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Marketing Magic
Likewise, if it weren't for marketing campaigns launched by assisted-living communities nationwide, no one, not even the most worldly and wisest of grandmothers, would have come near to moving into those first, pioneering communities. But the long and winding road to marketing assisted-living communities is still just that: long and winding. Especially in these times, when competition will begin to play an even bigger role, marketing will become more of a challenge as providers vie for positioning against each other. What's the secret potion behind successful campaigns? Who's creating them--wizards of invention or savvy business people creating their own magic? My guess--it's the latter. Good business sense, coupled with common sense, should steer any developer, owner and operator in the direction of hatching a serious marketing program. The first lesson is to take it seriously ... very seriously. Because, even though the above slogans and campaigns border on the ridiculous, the bottom line is that they bankrolled fledgling companies into multimillion-dollar producers. For steps in the right direction, I suggest you head straight to this month's marketing features. Joseph Howell's "Leasing Up: Tips for turning around stalled assisted-living marketing efforts," provides numerous insights into establishing successful campaigns, tracking leads and turning leads into move-ins. And, as an added bonus and extra incentive, Ben Pearce's book excerpt, "Marketing and Sales: Overcoming objections and confirming the sale," is the perfect anecdote for the chronic hemming and hawing of potential residents who can't make a decision about whether or not to sign on the dotted line. Mr. Pearce's "must read" for sales directors. Finally, you're invited to spend a few valuable moments with two key individuals who've duly worked their way through the ranks of assisted-living--marketing and beyond--and are now at the helm of Leisure Care Inc. Here's an opportunity to get another glimpse into the magic behind successful assisted-living corporations. Meet Terry Raisio and Dan Madsen. Good luck in creating your own marketing magic. Just do it.
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If it weren't
for marvelous marketing campaigns, Coke and Pepsi would have fizzled years ago, no one
would have ever taken a match to a Marlboro, the Eveready Bunny would have dug a hole and
disappeared, and I would never have had a V8. "You've come a long way, baby,"
would mean nothing to us, our worst headaches would never have achieved the Exedrin level
and, to my personal horror, you may never have gotten your chocolate stuck in my peanut
butter, nor I, my peanut butter in your chocolate.
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