everything mature consumers experiencebranding | marketing | web | pr | displays | advertising
Marketing and Motivating Boomers and Beyond

Archive for the ‘Uncategorized’ Category

Senior Living Online Reviews – Don’t Miss The Boat

Wednesday, February 18th, 2015

It wasn’t too long ago when the only attention paid to online reviews of senior living communities was making sure only the positive comments saw the light of day.

A recent article within Senior Housing News confirmed that if you’re not thinking about online reviews you’re missing the boat.  The article included insights from a digital marketing survey conducted by Software Advice regarding seniors and their views/reliance on peer reviews when choosing an assisted living community.

“Good online reviews can be seen as marketing tools to attract high-paying residents,” says Software Advice. “Consumers are not only using reviews in the selection process—they are incorporating reviews significantly in their budgeting decisions, too.”

The article goes on to detail how a negative review could have far-reaching repercussions, as it could discourage other mature consumers from even considering your community.

We couldn’t agree more. In fact, when conducting our Social, Silver Surfers researcTop sharing toolsh, here is what we heard about online reviews:

*  User reviews were used by half of all Baby Boomers and 4 in 10 Silent Generation seniors. In fact, the percentage of people over 40 who used these reviews doubled in just three years.

*  Among those who had moved to a senior living or active adult community, more than a third had used online directories in their move decision. Most of these directories include star ratings or other reviews.

Perception is reality and online reviews do matter. The fact of the matter is, as people trust organizations less and peers more, reviews can lend credibility to your marketing claims.

Senior living organizations should employ a strategic approach to the capturing of insights from happy residents online. Here are three ways to make sure you not only capture reviews, but glowing ones at that.

  1. New resident?  Include a request to complete a review of the community online as a part of their welcome experience.
  2. Incorporate testimonials and reviews within your website/social media for further credibility. Senior living community Fairing Way created a “Neighbor’s Corner” that slides positive testimonials into engaging future resident profiles.FW-WEB-NeighborsCorner-2013.sm
  3. Ratings matter—encourage satisfied residents to give you positive rankings within directory listings sites.

Does your organization consider online listing rankings as a part of your marketing strategy?  How do you encourage participation?  We’d love to hear your thoughts- just share in the comments below.

Mature Marketing Links of the Week: Renter Stats and Effective Landing Pages

Monday, February 2nd, 2015

Happy Groundhog Day!  Word is that Phil saw his shadow, meaning 6 more weeks of winter. Here’s to spring… it can’t get here soon enough!

Now, let’s explore the mature marketing stories of the past week that had people talking and influenced marketers.  Have something to share?  We’d love your comments and look forward to hearing from you.

Residential lifestyle preference surveyMOST SHARED: Renter lifestyle preferences were front and center in a recent survey conducted by Multifamily Executive. More than 27,000 individuals of all ages were surveyed to identify preferences that shape their dream apartment living scenario.  Some key insights from the survey:

*  51% desire to buy a house within the next 5 years, which 25% indicate they are renters by choice (25% of boomers indicating their desire to rent and 6% of silents)

*  Overwhelmingly, respondents expressed that their dream community needs to provide a variety of options for staying fit and active.

*  47% of boomer renters indicate they go out on the weekends, and the proximity to entertainment, dining and retail is important to them.

*  While less is more for the younger cohorts, 29% of boomers and 26% of silents indicated a need for ample storage space within their apartments.

For mature marketers targeting boomer and senior renters, ensuring your communities not only include but tout these desired lifestyle options is key in motivating prospective renters.

Read more of the survey here.

MOST CLICKED:   SurveyGizmo’s recent checklist for creating successful landing pages generated a great deal of interest (and clicks) over the last week.  The post identified 9 aspects of a landing page that it notes as mission critical to success.  We couldn’t agree more with the importance of this vehicle for driving awareness and, most importantly, lead conversions.  Tips in the post included:

*  Ensuring the content makes sense.

* Making sure it answers the “What’s In It for Me” question for visitors.

*  Incorporating keywords to ensure it is fully optimized for search engines.

Discover more tips for landing pages when you read the full story.

