A weekly round-up of those articles, resources and insights that connected with mature marketing pros on Twitter, Google Plus, LinkedIn and Facebook.
1. MOST CLICKED: LeadingAge reports on how several leading continuing care retirement communities (CCRCs) are becoming vacation destinations.
“Mather LifeWays in Evanston, IL and LaPosada in Green Valley, AZ, are the first organizations to participate in the CCRC Vacation Experience, a travel network of CCRCs.
Older adults participating in the CCRC Vacation Experience can choose from a directory of CCRCs vying for their vacation business. Each CCRC offers a designated host to help vacationers plan their trip to the CCRC and the vacation experience they’d like to have once they arrive.
While staying on campus, vacationers are free to sample the lifestyle and location of the CCRC, meet and dine with residents, participate in local events and day trips, and access the CCRC’s services, security and staff.”
Several of our CCRC and Active Adult Community clients have “be our guest” style programs that have proven to be win-wins. It’s a fun and low-stress way for those in the pre-retirement phase to sample retirement living. And for the community, a smart way to move leads further down the purchase funnel.
Read the article: http://bit.ly/LseZxw
2. Think you can ignore the 65+ market in your digital marketing? Influencer Steve Olenski says 1) You’re an idiot. 2) You’re a huge idiot.
We’re not usually so blunt, but we couldn’t agree more!
Read the post on SocialMediaToday: http://bit.ly/M2MNOE
3. MOST SHARED: Creating Results’ Todd Harff was one of several marketing experts quoted in this Phoenix Business Journal article on baby boomer spending power. Todd shared insights into how retailers can better appeal to the 50+ demographic:
The shopping experience also is important to some boomers. Todd Harff is treasurer of International Mature Marketing Network and president of Creating Results, both of which specialize in helping companies reach the boomer market. He suggested retailers focus on keeping music, lighting and in-store atmosphere friendly to all ages.
“If they go into a well-lit space, they actually feel better,” Harff said. “The signage needs to be readable, but not in huge fonts that make fun of people.”
He added that retailers should make sure not to stereotype boomers. “One of the biggest challenges retailers have is that there are 78 million boomers, but there are also 78 million individuals. Each of these individuals wants to be treated differently,” he said.
Read the article: http://bit.ly/MrpS0l
On a personal note, the last few weeks saw the passing of several notable older actors: Ernest Borgnine, Andy Griffith and – just yesterday – Celeste Holm. Here’s a clip of her stealing the show … from Frank Sinatra, no less! … in one of my all-time favorites, High Society.