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Archive for the ‘Mature Consumers’ Category

Mature Marketing Links of the Week: Blooming Boomers

Monday, March 30th, 2015
Cherry Blossoms in bloom. Source: Baddest Mother Ever blog

Source: Baddest Mother Ever

Our readers in the American Northeast may scoff at this headline and the thought that anything will ever bloom again. But in Oregon this past weekend they celebrated Cherry Blossom Day, and one of my favorite bloggers posted this gorgeous pic from Georgia. (Thanks for permission to share, Ashley!) There is the promise of spring.

In the meantime we promise to share the top links for 50+ marketing from the past week! Please share your thoughts — on marketing, on boomers, on blooming — in the comments.

1. MOST CLICKED: Multifamily Executive projects that senior housing will “boom” in 2015, based on a Marcus & Millichap report.

The report estimates that 11,600 units of independent living are under construction this year. This number is well-above the 3,000 independent-living units added to the nation’s stock last year. Meanwhile, the report also says there are about 18,900 units of assisted living and 6,800 skilled nursing units under construction this year.

The article also identified the top 10 states for senior housing construction. At the top of the list are Florida, Texas, Ohio and … Minnesota?

Read the full article: http://bit.ly/1bIU5cK

2. MOST SHARED: “A story of loss, change, growing older and family conversations.” That’s the kicker for Alan Wolkenstein’s piece called Carolyn Called, which explores how adult children and the senior they love found themselves at an impasse.

“Carolyn called several months ago. She had heard of me through her realtor, in that the two of us have collaborated on a number of home sales that involved elders and their adult children. Each of the situations was an emotional mess, and so was this one. Carolyn and her two sibs had ‘pushed’ their widowed father to sell his condo and sign up for a retirement home. Now, he was refusing to sign the papers for the sale, pack his ‘stuff,’ and move. He was essentially doing nothing in their view…but he was doing something.”

Read about the solutions being explored by these boomers and their caree in The New Social Worker: http://bit.ly/1BJ6p2Q

3. Of note:

Boomer Segmentation: CMO.com recently published a piece in which the author “learned something very revealing about the Baby Boomer generation.” Eric Holtzclaw learned, it seems, what Brent Green wrote about 9  years ago in Marketing to Leading Edge Baby Boomers, that the cohort actually can be seen as two groups.

Holtzclaw calls the first, born 1946-1955, the “Pre-Vietnam War Boomers” in his CMO.com piece; Green’s seminal book explores this Leading Edge cohort in depth. The second group Holtzclaw labels “Post-Vietnam War Boomers,” born 1956-1964; those marketing to older adults should be sure to read Green’s thoughts on Trailing Edge Boomers, aka Generation Jones.

Neither we nor Green are knocking Holtzclaw’s piece.

It just seemed a good time to encourage those newer to 50+ marketing … perhaps attracted by all that senior housing construction (grin!) … to take advantage of the great research and analysis that’s been done in the past.

RELATED: Items on this blog specific to Generation Jones: http://bit.ly/1G8iqDY

* Content is the starting line, not the finish line: 3 marketing truths for an information dense world, from Mark W. Schaefer. http://bit.ly/1Eq0ohA

* Late Bloomer – “Someone who blossoms on their own schedule:” CBS combines stats and stories in this look at second acts. http://cbsn.ws/19otKiM

Still seeing snowflakes, not petals, falling to the ground? Here’s a video about blooming that should brighten your Monday.  

Hat tip to Ronni Bennett for this hysterical video!

Mature Marketing Links of the Week: The Power of Technology

Monday, March 23rd, 2015

Happy Monday!  This week our mature marketing stories of interest focus on technology—the power it provides for connecting with family and taking charge of our own health.  Have something to share? We’d love to hear from you.

MOST CLICKED:  The most clicked mature marketing story of the week was a blog post by one of our favorites, Chuck Nyren.  In the post Chuck chronicled his adventures in the hospital after a fainting spell, sharing his interactions with doctors, not-yet-doctors and the like.  After his “team” tossed around a number of likely reasons for his fainting, Chuck took the matter in his own hands and searched his symptoms online.

Early next morning. I grab my smartphone and search for orthostatic hypotension, find out there’s a good chance certain prescription drugs cause it, I search for a medication I take right before bed. Bingo. Recent studies link fainting to the med. If there’s a culprit, that’s the culprit.

While self-diagnosis (especially if you’re not a doctor) isn’t encouraged, many utilize online searches for this very need.  For marketers, knowing how your senior target uses technology (in real-time) is important when developing an integrated marketing strategy. Make sure you have a digital presence and the information you provide is easily digestible through a variety of platforms.

