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baby boomer & senior marketing The 50+ Marketing Agency Connecting With 50+ Customers
baby boomer & senior
marketing
The 50+ Marketing Agency
Connecting With
50+ Customers
www.comingofage.com
• About us
• Our Differentiators
• What We’ve Learned
• Channels For Targeting Baby Boomers
• What We Do
• Online & Traditional Services
• Selected Creative
• How We Do It
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Overview
www.comingofage.com
• Connecting clients with the 50+ market for 25 years
• Evolved into experts at connecting with Baby Boomers &
Seniors
• Collaborative approach
• Full-service agency:
• Strategy
• Creative
• Production
• Planning
• Buying
• Optimization
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www.comingofage.com
Online Media Partner
Coming of AgeStrategy/Creative/Offline
Leading knowledge of 50+ market
• Standout creative
• Reliable account management
• Top Marketing & Advertising Award
Winner 2015
Lever InteractiveOnline Media Partner
• Advanced campaign management
• Engine/Analytics Certified
A Merger of Two Great Companies
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www.comingofage.com
Selected Multi-Industry Clients
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Team Experience
Our Differentiators
www.comingofage.com
• More than 25 years expertise & experience in Boomer/Senior marketing
• Merged with Lever Interactive• Integrated marketing approach
• Effective digital & traditional campaigns
• Stand-out creative that connects & resonates
• Conversion-focused
• Reliable analytics & accountability
• Online & offline measurement & reporting
• Transparent account management
Differentiators
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www.comingofage.com
We practice Ageless Marketing
• A platform for connecting services with
consumers’ stage of life values & motivators• Platform linked to:
• Developmental psychology
• Communications processing by the brain
• Consumer behavior
• Attempts to position your product as a gateway to
meaningful customer experience
Differentiators
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What We’ve Learned
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We’ve Learned…
• Culture
• Marketing
• Sales
• PR/Media
• Operations/Service
• CustomerSatisfaction
• Product/Service Development
Impacts
• Hearing
• Taste
• Touch
• Smell
• Manual dexterity
• General mobility
• Vision
• Values
• Root Motivators
• Cognitive
processing
• Communications
Physiological
Changes Brought About by Aging Markets
Behavioral
Why Communications, Marketing & Sales Have Gotten Tougher
www.comingofage.com
No such thing as a pure “boomer” & “senior" customer market • 115 million consumers are not a single segment. Very diverse:
o Income
o Education
o Religion
o Politics
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We’ve Learned…
Image: Huffington Post
Boomers & Older Customers Are Not All The Same!
o Socio economic
o Geography
o Lifestyle
But, life stage does have an impact on how
customers’ common values & purchase motivators are manifested
• To connect – need to focus on “how” they think• Their behavior
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We’ve Learned…
*Motivating Underlying Values (Source: Ageless Marketing, David B. Wolfe)
MUV’s*• Identity• Relationships
• Purpose• Adaptation• Energy
1st Half of Life 2nd Half of Life
dependencematerialism
egocentrismnoveltyescape
vs.vs.vs.
vs.vs.
autonomyexperientialaltruismhabitengagement
Image: Huffington Post
To Focus On 2nd Half Purchase Motivators
www.comingofage.com
• Realistic, more practical − With age comes wisdom
− Novelty has less appeal
• Dependent on context– Behavior is harder to predict
• Detached, more individuated– Less subject to peer & other social influences,
yet more caring of relationships
• Resistant to persuasion
– Less influenced by hyperbole in advertising
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We’ve Learned…
Behavior Is More:
The Rules for Understanding Older Customers
www.comingofage.com
Emotional, intuitive– “Gut feelings” often trump reasoning
Focused on peak experiences – Pleasure sought in little things
Introspective – More self-informed
Authentic – Less disposed to trying to impress others; fewer “airs”
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We’ve Learned…
Source: David B. Wolfe
Behavior Is More:
The Rules for Understanding Older Customers
www.comingofage.com
If You Want to Connect Better -Understand How the Brain Works
It’s only in the last 10 to 15 years that 90% of the research on how the
brain works has been published
We’ve Learned…
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www.comingofage.com
Visual
Auditory
Tactile
Olfactory
Gustatory
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We’ve Learned…
Other Data: innate behavior traits;
experiences
Preconscious
Mind
Relevance
Determined
Root Motivators
Brain
(image)
Integration
Need
Conscious
Mind
Executive
Decision
Execution/
Conclusion
Customer
Experience
How The Brain Processes Information
www.comingofage.com
We’ve Learned…
Lead With the Right
Main Source of Visceral Pleasures & Satisfaction
Main Source of Mental Comfort & Satisfaction
Follow With the Left
The Right Brain Rule for Connecting
Seeing
Hearing
Smelling
Tasting
Touching
Arouse Emotions With Appealing Imagery:
Give customers reasons to justify their emotions after charming the Right Brain which sends its first impressions to the Left Brain for:
Analyzing
Reasoning
Deciding
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www.comingofage.com
We’ve Learned…
“Storytelling has become an important part of communications strategy; whoever tells the best story, & whoever tells it best, will win.”– Rolf Jensen
To Tell A Story
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www.comingofage.com
“Less is typically more in the early
stages of communications”
Don’t put 10 lbs of copy into a 5 lb page!
