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Super Seniors, Super Senior Living Communities, Super Give-Away

Thursday, May 23rd, 2013

Creating Results’ Kathy East and Todd Harff are at the VANHA annual meeting this week. VANHA is the Virginia Association of Non Profit Homes for the Aging, representing many terrific senior living communities serving elders in the state.

Todd and Kathy are there to both learn and help others learn. Tomorrow, Friday the 24th, they’ll be presenting a dynamic session titled “What Do Today’s Seniors Want From Online Marketing and Social Media?” The presentation includes the first look at early data from our national Social, Silver Surfers study. And they’ve jam-packed their session with action items, insights and a case study on how one continuing care retirement community is pursuing social media marketing. Marketing pros play the Super Seniors Trivia Game at the VANHA 2013 conference

Be sure to attend Todd and Kathy’s presentation — Friday, May 24 at 8a.

They’re also there for fun! If you’re attending, be sure to stop by our booth – #305. Todd, Kathy and Judy Harff (our illustrious CEO) are running a game show. Really, a game show!

VANHA attendees can win prizes on the spot or enter to win a drawing for a social media start-up package valued at more than $1000. Please stop by booth 305 and enter to win!

Not attending VANHA’s 2013 meeting?

Then we want to bring a bit of the fun to you.

Here are a few of the questions asked in our Trivia Game. How well do you know Super Seniors?

online survey softwarePlease take my survey now

Posted in 60+, Healthcare - CCRCs, Silent Generation | No Comments »

Mature Marketing Links of the Week – 5/20/13

Monday, May 20th, 2013

As the song goes, “rainy days and Mondays always get me down.” But sharing great resources and insights is a nice antidote!

Welcome to another edition of the Mature Marketing links round-up. This is a collection of content that received the most attention from 50+ marketing pros in the past week on various social channels (Twitter, Facebook, LinkedIn, Google Plus, to name a few). And what set folks clicking last week?

1. MOST SHARED: The Baby Boomer Retirement Crunch Begins. US News & World Report took a look at 65-plus Americans, a group growing rapidly as Leading Edge Baby Boomers age. (This age band grew 18 percent between 2000 and 2011.) What does author Emily Brandon see as retirement for the typical 65-plus senior?

* Low incomes – In 2011, nearly 3.6 million elderly people (8.7%) lived below the poverty level in 2011. A typical 65-plus household had a median income of $48,538.

* Reliance on social security – 86 percent of people age 65 and older receive monthly payments.

* Continuing to work – In 2012, 18.5% of Americans age 65 and older were in the labor force. Those aged 65 and 69 are the most likely to be working. Brandon does note that some work because they have to, some because they want to.

* Staying put – It’s getting harder for destination retirement communities to attract older adults.

“Between 2011 and 2012, only 3 percent of people age 65 and older moved, compared to 14 percent of people under 65. And most older movers stayed in the same state (83 percent) and the same county (61 percent). Only 16 percent of people who traded spaces after age 65 relocated out of state or abroad. Most senior citizens (81 percent) also reside in metropolitan areas.”

RELATED: Todd Harff discussed locations in this post on Baby Boomer housing trends from the Urban Land Institute conference.

* Making it to Medicare – In 2011, 93% of 65+ers were covered by Medicare and 86% had supplemental coverage to fill in gaps.

* Longer retirement – Retirees and pre-retirees are more aware of the longevity bonus, in which the average life expectancy for people turning age 65 is an additional 20.4 years for women and 17.8 years for men.

Read the whole post in US News: http://bit.ly/12GpXFV

2. MOST CLICKED: 6 Myths about Social Media Marketing. Michael Mothner debunks misconceptions for Inc. We especially liked:

“Myth No. 2: My customers are older, so social media won’t work for my company.

A whopping 56% of Internet users 50 years or older use Facebook. Your clients and future clients are absolutely waiting for you to find them on Facebook–as well as Twitter, LinkedIn, Pinterest, Instagram and other social tools.”

