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Mature Marketing Links of the Week – 6/10/13

Monday, June 10th, 2013

Those of you who watched the Tony Awards last night know that host Neil Patrick Harris opened with a number that was BIGGER. At Creating Results, we don’t have 4 Matildas or the cast of Newsies in our supply closet. But we were inspired to make this week’s round-up of mature marketing resources BIGGER by adding a suggested action step to each hot link.

On with the show!

1. MOST CLICKED: Baby Boomers can be thanked for many trends — pet rocks, hula hoops, bell bottom pants … Now, this generational cohort is driving a new trend – Pre-Planned Funerals. Which in turn is driving consolidation in what is called the “deathcare industry.” As the Wall Street Journal reported:

“Given that approximately everyone will die (a rough estimate), running funeral homes and cemeteries is a pretty steady business, and one that has been gradually consolidating in America. As the population ages, and a generation of well-to-do retirees starts making plans for the end, business can only grow …

[T]he combined new company will run 1,653 funeral homes and 515 cemeteries in the U.S., Canada and Puerto Rico.

Those are likely to be put to good use in the coming decades as a demographic bulge of baby boomers begins to think about their final goodbye. A big trend in the business is so-called “pre-need” funerals, where the costs and details of the funeral are planned and funded in advance. As boomers get into their mid-late sixties, demand for these kind of funeral deals is expected to rise.”

Frankly, it comes as no surprise to me that this do-it-yourself generation wants to put its own personalized stamp on everything, including funerals.

Read the story: http://on.wsj.com/163AFYd

ACTION STEP: One thing that is truly common to the 78 million individuals who make up the Baby Boom is the amount of loss they’ll deal with in the coming 20, 30 or even 40 years. Parents and friends will and do die. Elderblogger Ronni Bennett notes it’s not just people who are lost.

“We may find ourselves with a chronic disease or two that limits us. Our mobility can become a challenge … Pieces of our lives, large and small, fall away one by one and in addition, we must, when our careers are done and children gone, figure out what our purpose is now at this time of life. There is rarely anyone to help with that one; we’re on our own.”

Your senior prospects are tackling the challenges head on. They’re pursuing higher education! They’re pre-planning funerals! Make sure your marketing and sales teams aren’t shying away from tough topics like death and reduced mobility when talking with prospects. Those conversations may not be as uncomfortable as feared and might uncover insights that could move seniors further along the purchase journey.

2. MOST SHARED: Kathy East’s take-aways from the VANHA (Virginia Association of Nonprofit Homes for the Aging) senior living conference. From social media to “put the drugs down … and the music up!” Kathy shares 5 trends and tips for more effective marketing of continuing care retirement communities and other 50+ housing.

Her post also prompted several comments in a LinkedIn mature marketing group:

Jussi is the sales director for HUR in Finland. Kiitos (that means “thanks”) for teaching us a great new word, Jussi!

Read the post: http://bit.ly/13tbVGt

ACTION STEP: Kathy’s first insight had to do with the changing image of aging. She wrote that while we have come pretty far from the early ‘60s, we must continue to share the many positive actions being taken every day that makes aging a positive experience.

The International Council on Active Aging shares a video interview with the late, renowned gerentologist Robert Butler as part of its “Changing the Way We Age” initiative that’s worth 8 minutes of your time today. Watch the video at http://bit.ly/18ZXrS1.

3. JUST HAPPY TO BE NOMINATED: These links didn’t bring home the trophy but still earned some buzz last week in the form of clicks, shares and favorites.

* Among tablet users, 1 in 5 say it’s their primary computer, per an Ipsos study: ow.ly/lJ99e

ACTION STEP: Check out our by-lined article in The Future of Media about baby boomers and tablets. ow.ly/lJ9qr

* In terms of active users of all ages, Facebook is #1, Google Plus is #2 (!), Twitter is #4, LinkedIn #11 and Pinterest #17. Chart via SocialMediaToday:

ACTION STEP: What matters isn’t the raw number of users, but where YOUR prospects are spending their time. Do you know where that is?

