The Impact of Technological Innovation on the Marketing of the Senior Services
Industry. Neil Hair, Chartered ... Two deliverables, marketing plan & presentation.
The Impact of Technological Innovation on the Marketing of the Senior Services Industry. Neil Hair, Chartered Marketer, PhD. Assistant Professor of Marketing
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Overview • • • • •
Technological impacts New Worlds Old Challenges New Mind Set Options
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Technological Change
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Technological Change
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New worlds • • • • • • • • • • • • • • • • •
SecondLife MySpace facebook Localized wiki Wikipedia Twitter .mobi Internet TV Corporate blogs Consumer blogs Sponsorship Crowd sourcing Careervault Linkedin Relationship sites The electronic community The whole web 2.0 movement copyright Neil Hair 2009
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Old Challenges • Convincing the old to give up their homes and independence • Poor service • Distrust of the industry • Scepticism of the consumer • Emotional anguish of the customer • Understanding how people shop for senior services copyright Neil Hair 2009
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New Perceptions • • • • • •
Customer Experience Lifestyle segmentation Innovative touch points Word of mouth has gone digital So have the complaints and concerns The young @ heart movement
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Innovative Touch Points • Online Social Networking Movement • • • • •
50% of the over 50’s have internet 7% look for love online 22% play bingo 43% buy and sell on ebay 98% year on growth of the 35+ segment using online social networks
Source: Ofcom
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Innovative Touch Points
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Mid 2006 most subscribed to producer on YouTube Part of the band Zimmers
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Thoughts on Projects for you • Digital Word of Mouth • Reputation Management • Community • Cross Channel Integration • Student Project copyright Neil Hair 2009
Lifestyle Experience Cool factor WOM Invigorates Metrics Field Day 14
Who we are • • • • • • • • •
Top 5% best business schools One of the smallest Hands on experiential learning Partnership oriented Dynamic faculty Creative students Cross college collaboration Integration – technology, creativity and business One of largest & most-established co-op programs in world copyright Neil Hair 2009
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What the projects do • • • • • • •
Solve practical marketing problems Application of ten weeks of theory Two deliverables, marketing plan & presentation Extends the win-win philosophy Helps innovate / local creativity Can be B2B OR B2C OR C2C Can be established or start up operations
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Examples • Strategic Marketing plans: – – – – –
Extend reach Explore new markets Explore new channels Explore new methods Innovate old ways
• Strategic Internet Marketing plans: – New sites – Social networking – New worlds copyright Neil Hair 2009
Where are we now? Where do we want to be? How might we get there? Which way is best? How do we ensure safe arrival?
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What projects don’t do • • • • • • •
Implement the plan Actually redesign websites or marketing campaigns Change half way through the process Offer you free labor for existing tasks Guarantee success Provide you with direct sales Overwhelm you with jargon
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Profiling our Students • Undergraduates – – – – –
Full time traditional and non traditional students Creative, innovative Advocates of new technology Resourceful Ultimate guerilla marketers
• Graduates – Returning students with experience – Young professionals looking for rapid career advancement
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Benefits • • • • •
Cutting edge theory Creativity, problem solving Possible employment Internships and co-ops Helps keep the best in Rochester
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Process • Requirements: • • • • • • • •
Defined projects work best Mindful of the timeframe Budget in mind Meet with students at least twice Honest about your issues Open mind Marketing problem in mind Debrief
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Timeframe • • • • •
1st Contact week 2 of the quarter. Students send initial questions. 1st meeting on site or on campus. Week 6 review of options with client. Week 11 presentation and submission of plan.
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What makes us different • • • • •
Quality versus quantity You own the output of the project The process is quick – ten weeks Our students are strategic AND tactical We always debrief
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The Impact of Technological Innovation on the Marketing of the Senior Services Industry. Next steps.. Check out the lecture section of www.neilhair.com copyright Neil Hair 2009
