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Archive for the ‘Marketing’ Category

Mature Marketing Links of the Week: Top This!

Monday, April 27th, 2015

Happy Monday! This week our mature marketing stories of the past week which drew the most interest explore a new top 10 list and a tale of 4 technologies.  Have something to share?  We’d love to hear from you – just leave your thoughts in our comment section.

MOST CLICKED: If you want to reside in one of the “most livable neighborhoods”, a new AARP tool suggests you try Madison, Wisconsin or Downtown Crossing in Boston.  According to an article in USA Today, the tool was designed to help everyone, including the mature consumer.  If living in Wisconsin or Boston doesn’t sound appealing try Sioux Falls, South Dakota or  downtown Seattle.  Both are tops on the list.

The ranking looks at several factors including housing, health, environment, transportation and more. For senior living communities, residing within one of these top areas could be an important distinction to highlight as you share what places your communities heads above the rest.

The tool can help city planners, local officials and others who want to improve their cities so people can age in place, which is what most older adults want to do, Harrell says. The group has expanded the definition of aging in place to include people either remaining in their home or staying in the same community in other possible housing options.

Not looking for just most livable when considering where to live?  The index also looks at areas based on other considerations.  For example, if you want to stay healthy consider Novato, CA.  Want to make new friends?   Your best bet is Richmond, VA.

Learn more.

MOST SHARED: According to a recent article in Ad Age, there are 4 technologies that are emerging as leads for how marketers approach storymaking.

Now, I should caution regarding use of any new technologies for reaching a mature market.  Bright and shiny is nice…but only if it is effective.  As with any new strategy or avenue, it’s important to have an understanding of your audience and if they will be receptive to a new channel before you put your marketing eggs in that basket.  That being said, these are very interesting and exciting ways to harness technology to tell the story of your brand.

In the article the author highlights 4 specific technologies as well as recommendations for how they can be effectively leveraged.  These technologies include:

*  Video streaming: Specifically, using this avenue to make your audience a part of the story through social integration.

*  Wearables: Using the POV from wearable technologies to create a brand story unique to each and every individual.

*  Virtual Reality: With this the individual becomes a part of the story.

* Messaging apps: Creating unique messages based on messaging app portal for a branded experience.

According to the article, when it comes to using technology:

The most successful uses of technology will make the technology itself invisible, and the storymaking itself may go unnoticed. Your audience will just appreciate that your messaging speaks to them in such a relevant way that it’s a springboard for creating their stories.

Click here to read the full article.

Mature Marketing Links of the Week – No Retirement for You

Monday, April 20th, 2015

Happy Monday!  This week our mature marketing stories of the week focus on how poor planning can thwart your retirement dreams and the impact of cyber distractions on productivity.  Have something to share?  We’d love to hear from you.

MOST CLICKED: I admit it, the thought of retirement and how far away it may be has given me pause when it comes to thinking about how well I should be planning NOW for my future.  And it looks like I’m not alone in this misguided mindset. Lack of financial planning hits all generations…but boomers regret it the most.  This is according to insights within a recent Chicago Tribune article.  The article featured insights from a Genworth Study that examined the financial planning behaviors (or lack of) among all generations.

But ask Baby Boomers now in or nearing retirement and they will tell you the one thing they wish they could have more of is time. Not only time to enjoy life, but time to go back and start investing to make their money grow. Time leverages money.

More insights from the study:

*  More than 1/2 of all adults have made no financial arrangements for their retirement.

*  4 in 10 Boomers have noted regrets about not sufficiently planning.

*  47% of unmarried seniors rely on social security for 90% of their monthly income.

*  70% of people will require long term care at some point in their lives.

The article offers the following advice: save now. Even if in small increments, automatically deducting money now whether in the form of your 401K or other auto-savings will help you in the long run.  Because no matter how long we deny it, retirement will be more expensive than we plan and the more we can do now to prep for it the better.  Advice I will certainly take myself.

Read the full article here.

MOST SHARED: Cyber distractions are real…and, well, a huge distraction. 70% of children age 8 and under used some sort of mobile device last year, setting a trend for even more cyber distractions as we age, according to an article from the BBC.

