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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 – Seniors Unhappy With, Ignored by Advertising

September 15th, 2014 Posted by Erin Read

Monday, Monday … you sneaky thing. Already a new week is upon us and, with it, our recap of the articles and links that got the most attention from marketing and advertising professionals this past week.

With ads like this, is it any wonder seniors don't feel they're represented with respect?

With ads like this, is it any wonder seniors don’t feel they’re represented with respect?

1. MOST CLICKED: Seniors say they don’t like the way they’re portrayed in advertising. It’s either “too good to be true” or “sick and feeble.” As MediaPost reported (http://bit.ly/YLcbVA),

“A mere 47% said they felt that seniors are portrayed ‘as people to be respected.’ It probably doesn’t help that most find ads targeting them uninformative, with just 31% finding value in ads for senior living and financial services, and 29% for ads pharmaceuticals.”

Wow. As sometimes happens, even more insights are found in the comments on this article. Richard Hammer wrote:

“I am the target audience that these advertisers are trying to reach. I am here to tell you that I am totally turned off by the ads targeted towards my age group. And that’s because of the three categories that these ads fall into. Senior Living. Pharmaceutical. Financial Services. Old age. Sickness. Poverty. Actors portraying stereotypes that belong to my fathers generation, not to mine. I am in my 60s and things still go better with Coke, The Pillsbury dough boy pops out of my oven on occasion. And Mr. Clean is alive and well and living under my sink. What I wouldn’t give to see a spot for Coca Cola with 60 somethings playing frisbee on the beach.”

Coincidentally, public radio’s Marketplace called Creating Results on Friday to ask why it is that Coca-Cola and other big companies don’t do just that.

Here’s what our team had to say about advertising to seniors on Friday’s show:

What do YOU think? Why would advertisers NOT want to reach viewers, simply because they’re in their 60s? Share your comments below.

2. Also of note:

* Almost half (48%) of older adults participating in the 2014 United States of Aging survey said they would move to an assisted living community if they could no longer care for themselves. Read more via LeadingAge: http://bit.ly/1uOvtTM

* Maine Rallies for Totally New Approach to Senior Care. The package of proposals tries to strengthen aging in place resources that go beyond traditional senior housing options like assisted living. Read more via Senior Housing News: http://bit.ly/1y6fVAu

* 13 Writing Rules from the terrifically-talented Ann Handley of MarketingProfs: http://bit.ly/1uA0s7y

 

All About Housing: Mature Marketing Links of the Week

September 8th, 2014 Posted by Beth Mickey

Happy Monday!  Let’s jump right into those mature marketing stories of the week that had people talking around the water coolers.  This week’s focus is all about housing.  Have something to add?  Please note in the comments below, we’d love to hear from you.

MOST CLICKED: Don’t blame the Millennials for housing market woes.  At least that is the sentiment in a recent article in Market Watch.  The article is based on new housing purchase insights released by Zillow.  Many homeowners are suffering from negative equity issues, which are preventing them from putting their current homes on the market.  This is especially the case for Millennials and Gen Xers, with the number of underwater homes for these cohorts nearly twice that of baby boomers.  For Sale

While boomers may not be as impacted directly by negative equity, they are still feeling the effects. Those boomers who want to sell homes and downsize are unable to find buyers, as Gen Xers and Millennials aren’t in a position to want to upgrade to a larger home.

According to the director of UCLA’s Richard S. Ziman Center for Real Estate:

Many millennials don’t have the resources to compete with cash offers or engage in bidding wars with older buyers, he adds. “The reality is, negative equity is part of the new normal, and finding creative solutions to keeping homes affordable, available and accessible to this generation will be critical,” he says.

There is good news, however, the article concludes: as home prices rise the negative equity issues decrease.

Read the full article here.

MOST SHARED:  An article referencing the recent report “Housing America’s Older Adults – Meeting the Needs of an Aging Population” discussed the current housing shortage for seniors. Specifically, that there are not enough affordable options that offer senior-friendly accessibility and are well-located.

Some points of the report included:

*  1/3 of boomers and beyond spend more than 30% of their income on housing, which could make it difficult if additional care/support is required as they age.

