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Winning the Fraud and Cybersecurity Race: A Go-to-Market Blueprint for Competitive Edge
Fraud and cybercrime have become a systemic, trillion-dollar drag on the global economy—but the fight to turn the curve is more than a market opportunity.
Over the past few years, I have worked alongside cybersecurity and fraud-management teams in government, banking, and payments, and nothing is more satisfying than seeing a new solution stop a romance scam or prevent a pensioner from losing their life savings.
Are you Ready for the Next Senior Living Crisis | Part 3
Tue, May 23, 2023 — Make Local Digital Marketing Your Secret Advantage If you’ve been with us throughout this blog series, by now you have a greater understanding of the broader market forces that challenge your senior living business and some of the measures you can take to be one step ahead of the competition.
Are you Ready for the Next Senior Living Crisis | Part 2
Tue, May 16, 2023 — Use Insights to Uncover Your Unique Value If you believe that the best measure of your senior facility’s competitive advantage is signed contracts – this blog is for you Beyond the rent checks and smiling faces of the residents you see each day lies a treasure trove of insights that can guide your marketing and communications today, tomorrow, and into a competitive future. When your unique value is clear and relevant to prospects, they are more likely to choose you over your competition.
Are you Ready for the Next Senior Living Crisis?
Thu, Mar 30, 2023 — Use Insights to Uncover Your Unique Value Prologue It was the kind of headline that no one wanted to see: Whispers of a global pandemic became a reality on American shores, with the first high-profile widespread case hitting a nursing home in Washington state in January 2020. It was a crisis that no one could predict – one that left many residential facilities scrambling, without a cost-effective marketing strategy in place to continue acquisition efforts.
CEO Go-To-Market Warning: Avoid the Blind Spots That Cause Products to Miss the Mark | Part 4
Thu, Jan 26, 2023 — Part 4: Mastering Your Channel Strategy If you’ve been with us through the previous blogs in this series, we’ve cautioned you against the go-to-market pitfalls that could cause your company – and its profits – to slide into a deep ravine on the road to riches. We’ve alerted you to be wary of competitive and market forces that will diminish demand, and waved an orange flag against a product-market misfits or differentiation that is not enough to dislodge competition.
4 Tips for Creating a Sustainable Flow of Qualified Prospective Residents
Wed, Jan 18, 2023 — With an aging population, the demand for senior living facilities in the U.S. has never been stronger. Money and Markets projects that by the year 2040, the United States will need about 1.8 million more senior housing units to accommodate the growing number of senior citizens. That will mean that demand doubles over the next 20-plus years. The increase is expected to really take off after 2025 as baby boomers reach the 80-year mark, and then continue to age and need more housing options than are currently available. Despite growing demand, competition for residents in many markets has never been more fierce. If you want to keep your occupancy rate high and even better yet, maintain a waitlist of potential residents, having an integrated, multi-channel marketing program is essential.
4 Tips to Achieve Quantum Growth with Expansion into Retail
Wed, May 29, 2019 — Whether your brand/product is sold purely on-line, through healthcare professionals or other professional channels, retail offers an opportunity to achieve quantum growth. Indeed, the rewards of selling through retailers can be enormous. Depending on the outlets you pursue, a successful retail launch can generate opening orders of 200,000 units or more. I recently launched a medical product primarily into the big three drug chains and Walmart that achieved that delightful opening order size. And, appearing in front of millions of consumers on retail shelves couldn’t hurt brand awareness. Some experts estimate that retail shelf presence alone can increase brand awareness by 20% or more.
Maximizing your Digital Marketing Channel Mix
Wed, Apr 17, 2019 — “Going digital” with your marketing mix has never been more essential. Most advertisers continue to increase their digital marketing spend in 2019 as billions of consumers are using online social media as a jumping off point into purchase decisions. With more money flowing into digital marketing, the digital channel mix continues to grow in complexity. Though search marketing, display advertising, social media, and mobile remain the mainstays of a digital advertising footprint, each has its role in supporting a particular business objective. When integrated properly, they maximize how we attract consumers, and turn visits into revenue. But before you leap into the digital marketing fray, it’s critical to understand your enterprise’s goals and objectives: Are you seeking to simply educate the public about an innovative offer (market education)? Do you want a target audience to gain greater awareness of your offering as a viable alternative (Brand Awareness)? Are you simply looking for more people to buy your product (raw traffic)? Or, do you want to motivate your current consumers to buy more of your product (higher net per sales)?