While electronic interruptions disturb people of all ages, millennials are more tightly tethered to their computers and phones, obsessively checking texts, email and social media sites.

In a world where information is just a check of the phone away, many are getting so distracted by what the article termed ‘cyberslacking’.

Research shows that millennials are more likely to say that this attachment has led to a decrease in work productivity.  But many are saying that they want to do better, with 70% of respondents to a recent survey examining the phenomena reporting interest in tactics for strengthening their focus.  Companies are even exploring ways they can assist in this renewed desire to step away from the smartphone, with no device policies at meetings or encouraging email checks just twice daily.

Do you own your mobile device or does it own you?

Read the full article here.

 

 

Email Is Digital Peak for Seniors: How Can Your Program Scale to Higher Heights?

Thursday, April 16th, 2015

Email is still the top preferred digital channel among baby boomers and seniors. This fact was uncovered through Creating Results national Social, Silver Surfers research in 2010 and 2013. Recent MarketingSherpa research noted the same trend when they surveyed people regarding their preferred channels of communication with brands.

According to the article:

While most people preferred email across all age groups, email was the exception when it came to digital media. There was in fact a pretty significant digital divide:
*  27% of 18 to 34 year olds want text messages from companies versus 6% of people 65 and over
*  33% of 18 to 34 year olds want to communicate through social media with companies versus 4% of people 65 and over

Email is the preferred channel for older adults. Chart from MarketingSherpa

Source: MarketingSherpa

When Creating Results surveyed more than 800 boomers and seniors as part of our Social, Silver Surfers research we found similar insights.

* What was their favorite tool for sharing website content? 77% said they email links to friends and family, using the built-in “email-a-friend” tool.

* What is the dominant social platform? When asked to name a social network, 11% of Social, Silver Surfers cited email! For them, email IS social and this preference grows stronger with age.Email as Social Network, by Age

In the Social, Silver Surfers ebook we even note that if you look at the top websites visited by affluent, 65+ seniors (per Quantcast), several popular websites are actually email-based portals such as Comcast.net. For many if not most older adults, email is their gateway to other online destinations, tools and purchases.

What’s Holding Your Email Program Down?

Yet … despite the fact that older adults use email … and older adults want brands to use email to communicate with them … many marketers are not investing in their email program and/or they find maximizing their email efforts challenging.

Why?

This spring we plan to launch a series of posts on MatureMarketingMatters.com that focuses on email marketing to baby boomers ands seniors. We’ll share insights, case studies, inspiring examples of effective campaigns. To make sure these tips are most relevant and useful to YOU, please tell us:

If you can’t see the poll above, please click here to take this one-question survey. Then check back in the coming weeks for advice to maximize your efforts via this preferred channel.

RELATED:
Conversations not Campaigns
15 Boomer and Senior Marketing Insights for 2015

Mature Marketing Links of the Week: Technology and Longevity

Monday, April 13th, 2015

Spring has sprung..as have my  allergies – but that won’t stop us from explore this week’s mature marketing stories of note that had people talking and clicking.  Read on to discover how technology and postponing retirement may impact your boomer and senior target market.  Have something to share?  We’d love to hear your comments.

MOST CLICKED: “There’s an app for that”…and boomers are using them.  According to a recent chart from GlobalWebIndex, 17% of Boomers age 45 – 54 and 9% of those 55 – 64 used a shopping app in the last month.  The insights are based on a recent survey of the online buying habits of people in more than 32 countries.  While the younger demographics are Senior usage of apps for shoppingmore inclined to utilize apps for shopping, more mature consumers are adapting to the trend.  And as more people own smartphones this number is sure to increase.

So what does this mean for those targeting the mature consumer?  Even if you do not offer online shopping, it’s important to understand that Boomers and Seniors are on-the-go and mobile.  In fact, we discovered in our Social, Silver Surfers research that 37% of boomers and seniors will reject your community based solely on your website and their ability to easily access their desired information.  Ensure all of your digital efforts are optimized for mobile and tablets to ensure ease of interaction with your website to effectively capture this market.

Read more here.

