Worth Reading

You may have missed Clued In — How to Keep Customers Coming Back Again and Again by Lewis Carbone. It is worth buying. 1.  The compelling premise of the book is: “The tangible attributes of a product or service have far less influence on consumer preference than the subconscious sensory and emotional elements derived from the total experience.” 2.  The book is chock full of real world examples that will resonate and inspire you (and you will need the inspiration because the work Carbone suggests is difficult but rewarding). 3.  He artfully compares the downfall of Howard Johnsons with the continuing dominance of Disney. While the Howard Johnson’s story will seem like something out of the history books to younger people, everyone can appreciate the point. (By the way: is there a family in the U.S. who hasn’t been to Disney, isn’t saving to go to Disney, or isn’t somewhat angry because they can’t afford Disney?) 4.  This bit resonated strongly with me: “In the aftermath of a transaction, the way people remember and value an experience emotionally will have everything to do with their ultimate commitment to an organization or brand, far more than what actually did or did not happen in the purely rational sense.” 5.  Carbone further explains: “It’s how customers feel about themselves that speaks to the unconscious perceptions they derive from the experience.” 6.  I agree. When we began to carefully manage our sales events with the aim of making prospective customers feel good about themselves rather than good about the company, more prospects scheduled visits with our salespeople. None of the tangible attributes of the product were changed; our paradigm shift produced the result. 7.  In Part 2. The Practice of Experience Management, Carbone provides a framework for approaching Experience Management as an engineering project. This is where the true value of the book lies (and the hard work). It is too much to try and summarize here, suffice to say in this section, Carbone lays out a pretty comprehensive approach your company can use to engineer experiences. 8.  Adopting Carbone’s methods is not a task to be taken lightly but the rewards of improving how your customers feel about themselves when they are with you — increased sales, loyalty, and word of mouth — will make the effort worthwhile for most organizations. 9.  While I have not specifically applied Carbone’s methods, my experience suggests that carefully managing the experiences your customers have when they are with you will pay off handsomely.

I have no relationship with Lewis Carbone, his company, or the purveyors of his book. However, I agree with Carbone — systematically managing your customers’ experiences will pay off handsomely.

100 Members! And a member looking for a job

Wow! 100 members since I started this little group on Feb. 21st (We’re actually now up to 104, but who is counting?) So far, I’m amazed at the diversity of our members who come from all walks of life in the Mature Market field. I’m having fun meeting you all.

Our lucky 100th member is Brad Thompson. Brad is a bit of an interesting case. He’s a financial investment professional who is trying to break into the senior market space (smart guy . . . recognizes good demographics when he sees them). Any advice for Brad (or for anyone else looking to break into the field)? Any job offerings?

I’d love to see your postings on this one but if you’re shy, feel free to call Brad directly. Here’s his Linked In profile link.

Upcoming Event - OlderRicherWiser?

Older, richer, wiser? Hear what our speakers had to say on the topic of senior marketing in an article in Marketing this week. Kevin Brennan from Kellogg’s, Jo Kenrick from B&Q and Fiona Hought from Millennium discuss their vision, strategy and approach to engaging with the 50+ consumer. Read their views by downloading the PDF below.

editorial20piece20marketing1

 The over 50s represent a significant resource in terms of disposable time and income, yet they are significantly under-marketed. With this demographic set to increase to 50% of the population by 2030, how do you tap into the grey pound? Following the success of our 2007 event, Marketing magazine is delighted to present our 7th annual Older, Richer, Wiser? conference: 

Essential Insights Into Behaviour, Channel Consumption & Online Usage For Targeted Campaigns That Segment And Engage The 50 + Market

29 May 2008, The Cavendish Conference Centre, London

 

Focusing on the perennial topic of how to market to and engage the older consumer, this conference is certain to be a must-see event for anyone involved in a B2C environment across all industries.

 

New technology and the older consumer:

• Patterns of online usage
• Tracking response
• How prevalent is mobile phone use? How prevalent is SMS use?
• Do the older generation make use of social networking sites and forums?  

Media Consumption:

• How does online measure up to offline methods?
• Traditional media consumption

Segmentation:

• By age, eg. 50-65, 65-75, 75+  |  By lifestyle  |  By attitude
• Adjust your tone  

Consumer Insight:

• Profile your older consumer
• Online usage    |   income   |   attitudinal drivers   |   media consumption

Upcoming Lunch Event - New England 50+ Housing Council

Northland Residential Experts Show How To “Upgrade Your Sales!”

