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Create a brand (Don't just generate leads)

2019 is the year that 50+ services move beyond lead generation to create brands.Your brand is the onl
"Generations Now" Weekly
Create a brand (Don't just generate leads)
By Lisa LaMagna • Issue #122 • View online
2019 is the year that 50+ services move beyond lead generation to create brands.
Your brand is the only asset you have. Brand is not logo and colors and hero images. Brand is your content – how you share your expertise and joy with the world - online and in real life.
Everyone is aspirational at every age. My 86 year old father with cardiovascular issues and dementia has aspirations too. He still wants to be “cool” and look his best.
Check yourself. Does your visual marketing fall into these categories?
  1. Chairs in empty rooms or front-door photos: “nobody wants to see old people” is the implied message.
  2. Dominating caregiver stock photos: putting elders in physical positions of submission.
  3. The caring hands stock photo: older hand cradled by younger hand.
  4. People in the raw: no wardrobe, no make-up, no lighting, no post-production. No Instagram influencer would ever do this.
Long-term, communities and care services are selling themselves short. Without taking control of their brand, the market has done it for them.
While nobody was looking, assisted-living has become a choice for chronic care. People wait until they are 80+ and have serious health and mobility challenges before they move in.
For bold leaders, there are alternatives:
  1. Put a stake in the ground for your brand. Decide to stand for something, deliver on the promise, and own it. Don’t try to be all things to all people doing a Google search.
  2. Lead with content. Get inspiration from Home Instead’s Unretire Yourself, Shoppers Home Healthcare You Are Unltd and the Reverse Mortgage Association’s sponsorship of Next Avenue. In fact, the best content marketing by any insurance agency was (and is) AARP.
  3. Create new experiences. It’s not only millennials who want experiences (more on this below). Everyone wants to be part of the community and be seen. Treat adults like adults.
  4. Hire a pro photographer team. Photograph subjects at their eye level, with wardrobe, makeup and lighting.
Who is senior living is getting branding right? So far, Margaritaville is, Brookdale isn’t. Look outside the industry for inspiration.
Warmest Wishes,
Lisa LaMagna

Latitude Margaritaville is not all things to all people 50+
Latitude Margaritaville is not all things to all people 50+
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Because they’ll be shopping for products & services for their parents.
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Makeup for Men
Dry Lifestyle
Forget Adulting
Not Sure Where to Go Next?
Here’s how we can help:
Step #1 - Hire us to co-create your marketing plan for next quarter.
Step #2 - Get ‘done for you’ paid advertising, SEO, content marketing, video production, strategy + more.
Step #3 - Work with us to get clear on your messaging
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Lisa LaMagna

Inspiration for marketing to people 50 to 100.

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