for MARKETING to the
50+ Consumer
FEBRUARY 6, 2014 | 10 – 11 AM

Presenters:

Todd Harff // Creating Results – Strategic M...
Barbara Kleger, MIRM,

CAASH

President, Kleger Associates
35 years in the retirement housing industry
Specializing in con...
Todd Harff,

CAASH

President, Creating Results - Strategic Marketing
25 years in housing industry and former Director
of ...
Introduction and Learning Outcomes
 What are the old rules?
 What are the new rules?
 What are you going to hear today?...
Rule #1
“It’s So Much More Than
Numbers
It’s Their PHD’s”

We have different
Plans, Hopes & 
Desires?

INSERT IMAGE
Rule #2
“Get Personal – Understand
Their Emotions”

INSERT IMAGE
ER1

Rule #3 “Unique Experiences”
Slide 7
ER1

Can you make the pic full screen and layer "rule 3 unique experiences" over it? Would be more effective. Like...
“GO WHERE THE $ IS.”
Rule #4 ”The Home IS Part
of the Lifestyle”

INSERT TOA DESIGN
STUDIO IMAGES
Build
EXCITEMENT
not 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
Tangible
Fun
Convenient
Long-lived
Proven
Timeless – 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 
 Trends
 Video

– Local Search
– Online ...
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 segme...
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?
– Le...
Not
Really
28%
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 t...
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...
Speaker Contacts:
Todd Harff

Barbara Kleger

Creating Results – Strategic Marketing

Kleger Associates

Head Shot

todd@c...
"New Rules for Marketing to Mature Consumers" - IBS 2014 Presentation by Todd Harff and Barbara Kleger
"New Rules for Marketing to Mature Consumers" - IBS 2014 Presentation by Todd Harff and Barbara Kleger
"New Rules for Marketing to Mature Consumers" - IBS 2014 Presentation by Todd Harff and Barbara Kleger
"New Rules for Marketing to Mature Consumers" - IBS 2014 Presentation by Todd Harff and Barbara Kleger
"New Rules for Marketing to Mature Consumers" - IBS 2014 Presentation by Todd Harff and Barbara Kleger
"New Rules for Marketing to Mature Consumers" - IBS 2014 Presentation by Todd Harff and Barbara Kleger
"New Rules for Marketing to Mature Consumers" - IBS 2014 Presentation by Todd Harff and Barbara Kleger
"New Rules for Marketing to Mature Consumers" - IBS 2014 Presentation by Todd Harff and Barbara Kleger
"New Rules for Marketing to Mature Consumers" - IBS 2014 Presentation by Todd Harff and Barbara Kleger
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"New Rules for Marketing to Mature Consumers" - IBS 2014 Presentation by Todd Harff and Barbara Kleger

  1. 1. 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
  2. 2. 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
  3. 3. 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”
  4. 4. 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.
  5. 5. Rule #1 “It’s So Much More Than Numbers It’s Their PHD’s” We have different Plans, Hopes &  Desires? INSERT IMAGE
  6. 6. Rule #2 “Get Personal – Understand Their Emotions” INSERT IMAGE
  7. 7. ER1 Rule #3 “Unique Experiences”
  8. 8. 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
  9. 9. “GO WHERE THE $ IS.”
  10. 10. Rule #4 ”The Home IS Part of the Lifestyle” INSERT TOA DESIGN STUDIO IMAGES
  11. 11. Build EXCITEMENT not just HOMES
  12. 12. Rule #5 “Be Visible to Your Prospects”
  13. 13. What Media Has The Most Reach?
  14. 14. Media Reach Comparisons Source: TVB Media Comparisons Study 2012. Knowledge Networks Inc.
  15. 15. Why Traditional Print and DM Works Tangible Fun Convenient Long-lived Proven Timeless – and ageless
  16. 16. #1 Online Activity for People 50+?
  17. 17. What Online Tools Are Prospects Using To Find You? ©Creating Results, LLC “Social Silver Surfers 2013
  18. 18. Visible Maybe, But Are You Appealing?
  19. 19. Rule #6 “Measure Twice - Cut Once” Use Analytics to Improve ROI
  20. 20. Are You Measuring & Mining Analytics? – Web  – Email  – Mobile  – Social Media   Trends  Video – Local Search – Online  Marketing BONUS PPT at creatingresults.com/IBS2014
  21. 21. Rule #7 “All Prospects Are Not the Same. Segment to Win the Game”
  22. 22. 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?
  23. 23. Rule #8 “Don’t Be Socially Awkward” InfinityConcepts
  24. 24. 2010 RESEARCH
  25. 25. 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%
  26. 26. Not Really 28%
  27. 27. Rule #9 “Play Nicely With Others”
  28. 28. Reduce Marketing Costs Rule #10 “Network – Get Out of The Office” Rule # 11 - Cross Market
  29. 29. Increase Sales Rule #12 – Learn the Art of Negotiation Rule #13 – Overcoming ‘new’ Objections Rule #14 – Master Closing the Sale
  30. 30. Exceed Expectations! Rule #15 – Be Memorable Rule #16 – Kick it up a notch (80/20 rule)
  31. 31. 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
  32. 32. Speaker Contacts: Todd Harff Barbara Kleger Creating Results – Strategic Marketing Kleger Associates Head Shot todd@creatingresults.com 703.494.7888 ext 7013 14000 Crown Court Suite 211 Woodbridge, VA 22193 bkleger1@aol.com 215.893.3635 226 W. Rittenhouse Square Suite 3009 Philadelphia, PA 19103 Resources & PPT at creatingresults.com/IBS2014

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