Timing is Everything
Have you ever received something at the perfect time? I did, just today. A 50% off coupon to the store I was already planning to hit this weekend. That coupon made me think about the role timing plays in the success of our tactics. With this in mind, here are some timing-related senior living marketing tips.
- A great idea is just an idea without the proper amount of planning. The time to start planning an ad, promotion or event invitation is generally three months out. Start an annual marketing plan two quarters in advance. This allows you to get the best media rates, better postage prices and competitive printing rates, not to mention the time to perfect every detail that is important to your program.
- Choose the date and time of your event carefully. Look for response patterns, if possible, or poll your current residents and/or families to determine the best opportunity for attendance. If you’re unsure, give people more than one option.
- Similarly, send email blasts or enewsletters during peak response times, which vary by audience. For example, send an email blast to professional influencers mid-week so your email doesn’t get lost in the Monday and Friday shuffle.
- Check to make sure your community’s event or promotion doesn’t compete with a major sporting or city event.
- Plan for seasonal marketing opportunities early. New Year’s, for example, is a great time to connect or reconnect with your leads. Messages about security and companionship resonate well during winter, while spring is a good time for an open house.
- Put each marketing tactic on a timeline, by audience. This allows you to make sure you aren’t missing any opportunities or sending duplicate messages.
- The timing of your follow-up is important too. Plan ahead for a follow-up letter to event attendees so it’s ready to go immediately after the event.
- The best time to ask for a referral is right after someone moves in or makes a deposit.
Timing isn’t always everything in marketing. But usually it is.
