Charles Schultz once wrote a book entitled, “Happiness is a Warm Puppy”. That phrase epitomizes pet therapy at senior living communities.Read More
Aging has no point. It just happens. To everyone. With aging, comes the need for products that help us age gracefully.
The senior living industry continues to build inventory that 90% of retirement-age people don’t want to move into.
Of adults with treatable hearing loss, less than 20% actually buy hearing aids.
So, what’s going on?Read More
As a senior marketing copywriter for over 35 years, I’ve learned a thing or two about capturing the attention of this particular audience.
They say, “It takes one to know one”.
Being a senior myself, I understand that some decisions are made by the individual senior and some are made by their adult children.Read More
We’ve all seen photo calendars with dogs, hunky firemen and pretty young women.
But a few years ago, the Contilia Retirement Group in Essen, Germany, created one of the most unusual and creative calendars anywhere.Read More
As a marketer working at Age Wave, under the tutelage of Ken Dychtwald, I learned a great deal about quantifying the senior market, identifying life stages and life events that trigger their needs and desires, and deconstructing the decision-making process of an aging consumer. This experience served me well in developing innovative campaigns to present products and services to older consumers in a variety of industries including hearing health, medical technology, health care, automotive, packaged goods and senior living.
Since then, I have become a senior consumer, myself.Read More
Are Millennials being wooed by advertisers at the expense of Boomers? What do the actual media spends tell us? Is it a zero-sum game?
This is not a new controversy. 20 years ago, we were asking the same questions about the Eisenhower generation.Read More
Senior living communities of all types is one of our specialties here at SGD. While each has a slightly different value proposition, all of them offer an experience of better living.
Many upscale senior living communities prefer to call themselves “cruise ships that never dock”. And why not? Both luxury liners and luxury retirement living communities offer a choice of dining rooms and cuisines, five-star service, concierges, fitness centers, swimming pools, putting greens, nightly entertainment, movies, beauty salons, libraries, guest speakers, cocktail lounges and worship services.Read More
In the 1984 rockumentary, “This is Spinal Tap”, that fictitious group was known as one of England’s loudest heavy metal bands. In fact, lead guitarist Nigel Tufnel said, “If we need that extra push over the cliff, you know what we do? We go to 11 (on our amps)—one louder” when we play.
Fictitious as this may sound, in reality, it’s true.Read More
At SGD Advertising, we consider ourselves as experts in senior marketing. We’ve successfully positioned, repositioned, branded and rebranded a wide variety of independent living, assisted living and memory care communities, as well as hearing aid manufacturers and other industries focused on mature audiences.
One factor that separates us from our competitors is that we’re all seniors ourselves and have had personal experience with the emotional exhaustion of caring for our parents.
And in doing so, we’ve learned quite a bit on what our mothers taught us about senior living.Read More
Gil grew up in San Francisco during the Sixties when “The Summer of Love” was in full bloom. “When I was in college, my mother once wanted to know what it was like to get stoned,” he said. “I offered to give her a sample, but then she chickened out!”
Not so with today’s seniors.
No one wants to admit that they need hearing aids and no one really wants to wear them. But, just about everyone uses some kind of ear buds, either for their cell phone or for listening to music and podcasts on any number of mobile electronic devices.Read More
Hi, my name is Gil and I have a hearing loss.
I first noticed it about 12 years ago when the front left radio speaker in my car wasn’t as loud as it had been. I thought, “It’s gotta be the speaker, it can’t be my hearing.”
But it was my hearing.Read More
Jimmy Buffet, singer, songwriter, restaurateur and Parrothead, is planning to open a network of 55+ active adult communities called “Latitude Margaritaville”.Read More
This is the final installment on my mother’s journey from living independently to living in a senior living community.
My mother and stepfather agonized over whether it was time for them to move into a senior living community. They both love their house, their neighborhood and the friends they see every day at their warm-water pool. They love walking to church then to Saul’s and the Cheeseboard along Shattuck Avenue in Berkeley. But they had already put a down payment on an apartment in a community within a beautiful old building situated right on Lake Merritt in Oakland, CA. Money is money.Read More
Sounds grim, but it’s actually the name of a sitcom developed by Norman Lear who is now 93 years old and still creating groundbreaking television.
This series is set in an assisted living community. For Lear, this story is about his contemporaries. It explores, with his well-honed humor,...Read More
Sometimes it creeps up on you when you notice that your aging parent has nothing in the refrigerator except a jar of pickles, some Monterey Jack cheese and a pot of mustard. Other times the need for caregiving arrives in an instant when your mother breaks her hip or your father has a stroke.Read More
What began as gifts for friends and family ten years ago now has the opportunity to transform Sarah Oliver Handbags into a viable little business thanks to ”Shark Tank”.
On December 4, Sarah Oliver presented her business model – knitted handbags made by senior living residents – to the five tycoons of “Shark Tank”. If you’ve watched the show, you know...Read More
In the first installment of this three-part story, I introduced my mother who is looking to move from her house into a senior living community. After making it clear to me that she only wants to move into a place that offers all levels of care, in other words, a CCRC or Life Plan Community, she has arranged to visit two places: one has independent living and assisted living but no memory care; the other has only independent living.
I mention this not to belittle my mother but because it is fairly typical of any older person investigating senior living options.Read More
Marketing senior living communities is something I do for a living. As a strategist, I try to put myself in the shoes of an older person who is facing this life-changing challenge. If I can “walk a mile in their shoes”, I am going to be able to create a persona and a voice for my art director and copywriter to use to create effective communications.
Recently, my mother informed me she is ready to consider senior housing.Read More
Every great story begins with a progression of ideas, data and images. These are assembled and distilled into a comprehensive marketing plan and then transformed into a unique brand identity and advertising communication campaign.
At SGD, we adhere to this progression with both more precision in execution of the plan and more freedom in expressing the emotional core of our message. The science and the art.Read More