Read all 6 myths: http://bit.ly/17Trehf

3. MOST FAVORITED (that’s the Twitter version of Facebook’s LIKE): An “oldie but goodie,” this 2011 post by Todd Harff makes clear the new realities of real estate marketing:

“No longer are builders simply ‘hunting’ 50+ homebuyers with oversized postcards targeted by age, zip and income. Prospects begin hunting on their own – starting their research online, on their time, long before they think of paying you a visit in the real world.

So an integrated Internet Strategy that matches your prospects’ preferences is a critical resource to help you pursue AND nurture Leads.

Lead nurturing is an ongoing conversation, not a series of hit-and-run campaigns.”

Read the post: http://bit.ly/11Re4QG

I hope you’re getting nicer weather in your neck of the woods. How about bringing some sunshine to this blog, and sharing your comments or questions below? Happy Monday!

Posted in 60+, Boomers, Real Estate Marketing, Silent Generation, Social Networking | No Comments »

Counting our Blessings

Tuesday, April 23rd, 2013

photo_si_cover-78-year-old-boston-marathon-runner-2013 One week ago, I was starting a “stay-cation.” My Monday plans were to sleep late and check Facebook for photos of friends running the Boston Marathon. Tuesday’s mission was to walk Boston’s Freedom Trail with my teens. Instead, like so many others, I found myself anxiously wondering after the safety of friends and family, checking Twitter and Facebook for news, and hugging my teens far more than they’d like.

As the week went on I turned to counting my blessings.

I feel a lovely perk of working with seniors is the example they set for how to gracefully navigate an often-crazy world. As the elderblogger Ronni Bennett put it,

“But the amazing thing about living with all these losses is how good we are at it and how resilient. … We adjust, adapt and accommodate.

But best of all, we find, almost naturally, the silver linings in the difficulties that appear in these late years. We trade old pleasures for new ones. We make time to serve others. We each invent the best possible way to navigate the changes and losses we encounter and we make jokes. My god, how we laugh at ourselves even if it is rueful sometimes.”

Creating Results’ CFO Susan Hughes found one such example at (of all places) the airport last week. USAir brought in WWII and Korean War Vets from Hudson NY to spend the day in DC. At Gate 38 of Reagan National Airport, the veterans were greeted by The DC Premier Big Band playing jazz — and dozens of folks clapping, cheering and thanking them for their service. (Susan captured the moment in the photo at right.)

I found my example while surveying seniors at a line dancing class in Bristol Rhode Island on Friday. (Yes, this is what I do on my vacation.) About 15 folks ranging in age from 60s to 90 hit the floor. The dancers chatted as the music played, asking after regulars not in attendance. They shared news of the Boston bombs and worried about the wounded. And they sang along, teased each other, and laughed.

Those marketing to older adults should take a cue from their targets. Transitions during senior years are often triggered by losses — loss of mobility, of hearing, of friends and spouses, of memory, of energy.

A resident at a continuing care retirement community once took me to task for ad copy she felt was avoiding the subject of loss. “We know our health isn’t what it used to be. That’s one of the reasons we came here!” It didn’t have to be the main message of the ad, she said. But seniors face the facts of loss, of increased needs for healthcare and she was telling me that our marketing should face facts, too.

Here are the examples our targets are setting for marketers:

* Don’t fuss and fret.

*Don’t be too negative.

*Don’t lie — be straightforward in what you offer to help elders “adjust, adapt and accommodate.”

*Don’t forget your sense of humor (seniors haven’t!).

And keep counting those blessings.

P.S. That now iconic photo from the Boston Marathon bombings at the top of this post is of 78-year-old runner Bill Iffrig on the ground just after the explosions. He got up and finished the race.

Posted in Marketing, Mature Consumers, Silent Generation | No Comments »

War of the Worlds? Email vs Social Media Marketing for Targeting Older People

Tuesday, March 19th, 2013

Recently Creating Results has spoken about the benefits of an integrated email and social media strategy at a variety of settings, including the LeadingAge annual meeting, International Conference on Active Aging, the Planned Giving Group of New England, and the International Builder Show. Some audience members express concern with how to effectively use each avenue to reach mature consumers, others worry about how to avoid fatiguing followers and yet others aren’t sure how to establish each avenue independently.

