lot of care and nurturing that needs to go into it. Why is growth important you ask?  Each year current subscribers will leave you.  It’s sad but true.  You need to be able to account for the inevitable unsubscribes and bounces your list will receive by continually adding new subscribers.

A recent article focusing on tips for driving subscriptions through offline avenues generated a lot of interest this past week. The author focused on 8 things you can do in your everyday marketing efforts to generate more awareness of your email program.  These tips included:

*  Incorporating incentives for sign up

*  Using a paper sign up at special events

*  Using planned signage to promote

No matter which promotional avenue you pick, remember to highlight the value of your program. You need to give your prospects a reason to join (and engage with you).  Get more tips here when you read the full article.

How do you promote your eNews?  We’d love to hear your ideas.

RELATED: Don’t Let Your Email be Evil

MOST SHARED: E is for ECONOMY

The middle-class is still feeling the pinch, according to an article in The Dallas Morning News.  The author notes:

Now, five years after the recession ended, the economy appears to be improving, but middle-class consumers still haven’t bounced back.

In fact, a recent Federal Reserve report found that more than a third of American households say they’re worse off now than in 2008, and nearly 40 percent said they’re “just getting by” or struggling to do so.

As savings shrink and money remains tight, people continue to scale back. For the mature consumer, this means a focus on the essentials, like healthcare, and possibly putting off a desired home move.  For Continuing Care Retirement Communities (CCRCs), opportunities do exist to demonstrate how a move would be smart financially and allow for planning for the future, however this does require examination of how you are positioning your communities during the critical awareness and interest phases of the purchase process.

How do you address the changing economic tide?  We’d love to hear your thoughts.

Read the full article here.

Mature Marketing Links of the Week – Social Media Marketing Failure

October 6th, 2014 Posted by Erin Read

October: changing leaves, carving pumpkins, discovering you’re half-way through the bag of candy you bought for Halloween … Time to drop the peanut butter cup and read on for the top mature marketing links for the first week of this new month.

1. MOST SHARED: The “Ten Commandments for Social Media Failure.” Want to avoid socnet #failures? Take a look at the the ten ways marketers guarantee such problems, as described by Tania Yuki of Shareablee. Yuki’s excellent list ranges from treating social media marketing “as a magical ATM” to not measuring results to focusing on the number of followers/fans over more meaningful numbers such as conversions.

Here’s one sure-fire way to fail that we see all-too-frequently in 50+ marketing. As Yuki writes:

“Delegate social media only to the young — and then don’t support them

After all, if you can eat a pizza, you can make a pizza, so it makes sense to give social media over to the digital natives. Any one of them will do. They grew up on Facebook so they will know how to market your 100-year-old brand without any training, guidelines, or strategy. A no-rules policy inspires creativity and honesty, leading to gems like this.

And if you can’t hand social over to a Millennial, you can just make it someone’s second job and see what happens. How much time could social media require, anyway? It’s not like there’s over a billion people on it or anything.”

We’ve seen clients greatly improve results after investing in social media training for ALL team members, or at a minimum all leadership team members. Education leads to early buy-in, ongoing enthusiasm and more effective storytelling that drives to business goals.

Read the article in iMedia Connection: http://bit.ly/1n9KOz8

2. MOST CLICKED: This interactive chart shows traditional TV viewing is trending down for cohorts, but slightly up for baby boomers and seniors (seen in a gradual up-and-to-the-right slope). http://bit.ly/1vH0skZ

Chart - active users top social platforms facebook instagram twitter

Source: TechCrunch

We included that chart in a post last week on TV viewing and older consumers. A related link also got a high number of click-throughs: it was to a November 2013 post with stats on the use of buzzed-about marketing channels such as Instagram and Snapchat (http://bit.ly/1mLbypj)

This led us to wonder if the age gap on Instagram was narrowing at all. Instagram’s user base has grown to about 200 million. (Compare to Pinterest at 70 million and Facebook at 1.37 billion registered users, per Craig Smith at Digital Marketing Ramblings.)

In March of 2014, eMarketer reported that 69% of Instagram users were between 18 and 44. They project that 200,000 65+ seniors will use the service this year vs. 20+ million 18-34 year olds. And by 2016, that number of senior uses will grow to 800,000 while the number of 18-34 year old users will grow to 24+ million.

