It’s always exciting at the beginning of a new year to start the year off fresh. It’s like a clean slate with new opportunities around the corner. Here are some suggestions for fresh ideas to consider as you begin 2012.
1. Pay per performance
As traditional media audiences are evolving and moving to online media, they’re having to come up with creative ways to remain competitive. Look for opportunities to pay traditional media vendors per each qualified lead they deliver. It will be a paradigm shift for many of them, but they may be willing to consider it. That way you hold them accountable for their results, and you both win.
2. Mobile display
As the adult child influencer is becoming more mobile, you may want to consider not only developing a mobile website, but also testing a mobile display campaign to increase awareness while they’re searching on their mobile device.
3. Branded content
The more you’re able to be a trusted resource for your potential customer and make it easier for them to interact with you, the higher your conversions will be from lead to move-in. Blogs and microsites that provide valuable information can be created and branded by your community to help people build a relationship with your brand.
We’re becoming a society with gaming and points woven throughout our everyday lives. Game-like qualities have emerged in marketing programs to motivate people to remain loyal customers and entertain them, getting them to interact with a brand. Think of ways that you might be able to engage potential customers and interact with them through a reward system.
5. Augmented reality apps
Augmented Reality is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data. Here are some innovative ways they’re being used in marketing programs. They could be used to show activities in a community or envision seniors in their new environment. The possibilities are endless.
6. Google online video display
We’ve talked about doing more video online. It leads to greater time spent on your website and higher conversions. There are now statistics that show online video ads can be placed to drive at least 20% higher viewership of ads on traditional TV. The ads can be even more effective when local station call letters or logos are used. This increases engagement by 27% and view rates for the tune-in ads up to 30% higher. Plus, another benefit is that 70% of tablet owners and 62% of smart phone owners use those devices while watching TV, according to Nielsen stats cited by Mixpo. This places ads at the opportune time while people are watching TV.
Graphics and images are retained by the human brain so much more easily than a large quantity of text. Well-designed symbols can and are being used by marketers to convey complex concepts with clarity that will be retained by the consumer. Consider testing some infographics in your marketing.
8. Social TV
More and more traditional TV is merging with social media. People are sharing their favorite programs on their Facebook pages, and television programs such as The X Factor are encouraging viewer participation on Twitter. Through websites like GetGlue.com, viewers are able to report to their social networks what they’re watching. We’ll see more of this in 2012, and it will broaden our opportunities for targeting people who are fans of particular programming and understanding their media habits.
9. E-Reader advertising
With the introduction of Amazon’s Kindle Fire and the lowering of prices on e-Readers to be supported by advertising, there are more opportunities to reach our seniors and adult children, as they are the largest-growing segments who own e-Readers. Initial campaigns were national, but there are strides being made to be able to run more local campaigns.
10. Data-driven marketing
We have access to more data now than ever before. We can learn more about our future prospects from the information we gather from our current residents. The key is to gather the information up front and document it. Make sure that people responsible for gathering the data from prospects understand the importance of data-driven marketing decisions. Make the information accessible and learn from this valuable information.
The key to any new idea is measuring its success (or failure) when implemented. Don’t be afraid to try new things, but be sure to establish measurable goals and track the results. Happy Testing in 2012!