Read the full blog post.

MOST SHARED: According to a recent eMarketer article, mature consumers aren’t rejecting newer technology, they are Grandparent technologyembracing it.  The article highlighted findings of digital methods used for communicating with grandchildren.  What they found is that 54% owned a smartphone and 46% a tablet, with the most popular communication avenues including email, text and video conferencing.

Grandparents acknowledged that digital tools had reshaped the frequency and method of communicating with younger generations. Among this group, nearly half said that technology gave them the ability to communicate more with their grandchildren than they did with their own grandparents, and one-fifth even spent more time communicating with their grandchildren online than offline.

Creating Results’ Social, Silver Surfers research reinforces this trend of technology usage.  In fact, we found that email is the leading social tool among boomers and seniors.  While traditional print and online avenues are important, don’t be afraid to consider the possibilities for reaching your audience in a variety of digital methods.

RELATED: What older people do online infographic

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.

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 – Aging Issues and Inspiration

Monday, February 23rd, 2015

Good morning! Did you watch the Academy Awards show last night? Inspired by the “choose your own adventure” biography of host Neil Patrick Harris, today’s blog post offers choices. You can go immediately to the practical (top links for mature marketing) OR jump to heartwarming (some Oscar- and aging-related thoughts). Or, throw caution to the wind and do it all!

Either way, I promise this show won’t take 4 hours.

Inspiration

LeadingAge_Square_Logo_Large1. MOST CLICKED: Get inspired! LeadingAge showcases 30 outstanding projects in assisted living, CCRCs, nursing homes in their 12th edition of the Design For Aging Review. http://bit.ly/18fR3vl

2. MOST SHARED: The danger of “end of life poverty” as 4 million Americans turn 65. While the topic sounds depressing, the author, Ai-jen Poo, sounded several hopeful notes in her interview with NPR, such as

“[T]he baby boom generation in particular is such a culture-driving generation. I mean, rock ‘n’ roll — and so much has changed in our culture as a result of the baby boom generation. They are the generation that’s aging, and if any generation is going to change how we orient around aging, it’s going to be that generation.”

Read or listen to the interview at http://n.pr/1ABIGTS

3. Also of note: This Is How We Watch Video Now, says Seth Godin:

“Forty years ago, Stanley Kubrick showed us 2001. The first 90 seconds are without dialogue and solid black. It’s hard to imagine that working as the intro to a YouTube video today.

Instead, our finger is on the mouse trigger, ready to leave in a moment. Not only that, but instead of leaning forward, we’ve got our shields set to level 7, wary of what’s to come.”

Read Seth’s post at http://bit.ly/1EmSWSN.

Issues

I was touched to see the Oscar spotlight shine briefly on an issue important to older adults and those who care for them — Alzheimer’s disease.

Country star Tim McGraw performed “I’m Not Gonna Miss You,” from the documentary Glen Campbell … I’ll Be Me. The movie focused on Campbell’s goodbye tour after his Alzheimer’s diagnosis. The Oscar-nominated song is a a bittersweet note that Campbell’s love for his family will remain as his memory of them fades.

Julianne Moore took home the Best Actress statue for her turn as a woman diagnosed with early onset Alzheimer’s in Still Alice. In her acceptance speech, Moore said “So many people with this disease feel isolated and marginalized. And one of the wonderful things about movies is that it makes us feel seen and not alone. People with Alzheimer’s deserve to be seen, so we can find a cure.”

The Oscars draw audiences of more than 40 million. For helping bring attention to Alzheimer’s, it’s now our turn to thank the Academy.

Mature Marketing Links of the Week – You Tell ‘Em, Seniors

Monday, January 26th, 2015

It’s a sad fact for many seniors that as they age, they feel ignored. (Certainly most of today’s youth-focused advertising overlooks older adults!) This week’s recap of top mature marketing links shares two stories that buck that trend.

90 year old product designer Barbara Beskind. Photo source: Nicholas Zurcher/IDEO

Photo source: Nicholas Zurcher/IDEO

1. MOST CLICKED: At 90, Barbara Beskind is designing tech for aging boomers.

After seeing a feature on the innovation firm, IDEO, in which the founder emphasized the need for a diverse team, she wrote the firm. Her hiring added a new kind of diversity: age.

Beskind also has macular degeneration, making her perspective highly valued at a company designing products to help aging consumers.

“Beskind says as she gets older and faces new problems in the world, she’s thankful she’s a designer. ‘It makes aging more tolerable, more enjoyable,” she says. “I enjoy the age I’m in. I think it’s one of the best chapters of my life.'”

