Holidays & Events Provide Opportunities To Be Noticed & Valued
A simple way to promote senior care is to allow consumers to see your care in action and to witness your expertise. Holidays and popular events typically provide opportunities for both. And often to take advantage, a facility staff just have to inject marketing strategy into of what they are doing anyway.
For example, the Fourth of July holiday is fast approaching. You can invite senior center members to celebrate by attending your barbecue and entering your U.S. history trivia contest (something you would be doing no matter what). Just by putting out the invitation, you:
- Reach out to your target market.
- Position that your residents are active.
- Position that you celebrate holidays and have fun.
- Position that you respect and value the intelligence of seniors.
You can also promote your fabulous chef by adding menu items to the invitation, highlight patriotism by recognizing military service during the event, and demonstrate your care by offering a quiet place to rest (if needed). On the day of the event, there will be numerous opportunities to show your love for seniors and how much you care – circumstance marketing.
However, to reap the business rewards this holiday has to offer, you should have started the organizing process weeks ago, if not months.
Note: On short notice, in the name of your facility, you can often attend events hosted by others and provide much needed assistance and energy. This positions care, attitude and organization while building/reinforcing your network of referrals.
Give Yourself Time, Be Good To Yourself
I have witnessed way too many professionals in panic mode prior to hosting an event…and their goal is to just get it over with. Not a very good formula for success. I believe there are two critical keys to taking advantage of a holiday/event.
- Give Yourself Time – Look ahead on the calendar and give yourself plenty of time to plan, execute and be successful.
- Follow Your Passion – Choose things that involve a cause or activity you are passionate about, and/or something you really enjoy doing.
People will notice the organization and professionalism of a well run event. Guests will value the emotional investment of you (and your staff). And everyone will appreciate a stress-free experience.
Senior-Oriented Is A Logical Suggestion – How About National Assisted Living Week?
There are numerous opportunities throughout the year to combine events with effective marketing. There are holidays just about every month. And there are plenty of National ________ Weeks/Months. I suggest choosing opportunities that relate to seniors (and/or their family members) as well as fit the above criteria.
For example, in September there is National Assisted Living Week (September 13-19) and Grandparents Day (September 13). A natural fit for those who have a passion to care for seniors. And these are events in which the press, the greeting card industry, and the care industry will be gaining the attention of your target markets – seniors and their family members. A tuned-in target is a huge bonus from a marketing perspective.
(American Health Care Assn. /National Center For Assisted Living – AHCA/NCAL make their logo available to use which can enhance your credibility. And they sell promotional materials that support your event.)
Pace Yourself & Do Things Well
Using holidays and events effectively can drive a senior care marketing plan. A single day event can create PR for months (if not years), demonstrate your expertise, build your referral network, create reasons to contact your three key lists (numerous times), improve SEO – search engine optimization, and much more.
Having two months of preparation and organization time allows you to:
- Do things with purpose and strategy.
- Involve others – seniors/prospects, families, professionals who serve seniors.
- Enjoy the process.
- Alleviate (some of) the deadline pressure/stress.
On the other side of the coin, it is real easy to get overextended when applying the calendar to your marketing. This week’s holiday overlaps with the planning for next month’s event. And a poorly done holiday/event will be disastrous because this strategy guarantees that people are watching you and your staff in action.
So choose these marketing opportunities wisely. Make sure they allow you to utilize your assets of time, talent and money effectively. I would rather you attempt to take advantage of fewer opportunities, but do things very well and maximize the positive lasting effects. This increase your chances of attracting more senior move-ins/clients and improving your census. And I bet you will have more fun, too.
Extra Links For “Assisted Living Marketing Guild” Clients
For Guild clients, here are resource links you can use to help you to plan for coming events and utilize holidays in your strategic marketing program.
- Calendar & Event Marketing
- Attracting…Simple, Efficient Marketing Plan
- Attending Events With A Strategy
- Attending Events Checklist
- Marketing Tip – The Holidays…great time for marketing…
(Once you click on a link, just add your username and password.)
Our Services & Systems Increase Your Move-Ins
Would you like us to take an active role in developing your marketing plan, adding strategy to your holidays/events, and improving your census? We have the services and systems. Just give us a call at (888) 213-5026.