So while Instagram shouldn’t be overlooked and the service does continue to grow, it wouldn’t be our first choice for marketing to baby boomers and seniors.

3. Also of note:

* Even though 53% of boomers plan to leave New York City on retirement, by 2035 1 in 5 residents will be over 65, via The Epoch Times: http://bit.ly/1yHdKU7

* 8 simple ways you can use old fashioned Marketing Tactics to build your email marketing list, by Lorraine Ball: http://bit.ly/1sZrzL7

(If we may be so bold to add a #9: check out this case study and call Creating Results.)

* Stats That Prove Content Marketing Increases Lead Generation, Sales, and ROI, via SmartBug Media: http://bit.ly/1EksdFZ

TV viewing “remains solid among older age groups”

September 30th, 2014 Posted by Erin Read

MarketingCharts.com recently posted an analysis of Nielsen TV viewing data. The upshot? Traditional TV viewing is dropping substantially among US 18-24 year olds. Yet our favorite people — baby boomers and seniors — continue to log significant time in front of the boob tube.

The up & right-ward slope of the maroon and gray lines in this chart show a gradual increase in traditional TV viewing by older adults:

Chart - Traditional TV Viewing By Age - MarketingCharts.com

Source: MarketingCharts.com

Click here to see an interactive version of this chart.

MarketingCharts notes that, contrary to every other age group, 65+ seniors increased their TV time. And while 50-64 year olds decreased traditional TV hours for the first time since the third quarter of 2013, the losses in TV consumption by baby boomers and GenXers are smaller than the losses within the Millennial cohort.

Bruce Springsteen sang “57 Channels (And Nothin’ On).” Today’s marketers are choosing not just between 57+++ TV channels but between traditional broadcast and newer channels such as social and Internet.  Data from sources such as MarketingCharts and Nielsen can help those marketing to baby boomers and seniors make better choices.

 

READ the article: http://bit.ly/YGPW2b

RELATED:

* Boomers are more influenced by advertising than their Gen Y children http://bit.ly/1wUeTmL

* Use of buzzed-about Instagram and Snapchat vs. TV News, by age http://bit.ly/1mLbypj

* TV and newspapers trump social networks for influence on seniors http://bit.ly/14nGboA

 

Landing Pages and Boomers – Mature Marketing Links of the Week

September 29th, 2014 Posted by Beth Mickey

Happy Monday!  Let’s jump right into the mature marketing stories that had people talking, clicking and shaMature links of weekring this past week.  Have something to share?  Please be sure to add to the comment section.

MOST SHARED:  At Creating Results, we work with a number of clients on how to best leverage the web to convert visitors to prospects. Inevitably this includes a strategically designed and messaged landing page that includes a form for information capture.  For mature consumers, paying attention to each aspect of the layout and content is especially important, as they are concerned about privacy and need to have a particularly good reason to provide personal information. An article by Jacqueline Thomas recently explored what she outlined as 10 Essential Elements of a Landing Page.  

According to Thomas:

Unlike the rest of your website, a landing page operates like an island. It’s not connected to the rest of your website and it only has one focus: convince the visitor to do the one thing you want them to do.

Some of the elements identified include navigation (or lack of), layout (very important in our book too!), incorporating colors that convey a desired emotion and more.

Discover other elements here.

MOST CLICKED: AARP recently conducted a new survey of where boomers reside as well as some other fun facts, including:

*The largest concentration of boomer females call Delaware home
*Boomers in North Dakota are most likely to still be working
*Utah is home to the most married boomers
*Those that live in Washington, DC are most likely to not own a car

Knowing who your mature consumers are is half the battle, and will help you most effectively craft a message that will resonate with your target market.  After all, you wouldn’t necessarily want to tout a work-free life to folks in North Dakota since many are still on the job.

See the full survey here.

Content Theft, Copyrights and Common Courtesy

September 25th, 2014 Posted by Erin Read

Recently, one of our agency’s competitors sent me (and their entire email list) a message with the latest research into what boomers and seniors do/don’t want from websites. The research they shared? Creating Results’ Social, Silver Surfers study.