Mature Marketing Links of the Week- Stuffing the Stockings

Monday, December 22nd, 2014

Happy Monday!   We’re mixing things up this week, with Santa, Mrs. Claus and the reindeer providing the mature marketing news and insights of the week.  We’ve included links to Creating Results’ holiday themed content of years past which are filled with fun and festive insights on boomers and beyond.

And we’re in the giving mood.  If you share a mature marketing idea/insight or simply comment below, we’ll enter you to win a copy of our Social, Silver Surfers eBook.

Enjoy and happy holidays!

Mrs. Claus’ Secrets Exposed:  Discover boomer and senior secrets as we explore senior tidbits and secrets from the Mrs. herself.  Click here for an infographic chalk-full of senior insights from Mrs. Claus’ perspective.

Santa’s Senior Secrets:  By some accounts, Santa Claus is now 2014 years old. By others, he’s around 200. Either way, he’s definitely our favorite senior .  Click here for secrets from the jolly man in red.

Open the Door to A Happy Holidays: Visit this interactive page each day leading up to New Year’s to discover a new holiday surprise.  Click here to explore our holiday doors.

CTA-CreatingResults_HappyHolidays2014

 

Mature Marketing Links of the Week: Shopping and Email

Monday, December 1st, 2014

Happy Cyber Monday!

Let’s jump right into the mature marketing stories that had people clicking and sharing.  This week we look at the holiday shopping habits of boomers and how to stick out in the inbox.  Have something to share?  Please be sure to add it to the comment section.

MOST CLICKED:  The holiday season is a time to gather with friends and family AND… for shopping.  A PunchTab report exploring shopping trends was of great interest this past week. More than 1,100 were asked to share how they will approach their shopping this holiday season.

Key findings of the report included:

* Mature consumers plan ahead, with 34% reporting their shopping begins in November and 22% starting even earlier.

* 70% of seniors do not plan on using social media channels for their purchases.

* Smartphones are increasingly important when shopping, with 35% indicating they plan on using (though boomers and beyond responded with a slightly lower percentage than millennials).

Read the full article here.

MOST SHARED: This time of year it can be especially difficult for email marketers to rise above the swell of retail noise.  With holiday emails beginning earlier and earlier (I received my first email for holiday shopping in August), it takes more than just a strong subject line to stand out.

A recent WhatCounts article reminds us that when shaping our email messages, knowing how your prospects receive your message is just as important as knowing what to say. The article shared key takeaways from a webinar of related content, noting that much has changed in how people choose to open their email messaging.

While many elect to scale back their email campaigns through the holiday season to make way for this flood, the article recommended a few things that can be done to make sure those emails you are sending make it to their recipient:

Google Analytics, your email marketing software’s reporting, and so on – you can drill into device- and operating system-specific information and use that to see where your customers “are,” which is to say how they’re contacting you and engaging with your content.

As the year wraps up it will become even more challenging to compete, use of mobile friendly messaging templates and testing your emails within multiple browser versions will help ensure a positive experience for all. Read the full article here.

RELATED: Content Marketing: Conversations not Campaigns, Empathy not Email Blasts

Mature Marketing Links of the Week: Landing Page Tips & “Free” ROI

Monday, June 23rd, 2014

Happy Monday!  It’s hard to believe that June is coming to a close, where did the time go?!  Let’s jump right into the mature marketing news that had people talking this past week.  Have something to share?  We’d love to see it in our comment section.

MOST CLICKED: As more and more mature consumers flock to online avenues for gathering information about your brand and moving themselves father down the purchase funnel, having a sound landing page strategy is critical. First and foremost, your landing page should serve as a vehicle for lead capture. Ed Kedzierski recently shared his tips for creating great landing page forms:

*Avoid lengthy fields: Keep it simple as long forms can be a huge turn off.  Rule of thumb: if you aren’t going to use the information don’t ask for it.

*Adjust the styling of your form: Make your form appear even shorter—less is more when it comes to driving completions.

*Don’t Submit: Try other wording on the button to capture information that more closely relates to the action and drives higher conversions.

*Eliminate Fear: We found in our Social, Silver Surfer research that privacy concerns run high, especially among boomers and beyond.  You’re capturing personal information, put people at ease by including your privacy policy and reconfirming a safe submission.