MOST SHARED: Putting off retirement could translate to a longer, happier life.  It’s true, at least according to an article in MoneySense. In the article the author referenced the book The Longevity Project, which detailed 8 decades of research following the lives of 1,500 people. This survey found that many who put off retiring reported living longer and being happier.

Specifically, the article highlighted the following points:

* Life is expensive enough but even the prospect of living longer than you once thought should give you pause about retiring at the peak of your powers.

* If you value a long life, a happy productive career is likely to aid your longevity. And if you’re working longer, that solves the problem of running out of money before you run out of life.

For senior living communities, the reality is that your younger residents may still be working when they move to your community.  Plan programs and offerings in the evenings and weekends so they can still enjoy the lifestyle you offer and socialize with fellow residents.

Read the full article here.

WORTH REPEATING: Don’t forget to read our March Madness blog post by Creating Results’ own Jessica Ruhle, where she shares insights and opportunities from the recent LeadingAge conferences in Massachusetts and Rhode Island.

Read the post here.

March Madness

Tuesday, April 7th, 2015

Creating Results’ Top 6 Takeaways from LeadingAge MA and RI Conferences

March is not only a great time in college basketball, but it has also been an exciting time for Creating Results when it comes to attending and gaining insights from senior living conferences. We’ve gathered all of the top tips and tricks from the various sessions to give you ways to improve your marketing “game.” From major trends in advertising to navigating social media, we’ve narrowed it down to the top 3-pointers from two recent conferences that will help you and your team.

1st Half: Ziegler/LeadingAge Massachusetts Senior Living Symposium

Chart - US Massachusetts aging demographicsInsight: 8.8% of Massachusetts 65+ seniors are at or below the poverty level (vs. 9.6% of U.S. seniors).

Speaker: Lisa McCracken, Ziegler

Session: The State of Senior Living Capital Markets

Marketing Action: It’s beneficial to know the trends in the both the poverty levels and the other end of the spectrum so that you can speak to the correct consumer. This is why we advise our clients to purchase mailing lists based on their net worth and their income value. Otherwise if you’re selling a luxury product you would be wasting money by sending a message about your community to those that are in this growing group of older adults.

Insight: “33% of time is wasted in Board meetings because we are doing more telling than engaging.”

Speaker: Melissa Radford, LeadingAge

Session: (Re) Engage Your Board

Marketing Action: If you’re finding that you’re wasting time at Board meetings, have an agenda, send it out and get buy-in ahead of time and stick to it.

Insight: Creating Results’ definition of engagement is “the act of turning people on to your brand in a way that improves your business.”

Speaker(s): Todd Harff & Erin Read, Creating Results

Definition of marketing engagement, per Creating Results

Learn more: http://creatingresults.com/leadingagema15

Session: The End of Advertising – The Advent of Engagement

Marketing Action: Make sure you know your audience and who you are engaging with. What is of value to them? Use your insights and learnings to tailor a segmented message to this group. Building a relationship will go much farther than a sales pitch. If you missed this session, click here to download a complimentary whitepaper around one of the ways Todd and Erin recommended to engage your audience, experiential marketing.

 

2nd Half: LeadingAge RI: Be the Voice

Insight: By giving people purpose (jobs, participation, satisfaction) you tend to have greater results in improving their quality of life, even in later stages of memory loss.

Speaker: Sharon Johnson, The Hearthstone Institute

Session: Research-based Strategies for Creating Meaningful Engagement for Persons Living With Dementia

Marketing Action: Is there a local organization or charity nearby? Form a committee within your memory-care to get residents involved. Give them each a task or a job based on their ability. Whether it’s making cookies for a child-care center or setting up a table in the local park, this could not only foster a more vibrant environment within your community, it would be a great PR opportunity!

Insight: “Passion is what creates a champion in the soul of an ordinary person.”

Speaker: Matt Jones, Motivational Speaker, 3-Time Cancer Survivor and marathon runner

Session: Aging Services is a Marathon

Marketing Action: Use the passions of those within your community or organization to highlight the benefits you offer seniors. Client North Hill does a great job of this. We helped put the ideas to “paper” and created a video series of both residents and team members telling their stories about their passions and what gives them purpose.

(If you can’t see the video above, please click here.)