  

Jack Dawley and Susan DiLorenzo of Northland Residential Corp. will join design professional Mark Haddad of Haddad Hakkanson to kick off the 2008 program year with a lunch event on May 1. With the market continuing to challenge New England builders and developers, Dawley and his team will discuss how options and upgrades drive sales and impact profitability.

Northland Residential is recognized as one of the area’s foremost developers of signature luxury condominium properties. Their Signature Home brand and new “Built Better, Built Northland Residential Green” initiatives have proven the positive impact an emphasis on residential design and selections has had on sales to 50+ buyers.

Learn how you can successfully leverage sales using selections/customization options by attending the first-ever 50+ New England LUNCH event at the clubhouse at The Village at Seven Springs, in Burlington, MA.

Find out:

• How on-site Design Centers are fueling sales for Northland
• What the most popular upgrades are for 50+ buyers
• What the average expenditure is
• What the 50+ homebuyer is looking for – new trends and ideas

Learn why rejecting “cookie cutter” options can lead to sweet sales. (And enjoy a delicious lunch.) RSVP today to info@50plusne.com.

AGENDA—Thursday, May 1, 2008 11:00 a.m. Registration networking, buffet lunch 11:45 a.m. Presentation, Q&A 1:00 p.m. Tour (optional)

 

Date:     Thursday, 5/1/08

Time:     11 AM - 1 PM

617-773-1300 info@50plusne.com

Location: The clubhouse at The
Village at Seven Springs

1 Seven Springs Lane
Burlington, MA

For directions, visit
thevillageatsevensprings

or email info@50plusne.com

Aging (Life) is Expensive, Should We Be Teaching Financial Literacy in School?

The subprime mortage meltdown has illustrated once again how ill prepared adults are to navigate an increasingly complex financial marketplace.  Life is expensive, and it gets really expensive when you think about living in a continuing care retirement community or having services delivered to your home.

Makes me wonder . . . should we be teaching financial literacy in schools?  Perhaps helping the next generation get grounded in the Three S’s (Saving, Spending, Sharing) in addition to the Three Rs.

Upcoming Event - Can’t Remember What I Forgot: Good News in Memory Research

Date:              Monday  Evening, May 12, 2008

 

Speaker:        Sue Halpren, PhD, Journalist and Author                 

 

Moderator:    Eric Mann – Vice President, Posit Science

 

Location:       Wilson Sonsini – 950 Page Mill Road, Palo Alto   

Time:              6:00PM Registration, Hors d’oeuvres and Networking

                        7:00PM Presentation and Panel Discussion

 

Registration in advance: http://www.mitcnc.org/Events_Single.asp?eventID=1412

 

$15.00 in advance on the website,  $20.00 Walk-ins at the door (cash or check please, no credit cards)

 Here is the buzz … Sue Halpern has written a book that is a behind-the-scenes journey into the world of cutting-edge memory research.  Her new book unveils data about memory loss only now available to general public.  Halpern spent years in the company of the neuroscientists, pharmacologists, psychologists, nutritionists, and inventors who are hunting for the genes and molecules, the drugs and foods, the machines, the prosthetics, the behaviors and therapies that will stave off Alzheimer’s and other forms of dementia and keep our minds–and memories–intact.  Like many of us who have had a relative or friend succumb to memory loss or Boomer who are getting older, we are hearing statistics about our own chances of falling victim to dementia, we all worry that each lapse of memory portends disease.

Join us for this special event as Sue Halpern discusses some of her findings such as:

·        What the experts really knew, what the bench scientists are working on.

·        How close science is to a cure, to treatment, to accurate early diagnosis.

·        Whether the crossword puzzles, Sudokus, and ballroom dancing can really keep us lucid

Speaker, Panelist & Moderator

Dr Sue Halpern — received her doctorate from Oxford University in 1985 and first began teaching at Columbia University’s College of Physicians and Surgeons.  She is the author of Four Wings and a Prayer, Migrations to Solitude, and two books of fiction.  Her work has appeared in The New Yorker, the New York Times, Rolling Stone, Condé Nast Traveler, and The New York Review of Books, among other publications.

She lives in Ripton, Vermont, with her husband, writer Bill McKibben, and their daughter, Sophie, and is a scholar-in-residence at Middlebury College.  Advisory Council of the Decision Education Foundation which teaches decision making skills to high school students.

