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Marketing and Motivating Boomers and Beyond

Archive for the ‘50+’ Category

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

Monday, April 21st, 2014

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

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

Monday, April 14th, 2014

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?

Tuesday, April 8th, 2014

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.

Three Take-Aways from Senior Living Conference PEAK 2014

Tuesday, March 25th, 2014

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

Monday, March 24th, 2014

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.

Mature Marketing Links of the Week- Teen Content Marketing and Living Longer, Better

Monday, March 10th, 2014

I don’t know about you, but while I love that daylight savings means that it stays lighter longer, I detest the hour of sleep that is lost.  That loss won’t stop us from sharing the mature marketing news that influenced and inspired this past week.  Have something to share?  Please note in the comments below.

1. MOST CLICKED

While they may be sullen and sulky most of the time, content marketers can learn a lot about leveraging social media from teens.

While they may be sullen and sulky most of the time, content marketers can learn a lot about leveraging social media from teens.

By far the story that drew the largest amounts of clicks for the week was an article by Ann Handley, “How To Invigorate Your Marketing, Ask A Teenager”.  In her article, Handley focused on social media and chronicled how, what at times seems like a struggle for content marketers, is second nature for teens.

Then: You bought a dress at a dress shop. You wore it to prom and hoped no one else had the same dress as you. (Or if they did, you hoped you looked better in it.)
Now: “Remember that time when someone else showed up wearing the same dress to prom that I did?” said No Teen Ever.
That’s one example of the ways that people like you and me are looking to innovate with social media and content, all the while teens ( “digital natives”) are already seamlessly and naturally doing it.
Except they don’t call it “social media and content and mobile.” They just call it… living their lives.
While I doubt any mature marketing expert would dare admit it, there are many things that we can learn from how today’s teens use social media and how we can make it more engaging for our audiences. So while at times sullen, these younger generations’ ease of use teaches that  the more you can engage boomers through your social channels naturally, the more effective your content marketing will be.
2. MOST SHARED
A blog featuring an interview of the author of  the New York Times best seller, A Short Guide to a Long Life was shared by many this past week.  The book, written by Dr. David Agua, features advice for how boomers can make the most of living longer, better.  One question by the interviewer focused on how boomers can best take responsibility for their health.
The personal responsibility is our obligation to ourselves and to younger generations — we owe it to our children to be good role models. We need to train our kids to practice healthy behaviors by embracing these tips ourselves. Not only will younger generations live healthier, longer lives, but we will help prevent our own chronic illness from attacking us sooner, which means we delay the day our children will need to be our caregivers as we age.

Mature Marketing Links of the Week – Persistence, Peers, Priorities

Monday, March 3rd, 2014

Happy morning-after-the-Oscars! Did you watch the awards show all the way through last night? If you’re feeling a little down(ton) this morning, perhaps this post can Perk you up.

Lady Grantham, Downton Abbey - At my age, one must ration one's excitement.

Our weekly round-up of the top links for marketing to 50-plus consumers is brought to you by the letter P

1. MOST SHARED: P is for Persistence, the theme of a terrific post by Chris Abraham.

“What separates winning content marketing campaigns from the losers? Persistence. From my experience, too many new media marketing campaigns lack bravery, boldness, confidence, and persistence. They do the messaging equivalent of “ahem, excuse me, if you would be so kind, ahem, I don’t mean to bother you or anything, ahem” rather than “hello, my name is Chris Abraham, damned glad to meet you.”

It’s understandable, really. Brands are afraid of the online world, especially earned media, where anything that a brand says and does can be used against it. So, over time, shell-shocked from seeing everyone around them being shot down and rejected; and, after repeatedly being warned by the media and by social media gurus as to how much of a mine field blogger outreach is, once-bitten, twice shy.

If you want to be successful in search marketing, earned media marketing, and content marketing, you’ll need to reach out not once, twice, but three times.”

Read the post: http://bit.ly/1jM37Vv


2. MOST CLICKED (a tie):
P is for Peers, specifically the Granthams of Masterpiece Theater’s Downton Abbey. Kathy East last week shared 5 things 50 plus marketing can learn from this popular TV show. From respect to teamwork to how to dress for success, these lessons generated excitement among Creating Results’ followers in the Twitter and Facebook universes.

Read the post: Five Things Downton Abbey Can Teach Us About Selling to Seniors

P also is for Priorities, the question posed by Tom Ahern in his post, “Which Is Your Next Priority: Younger Donors or Boomers?”

