Ride the Silver Tsunami Wave with 3 Senior Living Marketing Secrets

It’s hard to imagine members of the “Woodstock generation” moving into senior living communities for a life of quiet reflection punctuated by the occasional game of 4 p.m. shuffleboard. That’s one reason why these communities are undergoing a significant transformation. Today’s older generation have new priorities — and your senior living marketing needs to keep pace if you want to remain competitive. 

The “silver tsunami” of aging Baby Boomers has helped redefine the senior living experience. Much as modern workplaces are working overtime to integrate Millennials and members of Generation Z, senior living communities must also align their offerings (and their marketing) with the needs and wants of the Baby Boomer demographic.

With that in mind, we’re sharing three secrets for successful senior living marketing.

1. Target changing priorities

We often hear how Millennials prize walkable neighborhoods when buying real estate. What we don’t hear quite so often is how seniors desire the same thing. Walkability consistently ranks near the top of desired traits in senior communities, according to surveys.

Why is walkability so important? Because today’s seniors are living longer and staying healthier. This means they stay much healthier than past generations and want to remain active. Walkability and other desired features (such as low crime and access to public transit) should be stressed whenever possible in senior living marketing.

2. Market to the whole family

The decision to move into a new living community is a significant one. As such, it’s often a family affair. Adult children may exert a strong influence on the decisions seniors make (or even make that decision for them).

This means that it’s important for marketing to target both seniors and their adult children. These groups may have slightly different perspectives on the process. Seniors will naturally be focused on the amenities and culture of the community, as they will be the ones living there. Adult children, on the other hand, will likely want lots of information about the reputation of the facility, financial arrangements, transitional issues etc.

A smart senior living marketing campaign takes both perspectives into consideration.

3. Breakthrough the clichés

Think for a moment about your typical senior living marketing campaign — you’re probably visualizing a well-dressed older couple walking, playing games or feeding ducks while elevator music trills in the background. 

That may have worked for previous generations, but after experiencing the counterculture of the 1960s Baby Boomers aren’t likely to be impressed. Instead, show real images of community life accompanied by cutting-edge marketing techniques. Produce a behind the scenes video; use social media platforms; incorporate augmented reality, live video or gamification.

If you think the new generation of seniors are too out of touch with technology to respond to this approach, think again. Although this demographic is less digitally connected than younger groups, the size of that gap is shrinking fast.

Think of it like this: The cultural gulf between a 60-year-old and a 20-year-old was enormous a few generations ago. Today, that gulf is but a slight crack in many cases — and this should inform how you market to seniors.

The takeaway

Today’s seniors have a new set of priorities and have redefined notions of what the “golden years” should entail. In short, they want to be active, connected and be a part of the conversation. They don’t want the senior living experience their parents had.

By following the ideas outlined above, your senior living marketing campaign will in tune with those new ideas — and more successful as a result.

Contact our marketing team today to get your campaigns fine-tuned for the right audiences.

3 Tools Every Brand Strategy Agency Uses to Increase Conversion

A strong brand strategy agency knows there are a few tried and tested tools that will boost conversions across every industry. At BIGEYE, we pride ourselves on championing multi-channel marketing so our clients can meet their customers’ needs on any device, across any platform, and raise the collective benchmark for digital marketing best practices. These are the three tools we use to help our clients transform their  brand within months – guaranteed.

1. Segmentation is more important than ever

While content is still king, a one-size fits all model will quickly overthrow the throne. Partner with a brand strategy agency like BIGEYE to fully understand your audience and the different segments shopping for your products. Create custom content for each segment and use tokenization, analytics tagging, social sign on, or self-identification to recognize and adapt to your site visitors by serving them content relevant to their needs. This will increase customer loyalty and boost the likelihood for conversion. Segmentation will also help you understand what types of customers are most valuable so you can budget your marketing dollars around their potential.

2.Invest in omni-channel marketing

It is rare for a customer to enter the marketing funnel and complete a conversion in the same visit, or on the same device. Investing in an omni-channel marketing strategy allows you to anticipate the natural jump your visitors will make between devices and across channels throughout their customer journey.

In addition to anticipating your customers’ needs and increasing the likelihood of being able to serve compelling content, retarget, and ultimately convert your site traffic, omni-channel customer engagement also boosts retention, which can increase your lifetime value and returning site traffic. According to Invesp, brands with omni-channel engagement retrain 89% of their customers compared to 33% for companies who do not invest in this strategy.

