Last updated August 22, 2006

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Show your credentials…
Show Off!

Don’t miss the marketing "opportunity-of-a-lifetime" to impress potential customers with accolades that you, your company and employees have received. Share your honors and recognition, such as displaying awards in the office, on your Website and in all your company’s printed marketing materials.

Credentials and recognition reinforce your ability to provide the quality of goods or services you promise to sell to buyers. Annual awards, acknowledgements, accolades, educational credentials or accreditations may seem old or ordinary to you, but they impact perception and could be key to your marketing and public relations success.

While searching the Internet, several Web sites were found to have prestigious, very targeted qualifications, but they were buried deep in tertiary pages or not mentioned at all. For example, one company didn't mention the fact that its products had been featured on several popular TV shows. A highlighted area saying, "As seen on..." would add credibility in our star-struck culture.

Another organization engaged in teaching productive meeting skills gave very little emphasis to the fact that one of its partners led meetings as a mayor of a city of 200,000 people.

Ready to find some of your company’s "credential gems?" Maybe it is as simple as asking a few questions, such as:

Did you, your employees, your customers (with your assistance) or affiliates receive any awards? No matter how large or small…keep track of them and add them to your list of company credentials.

Has your company (or employees) been featured in any newspapers, magazines or on TV or radio shows? (Advertising does not count!)

Has your company provided goods or services to a highly acclaimed institution or person that is willing to be mentioned in your materials?

Have any of your employees or board members received highly specialized schooling or certification in a certain area of expertise?

Does your company provide an impressive record in some area of quality, safety or service?

How many years has your company been providing services in its field of expertise?

Credentials represent accomplishments in your area of expertise; it also gains attention and makes you stand apart from the competition.

Your credentials may feel mundane or irrelevant to you, but be wise and use such "gems" to earn trust, wow them and build your customer base!

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Seniors Gain the Market's Attention

Every product or service has a target market. For years the popular demographic for many products or services has been 18-34 year olds. The marketplace is shifting and there is a growing target market that will only enlarge and build in buying power—the senior market. Baby Boomers are maturing and they are impacting marketing trends. The assisted living and senior housing markets are well aware of these trends, but all businesses must be prepared for significant changes in marketing.

The 2000 US Census reported 13.3 million Americans between 55 and 59, 10.7 million 60 to 64, 18.1 million 65 to 74, 11.7 million 75 to 84 and 3.3 million 85 or older. Be assured that an expanded senior market for senior services will also bring expanded competition and the watchful eyes of the senior consumers and their families.

In addition to the aging of the Baby Boomers, the definition of "senior" is also transitioning. The median age for first-time grandparents is 47 years old. In fact, the American Association of Retired Persons (AARP) begins targeting prospects who are 49 years old for membership.

The buying power of seniors is great. Consumers 50 years old and over now control more that 77% of the disposable income in the United States (that equals to approximately $1.6 trillion dollars). The Baby Boomers are the most active spenders in American history. Further, the US Census Bureau reports the number of American citizens ages 50 to 69 will jump over 87% in the next 15 years.

It is easy to see that marketing to seniors is important. It is not so easy to market to this group of consumers the same way; all combined in one "old category." There is a wide range of age groups, psychographics and incomes within the seniors market, therefore, lumping all seniors into one large category is a mistake. Many aging adults see themselves as much younger than their actual years due to society’s increasing attention to healthy lifestyles and maintaining youthful attitudes. Many are watching the same TV shows and shopping at the same stores as most 30 year olds.

The range in the growing "seniors" market may include a grandfather in his late 80's, to a grandson is his 40's. This is a wide range with very different needs and interests. Mature adults vary in their perception of what a senior is; a 48-year-old usually does not perceive herself or himself as part of an older demographic, and many times works to defy the natural pattern of aging.

The various strategies and opportunities to market to the large and powerful Baby Boomers are clearly worth exploring.

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It’s Time To Get Blogging!
A Weblog, usually shortened to "blog," is a type of Website in which entries are made by a variety of people.

Blogs often provide various personal thoughts or experiences, information, updates or news on a particular subject, such as politics, celebrity or music information or local news; Personal blogs typically function as online diaries. Blog posts are usually short, informal, sometimes controversial or funny, and sometimes deeply personal.

A typical blog can include text, images, and links to other blogs, Websites, and other media related to its topic. Most blogs are primarily textual, although many include audio, photos and even links to video.

There is a great variety of different types of blogs, for example:

B-Blogs: Business blogs, usually external
Blawgs: Lawyers' blogs
Intrablogs: In-house blogs
K-Blogs: Knowledge blogs, also usually kept in-house
Warblogs: War correspondents' blogs

B-Blogs can grab attention:

B-Blogs may have caught your eye; they have caught the attention of many businesses and Internet surfers, and can fit well into a small business marketing plan. The following are a few important things a well-performing B-blog can do for a business Website:

Since it is easy to add to and update content on a blog, it can help to keep the business Website fresh.

A blog can help establish rapport and credibility with visitors; a blog is a great way for potential customers to learn about your company.

For small businesses, a blog can be a cost-effective way to establish an Internet presence.

Since the author’s e-mail address and Website are included in most blogs, it allows readers to communicate directly regarding specific postings, and can result in direct conversations.

What are essential traits of a good b-blog?

The best b-blogs have flair and capture the attention of bloggers interested in the topic being discussed. Authors of successful b-blogs offer lively, relevant, to-the-point, informal and well-written postings. Because a Weblog (or blog), is formatted reverse-chronologically and time-stamped, readers expect blogs to be updated regularly. Good blogs never get stale; in fact, it is almost guaranteed that no one will complain that a blog is updated too often.

Essentially, B-blogs need to highlight the owners' unique voice and expertise regarding the blog topic without crossing into mindless self-important ramblings.

Now Blog on!!!

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Ask
Is Your Brand Aging?

Many times a company may have great products or services, but their marketing or brand becomes dated. Ineffective or worn out branding and marketing are red flags for business disaster.

Consider the following:

Is the company’s visual identity dated?
Keep the company graphic identity fresh. Sometimes small changes (or "tweaks") made over time can be subtle and can hardly be noticed; yet can impair the identity or create inconsistencies. Make sure that the company’s visual identity looks cohesive and current.

Ask
Is the company’s graphic identity looking tired? Are the company’s marketing tools graphically inconsistent and worn out?

 

An Aging Primary Market
The aging of consumers can force change. Never take a loyal market for granted or forget to attract new markets. Having a core group of loyal customers can be very positive….as long the brand continues to keep the aging customers and/or attract new customers.

Ask
Are there new potential markets getting overlooked in marketing efforts? What are the needs and changes of aging customers?

 

Products or Offerings Not Consistent With Current Times
It is essential that marketing and products stay current. Rather than allowing the competition to replace you…consider replacing yourself with updated products or services. Technology, design, packaging, even terms and conditions - they all are important parts of marketing and branding.

Ask
Is your company keeping ahead of trends or at least staying current in the areas of technology, packaging, products and customer relations?

 

Misaligned Marketing Strategies
There are many ways to distribute products and a growing number of marketing vehicles to advertise to your target markets. Stay current with marketing opportunities and find new ways to connect with your customers. The easier your product is to buy for your target market, the better.

Ask
Is a retail outlet the best way to reach a niche market? Do your customers shop online? What are the newest techniques and are they suited to your marketplace?

Overall, ask yourself how your company’s brand is doing in the above areas. Give your company a grade in each area. Then grade your competition in the same areas. Compare how you are doing in the marketplace and take the needed changes to give your company a brand new life.