“You see, age matters. It’s not that younger donors are less generous. It’s just that they have so much more to buy: clothes, cars, furnishings, homes, education for their eventual kids. Older donors have been there, done that.

A person aged 65 is far more likely to have two things a young adult won’t have: (1) enough stuff, and (2) a sense that time is running out.”

Read the post: http://bit.ly/1dTfmL5

case study - 50 plus marketing audit, strategy for Tufts University Planned GivingWe have had the pleasure of working with and speaking to planned giving professionals during the past few years. (On their behalf we ask, have you made your charitable plan?) I am always blown away by the Persistence and Professionalism of these folks. Their Priorities are the People (donors) and organizations they serve, and they seem to strike the Perfect balance between the two.

RELATED: The Power of Generational Marketing – slides from a presentation to the National Conference for Philanthropic Planning, with actionable tips for marketing to the 50 plus donor.

Case Study: How Creating Results helped Tufts University’s Planned Giving Department with insights into 50+ marketing

 

We hope you’ll Post your comments — on the Oscars, these links or my terrible Puns — below. Thanks!

5 Things Downton Abbey Can Teach Us About Selling to Seniors

Wednesday, February 26th, 2014

Yes, PBS’s hit Downton Abbey holds lessons for those selling to the 50+ market of baby boomers and seniors. So while Sunday evenings in front of the fire enjoying the upstairs/downstairs drama may appear to be leisure, it’s really sales training! 

1. Formalities aren’t old-fashioned.

downton-abbey-lady-violet-GIF-season-1-episode-2While it may seem quaint to hear all the “Misters” and “Missus” we should remember that many elders consider it rude to be called by their first name by someone they have just met, particularly in a business situation. They are contemplating a tremendous change in their life, one with a significant price tag to boot. Perhaps they are moving from a home where they raised their family, a home filled with memories made over decades.

Remember to give seniors the respect they deserve and call them Mr./Mrs. until they give you permission to do otherwise.

2. Dress for the occasion.

Carson and Lord Grantham - Downton Abbey cricket matchOK, I confess one of the things I love most about Downton Abbey is the clothes. You have to admit they never get it wrong. The men and the women know that what they wear demonstrates they take whatever the situation is seriously, respecting the host’s and hostess’s wishes for the type of event whether it is a formal dinner or a rousing game of cricket.

Creating Results once mystery shopped a community frustrated by slow sales with million dollar town homes. The sales director, it turned out, frequently came to work in $5 tank tops and jeans. Not the right brand message at all.

So remember when you are dressing for another day in the office or going to a prospect’s home for an appointment to dress to impress and instill confidence that you are a professional dedicated to helping them make a sound senior living decision.

3. R-E-S-P-E-C-T.

downton-compliment-said-it-wrongObviously the occupants of the upstairs are better off financially but they do express appreciation and respect for the expertise and dedication of Downton’s downstairs staff.

Lords and Ladies know they can’t do it alone and neither can we. When we tour communities and see staff and residents greet one another with smiles and pleasantries it tells us that things are working well. That it is an environment where people enjoy one another regardless of their role in the community. Whether they are the Assistant Director, a Resident or a Nursing Aide, all work together to make the community stronger, and senior prospects will respond to that tone of respect.

4. Don’t forget your sense of humor and open mind.

Older adults take joy in discovery and know laughs are to be found at all times and in all places — even in a muddy pigsty (should that have been a spoiler alert?). 

downton-instrument-torture

Keeping an open mind is required both upstairs and downstairs. Don’t presume visitors in your Welcome Center who are not in their Sunday best can’t afford your community–you might be very pleasantly surprised.

5. Teamwork.

downton-staff-driveway

When the staff lines up along the stately drive to the side (and yes, slightly behind) of the Crawley extended family it is a very long line, indeed. It takes a large team to make Downton shine.

It takes a large and diverse team to build, market, sell and service the senior living market. Each of us has our own specialty but by working together we create beautiful and engaging communities that people are delighted to call home.

 

Now let’s hear from you! What lessons have you learned about selling to seniors from Downton Abbey? Do share.

Mature Marketing Links of the Week – Senior Happiness and the Power of Twitter

Monday, February 24th, 2014

Happy Monday! Let’s jump right into the mature marketing stories that had people talking last week.  Have something to share or add?  Please note in the comments below.