Some marketing experts will tell you to never, under any circumstance should you promote the same messages within these two channels. CS Penn cites cannibalizing your list and fatiguing your followers as risks of cross promoting social and email.

I love CS Penn and recommend you subscribe to his blog (if you don’t already). But I have to say that I disagree to an extent. Below we’ve identified the pros and cons of running a successful email and social media marketing program that targets Boomers and Seniors, and how you can maximize both.

CON:

According to Penn, “if you share a newsletter socially, meaning that it’s viewable on the web from social media posts, does that then mean that your most engaged fans (who follow you, Like your Facebook page, etc.) will read straight from social and not open the email?”

PRO: Mature consumers are flocking to both avenues, so why not leverage to reach a larger audience.

According to Pew Research Center’s Internet & American Life Project, 52% of Internet Users aged 50-64 are using social networking sites, as are 32% of 65+ers online. Pew’s 2012 Generations Report found that 90% of online Boomers and and 86% of online Seniors use email.

How To Maximize

Many marketers will call out social media efforts within email by incorporating icons and links within their messaging to their social avenues. While this is a good start, you need to take it further to be successful.

1. Distinguish Yourself:
Formulate a concrete email strategy and a concrete social strategy that clearly identify the benefits to each. And (most importantly) the lion share of those benefits needs to be DIFFERENT. For example, a benefit of email sign up could be special event invitations and a benefit exclusive to social media channels could include behind the scenes tour/images.

Boomers and seniors especially can be sensitive to perceived privacy issues from both avenues. Be sure you are as clear as possible when describing the benefits of both email and social, and let them know you won’t sell their information.

2. Know the Differences:
The nature of the engagement through these two channels is inherently different. Social media is a more immediate, one-on-one communication channel (I can respond to an engagement in real time, as can other followers). Email is a one-way communication with opportunities to engage through other portals. It requires a stronger call to action than social.

Yes, if you’re posting the same info all the time on both avenues it doesn’t make sense to share your emails in the social world. Both channels are comprised of followers who want exclusive content. That needs to be a chief priority when creating content for either avenue. If you do this you can absolutely cross promote the two.

3. Email and Social Play Nice:
Both email and social media have great capabilities for allowing brand enthusiasts to spread the word through icons and forward to a friend tools … In other words email can grow your social base and social can grow your email list so be sure to use them accordingly. All emails should include links to your social media and many Email Service Providers (ESPs) provide ways to integrate an email sign up form right within your Facebook page.

Do your email and social strategies share nicely? Let us know how you approach to integrating these two marketing avenues.

What Older People Do Online-Infographic

Social Media and Marketing to Boomers, Seniors

Facebook, Internet Users More Similar to Offline Population Ages Than Ever

Tags: email marketing, marketing to boomers and seniors, social media marketing
Posted in 50+, 60+, Email marketing, Generation Jones (trailing edge Boomers), Mature Consumers, Silent Generation, Social Networking | 2 Comments »

US Social Network Users by Age Group – New Statistics From Pew

Tuesday, February 19th, 2013

The Pew Research Internet and American Life Project has released new statistics on who is using social media by age group. Curious as to which social platforms are attracting the most baby boomers and seniors? Here is a Q&A that could guide your decisions regarding marketing to matures on Facebook, Twitter, Pinterest and the like.

Q. Are older users even using online social networks?

A. Per Pew, 52% of wired boomers are using social networking sites. 32% of online seniors over 65 are using social networking sites.

Q. What percentage of boomers and seniors are on Facebook?

A. 57% of boomer Internet users are using Facebook, along with 35% of online seniors. (This new data from Pew echoes Creating Results’ Social, Silver Surfers research which found that Facebook had the highest awareness among older users, and the highest usage rates of any social network other than YouTube.)

Q. What social networks aren’t older users using?

A. Only a small fraction of matures are using Instagram (5% of 50+ers online) and Tumblr (4% of 50+ers online).

Q. If I want to market to baby boomers and seniors, should I spend my time on Twitter or Pinterest?

A. 10% of baby boomers and 2% of 65+ seniors are using Twitter, for a total of 12% of 50+ers online. 12% of baby boomers and 4% of seniors are using Pinterest, for a total of 16% of 50+ers online. (Learn more about Pinterest and marketing to 50+ers.)