Hear the story on NPR: http://n.pr/1JsTMi0

A not-unrelated stat: The average age of a Creating Results team member is 42 years old. Our maturity means that clients don’t have to struggle with a 22-year-old designer who wants to be cool and trendy; we get the need to balance fresh creative with considerations for aging eyes. And we are, many of us, in the lifestage our clients market to. We’re wondering about our next chapters, helping aging parents find the right housing solutions, planning for retirement of some sort …

2. MOST SHARED: If you could say ONE thing to a younger person, what would it be? A YouTube producer called Freddy Fairhair (yup) asked seniors in a number of countries that question. Their answers proved inspiring to Creating Results’ followers on various social platforms!

What advice would YOU give? You don’t have to be a senior … Thoughts from all our readers are welcome in the comments below.

3. Also of noteTech tips topped the Twit parade this week –

* Via SurveyGizmo (my personal favorite for online polling and surveying): Handy 9 point checklist for optimizing your PPC landing pages http://bit.ly/1LaO9qw

* Via Hurricane Media: How to create an engaging, “winning” YouTube channel http://bit.ly/1yV6YZW

* Via Duct Tape Marketing: 5 ways to get the most out of social media marketing. http://bit.ly/1EMdhiU We’d of course add a 6th way: study how the boomer and senior audiences differ from other ages! http://bit.ly/SocSilTw 

 

George Bernard Shaw wrote that “We are made wise not by the recollection of our past, but by the responsibility for our future.” At Creating Results, we’re looking forward to another week doing what we can to create a more positive future for older adults. Happy Monday!

Mature Marketing Links of the Week: Giving and Graying

Monday, January 19th, 2015

Happy Monday!  Before we jump into the mature marketing stories of the past week that generated the greatest amount of interest around the water cooler, we pause to honor Martin Luther King, Jr on this holiday Monday.  His words were inspiring and his efforts so important in shaping the future for us all.

I believe that unarmed truth and unconditional love will have the final word in reality. That is why right, temporarily defeated, is stronger than evil triumphant. – Martin Luther King, Jr.

MOST CLICKED: A majority of individuals were intrigued by a recent Forbes article detailing the graying of America.  Entitled “Aging America: The U.S. Cities Going Gray The Fastest”, the article highlights research into what cities not only contain the largest concentrations of those 65+, but cities that have seen the largest gains in this segment over the last 3 years.

America's Grayest CitiesSome key findings include:

* The overall senior population has increased 29% since 2000, compared to the general growth of population at just 12% since 2000.

* Florida continues to have the highest concentration of seniors, with the Tampa-St. Petersburg area having the largest in-state percentage.

* Pittsburgh has the second largest concentration with 18% of the population over 65.

* Those cities with the lowest concentration of seniors: Salt Lake City, Houston and Dallas-Fort Worth.

The report also examined cities that have seen the largest increases in this part of the population. However, it first noted that in many cases the reason for the increases are partially based on the fact that many actually relocated when they were younger, and have simply decided to remain in their current towns. So who is graying the fastest?  According to research the top locations include Atlanta, Raleigh and Austin.  And, the article noted, the suburb areas of these and other locations are seeing the largest gains with many moving away from the big cities.  For marketers targeting mature consumers, knowing the demographics of your regions is key to ensuring your messaging is aligned with reality.

Read the full article.

MOST SHARED: The Chronicle of Philanthropy recently released what it says are “6 Trends to Watch in 2015″. Overall, the article noted that charitable giving in 2015 is predicted to exceed pre-recession highs, potentially making it a record year for many organizations.

Despite stock-market volatility and weaknesses in the global economy, experts say we’re headed for another year of increased giving, thanks in part to an acceleration in the generational transfer of family wealth.

Top trend predictions include:

1. Nonprofits and foundations will continue to see a changing of the guard in leadership, with many baby boomers stepping down from key roles, opening doors for Gen X to take charge.

2. Many nonprofits are helping people raise larger amount of money and generate more exposure to their efforts by providing how-to inspirations.  One example was a recent program by The World Wildlife Fund which encouraged supporters to turn milestones such as birthdays and events into fundraising opportunities.

Discover more trends when you read the complete article.

 

Mature Marketing Links of the Week – The Countdown

Monday, December 29th, 2014

It’s hard to believe that in just a few short days 2014 will come to a close.  Today our links of the week takes a look back at the mature marketing news and blog posts that generated the most interest and comments during the past year. Enjoy this year-end wrap up and we’ll see you in 2015!

Top Mature Marketing Blog Posts

#5: Boomers & Health: This post from November highlighted a study examining online health-related searches across all generations. Regarding  Boomer and health related online searchesboomers and beyond:

*  27% of boomers and 22% of silents use the web to access personal health info.

