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Posts By Erin Read

Next week is Halloween.

In many places, there will be no costumed children going door-to-door for sweets. Instead they’ll hit malls, church parking lot “trunk or treat” events, or another alternative. Like the candy sold in stores, Halloween has been shrunk down and packaged for our safety.

While Halloween may no longer be a night of frights, it turns out that seniors do have some valid fears … about digital marketing!

Our Social, Silver Surfers research revealed two areas that spook the very consumers we hope to enchant on our websites.

I hate parading my serenading | As I'll probably miss a bar,| But if this ditty is not so pretty | At least it'll tell you | How great you are. -       Cole Porter, “You’re the Top”

Creating Results’ Social, Silver Surfers e-book recently went live on Amazon and iBooks. This is the latest edition of a proprietary national study of Boomers' and seniors' digital marketing preferences. Three chapters explore what older adults do/don’t want from social media marketing, websites generally and housing/senior living websites specifically.

At times the picture the data paints isn’t so pretty.

Dissatisfaction with websites has risen with each edition of Social, Silver Surfers. Respondents have more to complain about and do so in greater volume.

Today we’re sharing insights which, if applied to website development, could help your organization become – if not the top – more effective with mature consumers.

Today we went live on Amazon and iBooks with the latest e-book in our "Social, Silver Surfers" study of Boomers' and seniors' digital marketing preferences.

This one-of-a-kind proprietary national study of 40+ers began in 2010. That first Social, Silver Surfers effort resulted in a small PDF that captured what older adults like / don’t like about websites and social media. Creating Results repeated and expanded our research in 2013, this time publishing an Amazon e-book which captures the data and related marketing recommendations.

The most important result, however, has been the improved effectiveness of our client’s digital marketing programs.

We’ve also received positive feedback from those who are targeting Baby Boomers and seniors in a variety of industries. These marketing pros tell us their ROI improved by applying the tips from Social, Silver Surfers.

That motivated us to go even further with this new e-book.

Growing up, the town next to ours hosted the oldest 4th of July parade in the nation. It still does.

The roads in Bristol, RI, are marked not with yellow dividing lines but red-white-and-blue stripes. Houses are festooned with flags, banners, lights ... you name it. Parade-watchers arrive before dawn to set up their chairs along the route. There's even a giant, independence-themed Mr. Potato Head.

Bristol often feels like the HQ for Patriotism. The way "patriotism" is expressed has varied over the years. Patriotic feelings also vary with generations.

Here are Four Fast Facts Inspired by the "Fabulous Fourth."

With snow bearing down on the East Coast of the United States, we stay warm with a recap of last week's top links for mature marketing professionals.

MOST CLICKED: Ziegler Hotline Polls Find Labor Shortages a Hot Topic

Our friends at Ziegler Investment Banking report that senior living CFOs are feeling the pressure of staffing shortages.

For the past decade, Ziegler has gathered insights from senior living CFOs through CFO HotlineSM surveys on a variety of topics. In their February "Z-News," Ziegler recapped some of those findings. Our audience seemed particularly interested in the takeaways about labor shortages.

I often think of Johnny Carson's old Carnac sketch whenever experts line up and make their predictions for the coming year -- whether they be experts in marketing, policy, health, business ...

Like my New Year's resolutions, the predictions are often founded on hopes and dreams and we can watch the year zing by without seeing the change realized.

I commend OurParents writer Robyn Tellefsen for trying to predict what would come next in the topsy turvy world of senior living. She reached out to a wide variety of people who work within the industry for an article published February 6, 2017, "What's Ahead for Senior Care."

Among those tapped for their insight was Creating Results' own Kimberly Hulett, who said ...

Mondays are the days that we round-up the top 50+ marketing tweets/posts/links of the previous week.

It's fun trying to connect the dots between engaging content and action items our readers could take! Or, at the very least, it makes Mondays a little more bearable.

MOST CLICKED (and a must-read): Leaders in Aging Send a Message to the President

The winter edition of Generations, the Journal of the American Society on Aging, features the public policy recommendations of more than 20 leaders of organizations dedicated to advancing and protecting America's older adults. In it you'll find sections penned by representatives of the Bipartisan Policy Center, AARP, LeadingAge, Encore, Long Term Care Partners and the National Center on Elder Abuse, among others.

Together, these articles put forth a positive vision for aging in America -- if the new administration takes an active, proactive role.

"Little Things Can Mean A Lot."

Each Monday our team recaps a few of the "little things" that meant a lot to our subscribers and followers over the past week. Articles that inspired, stats that answered a burning question, and more.

Taken together week-after-week, these LITTLE things can have a BIG impact on integrated marketing programs aimed at baby boomers and seniors.

MOST CLICKED: A tie!

Lois Bowers discovers in senior living marketing, little (positive) things mean a lot. http://bit.ly/2k9RHRG

Lois is senior editor at McKnight's Senior Living, and she recently spent a few days at a senior community, trying to view it as a future resident might.

Happy Monday!

It's not an oxymoron. When you enjoy your work and the people you work with / for, Mondays can be happy.

Which rather neatly ties to the theme of this week's Monday mature marketing round-up. Our top links this week all touch on how work can help us enjoy active, independent lives as we age.

MOST SHARED: There's no age-based 'shelf life' on senior's ability to live independently

Carol Bradley Bursack has a website dedicated to caregiving, and she answers caregiving related questions in a column for North Dakota's Inforum.

Just before Thanksgiving, Bursack answered a question from an adult child who was receiving pressure to move his very independent 73-year-old father out of his own house, to begin to take over managing the father's life.

Last week five members of the Creating Results team assembled in Indianapolis for the 2016 LeadingAge Annual Meeting.

This conference attracted more than 8,000 senior living and senior services providers from around the country, along with a healthy cohort of those who provide products and services to the industry.

In addition to inspiring keynote speakers there were hundreds of education sessions. (Our team was privileged to be among the featured experts, presenting data and insights from Social, Silver Surfers 2016 research.) Over the next few weeks, we’ll share highlights from selected sessions on this blog.

The series starts today with take-aways from a lively program that got people tweeting and thinking.

How can a "Gritty Mindset" help those who serve older adults at senior living communities, help those who market to them -- and even the older adults themselves?