how to market senior housing and care to the boomer adult ......consumer profile: boomers age of...
TRANSCRIPT
How to Market Senior Housing and Care to
the Boomer Adult Child
Welcome
This is a one-way webinar however you
may ask questions by typing and
submitting them using the tool at the
right side of your screen.
This presentation deck will be available
within two business days; we will notify
you by email when it is available. We will
be recording the session as well.
Welcome
This is a one-way webinar however you
may ask questions by typing and
submitting them using the tool at the
right side of your screen.
This presentation deck will be available
within two business days; however much
of the panel discussion will be free-form
and you may want to take notes.
Agenda
• Introductions
• A Behavioral Approach to
Marketing Planning and
Messaging
• Effective Strategies for
Marketing to the Adult Child
• Case Study: Home Instead
Senior Care
• Q & A
4
Katie Roper
• Vice President of Sales,
Caring.com
• Long-time dot.com
entrepreneur
• Mom and Mother-In-Law
really ought to be clients of
yours…
5
Caring.com: The #1 Senior Care Resource
Part of Bankrate’s powerful
network of web sites
(14 million monthly visitors)
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#1 for Senior Care Reviews
2.5 million monthly visitors
75,000 listings
70,000 consumer reviews
3,000+ original articles
Support groups
Consumer Profile: Boomers
Age of Caring.com Visitor
90 or older 0%
80 to 89 4%
70 to 79 15%
60 to 69 26%
50 to 59 35%
40 to 49 14%
30 to 39 5%
Less than 30 years old 1%
Age of Person Cared For
90 or older 10%
80 to 89 37%
70 to 79 30%
60 to 69 11%
50 to 59 7%
40 to 49 2%
Less than 40 years old 3%
Household Income
Less than $50,000 39%
$50,000 - $99,999 23%
$100,000 or more 6%
Prefer not to answer 32%
Source: Caring.com Visitor Surveys
27%
73%
Have Children Under 25 Living With you
Yes
No 92%
6%
Geography
US
Canada78%
22%
Gender
Female
Male
What Industry Experts Say
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“Those children of prospective residents
are involved in their parents’ transition into
a new setting 73% of the time”
“28% of Independent Living residents
reported no involvement in the decision
by their adult children”
Your Consumer Today: “New” Adult Daughter
Lives Out of Town
Internet Searches
Location, price and
reviews
May not want to talk
to you on the phone
May only be able to
tour on the weekend
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:: Associate Director of Marketing at Immersion
Active
:: Develops and maintains marketing and
business development for the agency.
:: Managing editor for The Silver Tsunami, the
largest weekly newsletter for marketers about the
mature markets.
:: Inbound Marketing and Hubspot Certified.
::: Alayna Allen
Measuring Impact. Not age.The goal of our work is to create profitable
wins for brands that help older adults
maintain their dignity, independence and
purpose.
Being an influential brand with older adults
online is the result of meaningful
engagement.
OVERVIEW
MOE RESULTS EXPERTISE ANALYSTS LEADERSHIP INSIGHTS TEAM MARKET BOOK VALUES
::: Family Influence
::: Trying to Breathe
RELATIONSHIPMotivate behavior that seeks social, organizational and spiritual connections
ADAPTATIONMotivate behavior that promotes progress in knowledge andskill development
ENERGYMotivate behavior that
promotes health, well-being and functionality
IDENTITYMotivate self-preservation
behavior (physiological, psychological and social)
PURPOSEMotivate behavior that
validates and gives meaning to life
DEVELOPMENTAL: CORE NEEDS
SEASONS OF LIFE
SPRING0–22 +
Play(Learning)
SUMMER18+ – 40+
Work(Becoming Somebody)
FALL38+ - 60+
Life Balance(Search for Meaning)
WINTER58+ ?
Reconciliation(Making Sense of Life)
Brainstorming Activity
AwarenessConsiderati
onPurchase Retention Advocacy
Customer Journey
Senior
Adult Child
RELATIONSHIPMotivate behavior that seeks
social, organizational and spiritual connections
ADAPTATIONMotivate behavior that promotes
progress in knowledge andskill development
ENERGYMotivate behavior that
promotes health, well-being and functionality
PURPOSEMotivate behavior that
validates and gives meaning to life
IDENTITYMotivate self-preservation behavior (physiological,
psychological and social)
#1: Connect with the Caregiver’s
Social Graph
#2 Encourage Sharing
Boomers are asked their
opinions 90x/year
90% of the time they give it
45% of the time they give their
opinion online.
Boomers contribute the most
product reviews online.
Immersion Active campaigns
see an average of 10-20% lift
in traffic accounting for 30-
40% of the transactions for
that campaign.
#2 Encourage Sharing
1. Engage the emotions
2. Consistency
3. Frequency
4. Listen and Amplify the Voice
5. Brand – Consumers need
Alignment
6. Offer Solutions
7. Be Vulnerable
8. Be Empathic
9. Encourage
10.Bring Joy
#3 Leverage Email
88% of older adults
use email.
The top activity of
older adult on their
mobile device is
checking email.
#4 Have an Inbound Strategy
BlogSocial Media
KeywordsPages
Calls-to-ActionLanding Pages
FormsContacts
EmailWorkflows
Lead ScoringCRM Integrations
Social MediaSmart-Calls-to-Action
EmailWorkflows
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
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OVER ½ OF BOOMERS & SENIORS
WATCH ONLINE VIDEO
#5 Use Video
::: IMMERSION ACTIVE
::: The only digital agency inthe U.S. solely focused onthe Boomer & Senior Markets.
Case Study: Home Instead Senior Care
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Largest franchise-
based in home
care company
Agency:
Immersion Active
Advertising
partner of
Caring.com since
2008
Tactics used on
Caring.com:
Sharing
Inbound
Video
Sharing: Reviews Matter
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• 93% of Caring.com visitors find reviews
helpful
• Listings with reviews get up to 14x more
inquiries than those without reviews
• Our Family Advisors rely on reviews too
• 92% of consumers trust earned media such as recommendations from friends, family and other consumers, above all other forms of advertising. - Nielsen
The Importance of Reviews
0% 20% 40% 60% 80% 100%
The company's customers
My trusted circle of family and friends
Professionals
The company itself
Strongly Agree Agree
26
How strongly do you agree: “The best senior care information comes from … ”
Source: Caring.com research, April 2014
Requesting & Monitoring Reviews
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• Ask for a review when a family member
stops by with a compliment
• Ask for a review to be placed on
Caring.com and/or other third party sites
• Assign someone to monitor your reviews
• If you don't know how to respond, check
with PR, legal counsel, or reputation.com
Sharing: Encouraging Reviews
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Email: Paid Advertising Campaigns
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12.83% CTR
1.29% CTR
Inbound & Videos
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Marketing to Boomers: Quick, Easy Tips
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MONITOR
and manage
your online
reputation
you have both
phone and
email follow up
MAKE SURE
to inquiries
quickly
RESPOND
UPDATE
your website to
be mobile-
friendly
both are
PERSONALIZED
and SHOW
EMPATHY to their
situation
MAKE SURE
you respond
MORE THAN
ONCE
MAKE SURE
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Caring.com Digital Marketing Academy
Next Webinar
“The Power of Social Media
In Senior Care Marketing”
Thurs, Feb 26, 2015 2pm ET/11am PT
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Get In Touch With Our Team
For information on receiving Internet
referrals for your business:Contact Katie Roper, VP of Sales
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E-mail: [email protected]
Phone: (650) 207-9192