Take a look at your webstats and other analytics to see where site visitors are coming from, and where they’re sharing your information. You also could survey your current and prospective customers, asking them which social networks they prefer. More, specific information will keep you from chasing the “new shiny.”

Okay, critics. How did we do? Share your reviews of our BIGGER post below. (And share this post with other fans of mature marketing – we’d love to reach a wider audience!)

Tags: boomer funerals, deathcare, VANHA
Posted in 50+, 60+, Boomers, Healthcare - CCRCs, Internet, Social Networking | No Comments »

VANHA 2013: Insights and Take-aways for Mature Marketing

Friday, May 31st, 2013

I’ve just returned from an annual senior living conference sponsored by VANHA (Virginia Association of Nonprofit Homes for the Aging). The conference focused on mature marketing and aging well and there were many points that stood out. Here are just a few of my key take-aways that you can leverage to market to seniors.

1. Changing the image of aging: Larry Minnix, President of LeadingAge, gave the keynote presentation and spoke of the importance of changing the image of aging. He shared a number of videos demonstrating just how far we have come from the early ‘60s, yet noted that we must continue to share the many positive actions being taken every day that makes aging a positive experience.

Insight to action: North Hill’s (a Needham, MA Continuing Care Retirement Community) approach to wellness through its PurposeFULL Living program has been a huge success not only by its scope, but also by its strong community outreach. It changes the image of aging through involvement by local retailers, regional education and cultural institutions.

Related: Case study – North Hill partnership marketing

2. Social Media’s role in marketing: Social media was a very popular area of interest among conference attendees (and not just because Creating Results presented a sneak peak of the 2013 Social, Silver Surfer research on Friday morning).

During the conference I asked a number of people what they wanted to take back with them. The number one answer I heard was “learn about social media.” All of these communities have a Facebook page but Executive Directors and Directors of Marketing alike knew they weren’t taking full advantage of it or other social media opportunities to reach Baby Boomers and Seniors.

Insight to action: Your social media program should be part of an integrated marketing campaign. In our previous post “War of the Worlds: Email vs Social for Targeting Older People, you can discover many tips for optimization of your channels.

3. “Put the Drugs Down & Turn the Music Up! This was a must-see presentation by Jack York, Co-Founder of It’s Never 2 Late. He demonstrated how interactive technologies—some incredibly affordable and readily available at your local Walmart—improved the quality of life of residents with dementia and reduced the need for some medications. Videos of residents grooving to music or engaged with a flight simulator who previously stayed in their beds were impactful. He showed multiple ways that technology is improving rehab programs, calming anxious or distressed residents and helping staff members connect with residents.

Insight to Action: The more personal an experience your community can provide the better. Several of our clients are already using consumer technology as part of person-centered care. I expect many communities will be incorporating a number of the ideas he shared.

4. Getting ahead of the curve: A number of communities are expanding and/or remodeling to stay competitive. One of my take-aways: if you wait until you need to expand or remodel you’re too late.

Related feature: How do you know if your campus is no longer competitive? Take Todd Harff’s spring cleaning advice.

5. Social Silver Surfers: Creating Results presented our latest and greatest research to a full house. During the presentation, Todd Harff asked how many attendees liked social media and how many thought their customers liked social media. More thought their customers liked social networking better than they themselves do!

Insight to Action: Time to get comfortable with this dynamic channel. Creating Results’ 2013 Social, Silver Surfer ebook will be published this summer and will help you learn what is important to mature consumers and how best to develop and manage your social media plan.

Did you attend this year’s VANHA conference? Please share your take-aways — or comments on this post — below.