Q. Is the number of older adults joining online social networks continuing to grow?

A. Pew data actually shows that, for the first time in years, there was a decline in the percentage of Internet users aged 50-64 and those 65 and over (38% vs. 32%) using social networking sites. In fact, there was a decline among Internet users of all ages using online social networks.

To find Pew’s full report, which has stats on US social networkers of all ages, income levels and education, follow this link: http://bit.ly/XJ496M.

What do you think — is there anything new or surprising in this data? Will these statistics about social networkers by age group change your organization’s social media marketing approach?

Please be social and share your comments below!

P.S. We are launching a new study to see how the attitudes of Social, Silver Surfershave changed in two years. If you want to participate in this turnkey research opportunity, email erin@creatingresults.com.

Posted in 50+, 60+, Boomers, Internet, Marketing, Silent Generation, Social Networking | 3 Comments »

Mature Marketing Links of the Week – 9/17/12

Monday, September 17th, 2012

Monday! Let’s jump right into our recap of last week’s top resources/articles for those marketing to baby boomers and seniors. These two items tied for clicks and shares.

1. Consumer packaged goods spending by younger baby boomers (born between 1956 and 1964) has consistently been higher than that of their elders throughout the economic downturn, finds Symphony IRI in a new report — “Baby Boomers: Riding the Wave of Diversity.”

Symphony reports younger boomers spend nearly 10% more than older baby boomers (born between 1946 and 1955) and more than 25% more than Silent Generation shoppers (which this Symphony IRI report defines as born between 1925 and 1945). Spending overall is still down, as shoppers of all ages continue to make cuts, but the Boomer impact is significant. As John McIndoe writes in the introduction,

“One quality the silent generation and baby boomers have in common is the profound impact their shopping patterns have on today’s CPG, retail and healthcare industries. Silent generation members are living longer than any previous generation, and they are shopping much later in life than their parents. To maximize their longevity, members of this group are ―power shoppers when it comes to healthcare and health-related products. Boomers share a similar affinity for products that help them live life to the fullest. And, simply based on their sheer numbers and spending power, they continue to have an enormous impact on CPG and retail.”

Maximize longevity … live life to the fullest. I was struck by two charts in this report, which should provide inspiration and insight to those in other industries.

First, a breakdown of where boomers and seniors are spending their money.

This should give you ideas for partnerships and co-promotions. For example, a continuing care retirement community targeting Silent Generation seniors could find interest in a CVS “brown bag” review of medications. An active adult community targeting pre-retirees could team up with a local Club for a special event.

Second, a look at how each of four age groups, including Gen X, younger and older baby boomers, and seniors are using the Internet to learn about products and keep their costs down.

How baby boomers and seniors use the internet to learn about CPG products. Social networks vs websites vs deals sites

The older the target, the more websites trump social media marketing. So … where will you invest your team’s time in creating and promoting fresh content if you’re aiming your product at seniors?

Read the report: http://bit.ly/OwONyz

2. As the market improves, baby boomers consider their next housing move but some face roadblocks. On the positive side,

“I think people are sick of waiting,” said Jennifer Darby Metzger with ERA Justin Realty, in New Jersey. Even if conditions aren’t perfect yet, there will be some boomers who don’t want to wait forever and take the encouraging market signs as a cue to get moving.

And on the not-so-positive,

“Lots of baby boomers are not in the position they thought they would be in 10 years ago,” [said Kelly Sweeney, chief executive of Coldwell Banker Weir Manuel in Detroit]. For some, 401(k) savings have eroded, while others have lost jobs and have been unable to find employment to replace their incomes at the same level. They might be upside down on their mortgages, or have lost so much equity they’re afraid to buy again.

Read the MarketWatch article: http://on.mktw.net/QfvEmq

How are you feeling — are you seeing the upside or the downside of the housing market, consumer products spending or anything else? Please share your thoughts in the comments section below.