Read the full article here.

Related: Learn about Creating Results’ digital initiatives and discover how we can help you maximize your ROI.  Visit our website.

MOST SHARED:

Free ROI  In an age where everyone is looking to stand out, incentives are typically a go-to for quickly driving prospect interest and action. Marketing Profs recently shared an article regarding free offers and how you can measure effectiveness.

The reality is that free is never free for the marketer. There’s always an expense that has to be paid, even if it’s not paid by the customer. Moreover, that cost is often higher than marketer anticipates.

The article explored a variety of “free” incentives, including product and content, along with benefits to utilizing each.  At the end of the day, as marketers it is our job to evaluate potential incentives we want to include and ensure it is not only worth the cost but relevant to our brand.

Read the full post.

Three Take-Aways from Senior Living Conference PEAK 2014

Tuesday, March 25th, 2014

Last week several members of the Creating Results team attended the LeadingAge PEAK Leadership Summit, held right in our backyard in Washington, DC. Sponsored by LeadingAge, an association of not-for-profit senior living organizations and aging services providers, PEAK brings together senior level members of communities to share new innovations taking place within their organizations.

I left the conference energized and wanted to share some of the key take-aways that can help you, as a senior living professional, advance your own mission and ensure you are creating an environment that is enticing for your target markets.

Key Senior Living Lessons Learned (and Applied)

The importance of innovation in keeping senior living communities and their services relevant and (most importantly) competitive was a common theme throughout PEAK 2014. As baby boomers enter retirement they are making their own rules on what senior living should be. Several sessions included real-world examples on how CCRCs (Continuing Care Retirement Communities) are preparing for baby boomers and differentiating themselves from the competition.

It’s important to ensure you are innovating for the right reasons and in a way that will appeal to your target market – not just for innovation sake.  Here are some key lessons and applications that were shared during the conference.

1. Forge new partnerships. Consider how to increase relevance, convenience and affordability by partnering with other aging service providers, hospitals, Accountable Care Organizations (ACO’s), universities and local businesses.

* There is strength in numbers. Could a partnership increase your purchasing power and lower costs? Or, help you respond to changes in payment models?
* Be interesting NOT selly. Can a partnership with a college or business give your community an opportunity to have a conversation, or be helpful to your prospective residents?

2.  RepositioninSenior Living North Hill Community Rebrandingg and new offerings. Continuing Care at Home (CCAH) is one way to complement existing service options and reach those who cannot afford residency. This allows a CCRC to use their existing strengths to serve the greater community, while building awareness of their services.

*Lisa McCracken from Zeigler used North Hill (a CCRC in Needham, Mass., and a client of ours) as an example of how to make a positive change to your organization’s future in the market. Read a case study about how North Hill repositioned themselves.
*What’s in a name? Mather LifeWays is encouraging LeadingAge members to reconsider the term CCRC to appeal to the next generation of older adults. Senior living organizations can participate in their “NameStorm” – information and tools to facilitate ideas can be found here: http://bit.ly/1eFQ4Uy3.

3.  Innovation is not limited to IT, and it’s ok to start small. Sometimes the best innovations in senior living start small and grow. Caution: Avoid trying too much at once as your efforts may get diluted. Focus on a few key goals or changes you wish to accomplish and start there.

* One of the first areas that LeadingAge members have invested in when looking at IT is actually their marketing.  They’ve incorporated tools like Customer Relationship Databases (CRM) as well as enhanced programming of their websites.  Several speakers categorized these innovations as their largest.  Is this true in your organization?  Are you planning to invest in change here?
*When implementing IT changes, the biggest leadership challenge is often getting team members excited about and used to the new technology.
*Leading an organization past the resistance to change has been done successfully by getting everyone believing in the common vision. Find the champions – or super users – who will “Inspire and Connect to Transform” (in the words of Masonicare’s Kelly Papa).

The insights don’t stop here… Stay tuned for insights in a future blog post for how you can implement and lead change.

Mature Marketing Links of the Week: Senior Housing and Creative Inspiration

Monday, March 24th, 2014

Happy Monday!  Let’s jump right into the mature marketing news and insights from the past week that had people talking, clicking and sharing.  Have other senior marketing news to share?  Please be sure to post it in the comment section.

