OMG, I Cannot Believe the Industry is Not That Well Connected

I recently joined LinkedIn.com to increase my visibility with other businesses. In going through my over 600 business cards (people I've worked with in either Senior Expo from '02 to '08, or people I network with), I cannot believe what I found.

I typed in both the company name and the individual name. Out of almost 200 people, most of whom go to several senior networking meetings per month, less than 7% have a profile on Linked In. That's just 14 people. And these are the community relations reps and the owners, folks.

Many might be on Facebook or Myspace, but those are primarily for college kids, not business people.

For an industry that prides itself on referrals, there's definitely a problem.

How Do You Create a Marketing Plan that Makes Sense?

You start by understanding what you already know and have done. First, you’re going to lie out on paper specific things you know about your customer service program, your current and ideal customer profile, and your company strengths and weaknesses.

Next, you’ll analyze your competition, and their strengths and weaknesses. Then comparing their weaknesses with your strengths, you’ll put down exactly what it is that makes you unique, your difference or what’s better known as your Unique Selling Proposition.

By knowing these facts, you’ll know the correct message to convey to your prospective residents, their influencers (boomer children & others). Finally, after studying the different media and marketing tactics and strategies you can use, you’ll decide what methods to use, and lay them out in a comprehensive 3, 6, 9, and 12 months calendar that you can do over and over again.

What's Happening in Your Senior Facility?

Crazy stuff going on out there right now! Who would've thought that Sunrise, the nation's largest, with 2300 properties in the US, would file for bankruptcy protection. Talked to a regional the other day, he claims they're doing OK, now that they're focusing on their core business. Probably will turn out all right, as long as they don't try a marketing line extension again. (That's when companies like Xerox, known for copiers, try to do computers.)

My advice to the senior industry world: stick with your core competency, and expand it with other offerings, not other products.

In the meantime, why not add a comment about what you're doing in this economy to ramp up your patients, residents, or clients.

http://increaseyourcensus.com/

Reece