1. MOST CLICKED

Using Tailored Audiences to Drive Relevancy in TwitterThere was a lot of interest in a recent article by Shift Communications, which shared ideas for how to effectively leverage Twitter’s Tailored Audiences functionality.  Tailored Audiences was launched by Twitter in December of 2013 as a way for marketers to use tracking cookies to target subscribers who had visited their website.

The article highlighted new features which allow brands to expand their reach, including using  email databases, to identify additional brand enthusiasts within the Twitter realm.  One such example provided was to create an audience using email addresses to promote exclusive offers/news through Twitter.  Because of increased relevancy among this segment you can more effectively encourage a desired action.

Privacy concerns among boomers and seniors is one thing to keep in mind when leveraging Tailored Audiences.  While using this as a part of an integrated marketing strategy can be effective, remember to include reminders that people are receiving offers and news because of their previously expressed interest in your brand.

Read the full article here.

2. MOST SHARED

What makes us happy changes as we get older.  This is the focus of a New York Times article and associated study that drew a lot of interest this past week.  At the heart of the study was understanding why interests and desires tend to change as we age.

According to the article:

For young people trying to figure out who they want to become, extraordinary experiences help establish personal identities and are therefore prized, said Amit Bhattacharjee, the lead author of the study and a visiting assistant professor of marketing at Dartmouth College. As people become more settled, ordinary experiences become central to a sense of self and therefore more valued.

The article goes on to note that for seniors, the feeling that time is limited causes an increased desire to focus on the things (and relationships) that are most meaningful. For mature marketing professionals, knowing that time with loved ones is highly valued can help when positioning the unique selling points of a brand or organization.  Learn more about the study here.

Un-Retiring Presidents

Monday, February 17th, 2014

 

US Presidents - living and dead - represent varied approaches to retirement.

American readers of this blog are celebrating Presidents Day. There are currently five living US Presidents, representing the Greatest Generation (Jimmy Carter and George Bush, both born in 1924), leading-edge Boomers (Bill Clinton and George W Bush, both born 1946) and the trailing-edge Boomers (Barack Obama, born in 1961).* They also represent varied attitudes and approaches to retirement.

Jimmy Carter: Carter was only 56 when he was unexpectedly forced to find new employment. His response was to throw himself into volunteer groups, improving housing and health around the globe. He dramatically increased the size of Habitat for Humanity and also began his own foundation. Carter even started a club filled with people like himself — The Elders, a group of former leaders working together for peace and human rights.

George H. W. Bush: “41″ has kept active in humanitarian issues but followed a more traditional retirement plan: spending time with his family, traveling, trying to stay physically active. He marked his 75th, 80th and 85th birthdays by skydiving because, as he said,

“Just because you’re an old guy, you don’t have to sit around drooling in the corner. Get out and do something. Get out and enjoy life.”

Bill Clinton: It can be hard to find a new job in your 50s. Many employers see active adults as overqualified. Therefore many job-seekers find themselves starting their own ventures, as Clinton did after leaving the White House. A foundation to address international issues such as AIDS and poverty. Partnering with industry on product distribution (or, in this case, getting manufacturers to stop selling sugary drinks in schools). Writing a book or two.

George W. Bush: “43″ hasn’t started a similar encore career. His retirement has been rather quiet, with an emphasis on books (writing his own memoir and opening his Presidential Library). Like many Baby Boomers, Bush has been challenged by heart health. Unlike many others his age, he needn’t worry about health insurance and successfully underwent surgery for a blocked artery.

Despite President John Quincy Adams’ claim that “There is nothing more pathetic in life than a former president,” few have been pathetic. Few have actually retired. History shows us they’ve been rather un-retiring.

Former Presidents served on boards or even the Supreme Court. They farmed, ranched and even designed universities. They fought battles against slavery, for human rights.

What will Obama do in his retirement? He’s got a leg up on most members of “Generation Jones” — a lifetime pension and plenty of warning to begin planning his next act.

As people live longer, more Americans — including American Presidents — find themselves having to define retirement in new ways. It’s fair to say none of them will be satisfied just drooling in a corner.

 

* Incredibly, the Silent Generation, whose members were the revolutionary leaders of the 60s (civil rights, women’s rights, gay rights), has never been elected the Oval Office.

RELATED: Re-Thinking Retirement – 6 Lessons For Marketers

Photo Credit: Reuters. Our normal Monday links round-up will be delivered to you tomorrow. Happy Presidents Day!

 


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