Tags: LeadingAge, North Hill, VANHA
Posted in 60+, Healthcare - CCRCs, Housing, Internet, Marketing, Mature Consumers, Social Networking | 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 »

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 »

Mature Marketing Links of the Week – 3/18/13

Monday, March 18th, 2013

So I found myself in Boston yesterday, an Irish girl on St. Patrick’s Day, not wearing a stitch of green and craving dim sum …

I was in town to capture responses for our Social, Silver Surfers 2013 research.* When you’re looking for active people over 40 (as I was), the Boston Flower Show is a sure bet. I hit the jackpot when I met two self-proclaimed groupies: gentlemen who were waiting to cheer on their wives, members of the Liberty Belle Chorus (Arlington, MA). As our conversation ended the performance began. This women’s barbershop singing ensemble is outstanding, and a perfect example of pursuing your passions at any age.

You might hear “barbershop” and think “golden oldies.” Think again. These ladies mash up contemporary hits, and explore such artists ranging from John Denver to Jason Mraz to Miley Cyrus in their set. Check out what they did with ABBA:

I never did get that dim sum, but I did find inspiration for today’s links round-up. Read on for passion-related resources.

1. MOST CLICKED: One of the best posts I’ve read on Purpose vs. Positioning. Carol Phillips is a Notre Dame professor and a GenY marketing pro. (Follow her on Twitter @carol_phillips.) She notes that social media should be forcing brands to consider the limits of positioning.

“Positioning is essential in a one-way, mass communications context where messages are crafted and placed based on a clear target audience description and defined competitive frame of reference. A consistent message is the basis for maximizing efficiency through ‘integrated marketing communications’. The narrower the target and the more singular the message, the greater the impact. Yet singular focus is the opposite of what is required to differentiate a brand on Twitter, in a blog or on Facebook.

Social media has been likened to a cocktail party where brands had better come prepared to talk about more than themselves.”

With social media — blogs, Facebook, etc. — it’s extremely easy to silence the brands that are self-promotional. Instead, try to see these platforms as ways to carry out your organizational purpose. The blogs for North Hill and Sunrise Senior Living do just that. They share recipes, wellness tips, research into successful aging, first person stories and more. (For North Hill, this is an online extension of the retirement community’s PurposeFULL Living philosophy.) This content is relevant to readers. When the time comes for readers to choose senior living, both organizations have positioned themselves as trusted and attractive options, because they demonstrated their purpose via social media.

Read Carol’s post: http://bit.ly/ZMUMnS

Read a case study on North Hill’s social media engagement efforts: http://bit.ly/16Eoimt

2. MOST CLICKED, part two: Read this obituary. http://ow.ly/iQ7z6 (It’s about a life filled with passions. You’ll thank me for it.)

3. MOST SHARED: Now that’s authenticity! A 75-yr-old illustrator has been hired to create ads for the TV show “Mad Men.”

The show’s creators wanted an ad campaign to be created by a fictional agency to feel as if it really came from the 60s. So they hired Brian Sanders, who is still pursuing his design passion after a career lasting more than 50 years.

Read the story: http://bit.ly/107rNiq

What are you passionate about this week? Share your comments below.

* Creating Results is conducting a national study to see how attitudes towards websites and social media marketing have changed in recent years. If you’re over 40, be sure to make your voice heard!

Sound off on your favorite features and pet peeves: http://bit.ly/Silver13. Let us know if you LIKE it when brands try to connect via social networks: http://bit.ly/Social13.

Each survey takes roughly 3 minutes and responses are completely confidential and aggregated. We hope you’ll share the links with any other 40+ers you know.

Posted in 40+, 50+, 60+, Marketing, Mature Consumers, Social Networking | No Comments »

Mature Marketing Links of the Week – 3/4/13

Monday, March 4th, 2013

March already! Did you know that March used to be the first month of the year? A great reason to give for not making progress on those New Year’s resolutions …

Each Monday we resolve to share on this blog a round-up of articles, insights and other resources for marketing to mature consumers. Here are the top links of the week:

1. MOST CLICKED: TV and newspapers are most influential on seniors http://bit.ly/14nGboA.

This share of an older post was prompted by new data showing that TV ads get a small share of marketing budgets, but are seen by small and medium sized businesses as delivering a large share of results.

