This week’s round-up of mature marketing links is all about moves, which seems appropriate for a blog that focuses on baby boomers and beyond.
Young people may stereotype their elders as stuck in their ways but the reality is life changes rapidly in your 50s and 60s. There are career changes (planned or unexpected retirements, new ventures), aging events (turning 50, losing a parent, major illness) and lifestage changes (the last child leaves home, divorce and/or remarriage, the first grandchild). Each of these transitions, these moves presents challenges and opportunities. Certainly, these years do not offer much opportunity to be wedded to a routine or even a brand.
Last week I had the privilege of speaking with the Planned Giving Group of Connecticut about understanding the generations X, Boom and Silent. But it was an earlier speaker, Amy Goldman, who had the tidiest call to action. Goldman, a Senior Philanthropic Advisor at The Community Foundation for Greater New Haven, said we must “Meet them where they are.”
Is your sales and marketing team able to understand where prospective donors, homebuyers, travelers, etc. are — now?
Perhaps the week’s top links will provide some inspiration and insight to meet 50+ers where they are and where they’re moving to next.
1. MOST SHARED: A tie!
* Tallahassee promotes itself as retirement destination for baby boomers with a national contest. The grand prize is the ultimate product sampling: move to Tallahassee and enjoy one year’s free rent, “along with such add-ons as football tickets, golf club memberships, meals at local restaurants and admission to cultural events.” Read the article: http://on.tdo.com/16ckzKj
* Thought-leader D. J. Waldow shares his personal journey from Email Service Provider to Marketing Automation Solution, and there are lessons here for many organizations. http://bit.ly/1gnCtyp
What is an Email Service Provider (aka “ESP”)? It is a service that allows for more professional email marketing, with templates, tracking, higher compatibility and tools for a/b and other testing.
What is Marketing Automation? It’s what happens when you combine email marketing with a structured sales process. Emails go out AND there is dynamic behavioral targeting, multichannel tracking and interaction, all designed to move leads through your funnel.
Waldow includes a chart that is intended to be a selly-sell piece for Marketo, but can/should also spark conversations among your marketing team. How are your website and email programs achieving these goals? Could you scale up and become more sophisticated? Are these features and reports even on your radar?
2. MOST CLICKED: 9 major logo redesigns, broken down by The Next Web. As Emilie Futterman writes,
“Recently, we’ve seen a shift in popular design as branding moves beyond print and packaging to web and mobile. These new platforms are much more diverse in presentation than grocery store shelves, highway billboards, and 8.5 x 11 inch magazine pages, and therefore require brand design to be responsive and flexible.
Many old logos have not adjusted well to these new mediums and sit awkwardly in app icons and mobile browsers, much like your grandmother’s Victorian-era chair would look in Ironman’s swanky modern digs. Instead of inspiring consumer loyalty, an old company logo gives becomes passé, unaware of change, and out of place in our increasingly technology-centric society.”
The American Airlines re-design was certainly the most drastic of those presented. All are interesting to consider!
Read the post: http://tnw.co/1eUE1ly
RELATED: An oldie-but-goodie edition of our eNewsletter discussed “Branding in Hard Times.” And, check out award-winning / results-creating brands we’ve developed with mature consumers in mind: http://bit.ly/149Qb5t
3. Also of note:
* I really got a lot out of this TED Radio Hour feature on Millennials, and by the number of re-tweets, so did our Twitter followers. Listen to a thoughtful study of “The Next Greatest Generation?” http://n.pr/1959mfn
* As we always say, it’s about attitude not age. Advertising professor Doug McKinlay felt the industry was moving faster than academia, so he made a big move to find out more. Meet The 71-Year-Old Advertising Intern: http://bit.ly/17DogeH
Your turn! What moves/changes are you seeing among your 50+ and 60+ targets? What moves are you making to meet them where they are?