marketing to the mature marketplace · understanding the numbers 1 of every 4 people ever born is...
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Marketing to the Mature Marketplace
6 Pathways to Success in Challenging TimesPresented to the NEHCC Conference & Trade Show
Wednesday, May 18th, 2016
Foxwoods Resort
Mashantucket, CT
Copyright 2016, by Don Marsh. All Rights Reserved.
Embracing Change in Challenging Times
“Observe always that everything is the result of a
change, and get used to thinking that there is nothing
Nature loves so well as to change existing forms and
make new ones like them.”
Marcus Aurelius (121-180 A.D.)
Meditations. iv.36
Mature Marketplace Growth in Numbers
In 2000, 70 Million Americans Over Age 50;
In 2016, 115 Million Americans Over Age 50
75 Million 50 – 64; 40 Million 65+
1 in 3 Americans is Over Age 50
Average Lifespans: 77 for Men; 84 for Women
Couples at Age 65
50% Chance at least one will live to Age 92
25% Chance at least one will live to Age 97
Fastest Growing Segment of the Population?
Understanding the Numbers
1 of Every 4 People Ever Born is Alive Today
2 of Every 3 People Who Ever Lived to Age 50 are Alive Today
Each Day, 10,000 Americans turn Age 50
Mature Marketplace is Wealthiest Segment 77% of Nation’s Assets
50% of Nation’s Disposable Income
$7.3 Trillion in Buying Power
Section 1
Inside the Mature Marketplace
5 Key Concepts
What Motivates the Mature Marketplace
Autonomy/Self-Sufficiency
Connectedness
Altruism
Personal Growth
Revitalization
Segmenting the Mature Marketplace
The “Matures”
Born Before WW II
Extremely Patriotic
Self-Sacrificing
Debt-Free
The “Boomers”
Born After WW II
Instant Gratification
Self-Entitled
Debt is Way of Life
Physical Changes
Eyesight
Less Responsive to Cool Colors
Because of Yellowing of the Retina that Occurs with
Aging, Ability to Distinguish “Cool” Colors Decreases
Use Warm Shades as Accents in Office Décor and
and on Collateral Materials
Increased Glare Sensitivity
Limit Harsh Overhead Lighting, White Paint on Walls
Print on Dull or Matte Finish Paper Stocks, Instead of
Gloss or Enamel Coatings
Physical Changes
Hearing
1 in 10 Americans Have Hearing Loss
1 in 6 of 50+; 1 in 3 of 65+; 1 in 2 of 80+
Communicating in Person
Higher Frequency Losses most Common with Men
Read Body Language: Hands, Lips and Eyes
Communicating by Telephone
Usable Range Drops to 600 Hertz (Norm is 4000)
Speak Slowly, Repeat Salient Facts, Pause to Ask Questions
Cognitive Changes
Verbal Memory Declines More than Visual Memory
Impact on Testimonial Letters vs. Lifestyle Photos
Personality
Little Change with Aging
Patterns Formed in Young Adulthood
Impacts on 75-Year-Old Client
Impacts on 50-Year-Old Client
Left Brain vs. Right Brain Thinking
With Aging, Left Brain (Logic) Thinking Declines,
While Right Brain Thinking (Instinct) Increases
The Right Brain is Better at Recognizing Relationships
and Visual Processing
With Right Brain Thinking, Impressions are Formed
Visually and Instantaneously
It is Through the Right Brain that the Benefits of Making
Life-Impacting Decisions are Understood
Intelligence and Memory
Fluid Intelligence = “Episodic Memory”
The Process of Assimilating New Knowledge
Peaks in Early 20’s, then Declines with Age
Deals with Words, Numbers and Incidents
Impacts Person’s Ability to Process New Information
Crystallized Intelligence = “Life Knowledge”
Experience Mixed with Long-Term Memory
Does Not Decline with Age
Deals with Images, Colors and Emotions
Creates Positive or Negative “Cognitive Association”
Mature Marketplace Purchase Behaviors
To Replace Something Old & Obsolete
To Feel Part of Something Important
To Give Gifts
To Accumulate Enriching Experiences
To Maintain Lifestyle
The Role of “Secondary Influencers”
Definition: Spouse, Family, Care-Givers
Involved in 2/3 of Life-Impacting Decisions
Impact on Purchase Cycles
Conduct Community Outreach Programs
Before/After Major Holidays
Interactive Exercise #1
How Do You Earn a Mature Marketplace Client?