See more on Vocus’ findings re effectiveness of marketing channels: http://bit.ly/VZy5yZ

2. MOST DISCUSSION: In an article last week, “LinkedIn: The Ugly Duckling of Social Media,” the Wall Street Journal noted that their stock had reached an all-time high, and that the service is introducing new services to get more revenue from corporate customers. A Starbucks executive was quoted as saying: “Originally it was seen as your mom’s or your dad’s network … Now it also has more young professionals and college-level folks.”

These references to LinkedIn’s user base became the subject of some discussion on Twitter.

Creating Results typically defines “older users” as ages 40 and up, as I shared with Valerie. Why? This includes consumers who tend to be more affluent and educated. As David Wolfe outlined in Ageless Marketing, at this point they’ve passed the time of aquiring the basic skills (social, intellectual) needed to navigate the adult world. They’re looking for opportunities that serve vocational and personal aspirations; they’re looking for life balance. You can see how LinkedIn appeals to this more mature, “older” user.

Well, since you asked, Jeff … Facebook is the #1 social network used by older Internet users. Per the Pew Internet and American Life Project, 52% of boomers are using social networks. 57% of boomer Internet users are members of Facebook, along with 35% of online seniors. (Pew’s data echoes our agency’s Social, Silver Surfers research which found that Facebook had the highest awareness and usage rates among older users.)

As seen above, we’ve loved LinkedIn for a long time as a way to reach older consumers. Check out the related items, and share your thoughts in the comments below!

Facebook, Internet Users More Similar to Offline Population than Ever

Gaining Consumer Insights from LinkedIn (and other social networks)

5 Ways LinkedIn Can Help You Reach 40+ Professionals

Tags: LinkedIn
Posted in 50+, 60+, Internet, Social Networking | 3 Comments »

Mature Marketing Links of the Week – 2/25/13

Monday, February 25th, 2013

It may lack some of the glitz of last night’s big Awards program, but each week on this blog we dramatically reveal the very best resources in our industry, as judged by an Academy of 50+ marketing fans on Twitter, LinkedIn, et al. And we do it in far fewer than 4 hours …

The gold envelopes, please!

* BEST TWEET IN A LEADING ROLE: 52% of baby boomers ages 50-64 who use the Internet also use social networking sites (Pew) http://ow.ly/hLbG8

* BEST SUPPORTING TWEET: How do Millennials, GenX & Baby Boomers differ in seeking retirement advice? MIT AgeLab guru Joseph Coughlin writes in Bank Investment Consultant about understanding the needs and expectations of financial services clients, from the individualistic Xers to the Gen Ys who cannot count on pensions or even Social Security to the Boomers who have seen their savings crushed in recent years. How to work with these cohorts?

“There has been considerable discussion about the technology differences between older and younger clients. Older baby boomers demanding face-to-face interaction versus the younger mobile generation that conducts business online and live by text message. While younger clients do tend to be more tech-savvy, successful engagement may be less about understanding technology use than generational learning styles …

All three generations are online and see technology as critical to their daily lives. What’s different is how each generation uses technology to seek advice.”

Coughlin says Boomers use the web to educate themselves then get validation and deeper counsel from financial advisors. Gen X uses the web to do it themselves. And Gen Y will use the web for research, and then to seek the advice, opinions and experiences of others online.

Read the post: http://bit.ly/125GgyQ

* BEST CINEMATOGRAPHY: Steve Garfield’s documentation of the Today Show’s visit to Boston is a case study in using moving pictures and stills to tell a story. He used Storify, and then combined photography with video of varying lengths, including the new 6-second Twitter Vine. You may think that 6-seconds could never be enough for marketing, but Garfield demonstrates that you can convey enthusiasm, share an experience and inform your audience.

