"new rules for marketing to mature consumers" - ibs 2014 presentation by todd harff and...
DESCRIPTION
Slides / deck from the IBS 2014 presentation by Todd Harff and Barbara Kleger, "New Rules for Marketing to Mature Consumers." WiTRANSCRIPT
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
[email protected] ext 701314000 Crown CourtSuite 211Woodbridge, VA 22193
Speaker Contacts:
Barbara KlegerKleger Associates
[email protected] W. Rittenhouse SquareSuite 3009Philadelphia, PA 19103
Head Shot
Resources & PPT at creatingresults.com/IBS2014