An increasing number of organizations are investing in developing "voice and tone" as part of their communication strategy, recognizing how important it is to deliver content that consistently supports and reflects their brand. This is especially valuable for 55+ and senior living communities. Having a consistent brand voice and tone can help build trust and affinity with mature consumers, a market that came of age in an era when conversation and face-to-face interaction were the norm.
As an integrated marketing agency with a heavy focus on digital marketing to Boomers and Seniors, you may think we don't design and produce a lot of print collateral for our clients. But we do. In fact, we've seen that printed collateral has not only survived the digital age — it has made a strong comeback. It's still a core part of an integrated marketing strategy for many of our clients.
Let's look at the collateral package and some of the reasons why it is still in demand.
As part of Creating Results' ongoing series into photography for 50+ marketing, we have examined the WHY of committing to good photography (older consumers' expectation of quality and the importance of delivering emotion) and the HOW (stock vs. custom photography). Now it’s time to plan the photo shoot and pick a photographer.
There are three basic steps to this process. Let's walk through them together.
#1. Determine What You Need
Before you decide to do a photo shoot you should already have determined your goals. Most organizations would significantly benefit from authentic, accurately representative images that you can't get elsewhere. In the senior living industry that means representing mature consumers doing things they enjoy doing — or perhaps aspire to do.
A look at the types of images that are effective for marketing to the 50+ consumer, and the pros and cons of stock vs. custom photography for this market.
Another year gone by, and boy was it a doosy! Against the backdrop of dramatic political change and cultural shifting, our industry remained homed in on issues relevant to how the mature market is evolving.
Read on for the hot topics Creating Results explored in 2016, including: embracing novel approaches to marketing to seniors, the importance of visual storytelling, an increase in renting among older adults, surprising similarities among generational preferences in communities, and changes to Google advertising.
Today's roundup has a senior living emphasis -- we touch on the trend of people entering senior living at an older age and the need for engaging the teams that serve them. BONUS non-senior-living item at the bottom of the post!
MOST CLICKED: Models for senior healthcare must evolve to respond to the increasing number of people entering senior living at older ages.
This was a key point of discussion at the Spring Investment Forum of the National Investment Center for Seniors Housing and Care (NIC), and it was the item that most caught the attention of 50+ marketing pros last week.
As someone providing support for an aging parent while working full-time and raising a teenager, I was heartened to see strong interest in an article dealing head-on with the issue of working caregivers as a part of the mature marketing links of the week. This week's post explores this, as well as an article looking at loneliness in older people…
A day late, but not a dollar short, this week's links reveal a need to be nimble. All industries must adjust to the changing and growing needs and expectations of an aging population.
We look at both ends of the financial spectrum here — from those who can afford to look for, and demand, options to fit their busy lifestyles, to those who are simply trying to survive without a pension or retirement funds.
MOST CLICKED: In the senior housing market, builders are increasingly looking at the preferences of the younger buyer.
Top articles last week looked at the concerns of investors and financiers of senior living communities, the rising 100+ population, and where people moved in 2015.
1. MOST SHARED: Investment and finance groups with a stake in the senior living market have to consider a wide range of factors, such as supply and demand characteristics, the external environment, the consumer and organizational sophistication when trying to map the future of the senior living sector.
We take a look back at the top mature marketing posts and tweets of 2015