 

Eric Mann is Vice President of Marketing at Posit Science. He joined Posit with 20 years of experience in marketing, sales and business development in the software, Internet and high tech industries. Prior to joining Posit Science, Eric held senior marketing, business development and product positions at: Netscape/AOL, Lotus Development Corporation Broadband Office, Talkway Communications and Pramati Technologies. He specializes in finding market opportunities through partnerships and by developing innovative marketing programs. Eric launched his career at Inc. Magazine where he was responsible for identifying new markets for technology programs. He has a BA in English from Brandeis University.

 This  is a special event – plus an evening of networking, good food and conversation.  The author is from Vermont  - we are lucky to have her here in person.   Don’t miss this event and bring a friend – Look forward to seeing you and catching-up  — Cheers Susan

Susan Ayers Walker

Technology Journalist

www.aarp.org/learntech/computers/

Managing Director, SmartSilvers

www.smartsilvers.com/

(office)    650-854-1146

(fax)         650-854-1889

(cell)        415-265-1045

(Skype)   wra7562

 

 

 

 

 

 

 

 

All I Really Need To Know I Could Learn From Southwest Airlines

     Since it became public a few weeks ago that Southwest had missed inspections, I’ve flown a number of times on their airline.  The gates are teeming and the center seats are usually filled.

     What accounts for this seemingly illogical popularity?  Certainly, some of that travel was booked before the press got the story.  Some is habit – ‘that’s how I always go.’  Some people are probably thinking ‘I’ll take my chances; they are probably as good as anybody.’

      But something else is going on here to inspire such loyalty.   It is this – Southwest deeply understands that their marketing job is to make people feel good about themselves, when they are with Southwest airlines.   Feeling good about themselves, not about the company or its services.

     A Southwest slogan is a strong example:  “You are now free to roam around the country.”  Truth be told, most of us will not roam freely around the country no matter how convenient or inexpensive it is.  Most of us are simply not that adventurous. 

     But, then why does the line work so well?  Because, it makes us feel good about ourselves to think of ourselves as carefree adventurers.  Simply to be put in the class of “adventurer” predisposes us to purchase.             

     It is universal, we all want to feel good about ourselves.  And, when people feel good about themselves, they are more likely to act, to follow our leads and take the action we want them to take. 

     As marketers, one of our top priorities is to make people feel good about themselves when they are with us.  And, think of with expansively – when they are seeing advertisements, searching Google, visiting the website, seeing a story about us on tv, seeing run of press, glancing through their mail stack, talking with our salespeople, etc., etc.

     This is easier said than done but the very fact that you are in this group indicates that you are a professional.  You are committed to getting better.  You do not rest on your laurels.  You take action.  You take every second of every day and wring everything you can out of it. 

     (You get the idea.  Everything in good measure, of course.)

Upcoming Event - Silvers Summit

Currently there are about 78 million boomers in the US (450 million worldwide) — born between 1946 and 1964 – hitting their peak earning and spending.  One of the main catalysts is technology. Whether they’re playing brain games for fun, monitoring their homes, visiting the grandkids via video conferencing, or navigating the back roads in their GPS-enabled SUVs; this generation is maximizing the benefits of the digital age. The Silvers Summit,  a full day program to be presented on Saturday, January 10, at the 2009 International Consumer Electronics Show (CES), will showcase the products and services that keep boomers engaged, entertained, connected, and healthy.  http://www.silverssummit.com

Just the facts: Older women rule the world!

women-rule-the-world1 Want to see some interesting facts? Just click on the PowerPoint link above. If you didn’t know it, senior women control all the money, particularly women 65+. What you probably didn’t know is how many of them will live alone.

I have my thoughts on what this means to society but I’d be interested in hearing from you. So tell me, what do you think the implications will be?

 

Upcoming events

2008 Building for Boomers & Beyond: 50+ Housing Symposium

Conference: May 19-21, 2008

Sheraton New Orleans Hotel

Topic: “The Marriage of Resort Active-Adult Communities & Service-Enriched Housing”

For more info: http://www.nahb.org/conference_details.aspx?conferenceID=60§ionID=121   

 

JWT Boom, LiveWire: The Summit, Reaching the 40+ Consumer

(formerly Beyond The Numbers)

Conference: June 2 - 3, 2008

Topic: “ Reaching the 40+ Consumer”

For more info: www.JWTLivewire.com