Younger baby boomers, those now in their 50s, are of special concern, since they’re less financially secure than generations past — thanks to the Great Recession, according to the report. This is a group of people with lower incomes, wealth and home ownership rates, who may struggle to afford housing and long-term care in retirement.

*Most seniors’ homes don’t have accessibility features to help them as they age, including no-step entries and single-floor living.  This makes either substantial renovations or moving required.

*For many seniors there is a  lack of amenities within close proximity to their current homes.  This is especially important as people become unable to drive and require easy access to nearby health-care and opportunities to remain socially active.

Click here to read the full article.

 

Laboring Baby Boomers

September 2nd, 2014 Posted by Erin Read

Yesterday, the United States celebrated Labor Day. According to the United State Department of Labor, “Labor Day … constitutes a yearly national tribute to the contributions workers have made to the strength, prosperity, and well-being of our country.” Each year, fewer of those workers are baby boomers, as millions of the cohort have retired in recent years. 

With the aging of baby boomers, we see three labor force trends.

Decline in labor force participation by people 55+

Between the fourth quarter of 2007 to the fourth quarter of 2013, about 5.5 million more people retired. Business Insider reported this as a 16% increase. Despite this, the publication notes, “the labor force participation rate for those 55 years of age and over has only been falling for the last year, whereas the total labor force participation rate has been falling for over five years.”

Chart - baby boomer labor force participation - Business Insider

Source: Business Insider / Matthew Boesler

USA Today reports:

About 76% of those leaving the workforce in 2013 last year represented people over age 55 who say they don’t want jobs, the Labor Department estimates.

“Arithmetically, the Boomers will keep pushing (participation) down done for another 15 years,” said Dean Maki, economist at investment bank Barclays.

Rising 55+ entrepreneurship

Many of the baby boomers who are “retiring” may actually be redefining employment by starting their own ventures. Their age group (born 1946-1964) has had the largest increase in entrepreneurial activity over the last decade, per the Ewing Marion Kauffman Foundation. A 2011 study by Civic Ventures found that  25% of Americans ages 44 to 70 were interested in starting businesses or nonprofit ventures within 5 to 10 years.

Encore careers – a match made in economic heaven?

Boomers are also pursuing new jobs, whether full- or part-time, often called “encore careers.”women-wPlant

Non-profit organization Encore.org reports that boomer interest in encore careers rose 17% between 2011 and 2014.

“More than 25 million Americans 50 to 70 years old are eager to share their skills, passions and expertise in encore careers that address social needs, typically in education, health care, human services and the environment, according to a 2014 study by Encore.org and Penn Schoen Berland. Of this larger group, more than 4.5 million, or 6 percent, are already working for social impact. Another 21 million are ready to join them, nearly six in ten within the next five years.”

Why should boomers want to try a second act, a new chapter in employment? As we noted in a 2012 post called “Re-Thinking Retirement: 6 Lessons For Marketers,” “Work during retirement provides a paycheck … and much more.” 

Baby boomers pursue these encore careers for a mix of reasons, primary among them a sense of purpose. Meeting financial needs and/or earning enough to maintain their lifestyle are also important. 

 

Now that the Labor Day cookouts have ended, and we’re all back to work (sigh), marketers should consider what impact these trends will have on boomer lifestyle and purchase decisions. Then apply those insights to your marketing program. You’ll find your own labors become more effective.

RELATED:  Re-Thinking Retirement: 6 Lessons For Marketers

Can You Communicate the Landis Way? Senior Living Spotlight, Part Three

August 26th, 2014 Posted by Beth Spohn

“We can’t be creative – senior living is such a highly regulated industry.”

“Our communications are so challenging. We have adult kids AND seniors.”

Stay Fly Shop - what senior living can learn from global leadersAs Creating Results spoke to senior living conferences this year, sharing the best practices of global leaders like Southwest and Nordstrom, we heard a lot of reasons for why senior living communities didn’t have consumer-friendly information.

We pointed out that airlines are indeed highly regulated businesses. Then we offered an inspirational example from within senior living: Pennsylvania’s Landis Communities.