3.Don’t make assumptions about your competition or your customers

When clients ask us why a brand strategy agency will help them succeed, we often highlight assumptions they may be making about their competitions or their customers. It’s natural for product and brand leaders to make assumptions based on their own experience using their products day by day. Having a fresh pair of eyes set up the a/b testing, seek answers, and translate data into actionable insights is one of the most valuable outputs of working with an agency.

Amp up your conversions by working with a brand strategy agency today. Contact our team of experts to learn more about how we have helped brands like yours grow and scale for success.

Why Knowing Your Audience Is the Key to Marketing Segmentation

Only 2% of visitors convert their first visit to most sites. But using marketing segmentation to retarget that remaining 98% can boost conversions by 70%, according to Invespcro. And it’s much easier to accomplish than you think.

Establish a relationship with your customers using audience analysis

Understanding who you are talking to is the foundation of strong marketing segmentation. Initiate a relationship with your target audience by acknowledging that you understand who they are, empathize with their needs, and have products and services that can solve their pain points. Start by pulling quantitative information about your site traffic such as socio-economic demographics and referring sources, then layer on the behavioral information you can glean from third-party data outlets such as social media and lead forms.

This information will allow you to paint a picture of who your customers are, where they spend their time online, and what they need, so you can use this data to create a flawless marketing experience. Translating this data into actionable insights is the most technically challenging part of the marketing segmentation journey, so we recommend partnering with a trusted digital marketing agency like BIGEYE to get you started.

When all else fails, ask: Using choice-based marketing segmentation 

If you are a small business owner or just beginning to flesh out your marketing segmentation strategy, let your visitors simply tell you who your target market is by having them self-identify. As an example, you may feature a drop-down menu on your landing page that allows visitors to share what industry they are in to receive personalized content or encourage them to opt-in through gated content and lead forms. Once your audience has identified themselves, you can accurately speak to them and provide meaningful content without doing as much upfront audience segmentation work.

Build marketing segmentation campaigns that fit your audience’s needs

Once you know who you are speaking to, begin creating content that is specific, timely, and relevant to your audiences. Use marketing segmentation tools such a retargeted display ads, search, and social media campaigns to ensure your brand stays top of mind and relevant. While hyper-personalization is important, it’s equally important to recognize that site visitors may flow in and out of different personas and audience types as they move through the customer journey or as their individual needs evolve. Work with an agency to find the right blend of targeted content and universally relevant information or use A/B testing to validate you have the right mix.

Qualitative research such as interviews and focus groups might also help you understand whether your content is hitting the right tone for the right individuals at every stage of the marketing experience.

Contact us today to explore how BIGEYE has transformed brands like yours using these powerful tools and receive a free consultation and audit about how to get started.

Decoding a Hidden World by Using a Pharmaceutical Naming Agency

When is the last time you heard someone ask a pharmacist for a refill on N-methyl-3-phenyl-3-[4- (trifluoromethyl) phenoxy]propan-1-amine? How about fluoxetine? The answer is probably more common than you think. While the scientific and generic names for Prozac aren’t particularly memorable, they do provide a revealing look into the byzantine world of pharmaceutical naming.

Many small and medium pharmaceutical researchers and producers don’t realize how important naming is until the FDA rejects their patent and sends years of research and clinical trials back to square one. A pharmaceutical naming agency can help decode the mystery and ensure your work makes it to market.

Why pharmaceutical naming matters

The FDA strictly regulates and subsequently rejects between 20 – 25% of drugs’ generic and brand names to avoid confusion that might lead to misdosing, confusion over a drug’s efficacy, or that might lead to patient stigmatization and privacy violations. Once approved, the naming process continues to play an important role in a drug’s success because a pharmaceutical company may only market their drug under a brand name, rather than a generic or scientific name, once it has been patent protected.

Competing companies may market the same generic drug under a different name to make the market more competitive. While Advil and Motrin are both brand names for ibuprofen, their name, positioning, and marketing plays an important role in which the consumer ultimately chooses.

How a pharmaceutical naming agency can boost your success

The average pharmaceutical naming agency creates between 2,000 – 5,000 names for each drug before beginning the FDA screening process and march to patent protection that will allow brands to compete in the market. A top Florida advertising agency like BIGEYE can help kick off that process by vetting names that may raise flags for the FDA or that will not stand out from the competition.

By partnering with a creative team, your brand can focus on the science and success of your product while your agency ensures your research and work does not get delayed because its name sounds too similar to another drug or accidentally includes the common shorthand for another scientific component.

Contact us today to learn more about how we’ve helped other drug producers enter the market and break through the clutter of competition from big pharmaceutical companies.

