Boomers & Mobile Marketing: Tips to Entice Them to Respond

"Limiting your mobile strategy to younger demographics will 

exclude an increasingly mobile market."

If your target market is boomers, it's critical to acknowledge that they DO respond to mobile marketing and to understand that they WILL interact with it. Check out the tips below to help you improve your mobile marketing efforts for this growing audience. 

1. Create clear content. 
While boomers are using mobile technology, it's a good idea to avoid using it in a way that is uncomfortable, unclear or unfamiliar to them. Combine your content with their interests or with seasonal events to establish a connection with them. Provide valuable and personalized information to entice them to believe in your brand. Target your content carefully though; avoid casting your net too wide, as boomers are not all alike. 

2. Learn how boomers text. 
A texting program can be a meaningful addition to your mobile marketing strategy, but it's important to understand how boomers use text messaging before you launch it. Sure, they use it to communicate with their families, but how do they use it for their personal interests? Do they like receiving reminders? Do they respond to promotional offers? Targeting their needs and your messaging is crucial to ensuring this program succeeds. Again, remember that boomers are not all alike.

3. Give boomers a variety of ways to respond to you. 

Mobile marketing doesn't mean just social media or just email or just text messages; it's a far more thorough approach that - when executed effectively - provides personalized, targeted and valuable information to specific audiences. With that said, it's important to consider not only how to best deliver your mobile messaging but also how boomers may want to respond. Combinations of mobile chat, social media links, email and phone conversations can provide you with powerful avenues to build awareness of your brand, answer questions about your services and convert sales. Limiting your response options may alienate your audience and make it less convenient for them to complete a transaction with you. 

What would you add to this list? Tell us below or tweet us!

@rme360

             By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360

Jorge's Thoughts: Debunking the Top 3 Seminar Marketing Myths

This week, we're taking a look at seminar marketing across our social media. Take a look at these top 3 seminar myths and let us know what you think in the comments below!

1) Feeding at the events 

This is a must to create that social event environment and not that antiquated lecture, workshop or sales pitch scenario. Also, the obvious: it allows time for you and/or your team to make appointments; otherwise, attendees would just leave after your presentation. The restaurant setting is neutral and familiar to your attendees. They probably go there many times on their own, and it's not suffocating or compromising like the other closed door venues. They know they can just leave the crowded restaurant if they wanted to.

 Something is bothering them financially, which is why they originally responded. If there are a few couples who appear to be there just information shopping or just gathering ideas, then so be it. They help fill the room and give you that emotional dynamic that makes people feel comfortable. You are going to get a 20% to 30% appointment ratio from the people who are attending whether you feed or not. You need the numbers on your side. Top producers do not worry about food costs because the ROI takes care of that. Ironically, not offering food does not change the appointment ratio nor does it mean that the attendees are truly more interested in what you are presenting . It will just end up being 30% appointments of less attendees. 

 

2) Converting attendees to appointments 

The amount of appointments you make at your seminars is 100% in direct proportion to the following factors:

• Did you have enough attendance? 

• Did you connect with your audience socially? 

• Did you tell stories that were relevant to the attendee's financial concerns? Could they relate? 

• Did you give your local background and tell your own story?  

• Did you intrigue your attendees with potential solutions and options and not a product pitch? 

• Was your topic current? Did you have too many slides?  

• Did you inspire the audience to feel like their confusion and worries about many financial issues were normal? 

• Did you explain and clarify what will happen at their first office appointments, include that nothing will be sold even then? 

• Did you have an effective and professional process to ask for the appointments during the dinner session? 

• Did you pre-sell appointments during their presentation and not just at the end? 

• Was the event feedback form explained and handed out? 

• Were you diligent in calling attendees who could not commit to a time and date the very next day? 

• Did you ask if a better or a later date would help them commit?  

• Did you offer the option of a private complimentary phone call review session if they were not willing or ready to meet face to face yet? 

 3) Saturation in marketing 

The real saturation is not in the marketing; rather, it is in the amount of advisors who are in direct competition in the immediate area. In one city corner at a business district intersection there could be 10 to 30 advisor offices. Many advisors ignore that fact and decide to blame bad seminar results on the amount of marketing that they perceive is happening in their backyard. If that were even remotely true and it was not working, then why would so many others send out invitations? 

The reality is that a very high percentage of those who are even doing seminars are doing them wrong. Wrong invites, wrong lists, wrong venues, wrong dates, wrong messaging...on and on. They may want to cut corners, save pennies, not take the time to understand marketing and end up usually partnering with local printers instead of experienced direct marketers. Good marketing is based on good data. Understanding and following the 10 to 15 critical variables that create successful outcomes is challenging. 

To wrap this up, everything we do here at RME360 is intended to create predictable marketing and sales processes that will continuously drive prospects and results for advisors over and over, all year long. We have 20 years of data. Let us show you how we can generate a continuous flow of prospects for your business. 

Tweet me and let's chat about seminar marketing:

 @JorgeVillarRME

By: Jorge Villar, President and Founder 

Seminar Marketing Success Factors: The Critical Factors You Must Avoid

Long before social media marketing, there was the original social marketing concept: seminar marketing. And while there are many marketing trends that allow you to reach your targeted audience with your brand messaging, your brand can't afford to ignore the classic solution of seminar marketing that brings you face-to-face with interested prospects.

Click here for our FREE white paper to learn more!

#planyourseminar





By: Susan Gail Taylor, Social Media Manager and Copywriter at RME360