How do you align senior living executive directors across multiple locations on one easy-to-follow sales approach that can be followed by all to ensure tours convert to move-ins?
In my 15 years at the helm of Big Buzz, the most common breakdown in new business acquisition I have witnessed among multi-location senior living operators is a disconnect in feedback between the marketing and sales teams. Without a strong process for feedback, organizations like yours can make critical mistakes.
What is brand inconsistency costing your organization? If it’s totally inconsistent, about 23% of annual revenues. That’s a hefty fee. How does that cost break down?
Voice-of-the-customer (VOC) research is a methodology used to proactively uncover trends in residents’ and families’ perceptions, preferences and motivators in seeking support from your organization. This data defines the singular, value-based position in the marketplace that only your organization can own.
Your brand is the singular value proposition that uniquely positions your organization in the marketplace, as shown by trends in differentiation from the perspective of your residents and families.
If you’re beginning to think about taking your practices's marketing plan to the next level with an advertising campaign, then it might be time to think about the message you want to send. In advertising, there are six messaging strategies that are most commonly used.
Lack of decision is the death of done. In my 15 years at the helm of Big Buzz, never have I seen a marketing executive so swiftly and gracefully move through a series of decisions culminating in a massive rollout as I did Missy Day of Sinceri Senior Living (formerly JEA Senior Living).
While many of your competitors spend time thinking critically about their brand, most only do so in siloed meetings with internal executives. This negates that brand comes from those served rather than those in service to the organization. Research is the critical precursor to an accurate and lasting brand strategy and should be completed at minimum once every 3 years to provide actionable data to inform each component of the brand lifecycle.
The human attention span is a fascinating thing, and it seems to shorten with every new technological innovation. Every year there are more apps, more streaming platforms and generally more channels through which to consume content and media. 20 years ago, the human attention span lasted for 12 seconds. In 2015… 8 seconds.