"new rules for marketing to mature consumers" - ibs 2014 presentation by todd harff and...

for MARKETING to the 50+ Consumer

FEBRUARY 6, 2014 | 10 – 11 AM

Presenters:

Todd Harff // Creating Results – Strategic Marketing Woodbridge, VA

Barbara Kleger // Kleger Associates Philadelphia, PA

Barbara Kleger, MIRM, CAASH

President, Kleger Associates

35 years in the retirement housing industry

Specializing in consumer research and marketing of active adult communities and senior housing

2009 National 'Icon of the Industry' award presented by NAHB 50+ Housing Council

Todd Harff, CAASH

President, Creating Results - Strategic Marketing

25 years in housing industry and former Director of Sales and Marketing for Ryland Homes and Van Metre

Specializes in marketing to mature consumers: 107 active adult and senior communities

Motivated more than 15,000 people to move: $4.7 Billion in sales

Author of “Marketing to Active Adults”, “Social Silver Surfers” and “Photo Finish”

Introduction and Learning Outcomes

What are the old rules?What are the new rules?What are you going to hear today? A guide for the future.

Rule #1“It’s So Much More Than NumbersIt’s Their PHD’s”

INSERT IMAGEWe have differentPlans, Hopes & Desires?

Rule #2“Get Personal – Understand Their Emotions”

INSERT IMAGE

Rule #3 “Unique Experiences”

ER1

Slide 7

ER1 Can you make the pic full screen and layer "rule 3 unique experiences" over it? Would be more effective. Like you did on slide 11.Erin Read, 1/9/2014

“GO WHERE THE $ IS.”

INSERT TOA DESIGN STUDIO IMAGES

Rule #4 ”The Home IS Part of the Lifestyle”

Build EXCITEMENTnot just HOMES

Rule #5 “Be Visible to Your Prospects”

What Media Has The Most Reach?

Media Reach Comparisons

Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc.

Why Traditional Print and DM Works

TangibleFunConvenient Long-livedProvenTimeless – and ageless

#1 Online Activity for People 50+?

What Online Tools Are Prospects Using To Find You?

©Creating Results, LLC “Social Silver Surfers 2013

Visible Maybe, But Are You Appealing?

Rule #6“Measure Twice - Cut Once”

Use Analytics to Improve ROI

Are You Measuring & Mining Analytics?

–Web – Email –Mobile – Social Media 

TrendsVideo

– Local Search–Online  Marketing

BONUS PPT at creatingresults.com/IBS2014

Rule #7 “All Prospects Are Not the Same. Segment to Win the Game”

Segmentation: Best Practices Can you measure this segment?

Is it large enough to yield rewards? (Mrs. M is NOT a segment)

Can you reach members of this segment cost-effectively?

Is it useful in guiding your marketing mix?

Are you complying with EHO?

Rule #8“Don’t Be Socially Awkward”

InfinityConcepts

2010 RESEARCH

What percentage of all respondents over 40 do you think want to engage with a brand on social networks like Facebook?

– Less than 20%– 20‐40%– 40‐60%– 60‐80%

Not Really28%

Rule #9“Play Nicely With Others”

Reduce Marketing Costs

Rule #10

“Network – Get Out of The Office”

Rule # 11 - Cross Market

Increase Sales

Rule #12 – Learn the Art of Negotiation

Rule #13 – Overcoming ‘new’ Objections

Rule #14 – Master Closing the Sale

Exceed Expectations!

Rule #15 – Be Memorable

Rule #16 – Kick it up a notch (80/20 rule)

Rapid Recall & Questions

What new rules are you taking home? What new rules do you see, but we

didn’t discuss? What questions do you have?

Resources & PPT at creatingresults.com/IBS2014

Todd HarffCreating Results – Strategic Marketing

todd@creatingresults.com703.494.7888 ext 701314000 Crown CourtSuite 211Woodbridge, VA 22193

Speaker Contacts:

Barbara KlegerKleger Associates

bkleger1@aol.com215.893.3635226 W. Rittenhouse SquareSuite 3009Philadelphia, PA 19103

Head Shot

Resources & PPT at creatingresults.com/IBS2014