Effective Sales and Marketing for Boomer and Senior Consumers

Lead Generation Sales & Marketing: Your 2015 Toolkit

Zillner Overview and Insights

3.26.15

Copyright

2

This document is protected under the copyright laws of the United States and other countries as an unpublished work. This document contains information that is proprietary and confidential to Zillner, which shall not be disclosed or duplicated, used or disclosed in whole or in part by the recipient for any purpose other than to evaluate this document. Any other use or disclosure in whole or in part of this information without the express written permission of Zillner is prohibited.

Agenda

2

Overview Introduction Who is Zillner

Insights

Senior Digital Analysis Senior Buyer Journey SeniorID™

Advanced Lead Scoring Senior vs. Boomer Consumer Mindsets

Summary & Closing

Lean more about Zillner

Introduction

3

Chris Gray Chris’s impressive, 14-‐year track record in mul:-‐channel marke:ng includes strategic development as well as program design and execu:on. His exper:se includes compe::ve market evalua:on and the deployment of customer acquisi:on plans. He ensures product and service offerings remain cuCng edge and constantly evaluates how they can be adapted to the senior market. Chris also concentrates on growing and diversifying Zillner’s client base. Finally, by establishing business strategies for our clients, Chris has become a pro at turning those clients into collabora:ve partners. hGps://www.linkedin.com/in/ChrisGray350

Execu&ve Director, Business Development

Who is Zillner

4

Founded in 1992, Zillner (www.Zillner.com) has established a strong reputa:on as an expert marketer in the senior housing industry. Through data-‐driven research like its recent publica:on, All the Wiser™, on the spending power of seniors, the agency has a superior understanding of how older people make considered purchase decisions that require larger investments of :me and money. Zillner is applying this knowledge on a broader scale by expanding its focus from solely represen:ng re:rement communi:es to include other companies that target senior and Baby Boomer consumers.

22.12%RESPONSE RATE

SPEND 3+ HOURSON THE INTERNET A DAY

69% 3+

EMAIL IS SENT/RECEIVEDMOSTLY ON A DESKTOP

ACCESS THE INTERNETON ALL DEVICES EVENLY

44%

HAVE BEEN A VICTIM OFINTERNET FRAUD OR SCAM

50%

HAVE BEEN INFECTEDBY A VIRUS

75%

TABLETS ARE USED FORRESEARCHING PRODUCTS

OR SERVICES

INTERNET IS USEDFOR RESEARCHING

PRODUCTS/SERVICESOR EMAILING

MOST RESPONDENTS PREFERREDRECEIVING COUPONS ORBEING CONTACTED BY AN

ADVERTISER VIA EMAIL

SALE

Senior Digital Analysis

5

The Zillner Digital Survey reached seniors aged 65 to 85 na:onwide. Respondents reported a net worth ranging from $250K to $1MM and an annual income greater than $50K.

Senior Buying Journey™

6

Overview: “All the Wiser” explored purchasing considera&ons of 2,400 consumers across five age groups and five product categories Findings regarding technology purchases among seniors aged 65-‐74 include:

• Informa:on gathering – Top sources consulted were online (expert reviews, buyer reviews,

search); minimum of two sources used

• Influence on buying decision – Brick-‐and-‐mortar retail

• Primary purchase mo:vators – Perceived “quality” and “value”

Senior Buying Journey

7

Technology

Senior ID™

8

Overview: Zillner’s proprietary analy:cs tool uses our extensive collec:on of behavioral, demographic and psychographic data to:

• Define the ideal community resident

• Iden:fy a profile of the ideal buyer

• Understand ac:vi:es most likely to generate response ac:on

• Use predic:ve modeling to quan:fy ideal target consumer’s likelihood of buying

• Profile top-‐:er prospects to develop effec:ve, targeted marke:ng strategy

Advanced Lead Scoring™

9

Overview: We applied our proprietary lead-‐scoring algorithm to a Chicago-‐area senior housing community with significant results.

• Culled 1,589 invalid records from client’s original 8,638

• Iden:fied 4,017 mid-‐ to top-‐:er prospects

• Developed marke:ng plan specific to those prospects Results Top-‐:er appointments: Phone-‐in appointments up 185%; phone-‐out appointments up 153% Ac:vity pipeline: 6% forward movement

Senior vs Boomer Consumer Mindsets

10

Senior BoomerMessaging Emotional Factual

Call to Action Specific Task Systematic Process

Purchase Driver Price/Value Value

Experience Preserve Maximize

Brand Loyalty Comfort Best Options

Persuasion Friends Best Options

Information Structure Long Form Text Short Bullets

Additional Questions

11

For addi:onal ques:ons regarding informa:on in this presenta:on or Zillner as a Boomer Senior Consumer Agency, please contact:

Execu&ve Crea&ve Director [email protected]

Execu&ve Director, Business Development [email protected]

Learn More About Zillner

12

www.zillner.com

Thank You

Effective Sales and Marketing for Boomer and Senior Consumers

Marketing

Transcript of Effective Sales and Marketing for Boomer and Senior Consumers