Tags: MarketWatch, Symphony IRI
Posted in 40+, 50+, 60+, Boomers, Housing, Mature Consumers, Silent Generation | No Comments »

Mature Marketing Links of the Week – 8/6/12

Monday, August 6th, 2012

With all eyes on London these days, we feel inspired. What 50+ marketing resources emerged victorious on the playing fields of social media last week? Cue the music …

1. GOLD MEDAL: Senior Housing News reports that Boomers “aren’t delaying retirement—they’re redefining it, staying local.” The industry publication shared results of a PulteGroup Home Index survey of 500 pre-retirees aged 55 and older. The key findings:

* 61% plan to retire within the next 10 years, while only 17% said they don’t intend on ever retiring

* 42% said they expect they’ll retire at an older age than originally anticipated, nearly half (46%) believe they’re financially prepared to retire in the same time period they had originally planned on

* 62% said they planned to stay close to their current home once they retired

The news became Creating Results’ “most shared” item last week. Read the full article: http://bit.ly/NjAjSp

2. SILVER MEDAL: Do you want to make money? Get age friendly, because Age Friendly =Good Business, says Kim Walker, a leader in mature marketing in Asia Pacific. Kim delivered this excellent speech at a TED conference in Victoria Harbour (Hong Kong) last year.

Tip of the Olympic beret to Dick Stroud who first shared the video on his blog.

3. BRONZE MEDAL: Appropriately, two sports themed links share the third place spot on the podium. A little inspiration for your Monday morning?

* A competitive synchronized swim team with members age 60 to 100! http://ow.ly/cGtHl | I really LOVE their reasons for swimming.

* Meet the oldest Olympian to compete in 92 years – 71-year-old Japanese equestrian team member Hiroshi Hoketsu. http://huff.to/RNNkW1

What would a Games be without a little controversy?

Last week New York Times columnist Bill Keller took aim at his peers and called baby boomers “The Entitled Generation” in an op-ed that definitely caught the attention of the judges. “The notion that our generation has been spoiled rotten is not a terribly new thought,” wrote Keller. “But even though the caricature is way too easy, it has stuck, and we all know that it contains more than a nugget of truth. We are an entitled bunch.” Keller proposed that “greedy” Boomers should not join the Medicare and Social Security rolls but rather fight to reform those systems.

There were quick responses from a wide range of people, including

* economists – Jared Bernstein wrote “The issue of sustainably of Social Security and Medicare – I fear that the word “entitlement” feeds into the frenzy — actually has little to do with greed and is largely a function of our uniquely inefficient system of health care delivery, as that’s from where our real long-term fiscal problems derive.”

* journalists - Charles S. Pierce took aim at Keller’s premise that he had anything in common with most of his generation, writing that while Keller’s healthcare coverage was secure, “One catastrophic illness, and many of our families die on the vine. This is not hyperbole. This is how it works in the world.” (Warning! Angry post. Pierce will not win an sportsmanship award at this year’s Games.)

* and marketers – Brent Green wrote about Keller’s lack of balance in going for snip and snark – “If the fiscal mess now besetting the nation is to be resolved, then it must begin with sober reflection and sacrifices among all living generations, because, as Keller accurately implies: none are perfect; all have fallen short of creating a fiscally stable platform for future, unborn generations.”

What do you think? Do any of these arguments make points with you? Will this blog ever earn the respect of the East German judge? Share your thoughts below.

Tags: baby boomers, Bill Keller, entitled generation, Olympics, Retirement
Posted in 50+, 60+, Boomers, Marketing, Retirement, Silent Generation | 1 Comment »

Mature Marketing Links of the Week – 7/16/12

Monday, July 16th, 2012

A weekly round-up of those articles, resources and insights that connected with mature marketing pros on Twitter, Google Plus, LinkedIn and Facebook.

1. MOST CLICKED: LeadingAge reports on how several leading continuing care retirement communities (CCRCs) are becoming vacation destinations.

“Mather LifeWays in Evanston, IL and LaPosada in Green Valley, AZ, are the first organizations to participate in the CCRC Vacation Experience, a travel network of CCRCs.