Insight: The 5 critical components of handling social media within your organization are …

Speakers: Erin Read and Yours Truly, Creating Results

Session: The Ins & Outs of Social Media Marketing for Retirement Communities

1.        Pick the right channels – know where your prospective customers and influencers are now, where they’re headed.

2.        Consider what your social audience wants – inside scoop, $$ off, relevance, humor.

3.        Get committed – can’t set it and forget it; ongoing investment of time, money and resources. Your brand is now a publisher, a content provider.

4.        Get action-oriented! Always incorporate calls to action that tie to your business goals.

5.        Measure.

Marketing Action: Want to know what all of this means? Did you miss the show? Go get the FREE handouts which includes a special infographic featuring data from Creating Results’ 2013 Social, Silver Surfers survey.

 

Did YOU attend either the LeadingAge Rhode Island annual conference or the Ziegler / LeadingAge Massachusetts Symposium? Please share your take-aways below!

 

Mature Marketing Links of the Week: Senior Housing Micro Yesses, Ageism No-Nos

Monday, April 6th, 2015

Must not eat jelly beans for breakfast … must not eat jelly beans for breakfast …

1. MOST SHARED: 3 Senior Housing Marketing Strategies That Deliver Results

Last fall at a terrific conference called SMASH, reporter Emily Study and I got to talking about the “micro yes.” As she explains in an article for Senior Housing News:

“In the sales world, it’s called a ‘micro-yes.’ In the senior living world, it’s called guiding a lead.

But the idea is the same: Marketers and senior living providers, alike, must guide customers and prospects along through a series of smaller decision points, or micro-yeses, to get to the ultimate yes, which is the purchase — or the move-in.”

Traditions of America's Guest Stay program is an example of micro yes marketing.

http://www.traditionsofamerica.com/guesthomes

Our conversation continued beyond the conference as Study gathered three examples of “micro yes” techniques that shorten the sales cycle: experiential marketing events, guest-stay programs and “gold card” waitlists.

The article published last week features examples from continuing care retirement communities and active adult developers from New Jersey, Pennsylvania, California and Hawaii and a quote or two from yours truly.

Read the article on micro yesses: http://bit.ly/19wpNc0.

RELATED: Download a white paper on Experiential Marketing, with case studies on small, medium and large events programs: http://bit.ly/1yTnPIa

2. MOST CLICKED: “Aging is not death. Stop conflating the two.”

Amy Gutman addresses the new opportunities afforded us by the longevity bonus — and the old, ageist tropes that undermine them — in an Op Ed for the Washington Post:

“Some months back, I dipped into a small bookshop to pick up a volume on career transitions for people older than 50. I was stunned to find it on a shelf with the heading ‘Aging and Death.’

The memory has stayed with me, a metaphor for our fundamental misapprehension of where aging fits into the human experience. And it’s far from the only example.”

Read Gutman’s piece on ageism no-nos: http://wapo.st/1xW2aEP

I appreciated this reaction to the article from Boomer and radio/broadcast marketing expert Clark Smidt:

clark-smidt-comment-seasoned

(Psst! Add your reactions using the comments tool below and/or on any of our social platforms.)

3. Also of note:

* Age isn’t a disqualifier for entrepreneurs. It’s more like a prerequisite. — Article on entrepreneurship by Michael Hyatt via Gayle Williams http://bit.ly/1C6hVph

* 11 Ways for Local Business to Get Links, w/ pro tips from Casey Meraz of Moz — http://bit.ly/1xW5boI

* 9% of 55-64 yr old baby boomers are using shopping apps (vs. 30% of 25-34 yr olds) — GlobalWebIndex http://bit.ly/1Cs8FKY

* It seems someone was diving deep into the Creating Results Twitter feed because we ended up with quite a number of clicks on this blog item from April of 2013, “Counting Our Blessings.” http://bit.ly/1JePPNl

The post was prompted by the Boston Marathon bombings. The sentiment holds true and seems appropriate as we wrap up a holiday weekend and near the two-year anniversary of the tragedy: We count our blessings … including you our readers … daily.