1. MOST CLICKED

A 2012 survey identifying real estate trends reported that senior housing was  “among the most attSenior Housing Trendsractive property types for new investments.”  The research was shared in a recent Senior Housing News article, and noted that 1/5 of survey respondents indicated they had current investments in senior housing properties.

The sector has, according to NIC, “consistently remained among the respondents’ five most attractive property types” for new investment.

This is of no surprise as more and more baby boomers come of age and begin to look for communities that offer maintenance free living and amenity packages.  For marketers, knowing senior housing continues to be a focus for developers and how to best distinguish your community from the increasing competition will be key.

Learn more about the findings here.

2. MOST SHARED

As marketers, we’ve seen great success in launching new brands or initiatives by creating experiences with the marketing. Several people shared (and were inspired by) an Advertising Age article that identified what they felt are 15 of the most memorable experiential marketing campaigns. While each of the examples they noted took very different approaches, one thing that ties them together is that they were unique and engaging.  From transforming local gas stations for the premier of “Dallas”, to staging senior year football games between rival schools 15 years after the fact to virtual balconies on a cruise ship, these campaigns definitely inspire.

What experiential marketing are you doing that is relevant to your brand and helps it stand out to the mature consumer in an authentic way?  We’d love to learn about successful campaigns – please share within the comment section below.

Read the full article here.

Mature Marketing Links of the Week – Senior Happiness and the Power of Twitter

Monday, February 24th, 2014

Happy Monday! Let’s jump right into the mature marketing stories that had people talking last week.  Have something to share or add?  Please note in the comments below.

1. MOST CLICKED

Using Tailored Audiences to Drive Relevancy in TwitterThere was a lot of interest in a recent article by Shift Communications, which shared ideas for how to effectively leverage Twitter’s Tailored Audiences functionality.  Tailored Audiences was launched by Twitter in December of 2013 as a way for marketers to use tracking cookies to target subscribers who had visited their website.

The article highlighted new features which allow brands to expand their reach, including using  email databases, to identify additional brand enthusiasts within the Twitter realm.  One such example provided was to create an audience using email addresses to promote exclusive offers/news through Twitter.  Because of increased relevancy among this segment you can more effectively encourage a desired action.

Privacy concerns among boomers and seniors is one thing to keep in mind when leveraging Tailored Audiences.  While using this as a part of an integrated marketing strategy can be effective, remember to include reminders that people are receiving offers and news because of their previously expressed interest in your brand.

Read the full article here.

2. MOST SHARED

What makes us happy changes as we get older.  This is the focus of a New York Times article and associated study that drew a lot of interest this past week.  At the heart of the study was understanding why interests and desires tend to change as we age.

According to the article:

For young people trying to figure out who they want to become, extraordinary experiences help establish personal identities and are therefore prized, said Amit Bhattacharjee, the lead author of the study and a visiting assistant professor of marketing at Dartmouth College. As people become more settled, ordinary experiences become central to a sense of self and therefore more valued.

The article goes on to note that for seniors, the feeling that time is limited causes an increased desire to focus on the things (and relationships) that are most meaningful. For mature marketing professionals, knowing that time with loved ones is highly valued can help when positioning the unique selling points of a brand or organization.  Learn more about the study here.

Mature Marketing Links of the Week – Granny Tech Advisor and Boomer Financial Security

Monday, November 11th, 2013

Happy Monday and Happy Veterans Day.  We at Creating Results are grateful for the brave men and women who so selflessly serve and protect our freedoms – today (and everyday) we offer our thanks.  Now on to the mature marketing links of the week which had people talking, sharing and liking.  Have something else to share?  Please be sure to include in the comment section below.Granny Blogger

MOST SHARED: A Wall Street Journal article profiling Natalie Yellin, a 75-year old tech advisor for Square Inc. received a number of shares this past week.  This sweet story details what began as Yellin turning to Twitter as a way to reach her 30 year old grandson when he wasn’t returning her calls.  Her use of the social media platform had led to Yellin having a significant Twitter following and involvement in testing new releases for Square Inc.