After a hearty laugh, our results-focused team decided to use this as a teaching opportunity.

Share and Share Alike …

Some say we’re moving to a “sharing economy,” sharing or re-using goods, services and resources. It certainly is easier than ever to share content and ideas.

A quick click on the tools below and you could share this post with your networks via email or via roughly 300 social networks. (Try it! We’d love it.) We can embed photos, video and audio (as we did on this blog two days ago). Copy/paste, scanning, screengrabs, save link as …

The ease with which we can share means marketers have to work harder to balance sharing and caring (about others’ intellectual property).

What Is “Content Theft”?

This post from Ann Marie van den Hurk offers a very clear description of content theft: http://bit.ly/1ungovw. For me, the key statement is:

“[It} is content theft when someone reads a blog post online and decides to share it. Except they curate it in a way where they copy and paste the entire post into their blog or website with a tiny print attribution with a link to the actual author. Done without asking the author if they would be OK with sharing their work. What is happening there is plagiarism where someone is taking someone else’s work or ideas and passing them off as one’s own.”

A real world example: Often organizations get excited about news coverage and copy/paste the entire article from that news outlet into their own site. This is content theft. It doesn’t matter if they include an attribution line or what size that attribution to the source is.

In this case, Creating Results didn’t get any attribution at all.

What Are the Rules for Attribution?

Because we’re marketers, we really do WANT people to share our content. It extends Creating Results’ brand reach and — we hope! — elevates the quality of marketing aimed at boomers and seniors.

For this reason our Social, Silver Surfers ebook included this note on page 6:

Source: "Social Silver Surfers 2013: An Updated Look at the Attitudes of Baby Boomers and Seniors Towards Websites and Social Media"

Because we’re marketers, not lawyers, we asked an expert about attribution.

Jodi McLane, Partner at Dingman, McInnes & McLane LLP, has extensive experience in trademark infringement litigation and in protecting intellectual property. She shared a link to a recent post by Corey Eridon of HubSpot that, as she puts it, “does a really good job of explaining internet etiquette regarding attribution:”  http://bit.ly/1DxlvMc

Jodi went on to say:

“It is important to provide proper attribution to an author, but giving attribution does not relieve you of the obligation to not copy someone’s work in a manner that would constitute copyright infringement. For example, it is one thing to quote a statistic from an article and give the proper attribution (probably ok), it is quite another to copy the entire article and re-post it on your site (even with proper attribution). Attribution does not cure the copyright infringement.

Not giving proper attribution and making it appear the work is your own is often called ‘Plagiarism.’ However, the legal liability associated with plagiarism is copyright infringement. If a work is copyright protected (such as original works of authorship), it does not matter whether they are published in print or online. If you copy them absent an exception it is copyright infringement.”

So what does that mean for marketers? Before you share someone else’s work ANYWHERE, look for and respect their copyrights. Creating Results’ Social, Silver Surfers research, for instance, is copyrighted. As is the executive summary our competitive agency picked up at a tradeshow before they incorporated our findings into their email.

Note that this blog post does not constitute legal advice. Please consult your organization’s lawyer with questions or reach out to experts like Jodi.

Lawsuit or Hissyfit?

How should Creating Results … or any organization … respond when copyright infringement is suspected?

A few years ago an outlet called Cooks Source took the work of blogger Monica Gaudio and printed it in their magazine. When challenged, the editor responded “the web is considered ‘public domain’ and you should be happy we just didn’t ‘lift’ your whole article and put someone else’s name on it!” [Editorial note: the author shouldn’t be happy and the editor was just plain wrong.]

Linda Holmes of NPR wrote about what happened next in her post, “The Day The Internet Threw A Righteous Hissyfit About Copyright And Pie.”

Should we sue? Throw a hissyfit? Neither seems the Creating Results way. We chose to use this experience to hopefully educate clients, colleagues and those concerned.

Did we make the right choice?

Please sound off below. Share your experiences, comments or questions. We’ll address other sticky content sharing/intellectual property questions on this blog in the coming weeks.

Editor’s Note: As we want to keep the focus on the importance of proper attribution, we have removed an image seen in an earlier version of this post.


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