For the last section in our “senior spotlight series” (links below for parts 1 and 2), Larry Guengerich, Director of Communications & Church Relations for Landis, provided some insights into how Landis Communities leadership ‘allows’ team members to be creative. How do they keep it simple and display such joy within a highly regulated environment?

Intentional Consumer-Centered Culture

Guengerich sums it up:

“You can’t build a culture of trust by force of will – it grows over time. But you can damage it quickly. The leadership team has to talk openly, then you can create space to be joyful and creative. Be intentional – it is not happenstance.”Team with thought bubbles

Creating Results couldn’t agree more! When working with our clients to reposition their community or to implement a marketing initiative, we’ve found building a common understanding with all community stakeholders – board members to CNAs, as well as residents and their families – ensures the greatest success.

Landis does this to make sure that EVERYONE in the organization understands the big picture of how they can each affect the lives of older adults.

The Landis “Communicate, Communicate, Communicate” Strategy

Guengerich recommends:

1. Members of the leadership team should hold “Conversations with the President:

  • Hold the CONVERSATIONS during every shift.
  • Make it paid time and the meetings will be well received, well attended and productive dialogs. The objective is to hear ideas for improving residents and employees lives by encouraging open, productive dialogs with all employees.

2. Understand and respect your multiple audiences. For example with team members, not everyone is comfortable sharing with “the boss” in an open forum. So set up an email that goes directly to the president. Then read and respond to every email.

3. Keep communications clear and consistent:

  • Compile answers into a FAQ document.
  • Distribute FAQs through multiple channels to all audiences (with tweaks as needed) – newsletter, website, community boards, and more.

4. Multiple-channel communications are important during major projects as they:

  • Encourage open dialog,
  • Create a sense of community.
  • Put people at ease.

Your Turn

Does your organization have a great “communicate, communicate, communicate” strategy? Use the comments section below to let us know, so we can share it!

A very grateful thank you to Larry Guengerich of Landis Communities for sharing his experiences and perspectives!

 

RELATED:

* Part 1: How Landis Excels at Customer-Friendly Service, Information

* Part 2: What it Means to be Values-Driven

* Aligning Brand with Mission – slides from the 2012 LeadingAge Annual Meeting, with insights on the “alchemy” between culture and brand

Mature Marketing Links of the Week – Class In Session

August 25th, 2014 Posted by Erin Read

Around the US, many elementary and secondary education kids are going back to school this week. Seemed an appropriate theme for this week’s round-up of links and resources for mature marketing “kids”!

ELDER logo1. MOST CLICKED: Todd Harff and I are thrilled to be teaching a course for Lasell College: Developing a Mature Consumer Strategy. Designed for professionals in elder services, the class will cover the fundamentals of strategic marketing so that emerging leaders can understand and support organizational marketing efforts. 

The course is offered through the new E.L.D.E.R. certificate program at Lasell. E.L.D.E.R. features eldercare and 50+ market experts from retirement communities, day health, adult learning and more teaching alongside Lasell’s excellent faculty. The result is a variety of unique management learning experiences, and Creating Results is proud to be a part of this initiative.

Find out more: http://bit.ly/1ntoElT

2. Several people clicked through to read what LifeHealthPro, an online resource for life and health insurance providers, suggested in its educational post called “5 Ways to Sell to Seniors.” Their tips include:

- Differentiate yourself online - agreed! (Insights for doing so: http://amzn.to/HSH0yD)

- Be patient, not pushy – agreed!

- Be an educator – agreed! (Our thoughts on baby boomers & lifelong learning: http://bit.ly/1soJxla)

I like to participate in classes, so I cheekily suggested a 6th way to sell to seniors: skip those tired, stock photos. (The article had a few, sadly.)

Read the item in LifeHealthPro: http://bit.ly/1p5m312

3. MOST SHARED: It never fails. At the end of a week, the tweets that are most frequently retweeted or favorited (another way of sharing with your followers) are those in which we thank people! We express our gratitude to someone for becoming a follower, or for sharing one of our posts, or for sharing great content … and they will RT or favorite that item.

What lesson can you learn from the behavior of this class?

Never underestimate the power of a “thank you.” Especially with Silent Generation seniors, who were raised in an era where manners mattered. Do your sales and marketing team members thank folks for their time? For their referrals? For attending an event? For considering your brand  (even if they didn’t purchase)?