*  Boomers and seniors are least likely to refill prescriptions online.

Click here to read the full post.

#4: Senior Care Marketing Tips: Also from November, this post included insights shared during the first annual Senior Care Marketing Summit held in Chicago.  Top take-aways including using real language and skipping the acronyms and technical jargon to make terms easily digestible for seniors.

Read the full post here.

Traditions of America - college town - mature marketing#3: “Graduating” to College Towns: From December, this post explores the trend of boomers moving to college towns and featured our client Traditions of America as an example.

Baby boomers retiring to State College and Pittsburgh are very motivated by the influence of and access to higher education in those cities.

Read the full post here.

#2: 15 Marketing Insights for Motivating Boomers & Seniors in 2015: Part 1 of this series drew significant interest, as we shared actionable ideas to drive traffic and engage.  Opportunities within this post included:

*  Inbound Marketing

*  Video Marketing

*  Experiential Events

Discover more tips when you read the full post.

#1: Top Social Networks for Boomers: We kicked off 2014 with a blog sharing insights from The Pew Internet & American Life Project detailing the social networks most utilized by boomers and seniors.  The survey confirmed what we had uncovered within our Social, Silver Surfers research regarding Facebook serving as the dominant platform for people over 50.

Learn more when you read the full post.

BONUS COUNTDOWN

What would a top countdown be without a special bonus?  Here are the top mature marketing tweets we shared in 2014–enjoy and be sure to include your thoughts in the comment section below.

From PR News: Twitter rolls out a MUTE button. 5 ways to avoid having it used on you. Click here for more.

From MarketingProfs: “Content” isn’t just things we think of as “marketing”.  Read more.

Also from Marketing Profs: Breaking out of boring with “unexpected stories”. Discover more here.

 

More Marketing Insights for Motivating Boomers & Seniors in 2015 – Part 3

Thursday, December 18th, 2014

In this post, we wrap up our series of 15 actionable ideas to improve your results with baby boomers and seniors in 2015 with quotes from thought-leaders who inspired us this year.

As our Creating Results team is always on the look out for new mature marketing insights, innovations and best practices, we hope you’ll consider the thoughts below and then share your own BIG ideas in the comments section.

11. Partnerships

Larry Guengerich of Landis Communities recommends:

  • Be intentional – look for partners that can help the organization answer “WHERE ARE WE HEADED.”
  • Make creating partnerships a strategic goal. That gives your team the “right and the duty” to explore and form them.
  • 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.

RELATED: Our own Beth Spohn looked at how partnerships are evidence of Landis’ consumer-centric culture in this article for the Journal on Active Aging.

12. SEO/SEM – and why it’s important

Keyword planning isn’t just good for Google, it’s good for web visitors who benefit from your focus on points relevant to them.

Keyword research is “data-driven empathy.” – Andy Crestodina

Andy Crestodina - SMASH 2014

Andy Crestodina – SMASH Senior Care Marketing Summit, 2014

 

13. Solve, don’t sell (specifically when talking to adult child influencers)

“The best content tells a bigger story, as relates to actual people—rather than, say, myopically focusing on a company’s own products or services. Paradoxically, your “story” is not about you—it’s about what you do for others.

That’s a subtle shift, but an important one, because it installs your customer at the very heart of your marketing. It’s customer-centric versus corporate-centric.” – Ann Handley, http://bit.ly/1mAv1Ib

ebook cover - Marketing Research - Baby Boomers, Seniors and Websites, Social Media14. Technology (getting up to speed with Boomers& Seniors)

“It doesn’t matter what we do, we ask ourselves how can technology help us do this more efficiently and effectively.” Jennene Buckley,Feros Care (Australia)

“This notion that older adults don’t love technology? That’s not on older adults — that’s bad technology,” says Joseph Coughlin, director of MIT’s AgeLab, in May at Washington Post Live’s Booming Tech conference in Boston

Action Step: Improve your 2015 digital marketing results by better understanding what Baby Boomers and seniors want (and do not want) from websites and social media. Buy the “Social, Silver Surfers” ebook today!

15. Listening & Understanding

Jonathan Ruchman, Brookdale Senior Living: “Feedback is a gift and every day is Christmas.”

 

We’d love to receive the gift of feedback from YOU, our readers! To help everyone achieve their goals in 2015, please share your thoughts below.

(Did you miss our previous posts? Click here for numbers 1 through 5 … and here for recommendations 6 through 10.)