 

4 steps You Need to Take to Nail Your Brand Positioning This Year

A staggering 64% of consumers cite shared values as a reason to choose or stay with a brand, which is why clear and effective brand positioning can make or break your organization’s success. Whether you have a strong position within the marketplace, or are a budding entrepreneur building your brand, these four steps will help you nail your brand positioning as you grow.

1. Understand where you’re at today

Partner with a top Florida marketing agency like BIGEYE to audit your digital presence and tell you what’s working and where you can improve. Chances are, how you think you’re positioning yourself may not be as clear to your target audience as you think. Getting a fresh, outside perspective will allow you to step back and objectively confirm how you want to be seen is how your brand is being perceived.

2. Know your audience

Start by creating a mission and vision statement as part of your brand foundation that clarifies who your audience is and what you want to help them achieve. Clearly define how your product provides value and stands out from the competition. Next, set short and long term goals that track your customers’ responses — not just your bottom line. Target specific success criteria such as NPS, engagement, or repeat customers to ensure your brand is resonating with your audience.

3. Learn everything you can about your competition

Identify direct and indirect competitors, then map out their strengths and weaknesses. Think beyond your obvious competition to draw inspiration from related industries and success stories. As an example, an all-inclusive resort might look to similarly priced AirBnB properties, hotels, other all-inclusives, or cruise lines as each of those alternatives offers overlapping features and benefits that the all-inclusive resort hopes to use when engaging their ideal customers. And remember: you can learn something from even your least successful competitor.

4. Create your value-based positioning strategy

Once you know what you’re trying to achieve and for whom, you can start implementing a strategy that will help you achieve your goal. Use your mission and vision statement to create a multi-channel marketing strategy that exposes your brand to your audience at every stage in the customer journey. A holistic brand positioning statement can help you ensure your messaging is consistent across channels and inspires action.

Once you have a strategy in place, you can begin testing what works and refining your brand positioning over time. Contact us today to learn more about how we have helped brands like yours refine their identities and make a splash in the marketplace.

The value of visitor stitching

Harvesting data from visitors to your website has long been one of the most effective ways to understand your audience. It’s also an invaluable tool for calibrating your content to increase its relevance to your audience, and creating personalized marketing messages that can be delivered in a more targeted fashion.
Yet because this is an evolving technology, gaps have remained that have limited the efficacy of data-rich insights. One of the most notable of these roadblocks is the “multiple device problem.” This describes a situation where a single user visits a website using multiple devices — for example, a phone, laptop, work computer, tablet etc.

Because this traffic originates from a variety of sources, it presents a problem in terms of compiling a data-enhanced profile of site visitors. In other words, if you can’t recognize these disparate sources of traffic as coming from a single person, you can’t build an accurate and comprehensive user profile — you’ll have multiple profiles that only show part of the overall picture.

Why visitor stitching is the solution

Resolution of this problem requires that all devices connected to an individual user be integrated into a single, comprehensive profile. While conventional data analytics express multi-device traffic as coming from three different people on three separate visits, there is a technique that resolves this problem: Visitor stitching.

Visitor stitching eliminates the need to manually integrate multi-device traffic (a time-consuming and expensive task) by providing an elegant real-time mapping solution. The technology works like this: Identifiers belonging to an individual (such as email addresses or social media user names) are recognized and then mapped in real time to multiple devices. This creates a new, comprehensive user profile that incorporates all of the data being held in separate, non-integrated user profiles.

Now, instead of a distinct profile being generated for each user every time a new device is used, a single profile contains all the user data generated across every device.

Why visitor stitching offers a critical competitive edge

Data analysis is the key to understanding who your customers are and what motivates them. Fully leveraging data also offers a serious competitive edge, as personalized marketing and targeted offers lead to more conversions and greater consumer loyalty. Data from McKinsey shows that personalized approaches can generate revenue gains of 10 to 30-percent while creating enduring loyalty.

Visitor stitching plays a key role in helping you take full advantage of the power of data. Without the ability to track users across multiple devices, you’re only seeing part of the picture. By creating a comprehensive profile that integrates all visitor data across every device through the process of visitor stitching, you can understand consumers on a deeper level and quickly anticipate their needs.

The takeaway

If you’re not getting the most out of your data analysis efforts, visitor stitching can play an essential role in helping you better understand your consumers. Once you have a clear-eyed grasp on who your audience is and what motivates them, you can deliver highly-relevant, personalized marketing that wins converts and creates more revenue.

 

For more information on how to understand your target audience and effectively interpret your consumer data using visitor scripting, contact our team professionals today.