In The Cluetrain Manifesto, thesis #2 is that “Markets consist of human beings, not demographic sectors.” A “thank you” is a great way to connect with the humans your brand wants to motivate.

thank you blog post

How frequently does your brand say “thank you,” on- and offline?

 

With that, I want to THANK YOU for subscribing to this blog! Happy Monday!

What It Means to Be Values-Driven: Senior Living Spotlight, Part Two

August 21st, 2014 Posted by Beth Spohn

Joy, Compassion, Integrity, Stewardship, & Community. These were the values that Pennsylvania’s Landis Communities uncovered as they set out strategically to build an organization that excels in customer-friendly service and information.

For this “senior living spotlight” series, we talked to Larry Guengerich, Director of Communications & Church Relations at Landis. He says those values aren’t just stated. They drive everything Landis does.

Putting Values Into Practice

Be the kind of leader that you would follow.Values Based Leadership: It is easy to just attribute an organization’s success to a single charismatic leader. But Guengerich says that what makes Landis successful is that it takes a TEAM. “The entire leadership team (director level and up) uses the principles of ‘Values Based Leadership.’”

Landis is one of the 17 members of the Anabaptist Providers Group (APG) that trains employees and helps instill their values within all aspects of leadership development. They also make attending and participating at conferences a priority. Being active in APG, LeadingAge and other organizations brings value to the Landis organization as well.

Marketing: You’re not following Landis Homes on Facebook? Then you’re missing a master-class in values-driven communications. A great share on YouTube explaining their stream restoration project: http://youtu.be/S44V9QtQDQg

Recruiting: Before hiring for a new position, Landis’ leadership thinks carefully about the type of people they are seeking: This is true for ANY person – a high school intern to the CFO.

They want to find people that exhibit joy in their work as well as Landis’ other values. As Guengerich notes, “You can train someone to have skills to perform a job, but it is much more difficult to teach someone values.”Landis Communities employees on Saint Patrick's Day

Landis’ HR team or, the “value finders” are responsible for identifying new employees that fit this bill.

Each candidate receives a copy of the mission and vision statement at their interview. They are asked to pick one of the values that they feel their closest family and friends would say they emulate, and describe a time they exhibited that value.

After team members are hired, Landis celebrates the small victories with ice cream, free meals, coupons, public recognition of their time in service and more.

Partnerships: One of Landis’ latest projects, Steeple View Lofts, shows how forming unique partnerships creates innovative and customer-friendly offerings.

As many senior living organizations know, not everyone can (or wants) to move to a traditional CCRC in the suburbs. Landis’ solution was to develop an apartment community with amenities within downtown Lancaster, PA. Steeple View Lofts has retail space, an art gallery and ample common space that helps create a greater sense of community among residents. Not to mention amazing views from the apartments!

Steeple View Lofts, Lancaster

Landis created this high quality housing thanks to a partnership. A land planning developer working with Landis on another project happened to meet a developer interested in purchasing the old tobacco warehouse. Landis’ vision was so clear that the developer was compelled to make an introduction to Larry Zook, CEO of Landis Communities, and Steeple View was born.

Guengerich’s Three Tips for Value-Driven Partnerships

1. Be intentional – look for partners that can help the organization answer “WHERE ARE WE HEADED.”

2. Make creating partnerships a strategic goal. That gives your team the “right and the duty” to explore and form them.

3. Meet with LOTS of groups/people, but set some parameters. You never know how or when the planting of a partnership seed will grow into a value tree.

Larry said it this way: “Take a meeting with someone even if you don’t have a clear idea of what the end result will be, but stay within a couple hour drive for in-person meetings.”

Your Turn

Do you share your organization’s mission, vision and values with your partners? What kind of amplification have you seen from doing that?

Please use the comments section below to contribute. Or stop by our booth (#524) at the LeadingAge Ohio conference next week, and share your thoughts in person!