See the story: http://bit.ly/YvYYaw

* BEST DOCUMENTARY SHORT: Christopher S. Penn reveals the single enduring rule of SEO (search engine optimization.) All 7 words of it.

Read the post: http://bit.ly/ZuLO0u

Time to walk the red carpet back to the challenges — and fun! — of marketing to mature consumers with the rest of the Creating Results cast. In the words of Ben Affleck, as he accepted the Best Picture award last night, “It’s good. It is work but it’s the best kind of work and there’s no one I’d rather work with.”

Posted in 40+, 50+, Boomers, Gen X, Internet, Millennials/Gen Y, Social Networking | No 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 – 2/4/13

Monday, February 4th, 2013

Super Sunday? Bah. Bring on Mature Marketing Monday, and our regular round-up of the top links of the week.

1. MOST SHARED: Can narcissism sell t-shirts – and health? So suggests a social marketing case study via MediaPost. A boutique used social media to test whether its customers would be more motivated by product-in-use photography or a discount. They found that the price-driven ad for a fitness shirt drove fewer clicks and fewer conversions (purchases). That photo represented the type of body that buyers were working towards. As Kathleen Stockham reports:

“So, are your health consumers totally in love with their own image of who they are or at least what they want to be? Probably.

Are you marketing to them in a subtle way in social media feeding that budding narcissism? If not, maybe you should be. A well-known lingerie retailer recently concluded in a study that showing the products displayed out on a table, or flat surface in social media suffered far less conversion activity than being shown on a pretty model. Okay, no surprise there. But did you know that the same theory could possibly work for supplements, health food/diet food and even equipment?

Your social consumers are more likely to share, like and comment on images that are closest in representing themselves, or the image of what they want to be via affinity.”

In the eBook, Photo Finish: Images that Motivate Mature Consumers, we report the results of Creating Results’ research into photography that spurs action. In aging our brains shift to the right side, which is where emotions reside. Images tell a complete story that is more quickly perceived by older consumers. (We get the gist faster than youngers.) Photos can trigger emotional reactions.

So it makes sense to us that the photo that told a story of fitness success, of a woman who had achieved her goals, would achieve better results than a discount offer.

Read the post: http://bit.ly/YwZ2sX

Get the Photo Finish eBook: http://bit.ly/50Photo

2. MOST CLICKED: People define your brand. Brussels becomes defined by a naughty statue — Manneken Pis — which is now replicated in dozens of ways (including chocolate) and used to sell everything from fries to fine art.

What can your organization learn about branding from Brussels’ experience?

Read the Wall Street Journal article: http://on.wsj.com/14zPLnl

3. MOST AGEIST? Yesterday’s Super Bowl will be remembered for many years for the unexpected plunge into darkness. Author Brent Green (Marketing to Leading-Edge Baby Boomers) is wishing it were remembered for better advertising. While many advertisers try to use humor to connect with their audience (not a bad strategy!), today’s social awareness means it’s a challenge to use humor in a way that doesn’t offend. Green writes:

“Even in these hyper-vigilant times, one class of citizen still remains a favored ironic target of advertisers, a proverbial butt of the joke: our oldest old and wizened. And for this Super Bowl season, Taco Bell and its ad agency Deutsch L.A. have rolled out a TV spot brimming with stereotypes, a storyline that’s absurd and denigrating.”

The HuffingtonPost’s John Kehe analyzed the ad this way: “Taco Bell’s spot with geriatrics acting like teens is a tired idea with an off-putting execution. It’s the Betty White idea that’s been milked for decades. Should have been titled ‘No Mas.’”

(I’d add a title of “Asqueroso!” for the music, an awful Spanish-language cover of Fun.’s very good song “We Are Young.”)

Read Green’s thoughts on ageism, power and old age seen through the eyes of disrespectful Los Angeles agency youths: http://bit.ly/11ksZSG

Please watch the ad (below) and share your thoughts in the comments. What emotional reactions did this ad trigger for you? Is it ageist?