Inside-Out Marketing: Part 1

"Inside-Out Marketing" is a highly-effective, yet under utilized, marketing strategy. In concept, it means taking advantage of the opportunities right before our eyes before moving on to the mass media. Marketing in the senior housing industry tends to be blind to some of its greatest resources. We overlook what could be the richest lodes to mine. Picture a bulls-eye. The outside circle would contain such things as billboard advertising and the mass media. Farther in, the circle would include our strategies involving direct mail and networking with discharge planners. The inner circle is our target. These strategies call for building relationships with those people who already have a connection with our community. Start with the residents and network with their relationships. Explore the staff's potential for contacts and referrals. Nurture vendor relationships. Consider the strategy of utilizing the resident's own contacts. Invite a resident's physician, their attorney, their pastor, or any other trusted advisors to come have lunch with you and the resident. Better yet, have the resident do the inviting. Send a photograph, showing the resident enjoying life at your community. Drop these professionals a short note, updating them on some of the resident's activities, including a short note from the resident. Such correspondence will be passed on to others and appreciated, unlike much of the "advertising junk mail" they usually receive from our industry. In the coming issues, look forward to discovering more "inside-out marketing" ideas you can put into action immediately. Read past articles »

Staff Sales Training

We focus on the fundamentals to give your facility a solid foundation.Training is a necessity if our staff is to stay current, hone their skills, learn new strategies, and adapt to ever changing conditions. We are firm believers in the importance of training and will design one-on-one and group training for your facility leaders, marketing staff, and even front line staff.  Training topics include basic and advanced selling skills, professional networking strategies, and customer service training. Find out how we can help »

Conference Speaking

Our experience and knowledge will assist you in meeting your goals. It is crucial that we develop specific traits and skills in our leadership and staff. Providing well- trained leadership produces results; it doesn't just happen by looking professional and being personable. Many of our conference presentations also include resource material that can be kept and shared with the rest of your staff and any future employees. Find out how we can help »

Business Plans

Our experience will guide you through the process. We can assist in the preparation of your business plan no matter where you are in the process or the amount of financing you need. Our services include the research, the organization, the preparation of materials you may need, and the writing experience. We bring to this service years of experience from profit and non-profit perspectives.   Unfortunately, many studies have shown that a large percentage of new businesses fail. Of those, more than half never had any outside guidance. The business plan must give accurate data as opposed to projecting someone's dreams. The business plan must convey your objectives and the steps you plan to take to achieve them in a way that convinces others that the goals will succeed. The plan must paint a picture that the reader can sense to be real and possible. Find out how we can help »