By Having a Sale or Giving a Discount?
By Creating a Relationship Based on Perceived Value
and Personalized Service?
Section 2
Defining Yourself in the Marketplace
Starting Point in Challenging Times
Consistency of Message
What You Want Your Community to be Known For
A.K.A. “Positioning” or “U.S.P.”
Positioning Endures
1927
Positioning Endures
1951
Positioning Endures
1986
Interactive Exercise #2
In 25 Words or Less, Tell Us What You Want
Your Community to be Known for
Section 3
The Relationship Imperative
Two Kinds of Buyers
Transactional Buyers – Make Purchase Decisions
Based on Price or Convenience, but not on Loyalty
Relationship Buyers – Make Purchase Decisions
Because of the Relationship You’ve Created
Relationship Buyers do Return,
Transactional Buyers do not Return
4 Rules of Relationship Marketing
Requires Individual Knowledge of Your Clients
Must be Interactive
Does not Need to be High-Tech
Based on Perceived Value and Personal Service
Relationship Marketing Bonuses
Clients’/Family Members’ Perception of
Your Level of Care will Improve
Over Time, Will Focus on Value, not Cost
Industries Using it Then…
Airlines
Credit Cards
Telephone Services
Industries Using it Now…
Everyone
Who Was “Joe, the Corner Grocer” and Why
is he the “Father of Relationship Marketing”?
Leverage Point in Relationship Building
First Point of Contact
The Staffing Equation
One of the most Important Human Needs is “Identity”
Treat your Staff as part of Your Business
Empower them to Become Experts at what they do
Create an Environment where Everyone knows
how Important they are to Your Overall Success
The Staff Training Question
Some Business Owners ask,
“What if I Train my Staff and they Leave?”
The Staff Training Answer
The Better Question is,
“What if I Don’t Train my Staff and they Stay?”
Front Office Design
Glare Sensitivity
Visual Stimuli
Olfactoral Stimuli
Creates Positive Cognitive Association
Continuous Loop TV
Family Friendly Environment
26% of Grandparents have Regular Care of Grandchildren
Features vs. Benefits
Features are the Physical Characteristics of
Your Program or Service
Benefits are How Those Characteristics Improve
Program or Service Performance
Interactive Exercise #3
Think of the Program or Service You Want
to Provide Most
Write 3 Features of that Program or Service
Write 3 Benefits of that Program or Service
Interactive Exercise #4
Imagine You Are 18 Years Old and About to
Leave for College
Write a Short Letter to Mom & Dad, Asking to Borrow
$10,000 for Your 1st Year’s College Tuition
Features vs. Benefits vs. Values
Features are the Physical Characteristics of
Your Program or Service
Benefits are How Those Characteristics Improve
Program or Service Performance
Values are the Emotional Translation of how
Program or Service Improves Clients’ Lives
“Values-Based” Communication
3 Ways to Influence Human Behavior
Addressing Human Needs is Least Powerful
Addressing Human Wants is More Powerful
Addressing Human Values is Most Powerful
Use an Exchange of Values to Create Environment
of Trust and Confidence
When Clients talk About their Values, it Leads
to Understanding what Makes their Lives Unique
Values are like Fingerprints;
Each is Similar, but no two are Identical
5 Mature Marketplace Needs
Necessities for Everyday Life
Food/Water
Affection
Safety
Shelter
Survival
5 Mature Marketplace Wants
Aspirations not Always Attainable
Personal Items
Larger Home
Financial Security
Unlimited Spending Ability
Staying Current with Latest Advances
5 Mature Marketplace Values
Translated from 5 Key Concepts
Family
Health
Peace of Mind
Friends
Leisure Time
Section 4
6 Pathways to Success in Challenging Times
Communicating with the Mature Marketplace
Be “Conversational”; Write as if You are
Speaking to that Person
Remember the “You”
Use Adverbs for Men, Adjectives for Women
“50 Word Rule”
Always use a P.S.
