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Download GrandCare System’s Aging & Technology Webinar: Paid Search & Search Engine Optimization 101

Yesterday our Media Director Ashley Mercier delivered an introduction to Paid Search & SEO during GrandCare System’s bi-weekly webinar series. The audio & video of this webinar is available here.

We received many great questions, more than time allowed, so we will be posting answers here in an upcoming blog post. Feel free to post any more in the comments section below so that we can include those as well.

Thank you to all the participants for the great conversation, and to the entire GrandCare Systems team for inviting us to speak on this topic.

GrandCare System’s Aging & Technology Webinar: Paid Search & Search Engine Optimization 101

If you are in the aging and technology space, you may already know GrandCare System’s webinars are very good. On a recent call, during the Q&A, many questions came up regarding paid search & search engine optimization. The GrandCare System team approached us to talk about these topics, offering a primer on what they were, how to determine using them make sense for you, what they can do for your business and what you need to do to be found and noticed by your customers online.  Join us tomorrow and bring more of those questions!

Topic: Paid Search (PPC) & SEO 101
Date: Thursday, June 2nd, 2011
Time: 2pm EDT (1pm CDT / 12p MDT / 11am PDT)
Location: http://grandcaresystems.webex.com

Take-away Points:

  • Paid Search & SEO: How they can be used and the differences they can make for your business.
  • Get a better understanding of the costs to execute Paid Search and SEO strategies
  • Steps for getting started with Paid Search and SEO

  • Click here for the invite & more information.

    Listening, Not Shouting

    In 2008, I read a paper titled “The Connected Agency” by Mary Beth Kemp and Peter Kim, for Forrester. The sub-head is “Marketers: Partner with an agency that listens instead of shouts.” It is a smart, insightful and important paper. It changed the way I think about what I do as an ad agency leader and the direction that the agency world needed to take. I believed then, as I do now, that the idea of “listening” is even more important if your goal is to engage consumers over the age of 40.

    Make a better “agency”
    Simply put, as agency leaders we must create better agencies. The idea that we can still shout at consumers with a :30 television spot — especially older consumers — is absurd. Yet we still have creative and new business teams that believe this is the central tactic in a campaign strategy.

    In the mature consumer space, we are both agency and strategic advisor because many companies are unsure about how to navigate the demo. That requires the infrastructure and expertise to do both, and the investment in the right people to deliver on consulting projects — like defining the needs of an aging population and designing product strategies that align with a company’s goals. At Continuum Crew, we have broadened the idea of engagement from only communication to a true marketing approach.

    Learn to nurture consumer connections
    It isn’t enough to simply listen in on conversations about products, categories and brands. This new breed of agency knows how to nurture connections with consumers and is central to facilitating conversations. Traditional research and ethnographic studies are cost of entry. To be a true connected agency you must be completely integrated into a community. Johnson & Johnson has done this on the brand side with www.babycenter.com; it owns the motherhood life stage because it has conversations with moms, it listens to moms and it aligns product and communication strategy accordingly.

    We are doing this with our recent launch of Crew Media and the acquisition of www.eons.com and the Eons Boom Media Ad Network. In just a short month of owning the site, we have a clear idea of what people over 40 care about, where their passions and interests lie, and what they do and don’t want in a community.

    In the Eons community, consumers are the publishers. They are setting group protocol and behavior and, most importantly, filtering out brands that don’t share the groups’ values. We have always advised clients that peer endorsement in mature consumer demos is far more important than pushed out messaging. Until Eons, we haven’t seen the social proof so clearly and profoundly.

    Insights, Networks and Incubation
    Consumer listening isn’t very meaningful without the knowledge to turn it into an insight that creates a consumer moment. We encounter brands every day that have spent mega-dollars on studies with no actionable outcome. And there is the corollary — companies with great insights and no idea what to do with them, or no innovation infrastructure to support moving the insights forward.

