Getting Noticed or Getting Connected?
In marketing circles, we talk a lot about breaking through the clutter of the thousands of advertising messages the average person is exposed to each day. More and more, organizations and agencies are pushing the envelope, so to speak, further and further in an effort just to get noticed by consumers.
It’s certainly true that you have to stand out enough to gain your prospect’s attention. But, the simple fact is, that being different, wacky, oversized, excessively colorful or odd doesn’t guarantee success. Because beyond getting noticed, you have to capitalize on the little amount of time and attention someone gives in order to make a strong connection with them. Because no matter how interesting-looking your marketing piece is, no one pays attention if they don’t think it speaks specifically to them.
At GlynnDevins, we look at creating marketing pieces as a two-pronged approach. First, you must have standout creative, which entices people to take a deeper look beyond their initial glance. That can be an image, a headline, an email subject line, etc. At the same time, that creative look, image or packaging has to quickly connect people to your core messages. In the case of senior living, those core messages should address the emotions and issues of the senior audience who may be considering a move – independence, a desire for respect, preservation of dignity, and a desire to maintain and even enhance an engaged and vital lifestyle. Those messages are best supported with facts and accurate representations, not marketing fluff.
For us, breaking through the clutter comes from being more relevant, rather than just being different. It takes more than flash or being humorous to start a productive relationship with a new prospect. You have to convince them, quickly, that you understand their values, wants and needs. Let them know exactly what you will bring to their lives beyond what they already have.
Different and unique is great, as long as your audience can instantly discern why they would even consider your community in the first place.
It’s probably true that for the audience we typically deal with, different and unique is NOT all that great! This is a generation that values tradition, after all. And at a time of life when they are feeling the pain of a lot of losses and changes, it may be more effective not to emphasize familiarity rather than different-ness.