Guidelines for Layout
Minimum 12 pt. Type
“Flush Left/Rag Right” Alignment
Indent Each Paragraph
Maximum 2 Sentences, 3 Lines per Paragraph
Personalized Salutation
Backwards is “Proof Positive”
Sample Layout
“Johnson Box”
“Jump” to 2nd Page
“Serif” Typeface
Announcing our Special Trade-Up ProgramOn New Digital Hearing Technology
(---date---)
Mr. John Jones
123 4 Main Street
Your Town, State 567 89
Dear ------------:
We’re pleased to an no unce a brand new Trade-Up Program you can participate in
as a Preferred Patient at (practice name). This new p rogram allows you to take advantage
of the latest advances in Digital Technology and save $$$ at t he same tim e.
We’ve recently introdu ced the latest v ersion of o ur fully digital hearing
instrument. Our results tell u s this n ew instrument, with its many advanced featu res,
makes b etter hearin g simpler, easier and almost automatic.
To help you ex perience the benefits of the fully Digital hearin g in struments, we
are o ffering a limited tim e Trade-Up offer. This chart shows the percentage o f your
original purchase price we’ll apply toward y our new digital hearing instruments:
Here’s how our Trade-Up Program works:
Age o f Current In struments Trade-Up Value
Less than 1 year (--)%
1-2 Years (--)%
2-3 Years (--)%
3-4 Years (--)%
4-5 Years (--)%
Over 5 years (--)%
Our records show your current instruments were pu rchased in (---month , year---).
This new digital hearing in strument features (# ) channels that can be programmed
independently for better hearing in a variety o f li stening environments. It also featu res
More –
Print Ad Basics
Frequency – The Number of Times People Will be
Exposed to Your Ad
Reach – The Number of People who Will be Exposed
Frequency is More Important than Reach
10 Tips for Successful Print Ads…
Color Attracts 40% More Attention than B/W
½ Page Ads Attract 2/3 Attention of
Full-Page Ads
Use Sub-Heads to Pull Reader Through Ad
Use Photos to Show Benefits/Values
Create a Consistent “Look” for Your Ads
10 Tips, Cont’d…
Be as Close to Front of Newspaper as Possible
Be on Right-Hand Facing Page; Above the Fold
Saturdays Can be “Light” Ad Days
Sundays Offer Heaviest Readership
Ask Your Ad Rep About “Remnant Ads”