    Whether this is a problem of silos, funding or lack of leadership, it is becoming harder to move insight-driven ideas through large companies. Connected agencies can and should act as both a catalyst and a shepherd. The catalyst will create strategic partnerships for client companies that result in networks of organizations engaged in their success and who have consumer data to share. The shepherd will drive the work through the process of integrating consumer-driven data early in the product/service design and development process.

    We believe that this model should result in virtual incubators inside of connected agencies, supported by the network. Now that our online community exists, this is our next adventure. There are pilots in market now!

    This post originally appeared as a guest blog post on MediaPost’s Engage:Boomers, May 23, 2011

    Reaching the New Assisted Living Decision Maker at CALA Spring Conference, June 7 in Santa Clara, CA

    I hope you’ll join me at the California Assisted Living Association’s (CALA) Spring Conference, where I will be speaking in the session Reaching the New Assisted Living Decision Maker.

    Date: June 7
    Time: 3:45 – 5:15 p.m.
    Where: Hyatt Regency, Santa Clara, CA

    What the Reaching the New Assisted Living Decision Maker session is about:
    This session will provide key strategies to effectively communicate with strong influencers in the decision making process – the adult children/caregivers, integral to the selection and sales process. Learn how understanding the values of decision makers and trends and differences in sentiment towards Assisted Living communities can help drive your marketing strategy. Discover a messaging framework needed to engage and increase your prospect base.

    The Business of…Boomer Social Networking

    The fourth show The Business of … Boomer Social Networking looks at the opportunities in reaching boomers and seniors as they engage online through social networking.

    My guests this week are Ashley Mercier, Group Publisher for Eons.com, an online social network for baby boomers,  and Ri Regina, Director of the Eons Community. We also speak to Mary Furlong, founder of Mary Furlong & Associates, author of Turning Silver into Gold: How to Profit in the New Boomer Marketplace, and producer of The What’s Next Boomer Business Summit. She is a leading authority on the baby boom generation. Mary is the Dean’s Executive Professor of Entrepreneurship at Santa Clara University’s Leavey School of Business. Mary gives us an update on the outcomes and findings from the first of the two annual conferences she produces –  The What’s Next Boomer Business Summit which was held in San Francisco last week, as well as a lead on next month’s Silicon Valley Boomer Venture Summit and business plan competition in June at Santa Clara University.


    Ashley Mercier
    Group Publisher
    Eons

    Ri Regina
    Director
    Eons Community

    Mary Furlong
    President
    Mary Furlong & Associates

    The Business of Aging with Lori Bitter
    May 10, 2011 – Episode 4: The Business of…Boomer Social Networking

    Guests: Ashley Mercier, Group Publisher, Crew Media
                Ri Regina, Director, Eons Community
                Mary Furlong, President, Mary Furlong & Associates[audio:boa4.mp3|titles=The Business of Aging – Episode 4]
    mp3 download

    C2 magazine wins 2011 Summit Creative Award

    Thank you to the Summit International Awards for honoring us with a 2011 Summit Creative Award for our summer issue of C2 magazine! A special thanks to our editor Stacey Harris and all our contributors for the stellar content, and to the Continuum Crew production team Jim Wood and Rebecca Nicholson for making such a beautiful and well-designed issue.

    The Business of…Aging-focused Technology

    The third show, The Business of…Aging-focused Technology, looks at the opportunities in offering technology devices as solutions to help elders safely age in their own homes.

    My guest this week is Peter Radsliff, the CEO of Presto Service which is the leading provider of computerless email solutions for the home health technology market. He led marketing and product development efforts at CE leaders Seagate and Monster Cable. Just last year Peter became a founder of the Aging Technology Alliance, also known as AgeTek– an aging-focused technology consortium trade group that promotes the awareness, benefits and value of products and services for our aging society– and today is the Chairman of the Board. Peter is trained in product design. He also teaches a graduate design course at San Francisco State. Peter and I frequent the same events focused on older adults, notable The What’s Next Boomer Business Summit the Silicon Valley Boomer Venture Summit and business plan competition coming up in June, and the Silvers Summit at the Consumer Electronic show.