Ms. Yellin, who was widowed a decade ago, adheres to a social-media routine. Upon arising, she seizes her iPad to begin trading good-morning messages to a group of about 50 people.

Ms. Yellin even receives social media love from senior members of the company, including Jack Dorsey who was a co-founder of Twitter before Square Inc.  This senior’s embrace of social media is a commentary on just how comfortable boomers and seniors are becoming with the medium… and a reminder that if you don’t call your grandmother she will find a way to track you down! Read the full article here.

MOST CLICKED: The University of Bristol in the UK recently shared findings regarding boomers and seniors financial satisfaction.  Interviewing boomers and seniors across 56 countries and 6 continents, the study found that the Swiss, followed by Norway, Sweden and Finland had the highest levels of satisfaction.  In the US 64% of participants reported being happy with their current financial situation.

“To put some of these results into context, the global average of financial satisfaction among younger individuals (aged 16-49) is 52 per cent, slightly lower than the figure for those aged 50 and above.  However, in Great Britain, there is a substantial and highly significant difference.  While 80 per cent of older Britons report being satisfied with their financial situation, only two-thirds (66 per cent) of those aged under 50 feel the same.”

Click here to learn more about the study.

eBook_SocialSilverSurfers2013.1.1.1SOCIAL, SILVER SURFERS: We appreciate the interest we’ve already seen in our Social, Silver Surfers eBook which was released this past week.  Our latest research picks up where we left off in 2010, examining Boomer and Senior preferences and insights for websites and social media.  Download your copy today and discover how you can make the most of  your digital marketing efforts to reach mature consumers.

Mature Marketing Links of the Week- Social Media Trends and Strategies

Monday, October 21st, 2013

Happy Monday!  It’s hard to believe another week has come and gone.  Here we showcase those mature marketing articles and news from the last week that had people talking.  Interest in posts regarding social media dominated, receiving many shares, comments and clicks.  We welcome (and encourage) your comments, so please share your 50+ marketing news in the comment section below.

Social Media TrendsMOST CLICKED: An oldie but goodie from Marketing Charts peeked interests last week.  The article examined usage among Twitter, Facebook and Pinterest users to determine the types of needs each channel is used for.  Overall, Pinterest users value the creativity opportunities provided, while Facebook users valued the ability to connect with friends and family and Twitter users liked seeing what their friends posted.

When asked if purchases were impacted by these platforms, participants gave low marks- with only 24% of Pinterest users, 11% of Facebook and 16% of Twitter indicating they made purchase decisions based on social networks, however all said that their networks did create influence by providing additional information about products and alerting to deals and steals.  The implication for marketers? Social media brand loyalists are important when helping to create and sustain awareness, even if an immediate action or purchase is not made, so be sure to engage them.

This report is aligned with what Creating Results has found through our Social Silver Surfer research when examining Boomer and Senior perceptions of social media networks.  Our survey discovered that social sharing tools are incredibly important to the mature consumer as is the ability to connect with friends.

MOST SHARED:  Michael Brito’s presentation regarding the digital ecosystem received a lot of shares this last week.  An article regarding his presentation was shared on Spiral 16 and shared Brito’s thoughts on the challenges of leveraging social media.  Tops among the challenges-  first and foremost the sheer volume of content consumers are exposed to each day.  The  importance of relevant content is critical to help consumers determine what content is most important. The solution?  According to Brito, an online marketing content strategy that tells a story and shares relevant, engaging content is critical.   Click here to discover more about how you can shape your digital content strategy.

WORTH REPEATING: What Count’s Who Needs SEO Anyway? (You Do) article shares a variety of search engine optimization best practices and provides great insights regarding keywords, images, links and more.


©2008-2015  Creating Results, LLC  |  Mid Atlantic: 703.494.7888  |  New England: 401.289.2500  |  Privacy Notice

Creative Commons License
Mature Marketing Matters - Blog by Creating Results, LLC is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 United States License. Based on a work at www.maturemarketingmatters.com. Permissions beyond the scope of this license may be available at www.CreatingResults.com.

A 2013 Finalist - Best of Senior Living Awards

THE COMPANY:
TheTeam
News
Careers
Contacts

RESULTS CREATED:
Our Work
Case Studies
Clients
Awards