We’ve Learned…
That Conditional Positioning Can Be More
Effective Than Absolute Positioning
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www.comingofage.com
• The Holy Grail for customers is fulfilling experiences
• Successful companies position themselves as
“Gateways to Meaningful Experiences”• Brands must be positioned to reflect the experiences they deliver
• Adopting a customer-centric consciousness helps to
position the brand’s experiential possibilities • Entice their imaginations
• Let them self-select
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In Summary, We’ve Learned . . .
Channels For Targeting
Baby Boomers
www.comingofage.com
Internet is the #1 source of information for Boomers
Baby Boomers Are Online More Than Ever…
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Ipsos MediaCT 2013 Boomers/Seniors Research Study
• Over half of Boomers watch online video
• YouTube reported as the preferred site - 82% of video
watchers using it
• Social networking sites are used by the
majority of Boomers/Matures daily
• More than half are following a group or organization on
a social platform
• Search is the top online information-
gathering resource for Boomers
www.comingofage.com
…Accessing Increasingly Diverse Content
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Ipsos MediaCT 2013 Boomers/Seniors Research Study
Boomers + access a variety of information online – news & weather are most popular.
Types of Information Accessed Online in Past Month
www.comingofage.com
... Loving Online Video
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Ipsos MediaCT 2013 Boomers/Seniors Research Study
54% of Boomers watch online video
www.comingofage.com
…Plugged Into Social Networking
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Ipsos MediaCT 2013 Boomers/Seniors Research Study
Americans 50+ are plugged into social
www.comingofage.com
… Heavy Users Of Search
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Ipsos MediaCT 2013 Boomers/Seniors Research Study
82% of Boomers use a search engine to gather information on a topic of interest
www.comingofage.com
While aging audiences do embrace
online channels, this target still
responds to offline traditional materials
• Boomers are 15% more likely than the
average adult to read newspapers during
a typical week
• Direct mail is the preferred method of
direct marketing for this generation
• Boomers are avid radio listeners
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… But Are Multi-Channel Users
www.comingofage.com
…And The Channels with the Largest Influence on Boomers Are:
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Marketing Charts
0% 5% 10% 15% 20% 25% 30% 35%
Radio Ads
Magazine
Newspaper
TV
% Respondents May 2014
Boomers All Adults
Our Online Services
www.comingofage.com
• Search Engine Marketing
o Advanced Campaign Management
• Search Engine Optimization
• Social Media Marketing
• Display Advertising
• Mobile Advertising
• Email Marketing
• Conversion Optimization
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Online Marketing
www.comingofage.com
Channel Consideration Set – Online
SEM
Internet is the #1 source of information for Boomers/Seniors
• 82% of Boomers/Seniors use a search engine to gather information on a topic of interest
Display
Advanced targeting/buying capabilities and vast inventory make this an important online medium.
• Cost-effective budget
• Caregivers over-index on Display
Social
Americans 50+ are plugged into Social
• 71% of Boomers report daily use of social networking sites
• 59% of Seniors report daily use of social networking sites
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www.comingofage.com
Advanced Approach to Campaign
Management• Highly-targeted campaigns, ad groups, keywords
leveraging the portfolio approach to keyword management
• Leverage/build various technologies/tools to enhance campaign development, deployment, optimization & analysis
• Address full action path to help improve campaigns
• No silver bullets – the sum of smart optimizations lead to efficiency & growth
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Our Approach
www.comingofage.com
• Extensive Lead Generation Experience
• Proven Track Record of Scaling Campaigns Efficiently
• Integrated Approach
• Conversion-Focused
• Advanced Analytics
• Technically Savvy
• Transparent Account Management
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Our Paid Search Difference
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We’re Certified
• One of a handful of certified agencies
• Dedicated search engine teams
• Custom analytics configuration
• Custom reports
• Ad hoc reports
Search Engine / Analytics Certified
Our Offline Services
www.comingofage.com
Presence in multiple channels increases response
• Engages audiences where & how they want to be engaged
• Amplifies & reinforces a message across different media
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… Boomers Are Multi-Channel Users
usnews.com
Offline materials often have room for longer
content
• Aging audiences have the time & desire to dig for more information
www.comingofage.com
Information Gathering from Multiple Sources
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Ipsos MediaCT 2013 Boomers/Seniors Research Study
Internet 83%
Friends/Family 77%
Television 65%
Newspaper/Magazine 52%
Brochures/Catalogues 36%
Top 5 Sources
www.comingofage.com
• Branding
• Direct Mail
• Radio
• Television
• Outdoor
• Telemarketing
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Offline Marketing Services
• Direct Marketing
• Word of Mouth
• Events
• Public Relations
• Video Production
• Collateral
www.comingofage.com
Channel Consideration Set - Offline
TV
TV has maintained consistency in time spent view among older adults over last 5 years, and it has a great capacity for targeted reach.