Mature Marketing Links of the Week – Barbie and Boomer Market Opportunities

Monday, March 9th, 2015

Happy birthday to you, happy birthday to you, happy birthday dear Barbie …

Source: TruthDig.com http://www.truthdig.com/cartoon/item/20090301_barbie_at_50

Source: TruthDig.com http://www.truthdig.com/cartoon/item/20090301_barbie_at_50

Barbie, the iconic toy of the Baby Boom, turns 56 today. Like her peers, the doll has seen great personal and societal changes. From mass production to personalization. From activist (she received a black friend during the Civil Rights movement) to flashpoint for debates on female identity. And, like her peers, this Boomer has reinvented herself at least a thousand times.

Assuming that, like her peers, Barbie is going to enjoy a longevity bonus of several decades more … what will this Boomer be when she’s 86 years old? A frail patient, a blushing newlywed, a demanding consumer, an eager entrepreneur?

Last Thursday a large group gathered at Harvard Business School to consider Boomers, seniors and the market opportunities aging represents. Panelists and speakers included Fortune 100 companies such as CVS and Procter and Gamble, along with New England leader Benchmark Senior Living and many caregiver focused groups.

The event led to Creating Results’ MOST SHARED tweet of the week, quoting Joseph Coughlin of the MIT AgeLab:

“The greatest success of humankind is living longer.” Also its greatest challenge.

We’ll be sharing observations and insights from the “Our Aging Market” event on this blog in the near future.

 

There was quite a variety and quite a lot of sharing of Boomer- and aging-related links on Twitter this week. The top items:

* Health – 45% of RNs were over 50 years old in 2008; is there a mass exodus of experienced nurses coming?

“One of the greatest challenges the healthcare industry is facing in its efforts to prepare for the needs of the elderly is training and hiring the health professionals needed to care for this population, such as primary care workers. Yet, it is no secret that today the nation is facing a significant primary care shortage. As the situation stands, nearly 40,000 primary care physicians are needed to meet the demands of the nation – a number that is only expected to rise as insurance coverage is expanded to more people through the ACA and the baby boom generation ages.”

Download this PDF report from the Center for Health Affairs. http://ow.ly/JDcMa

* Digital — GOOD advice from HubSpot on the WORST advice given for driving website traffic: http://bit.ly/18uDjfl

RELATED: You’ll find website advice specific to boomers and seniors in our Social, Silver Surfers ebook. http://bit.ly/SSS13blog

Hands* Health — Is B2B is the next B2C in medtech marketing? How are you innovating to meet shift? http://bit.ly/1wjCP71

* Travel — While retireees spend more overall on luxury travel, Gen X burns through more money every day they are away from home. http://bit.ly/1MkP45j

 * Hysterical  —  Thank you, AdAge copywriters, for this fantastic headline: “Were Millennials Just Figments of Our Fevered Imagination All Along? Fear of Youth Demographic Overblown as Invasive Alien Species Grows Up.” http://bit.ly/1HmqEYh

 

Have an opinion on Barbie, or any of this week’s links? Please share your comments below.

Trends and Truths

Tuesday, March 3rd, 2015

Next week at the LeadingAge Massachusetts 2015 Senior Living Symposium, Todd Harff and I will be talking about “The End of Advertising, The Advent of Engagement.” The topic was sparked by all those headlines we kept seeing proclaiming that ads were dead, by the many breathless posts heralding a new trend or extolling social marketing over all other tactics.LeadingAgeMA-TheEndOfAdvertising-MAR2015

I’m a GenXer. This doesn’t make me cynical, but it does make me a bit skeptical. So we wondered … Is it really the end of advertising? And are industries focused on older adults (active adult housing, continuing care retirement communities, etc.) really pursuing the hot marketing trends?

Only one way to find out what are trends and what are truths: Creating Results is surveying marketers and execs in 50+ housing and senior living.

It’s a VERY SHORT, 3 question, 1 minute survey. http://bit.ly/1CvpaeZ

This SHORT marketing survey is designed to get a snapshot of what the trends really are, whether those marketing to older adults are really shifting spending away from traditional channels or not. Creating Results will share the results in presentations at LeadingAge Massachusetts, LeadingAge Pennsylvania and other conferences. Of course we’ll also share those insights here on the blog.