RELATED:

* Part 1: How Landis Excels at Customer-Friendly Service, Information

* Hear Todd Harff speak about partnership marketing at the 2014 LeadingAge national conference in Nashville

How Landis Communities Excels at Consumer-Friendly Service, Information: Senior Living Spotlight, Part One

August 20th, 2014 Posted by Beth Spohn

This year, Creating Results has been privileged to speak at senior living conferences around the country. Our “Stay, Fly, Shop to Success” presentation highlights some common strengths of global leaders such as Marriott, Southwest and Nordstrom. Why? It helps to find inspiration for success outside your industry.

We also highlight inspiring leaders within senior living. Pennsylvania’s Landis Communities is an organization that excels at customer-friendly service and information.Landis Communities logo

How does Landis Communities excel at fostering a consumer-centric culture? Larry Guengerich, Director of Communications & Church Relations, recently said that the short answer is … It’s not easy. Rather it’s done carefully with thoughtfulness and intention.

In this three-part series, we’ll try to figure out Landis’ “secret sauce.” Guengerich says it starts with mission statements and defined values. Then they mix in recruiting, leadership and marketing. And finally it’s cooked through with a strong multichannel, multi-audience communications strategy.

Step 1: Craft a mission statement that is qualitative and actionable. Identify and clearly articulate your vision and values.

Beyond Buzzwords

From the story Guengerich  shared about how Landis’ mission evolved. it’s critical that a mission statement resonate with all stakeholders and is broad enough to guide for several years to come. Landis Communities’ mission and vision aren’t just a bunch of buzzwords, rather a formulization of what was already in their hearts and helps focus the organization to achieve their mission.

“Following God’s call to creatively serve the diverse needs and interests of older adults by developing opportunities and collaborative relationships.”

Vision Quest

From the Landis Communities website:

Landis Communities … remains committed to the vision present at its beginning while preparing for growth and change during the years to come. We are committed to keeping retirement living strong and vital. To providing a number of Affordable Living options, including new models of age 55+ active adult living in the city of Lancaster and elsewhere. To provide services at home – supporting aging in place, and to develop creative partnerships in support of all of these areas.

As in the mission-statement, it’s full of consumer-centered language, with references to creativity, service and relationships.

The Value of Listening

Landis Communities value treeFor Landis Communities, the first step in reviewing their strategic plan was to listen. They conducted a “listening tour” with key stakeholders including residents, family, employees, board members, and the larger Lancaster community. What did they hear?

The same words from many stakeholders – and those words became their core values: Joy, Compassion, Integrity, Stewardship, & Community.

The values were already there. Now they were clearly articulated and the team could set about intentionally to live the values.

(One team member creatively gave the values a true life, planting the values tree you see at left!)

Your Turn:

* If you or your board of directors went on a “listening tour” what would stakeholders say your organization’s values were?  Would you consistently hear the same words?
* If you have done a “listening tour,” were you surprised by what you heard?

Please share your insights below!

RELATED: Resources and inspiration related to our Stay, Fly, Shop presentation at LeadingAge Pennsylvania

Mature Marketing Links of the Week: Emotion and Email

August 18th, 2014 Posted by Beth Mickey

Happy Monday.  Let’s jump right into the mature marketing stories of the past week that had people talking and clicking.  Have something to add, please don’t forget to add to the comment section.

MOST CLICKED: We have fEmotionound time and time again that creating an emotional connection is critical when marketing to mature consumers.  A recent article reinforced this idea, showcasing how three brands effectively use emotion to drive behavior.

Each of the brands highlighted use their messaging to create a strong emotional response by touching on a topic or desire that will resonate with people and, hopefully, increase the desire to purchase their products.

So how can you effectively harness the power of emotion?  The author offered these tips:

* Get to know your audience: Let your metrics be your guide to determine how people are engaging online with your brand.
* Understand your audience: Do your homework to gain insights into behaviors, motivators, etc.
* Define your strategy: Set goals in advance that will help define the avenues you use and how your campaign will take shape.

 

MOST SHARED: 86% of digital marketers use email marketing regularly. This along with other stats detailing how email remains an important marketing avenue were featured in a recent eMarketer article.
The article incorporated data from several studies and looked at the impact of email across all stages of the purchase funnel, calling it:
…the single most effective—for reaching all goals, including awareness (41% of respondents), acquisition (37%), conversion (42%) and retention (56%).
Because of these results, many marketers are increasing their email marketing budgets, specifically in mobile optimization.

