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5_2_16_FlyingPig2

I have a long-lasting love of pigs.

A few things reminded me of this affection last week.

One, a discussion with my college-bound teens about what should or should not go with them to university. She wants to bring her Harry Potter wand. I stopped protesting after recalling that I headed off to "adulthood" with three stuffed pigs, including one who snorted loudly when stepped on in the middle of the night. (My roommates loved me.)

Two, this tweet from our Director of Business Development, Beth Spohn:

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In a previous post about "Fun with the (Marketing) Funnel," we explored how email can be a powerful tool for bringing people into the fold and moving them through the purchase journey.

Today we'll focus on direct mail.

Recently I presented a program called “Making the Dinosaur Dance” at the LeadingAge annual meeting with my colleague Erin Read. The entire presentation explored how the direct mail "dinosaur" still can be incredibly effective with a senior target market.

Why would I recommend direct mail as a part of this integrated strategy?

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Each Monday, we round-up the top 50-plus marketing resources of the previous week. Today's post quickly shaped itself around a certain letter ...

D is for "DISRUPT."

Our MOST CLICKED item of the week was a post by Jo Ann Jenkins, the CEO of AARP, titled "It's Time to Disrupt Aging."

Jenkins reinforces what readers of this blog know: societal perceptions of aging have changed.

"Middle-aged," for instance, was once viewed as starting at 35; now it's 55 or older. Those who are middle-aged also are not behaving the way their grandparents did.

And yet, as Jenkins writes ...

HidingCosts

Way back in 2010 Creating Results asked recent, mature movers what frustrated them about housing websites.

#1 with a bullet? "Don't say price."

We asked the question of hundreds of Social, Silver Surfers because we wanted data to back up our recommendations to senior living providers. Our team kept saying "you need to talk online about your pricing" and their teams kept saying "no!"

Now that recommendation carries even more weight, thanks to the team at Lead InSite.

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Each week we share mature marketing insights and articles that capture the eye and create conversation. Let's take a look at those pieces that did just that over the last 7 days.

MOST SHARED: "Let's get back to the basics" is a phrase that I heard repeatedly when studying what would become my passion and profession (and something I share with clients even today when discussing how best to position their communities and offerings).

A recent article served as a great reminder that while marketers must work harder to keep up with the ever changing times, that the overall psychology of marketing hasn't changed at all ...

Top 50+ marketing links of the week focus on Gen X

Each Monday, our team collects a few "top links" related to marketing to older adults and shares them on the Mature Marketing Matters blog.

MOST CLICKED: Give a shout if you're a member of Generation X. A little louder? A little louder? Hmmm. I still can't hear you.

The problem isn't with your voice.

It's with advertisers' ears.

The Gen X cohort (disclosure: my cohort) has been largely ignored by marketers of all ages. Born between 1968 and 1979, we're not as rowdy or large as the cohort that came before us, the Baby Boomers. We're high-tech, low-maintenance and we're entering our peak earning years (or should be).

And yet, as Robert Klara wrote in AdWeek:

3_22_16

My Creating Results colleagues call me the “Email Queen.” While I relish the idea of wearing a tiara, the main reason I have been dubbed as such is that I LOVE email. And more importantly, I’ve seen how powerful email marketing can be in driving new leads to action.

In this blog post we will explore how your organization can leverage email to not only reach your mature consumers, but move them through the purchase funnel to action.

But first, the answer to the question I know is on the top of everyone’s mind: “Beth, if we are selling to boomers and seniors, should we even use email marketing?”

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Today's round-up of top posts for marketing to older adults is like a "choose your own adventure" novel.

Feeling business-like? Check out the insights into marketing preferences via MarketingSherpa. Curious about mortality? The CDC's stats on centenarians should interest you. Ready for a good cry? Grab your hankie and listen to Maurice Sendak's words of wisdom.

MOST CLICKED: How do Baby Boomers want to discover and then learn more about products? And how do their preferences differ from that other big cohort, the Millennials?

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