Older adults participating in the CCRC Vacation Experience can choose from a directory of CCRCs vying for their vacation business. Each CCRC offers a designated host to help vacationers plan their trip to the CCRC and the vacation experience they’d like to have once they arrive.

While staying on campus, vacationers are free to sample the lifestyle and location of the CCRC, meet and dine with residents, participate in local events and day trips, and access the CCRC’s services, security and staff.”

Several of our CCRC and Active Adult Community clients have “be our guest” style programs that have proven to be win-wins. It’s a fun and low-stress way for those in the pre-retirement phase to sample retirement living. And for the community, a smart way to move leads further down the purchase funnel.

Read the article: http://bit.ly/LseZxw

Teaser image - infographic - what people do online by age

Download our free infographic with statistics on what seniors do online.

2. Think you can ignore the 65+ market in your digital marketing? Influencer Steve Olenski says 1) You’re an idiot. 2) You’re a huge idiot.

We’re not usually so blunt, but we couldn’t agree more!

Read the post on SocialMediaToday: http://bit.ly/M2MNOE

3. MOST SHARED: Creating Results’ Todd Harff was one of several marketing experts quoted in this Phoenix Business Journal article on baby boomer spending power. Todd shared insights into how retailers can better appeal to the 50+ demographic:

The shopping experience also is important to some boomers. Todd Harff is treasurer of International Mature Marketing Network and president of Creating Results, both of which specialize in helping companies reach the boomer market. He suggested retailers focus on keeping music, lighting and in-store atmosphere friendly to all ages.

“If they go into a well-lit space, they actually feel better,” Harff said. “The signage needs to be readable, but not in huge fonts that make fun of people.”

He added that retailers should make sure not to stereotype boomers. “One of the biggest challenges retailers have is that there are 78 million boomers, but there are also 78 million individuals. Each of these individuals wants to be treated differently,” he said.

Read the article: http://bit.ly/MrpS0l

On a personal note, the last few weeks saw the passing of several notable older actors: Ernest Borgnine, Andy Griffith and – just yesterday – Celeste Holm. Here’s a clip of her stealing the show … from Frank Sinatra, no less! … in one of my all-time favorites, High Society.

Posted in 50+, 60+, Boomers, Healthcare - CCRCs, Internet, Marketing, Mature Consumers, Silent Generation, Travel | 1 Comment »

Mature Marketing Links of the Week- 7/9/2012

Monday, July 9th, 2012

It was a somewhat short week last week as we celebrated the 4th of July and many extended the holiday into the balance of the week.

Below is our weekly recap of top resources and references for marketing to the mature consumer that received the most attention last week. Would love your thoughts and “must-reads” in the comment section. Have a great week!

1. MOST CLICKED: As the needs of boomers change, hospice services have diversified. The article in The Wall Street Journal detailed the new face of hospice.

“As they brace for the eventual needs of the aging baby boom generation, hospice providers are working to diversify their services and dispel misconceptions about what they do.”

With the number of people requiring hospice care doubling over a decade, the article detailed the broad range of services many hospice organizations are now offering to ensure they are meeting the needs of a population that is living (and thriving) longer, including pre-care for patients who may not be terminally ill.

Read to article: http://ow.ly/c1UeQ

2. MOST SHARED: What Percentage of Baby Boomers and Seniors are Gay? A recent report by Experian Simmons generated a number of shares and clicks.

Per the report- the breakdown of the LGBT population by age has skewed younger over the last several years, with 16% of LGBT adults aged 65 and better. Our blog post on this research took the numbers a step further examining the number of LGBT Americans reaching retirement age every week (approximately 10,000). What are you doing to target the “gay and gray”?

3. WORTH SHARING: eMarketer released findings from the CMO Council showing that email continues to reign supreme as an effective marketing channel, with 67% of marketers ranking the avenue as most successful within digital marketing. The article cited automated messaging and personalization via data segmentation as reasons for year over year increases in open and click through rates. How can you capitalize on the continuing trend of email serving as a powerful player in the digital marketing field? Read our blog post on Loyalty to learn more.