Take your direct mail, your advertising, your website, Facebook page, special events and put them all in a blender. Combine, mix on high and serve immediately. The rich flavors will create an advertising masterpiece worth your finest efforts. Yields: New customers. Could keep for a minumum of one year.
It’s true, every ingredient you add to your marketing mix will probably enhance the potency of your campaign especially whenever you combine them and let them work together to guide each other. This really is particularly true when attracting older adults. Seniors usually read direct mail and watch or listen to commercials, hence the expiration date for these mediums is further out than say, print advertising. That.5% response rate you get with direct mail may bring individuals to your community, your store or your website. Use it wisely because it’s pricey; however, it could boost interest and awareness about your organization whenever you promote your website, blog, Facebook, etc., in the mailed piece (email or snail mail).
Special events are a great place to own people sign up making use of their email addresses. Offer something for free, or an opportunity to win cash or a give-away and you’ll get more email addresses. Take your online magazine or website on the highway — to senior fairs, to trade events, anywhere you can. Then let people see what they could learn, enjoy and gain value from by participating in your online activities.
Obviously there exists a menu of choices for those people that like to take the latest communications trends of Facebook, Twitter, LinkedIn and blogs, too. First, connect your Facebook page, Twitter, YouTube and LinkedIn accounts via any one of a number of new social media marketing management services which are often free. Then link all of this to your website. Connect the paths among every one of these accounts to your blog or online magazine, to reputable referral sites and needless to say, your RSS Feed. Promote your events on your website, within these accounts, offer special discounts, etc. via these mediums. You may even try pay-per-click advertising on search engines and referral sites.
In your monthly statements or newsletters, provide links and special advantages to using your organization’s online tools. Use signage through your venue to advertise your online and ensure it is worth a prospect’s while to look for your company on the Internet.
Online strategies are far less expensive overall and are proving to be about 60% less per lead than traditional tactics. However, a slow but steady shift of funds and efforts from the standard methods into the online is a successful way to achieve the older adult market. Use the next year or two to improve your lead-generating diet to mostly online.
Debra Sheridan is President of IVY Marketing Group located in suburban Chicago. Since 1990, IVY has been serving senior housing and medical care service providers, commercial real-estate developers and not-for-profit organizations with full service marketing, advertising and public relations services.
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