Direct Response Ad
Self-Interest Headline
Short Copy Blocks
Ample White Space
Visible Offer
Photo Directs Eye
Expiration Date
Call-to-Action
Positioning Ad
Service Oriented
Lifestyle Photo
Builds Community
Identity/Positioning
Advertorial Ad
Simulates Newsprint
Testimonial-Style
Use in Mix with
Traditional Formats
10 Tips for Successful TV Ads
Use Medium to Entertain
Start Ad with 2-4 Seconds of Non-Message
Visual Medium: Use Photos, Graphics
No Fast Cuts
Crawl Telephone # Minimum of 10 Seconds
10 Tips for Successful TV Ads, Cont’d.
Keep Main Points Simple
Test Ad by Watching with Sound Off
Test Ad by Watching only 1st or 2nd Half
Remember Age of Your Target Audience
Use “Models” 10-12 Years Younger
Cable Networks with Highest Viewerships
Broadcast Blocks with Highest Viewerships
6 Pathways to Success in Challenging Times
Pathway #1: E-Marketing
A.K.A. “Inbound Marketing”
Pathway #2: Social Media
A.K.A. “Content Marketing”
Pathway #3: “TNS” Programs
Leveraging “Touch Points”
Pathway #4: Focus Groups
Sales and Marketing Insights
Pathway #5: Free Media Programs
Value of Goodwill vs. Paid Advertising
Pathway #6: Community Outreach
Getting Your Message into the Marketplace
Inbound vs. Outbound Marketing
Hubspot ™ Report
85% of Businesses to Spend Less $$$ on Print Advertising in 2016
71% of Businesses to Spend Less $$$ on Direct Mail in 2016
82% of Businesses to Spend More $$$ on E-Marketing in 2016 62% Fewer Marketing $$$/Lead than Outbound Marketing
Estimated More $$$ from Inbound than Outbound by 2018
Pathway #1: E-Marketing Programs
AARP™ Study Shows Mature Marketplace Fastest Growing Segment (98 Million in 2016) 18 Hours/Week
74% are Looking for Products and Services Locally 66% are Looking for Healthcare-Related Services
Standard Website Content
Home Page
Staff Highlights
Products and Services
“ Community News You Can Use”
Testimonials Video Testimonial; Testimonial from Spouse
“5-Minute Test”
Contact Page Self-Qualifying Questions
Variations on the Website Theme
Definition of “Branding Site” Who You are and the Products/Services You Offer
Definition of “Power Page” Example: (Your Town) HomeCare.com
Information Becomes part of E-Database
“Click Here” Brings them to “Landing Page”
The “Resident-Centric” Website
Secure the “Landing Page” Value-Addeds: Coupons, Offers
Interactive Elements
Be “Transactional” Appointment Setting
Event/E-Newsletter Sign-Ups
Be “Personal” Establish “Client Portals”
Communicate with Key Staff
“Cross-Promote” Site Guide Visitors to Other Pages
Building the Perfect E-Mail List
Establish Proper List Building Etiquette Ask Prospects for Permission
Diminish Risk of Spam Filters
Implement Double Opt-In Procedures Welcome Message, followed by Verification
Keep Opt-In Form Quick & Easy Minimize Initial Information Required, then Build
Maximize Each “Touch Point”
Promote Exclusive Benefits Show Visuals as Support
E-Marketing Best Practices
Implement Regular A/B List Testing Test for Deliverability
Use all Popular Browsers and Programs
Test by Offer or Subject Line Instantaneous Downloads
“Call-to-Action” On Top Leverage “Z” Patterns, “F” Patterns
Limit Length of Pages to Minimize Scrolling Offer HTML or Text Options
Conduct Feedback Surveys “Trigger-Based” Campaigns
Monitor Your Site’s Success
Google Analytic ™/Webmaster ™ Learn the Most Popular Pages
Add Offers/Update Information
Conversion Rate 2% or Higher
Bounce Rate 50% or Lower
Opt-In Rate 3% or Higher
Pingdom ™ Download Rate
2 Seconds or Less
Pathway #2: Social Media Programs
Facebook ™ 1 Billion Users
72% of All Internet Users
50% Visit Daily; 700 Billion Minutes/Month
More People Over 50 Than Under 21
Twitter ™ New Street-Corner “Soapbox”
572,000 New Accounts; 177 Million “Tweets”
LinkedIn ™ Business Networking/Referrals
145 Million Users; 38% $100K+
Social Media, Cont’d…
Yelp ™ Learn What the Community is Saying
42 Million Users; New “Town Crier”
To Blog or not to Blog 62% More Leads/Month
58% Fewer $$$/Lead
Don’t Forget YouTube ™ Emeritus/Anderson, SC
Women 45-55 Fastest Growing Segment Ability to Reach Secondary Influencers
Promises & Perils of Content Marketing
Promises Life at the Speed of Light
8/2008: Google ™ Overtakes Yellow Pages ™
8/2010: Facebook ™ Overtakes Google ™
1st to 50 Million Users Radio = 38 Years; TV = 13 Years; Internet = 4 Years
Facebook ™ = Nine Months to 100 Million Users
44% of All “Sharing” Done by Facebook ™ Visitors New Definition of “B2C” (Business-to-Community)
Ability to Establish 2-Way Communication Content Marketing is the New Direct Mail
Keeping it Fresh New Postings 3x/Week Will Increase SEO
Promises & Perils, Cont’d…
Perils Living in a Viral Age