Please help us separate facts from fads by taking this SHORT marketing survey!  http://bit.ly/1CvpaeZ

Thank you in advance. If you have questions or comments, please share them below.

 

RELATED: LeadingAge Massachusetts Senior Living Symposium

Mature Marketing Links of the Week: Dancing Grannies & Email Preferences

Monday, March 2nd, 2015

Happy Monday!  Let’s jump right into the mature marketing stories of the past week that had people clicking and sharing.  Have something to share?  We’d love to hear from you, just leave a note in our comment section.

 

MOST CLICKED

Cover songBy far the most clicked story of the past week was a Mashable article that shared a video of a remake of “Uptown Funk”.  This fun video featured seniors age 65-92 remaking the catchy song their way.  You can’t help but dance and tap your toes when you check out this fun remake.

Watch the video here.

 

MOST SHARED

At Creating Results we’ve long shared that email is a top avenue for engaging mature consumers. A recent MarketingSherpa survey reinforced this through findings from a recent study which noted that more than 70% of adults rank email as the #1 communication method with brands. During a survey individuals were asked to identify their preferred avenues for engaging with brands, with email blowing the others away.

sherpa emailInsights from the survey included:

*  Email was tops for females 65+ with 64% preferring this channel.

*  64% of those 55 and better selected postal mail.

*  34% of all respondents identified print media as a primary channel.

Read the full survey here.

The take away? For marketers it is important to utilize an integrated marketing approach.  This will effectively ensure you reach your target market where they are most comfortable engaging with you.

RELATED: Creating Results uncovered similar preferences within our Social, Silver Surfers research about email, as well as other digital portals including websites.  Click here to learn more and download our eBook

 

Mature Marketing Links of the Week – I Can Relate

Monday, February 16th, 2015

“Thomas Jefferson once said, ‘We should never judge a president by his age, only by his works.’

And ever since he told me that, I stopped worrying.”  – Ronald Reagan

Happy Presidents Day! For our readers in the U.S., today is the official celebration of George Washington’s birthday. But never fear — the Creating Results’ team wouldn’t let a federal holiday get between you and the top mature marketing links of the week.

1. MOST SHARED: A Last Thought from Las Vegas: Put Away the Poker Face

Creating Results’ Sally O’Donnell wraps up her series of posts offering a millennial’s perspective on marketing to baby boomers. This latesTOA-new-site-ratingst installment looks into transparency and why creating an environment of trust is actually a service to older home buyers. Testimonials and ratings help people relate to the current residents of a 50+ community.

“Millennials like me rely heavily on Yelp, for example, to find restaurants, hotels, etc. More and more 50-plus homebuyers are using similar tools to influence their purchasing decision.

Because there has been such a shift toward digital with less face-to-face time, it’s increasingly difficult to build trust with online prospects. Something as simple as a positive review tells a compelling story and reinforces confidence in your brand.”

Read more at http://bit.ly/1DY5hwI.

2. MOST CLICKED: 50 shades of white?

AdAge reports that sex therapist and media personality Dr. Ruth Westheimer is the new face of a laundry campaign. “Think of Valentine’s Day or sex, and chances are laundry doesn’t immediately come to mind. Clorox Co. has enlisted Dr. Ruth to change that.”

The 86-year-old brings her trademark good humor to the campaign. We had fun discovering she also has nearly 85,000 followers on Twitter. Seattle fans will want to look away …Tweets by Dr Ruth

Only 10% of Twitter users are older than 65. So this means it’s mostly the young who are following Dr. Ruth. They do so not because she’s a peer but because they relate to her humor and forthright approach.

Read more on the Clorox campaign at http://bit.ly/1BgYeiS.

RELATED: We’ve always appreciated marketing to baby boomers and seniors that recognizes these older adults as sexual. You don’t stop being interested in romance, sex and connections just because your AARP card has arrived. Click here to see how we addressed the topic in 2012, on this blog.

3. Also of noteRetiree housing wealth is “Battered but still significant,” reports MarketWatch  http://on.mktw.net/17Gs1VZ

 

Did you relate to any of the items in this week’s round-up? If so, please share your thoughts below!


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