Marketing Retirement Homes & Senior Care - Integrated Multichannel Marketing
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MARKETING In a multi-channel world Agnes Stawicki @comfortlife #MktgAcademy
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Marketing retirement communities and senior care is complex and requires multichannel marketing, the ability to interact with parents and seniors on various platforms and during each of their consideration stages. This presentation showcases how online search behavior has changed over the years with case studies from Google, Starbucks and Comfortlife.ca Where do retirement homes invest advertising dollars and marketing budgets? Have a look at this Marketing Retirement Homes and Senior Care presentation for the right insight. Modified presetation of Our Kids Marketing Academy Seminar by Mark Morin, president of Strategies Relationship Marketing. Presented at Comfort Life Marketing Academy Seminar.
Transcript of Marketing Retirement Homes & Senior Care - Integrated Multichannel Marketing
MARKETINGIn a multi-channel world!
Agnes Stawicki!@comfortlife #MktgAcademy!
traditional"
transactional"VISION!
closing argument!
relationship"
know!like!trust!try!buy!repeat !refer!!
behaviour"
SOURCE: Welcome to the era of agile commerce, Forrester research, 2011!
behaviour"
SOURCE: Beyond last click: Understanding your consumer’s online path to purchase, Google, 2011!
Site visits before a purchase!
behaviour"Audience movement in travel market!
SOURCE: Beyond last click: Understanding your consumer’s online path to purchase, Google, 2011!
HOW HAS SEARCH CHANGED"
search"
SOURCE: The evolution of Google’s search results pages and effect on user behaviour. Mediative 2014 !
search"
SOURCE: Google’s algorithm and search results page has changed significantly since 2005, Mediative 2014 !
! eye scrolls in an ‘i’ pattern !! people spend less time, but view more
listings!! #1 result keeps 32.8% of clicks!! right rail sponsored links drop from 3.16%
CTR to 0.7% CTR!!
mobile"
SOURCE: Google analytics for ourkids.net!
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2012 2014
tablet
mobile
desktop
HOW MUCH IS YOUR CUSTOMER WORTH?"
lifetime value"
SOURCE: Calculating lifetime value, Starbucks case study by Kissmetrics, 2011!
SOURCE: Calculating lifetime value, Starbucks case study by Kissmetrics, 2011!
lifetime value"
SOURCE: Calculating lifetime value, Starbucks case study by Kissmetrics, 2011!
lifetime value"
SOURCE: Calculating lifetime value, Starbucks case study by Kissmetrics, 2011!
lifetime value"
SOURCE: Calculating lifetime value, Starbucks case study by Kissmetrics, 2011!
THE PROCESS"
path length"
65% of the sale happens without your involvement!!5-12: number of touch points required for high involvement !!2: number of interactions after which most sales people give up!!SOURCE: DMA 2012 direct mail response rate report !
path length"
SOURCE: Google Analytics data for ourkids.net expo registrations, October 2014 !
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
le:er size oversize postcard email display ad
Direct response rates
tools"
SOURCE: DMA 2012 direct mail response rate report !
tools"
! 94% of conversions do not occur on the first click!
!! Email marketing has highest ROI at
$28.50, compared to $7 for direct mail!!
SOURCE: DMA 2012 direct mail response rate report !
media overlap"
SOURCE: DMA 2012 direct mail response rate report !
organic!direct!referral!email!banner!paid search!social!
capture"
SEO/SEMD!display!referral!website!events!traditional!social!
nurture"
newsletters!invitations!phone!email!meetings!letters!social!
convert"
call to action!create urgency!demonstrate value!provide exclusivity!ensure credibility!
measure"
views (cpm)!traffic (cpc)!leads (cpl)!applications (cpa)!!*remember 96% of your leads will convert after 2+ of interactions!
cost and value !
summary"! Marketing retirement care is a complex
process involving an emotional sale!! Your customers are connecting with you in
various channels before you even know it!! Each touch point can nurture your sale!! Your message should contain a clear call to
action!! Measure as much as you can!! Manage costs, but focus on revenue!!
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