    The Business of Aging with Lori Bitter
    May 3, 2011 – Episode 3: The Business of…Aging-focused Technology

    Guest: Peter Radsliff, CEO of Presto Service[audio:boa3.mp3|titles=The Business of Aging – Episode 3]
    mp3 download


    Listen here every Tuesday at 8:00 a.m. (Pacific) / 11:00 a.m. (Eastern), or download it thereafter. Each archived program will be available on our blog under ‘The Business of Aging’ found at the top left corner.

    Let us know what you think of the show by leaving a comment below, or tell us your show ideas you’d like to hear or questions you’d like posed to our guests.

    An archive of all The Business of Aging broadcasts are available here.

    New Ad Age Insights Whitepaper: 50 and Over: What’s Next?

    The generation that defined youth marketing for Madison Avenue is readying for retirement. Here’s what they’re thinking, where they’re spending their money and what marketers should know in order to reach them. Data from AARP’s Baby Boomers Envision Retirement Survey, GfK MRI’s Survey of the American Consumer and Ad Age’s MarketFinder.

    This whitepaper debuted at AARP’s ADVantage on April 5th in New York City.

    The Business of…Advertising to the 50+

    My first guest on The Business of Aging radio program is Patricia Lippe Davis, Vice President, Marketing, for AARP Media Sales. We’ll chat about the business of advertising to the 50+.

    Tune in here on Tuesday April 12 at 8:00 a.m. (Pacific) / 11:00 a.m. (Eastern), or download it thereafter.

    Leave a comment for any questions you’d like me to pose to Patricia, or to tell us your thoughts about the show.

    About Patricia Lippe Davis

    As Vice President of Marketing, Patricia Lippe Davis leads the advertising marketing for AARP’s media properties, including publications, interactive, broadcast and consumer events, with her tenure at AARP Patricia has held strategic creative marketing positions at three of the world’s top five circulation magazines: AARP The Magazine, Good Housekeeping and Readers’ Digest. Her resume also includes stints at Time Inc. and The New York Times Company where she won several performance awards. In addition to her mass-market experience, Patricia brings to the table first-hand knowledge of the quintessential baby boomer experience. A true member of the sandwich generation, she balances work, marriage, entertaining, fitness and time with her college-bond daughter and 81-year-old, motorcycling mother.

    The Business of Aging radio program on Positive World Radio Network

    In one week, on Tuesday April 12, the first show of my new radio program The Business of Aging with Lori Bitter will air on the Positive World Radio Network (PWRN).

    The reason I was compelled to do a radio program (other than jumping at the chance to going back to my roots in radio) was that I believe 2011 may be the tipping point in the business opportunities in aging, with approximately 78 million baby boomers in the U.S. hitting their peak of earning and spending. From the health care debate to the adoption of the iPad, to network executives recognizing the gold in the mature consumer target, there has been a great shift in focus on the aging of our country’s citizens. The volume is increasing on conversations nationwide about the implications of an aging population; such as the concept of aging in place and livable design, the challenges for caregivers and innovation in technologies serving elders.

    With that, new agencies, consultants, publishers and manufacturers (with new products) emerge what seems to be nearly daily — all working to reach this important demographic. With this intensified focus comes a need for research, insight and thought leadership to inform strategy and practices.

    So with this program I will be turning a spotlight on areas of business in the aging opportunity, from caregiving and product design to housing trends and social entrepreneurship and legacy. Through these interviews with experts in these areas – I think these contributors to the program are the smartest analysts, entrepreneurs and businesspeople focusing on aging consumers and their needs- we will talk current research, best resources and practices created to fill the needs of the mature market. My aim for each show is to translate the trends and data into actionable strategies for listeners.

    I invite you to either listen live here, each week on Tuesdays 8:00 a.m. (Pacific) / 11:00 a.m. (Eastern), or download it thereafter. Find out each week how the aging majority is shaping the zeitgeist of the country, creating a seismic shift in our worldview and what are its ramifications for business, creating opportunities for all types of goods and services.

    Also, I would like to hear your ideas for future programs and your questions for me or upcoming guests (please post in the comments) and we’ll discuss them on air.