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Mature Marketing Links of the Week – Resident Knows Best

Monday, October 20th, 2014

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

Monday, October 13th, 2014

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.

TV viewing “remains solid among older age groups”

Tuesday, September 30th, 2014

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

Monday, September 29th, 2014

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

Thursday, September 25th, 2014

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.

Mature Marketing Links of the Week – Landing Pages, Pictures

Monday, September 22nd, 2014

Monday morning and your to do list is already full. To help you get better results from your many efforts, let’s jump right into our top mature marketing links of the week, based on social media clicks/shares/+1s/etc.

1. MOST SHARED: A tie!

* Pictures are proven to motivate 50+ consumers. But how can you make an impact when email images get turned off? A case study from What Counts on a very clever effort for “A Place for Mom:” http://bit.ly/1v8jFM0

RELATED: Free ebook from Creating Results with insights into WHY photos are so powerful with older adults and tips for HOW to choose the images that will connect with baby boomers and seniors: http://bit.ly/50Photo

* The 10 essential elements of a landing page: http://bit.ly/1pokkEr. As writer Jacqueline Thomas notes,

“The only purpose of a landing page is to sell. Either you’re selling your design services or you’re selling your information for their email address. Your information comes in the form of newsletters, downloadable books, design freebies, pay-what-you-can fonts, courses, etc. … No matter how you use a landing page, the goal is to convert visitors into clients or community.”

At Creating Results, we love landing pages, especially when deployed as part of strategic integrated programs such as this one for CCRC Westminster at Lake Ridge. You’ll note that a critical element to its success was photography, #4 on Thomas’ list. This campaign featured original, authentic and engaging images of community residents (including a four-legged one!).

Photo - CCRC landing pages

Offline direct mail and print ads drove to online landing pages in a CCRC (continuing care retirement community) campaign that boosted leads 267%.

(Click here or on the photo to read the case study.)

 

2. MOST CLICKED: Why don’t advertisers value seniors? Public radio’s Marketplace tapped CreatingResults for an answer: http://bit.ly/1mp7xGU

 

And here are two articles that should have gotten more attention. They include new statistics to inform your mature marketing decisions:

CHART - The seven leading causes of death among elders* Snapshots of US 65+ seniors. Ronni Bennett calls out a few stats from the new Census Bureau report, “65+ in the United States.” Her post shares a few report highlights on life expectancy, income, and the seven leading causes of death among elders:

“Death rates declined for the 65-plus populations (other age groups too) between 2000 and 2010 but it was the same old, same old diseases – heart disease and cancer being the top two – that carried elders away.”

Read more: http://bit.ly/1uSee5U

* What does the “Boomer Nation” look like? Thanks to the AARP, you can explore an interactive, state-by-state snapshot.

It includes top 10s for the highest concentration of baby boomers, where the richest boomers live and where Spanish-speaking boomers are most likely to live. Haga clic aqui para aprender mas: http://bit.ly/1uYKsLL

 

Feliz Lunes! Happy Monday! (Whatever language you prefer, please share your comments and thoughts below. Gracias!)

All About Housing: Mature Marketing Links of the Week

Monday, September 8th, 2014

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.

 

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

Tuesday, August 26th, 2014

“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

Monday, August 25th, 2014

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

Thursday, August 21st, 2014

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


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