Boomer Purchases
WORTH REPEATING: 
Another great eMarketer article that we shared last week didn’t receive as many clicks or shares, but contains valuable insights for marketing to boomers and seniors.  It details what products/services baby boomers and seniors buy online and noted that even if they see a product in-store that they like, they are likely to go home, research and ultimately purchase.  Read the full article here.

 

Mature Marketing Links of the Week – Long Term Care, Short Term Travel

August 11th, 2014 Posted by Erin Read

Time once again for Creating Results’ mature marketing round-up, a collection of resources which garnered the most attention via Twitter, Google + and other platforms in the past week.

(Not engaged with us yet on these social networks? Please use the links above to connect.)

1. MOST SHARED: Financial planner Jill Schlesinger reminds readers that an aging America means an increase in need for long-term care. And an increase in costs.

“According to the 2014 Medicare & You, the national Medicare handbook … at least 70 percent of people over 65 years old will need long-term care services and support at some point … Unfortunately, many do not realize that Medicare and most health insurance plans, including Medicare supplement insurance (Medigap) policies, don’t pay for this type of care, sometimes called custodial care.”

Read the item in Newsday: http://nwsdy.li/Vfhzxs

2. MOST CLICKED: What is a “Celebration Vacation”? It’s a journey taken to mark a milestone, such as a birthday, anniversary or wedding. And it’s a growing trend with baby boomers, per AARP.Seniors spend money on travel, including travel with grandchildren or girlfriends.

“Nearly eight-in-ten (78 percent) of Baby Boomers over the age of 45 report they have taken or intend to take a Celebration Vacation in the next two years, the survey finds. ‘Travel is the number one aspirational activity for the boomer generation,’ noted AARP Chief Digital Officer Sami Hassanyeh.”

Aspirational travel as a trend isn’t news to Creating Results. Reunions and multigenerational trips were one of the segments identified in our strategic marketing plan for the Village of Valemount, a charming destination in the Canadian Rockies. (Click here to read a case study related to this award-winning project.)

In 2012, we helped client Traditions of America spread the word about a group of homeowners who frequently celebrate friendship via “girlfriend getaways.” And check out the travel category on this blog for more insights.

Read more about AARP’s baby boomer travel survey: http://bit.ly/1kW7oKD.

3. Also of note: Though they trail younger age groups, boomers do use digital tools for shopping (eMarketer): http://bit.ly/1B8B2B5 

Note that while online research is up, baby boomers are still more likely to to use offline resources than younger groups and less likely to rely on social media.

Chart - product research sources used by Millennials and Baby Boomers

We’d love to hear your thoughts on these mature marketing items. Please leave a comment below!

Mature Marketing Links of the Week: Pop Icons and Pdfs

August 4th, 2014 Posted by Beth Mickey

Happy Monday!  The mature marketing news that had people talking over the last week is brought to you by the letter “P”.  Have something to share?  Be sure to note in the comments below.senior calenar

“P” is for Pop Icons:  Beloved pop culture icons and moments in movie history including The Beatles, Wizard of Oz and I Love Lucy were given a new look within a calendar created by residents of Senior Living Communities.  Participants designed their own costumes and sets and even used green screen to bring a little movie-magic to the project.

Members were thrilled with being asked to not only participate by to use their vision to create memorable scenes.  Some Members were even asked for their autograph after the shoot!  They felt like movie stars.

See the pictures and discover how you can create a fun project that excites and involves residents of your community.

“P” is for PDF: An article highlighting the pros and cons of pdfs from an SEO stand-point garnered a lot of interest this past week.  In the article the author explored how (and why) PDFs are valuable, as well and some drawbacks to use within your website.

Pros

* By incorporating clickable links within your PDFs you are giving site visitors yet another way to dive deeper into your website.

*Your content can be indexed and read by search engines when originally created as a text document.

Cons

* Excessive use of PDFs can make it difficult for your visitors to get back to your website, as they typically don’t include site navigation (thus the importance of including links within your content.)

*From an analytic standpoint it can be difficult to track engagement with the piece.

View other pros and cons here.


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