No Such Thing as “Digital Death”
Macro vs. Micro Marketing Facebook ™ = Shopping Expedition to the Mega-Mall
Twitter ™ = Cocktail Party at the Neighborhood Bar
The Myth of “Free” 56% of Marketers Spend 6+ Hours/Week
30% of Marketers Spend 12+ Hours/Week
Accountability Issues Blogging is the New World Order
Legal Issues Assume the Same Rules Apply
Pathway #3: “Tested-not-Sold” Programs
Leverage Initial Contact with Regularly Scheduled
Follow Up Program
Immediately Afterward
7-10 Days
30 Days
With Each “Touch Point”, Introduce New
Value-Addeds to Incentivize Return Visits
3% of TNS Prospects Return; 30% go Elsewhere
Pathway #4: Focus Group Programs
Invitations to Prospects and Spouses
Neutral Settings Work Best
Sales Benefits
Introduce New Programs/Services
Marketing Benefits
Immediate Feedback from Target Audience
Focus Group Agenda
Welcome/Introductions
Gather Opinions on Advertising Samples
Presentation on New Services
Open-Ended Q & A
Book Appointments Afterward
90-Minutes in Total/Several Sessions per Day
Pathway #5: Free Media Programs
Inverted Pyramid Style
Newsworthiness
About the Community
New Location/Staff
New Programs/Services
Conference/Event
About the Resident
Human Interest
1st-Person Testimonials
Client Success Stories
Date Co ntact: (-name-)
For Immediate Release (---teleph one---)
No Kill Date
(--Name--) Attends Conference on
Digital Hearing Technology
(You r Town) ---- (---Name---), owner of (---bu siness
name---), a (---city---) hearing healthcare bu siness, h as just retu rn ed
from a Con ference on New Digital Hearing Techn o logy, held in the
(City , State) offices of (Manufactu rer Name).
Co nt’d –
Digital Hearin g Co nference
Page two of three –
According to (---Name---), ”This Conference g ave me
Maintaining Media Contacts
Locate Media Directory “Source Book”
Library
Chamber of Commerce
Newspaper
Ad Agencies
Combine both Print and Broadcast Contacts
Working with the Media
Prepare “Talking Points” in Advance
Understand Their Workdays
Place Follow-Up Calls between 10:00 am – Noon
Present Yourself as an Expert, not a Salesman
Fax/Mail/Hand-Deliver or Electronic Distribution
Appearances on Radio/TV
Availability Hot Sheet
News or Interview
Formats 2nd Most Popular in 2016
Use B-Roll Footage in
Continuous Loop System
Beta/DVD Formats
Availability Hot Sheet
Topics: The Incidence of Hearing Loss; Contact:
Its Common Warning Signs; (Name)
The Impact on Family & Friends; Certifi ed Audiologist,
New T echnologies Available to Help; (Practice Name)
May is National Better Hearing Month; (Telephone)
To: (---Name---), Producer
The (Name of Show)
Did you know that (---number---) people in (City) alone suffer
from hearing loss?
Did you know that, thanks to recent advances in hearing
technologies, there is more help available than ever before for
those with hearing loss?
Did you know that May is National Better Hearing Month?
(Name), certified Audiologist with (Practice Name), can inform and educate your viewers
on the nature of hearing loss, its early warning signs, how it affects the overall outlook on
life of not only the hearing loss sufferer but family members and friends and the new
technologies available to help.
(First name) brings with (him/her) a poised, professional manner that has helped
(him/her)communicate these im portant subjects to her patients and their families. As part
of National Better Hearing Month, (he/she) can provide your (viewers/li steners) the same
information.
Audience participation also can be part of (his/her) appearance.
Help your audience better understand about hearing loss, the 3rd most common medical
problem in the world, by contacting (name) about appearing on your Show.
Pathway #6: Community Outreach Programs
Low-Cost “Messaging”
Marketing Directly to Target Audience
Improve Intra-Office Communication Skills
Community Outreach: Cross-Marketing
Working with Area Professionals
Vision Care
Foot Care
Dental Care
Chiropractic Care
Family Counseling/Clergy
Community Outreach: “Cause Marketing”
Involve Your Community in Charitable Programs
Goodwill, PR, PSA Benefits
Encourage Clients to Become Involved
Private Donations Represent 75% of all Contributions
Key Concept #3: Altruism
Intergenerational Giving
A Simple Equation for Challenging Times
Better Communication Skills = Longer Relationships
Longer Relationships = Greater LTV
Greater LTV = Higher Profitability
Higher Profitability = Successful Community
Successful Community = Where You Want to Work
Marketing to the Mature Marketplace
Don Marsh5010 Caminito Exquisito
San Diego, CA 92130
Tel: 858-354-7079
www. MatureMarketplace.com
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