• 67% of 50-64 year olds watch 20+ hours of TV per week
• 78% of 65+ watches 20+ hours of TV per week
Radio
Radio’s advantage is a generally captive driving audience in which the use of sound aids in recognition and memory.
• 30% of Boomers listen to Adult Contemporary
• 28% News & Talk
• 25% Classic hits
Newspaper
Newspaper remains an importantinfluence on Boomers & Seniors as a familiar source of information with lag power.
• Of the 158MM adults who read the newspaper, 144MM still read the print version
• 78% of those who read a newspaper yesterday were age 50+
Direct Mail
DM strength is ability to contact specific demo, psycho & geographic segments. Its tangible nature implies reliability & provides valuable room for messaging.
• Over 30% Boomers report direct mail influenced them to purchase a product/ service during prior 6 mos.
• 41% of people age 50-64 & 56% of ages 65+ say they “look forward to checking what's in their mailbox each day”
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www.comingofage.com
Media Mix Planning
Audience
Appropriate
Media
Vehicles
Campaign
Objectives &
Budget Reality
Ability to Meet
Critical to
Quality
Requirements
Recommended
Media Mix
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www.comingofage.com
Critical to Quality - Media
• Rule of Seven
– Must have minimum levels of frequency to be remembered
• Ability to maximize reach within target
• Placement opportunities matching audience profiles
• Capability to support online and offline marketing
– SEM presence
– Customer service
– Inventory
• Effective call center experience
• Effective landing page experience
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www.comingofage.com
Critical to Quality - Assets
• TV: Strong commercial that supports brand
– Portraying quality image and emotional message
• Radio: Identifiable auditory recognition
– Jingle, unique sound, celebrity voice
• Newspaper: Large image with stopping power
– 4/c, right-hand page placement
• Display: Contextual targeting and instant attraction
• Direct Mail: Targeted list and compelling offer
• Website: Clear path to conversion
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Selected Creative
www.comingofage.com
Foundation Partners Group
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www.comingofage.com
Foundation Partners Group
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Foundation Partners needed a brand that would convey their unique offering in a contemporary way.
ShareLife is a new program in the funeral industry that allows for the celebration of a family member's life via a multi-sensory experience (video, music, scents). Coming of Age developed the logo and branding to symbolize the departure of the loved one and a celebration of their life.
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Foundation Partners Group - OnlineLanding Pages
Display
Web Design
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www.comingofage.com
Foundation Partners Group – Print
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Foundation Partners Group - Print
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www.comingofage.com
Foundation Partners Group – Video & OOH
Click image to open video in browser
Billboards
Video
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www.comingofage.com
“Fantastic. We have broken new ground in the online cremation
space with a great new customer
experience.”
Brad RexPresident and CEO
Right Choice Cremation
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www.comingofage.com
Right Choice Cremation - Online
DisplayWebsite
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Right Choice Cremation - Print
Sales brochure
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Right Choice Cremation - Branding
Member Newsletter
Collateral
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Right Choice Cremation - Video
Video
Click image to open video in browser
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be.group - Print
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be.group - Video
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Click image to open video in browser
Video
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Wyndemere Senior Living
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Wyndemere Senior Living - Print
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Humana Guidance Centers
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Humana Guidance Centers – Print
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Humana Guidance Centers – Video
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Click images to open videos in browser
Video
How We Do It
www.comingofage.com
• Understand - key insights/current situation
• Develop online & traditional plans:• Goals – broad statement of intent
• Objectives – what you do to achieve goals
• Strategies – how you do it
o Promise/reasons why
o Key targets
o Focus
o Tone/tactics
o Application of appropriate eMarketing technology
• Client approval
• Execute & monitor plan
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Campaign Development is a Collaborative Process
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Our Planning Process
Audience
and
Positioning
Communication Evolve
Insight Solutions Measurement
Strengths
Weaknesses
Opportunities
Threats
Major business issues
Trends
Competition
Profitability
Current results
Budget
Testing
Refine strategies
Refine creative
Media adjustments
Online optimizations
Acquisition
Retention
Winback
Image
All locations
New markets
Acquisition cost
Retention cost
ROI
Lifetime value
Customer
feedback
Plan development
Target markets
Research
Brand essence
Segmentation
Tracking
Lifecycle
Seasonality
Creative
Message
Offer
Unique selling
proposition
Awareness
Online media selection
Offline media selection
Data Feedback
AnalysisRolloutSituation
Benefits of Engaging
Coming of Age
www.comingofage.com
1. We know where & how to reach a lucrative target audience
• Effective messaging; appropriate mix of channels
2. We know Boomers’ physical & emotional changes need to be
understood in order to effectively connect with them
• Understand marketing implications of physical limitations
3. We know Boomers seek information both online & offline in
specific mediums & within specific interest categories
• Traditional & digital integration improve results dramatically
Benefits of Engaging Coming of Age
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Thank You!
www.comingofage.com
For more information, please contact:
630-462-7100
Or visit:
www.comingofage.com/lets-talk/