15 Boomers and Seniors Marketing Insights for 2015 – Part II

Wednesday, December 17th, 2014

Today we continue our series of posts with five learnings to apply to boomers and seniors marketing and advertising programs in 2015.

(Did you miss part I of these mature marketing insights? Click here. Then hurry back.)

6. Surveys (Lost Lead and Resident)

Do you know what elements of your marketing plan brought in your most recent residents? Or do you know why a lost lead is a lost lead? If not, then maybe it’s time to provide one or both of these groups with a survey. By asking these questions, you can not only get insights into where your prospects are coming from, but also what is driving them away.

This not only helps you get more in tune with your audience, but helps make sure that your marketing plan reaches the most qualified leads. You could save money and reduce your cost per lead.

Action Step: Use a survey to reengage with your “lost leads.” You can reduce your mailing costs because you’re not sending them further marketing messages, or — better yet —  convert a lost lead to a prospect because they have reconsidered and are now in the position to make a move.

Senior living ad 7. Timing

Most people say that it’s all about location, location, location. With older adults, it’s also about timing, timing, timing.

We all understand that there are down times in a selling season, but that doesn’t mean you have to stop selling. It could just be that you need to send a different marketing message during these down times because they are experiencing a different need.

Inspiration: For those of us in New England, the winters can be pretty rough and slow in the real estate market. But if you also consider that seniors and Boomers are also experiencing the same winter, you can tap into this knowledge and send a message that you understand their problem. This ad for The Overlook, a CCRC located west of Boston, was targeted to seniors living on Cape Cod. Cape Cod can get quite lonely and desolate when it’s not bustling with life as in the summer months. Therefore the ad highlights a robust lifestyle and maintenance-free living (and a heated, indoor pool!).

8. Brand Champions

No matter what you say in a print ad, direct mail or on your website, if the message doesn’t match the experience in real life you will never convert a prospect to a sale. Seniors and Boomers are very savvy and smart shoppers. They understand marketing, and want to be sure that they aren’t being put in a bait and switch situation.

One way of making sure that the internal experience is matching the external marketing message is by enlisting brand champions within your organization. These are employees or residents who understand the brand promise and make sure that it’s followed throughout the community. Residents can be hosts for prospects at events. Employees take care of the logos, fonts, and public spaces to make changes or apply the brand where necessary. And together they live and breathe your core mission. They make sure that the experience demonstrated inside the community is the same as what has been promised outside.

RELATED: This presentation, given at the LeadingAge Annual Meeting, addresses the “alchemy” of culture and brand, and offers tips for organizational alignment: http://slidesha.re/1GIxR36.

9. Email Marketing

Just as with direct mail, email marketing should be treated as a personal message. Older adults are becoming savvier with technology, growing in terms of their use and interaction with brands on the web. This was very apparent in responses to our 2010 “Social, Silver Surfers” survey when compared to responses gathered in 2013. And it’s supported by a Pew survey where usage for people 65+ had grown from 2010 to 2012 by 13% and continues to increase into 2015. Even with our own clients, we’ve seen mobile traffic double year over year since 2010.

We urge you and your team to use email marketing wisely and frequently. We have found there have been instances where prospects prefer to be reached via email versus any other medium. And that’s because seniors and Boomers feel as though they are getting an exclusive message and provided with information that the general public is not. Not only that, but to them if feels less intrusive than a sales call or direct mail and for this group that is important.

Action Step: Build those lists! Train your team to ask for email addresses, and the permission to use them for ongoing marketing, at every interaction with leads and prospects.

10. Twists on Traditional Mediums

We’ve talked a lot about trends and different ways to reach seniors and Boomers but one thing remains the same – traditional mediums still reign supreme.

We continuously find that direct mail, print and word-of-mouth tend to bring in the highest number of quality leads over some of the newer, non-traditional mediums. But for 2015, Creating Results recommends looking at the traditional avenues and figuring out ways to kick it up a notch.

Marriage of print and digital marketingUse variable printing to personalize postcards with not just a person’s name but also the locations and hours that are closest (and most relevant) to them. Integrate direct mail with online and email marketing for a one-two punch. You also can and should track which printed items are most appealing by clicks to related online content.

Action Step: While we don’t recommend ditching the non-traditional mediums altogether, but we’d rather you and your team focus on the avenues that drive the highest quality leads and creates the best results.

RELATED: In November, Creating Results shared ideas for “Print 2.0″ at the SMASH senior care marketing summit. Click here to download the handouts from that presentation on improving your results with digital techniques.

 

These are the 10 boomers marketing / seniors marketing insights that bubbled to the top for our Creating Results team. In Part III, we’ll share five insights from thought-leaders in senior living, content marketing and more.


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