Media Mention: Agencyspotter

I was recently interviewed by Agencyspotter as a “Marketing Expert”.

It’s a smart tactic. Agencyspotter is primarily a company with a product to sell – not a media company. A smart person on their content team looked up the top “social CMOs”. Chief Marketing Officers who had strong followings either on twitter, their blog, email lists, etc. They are obviously reaching out to those fols, doing “expert interviews” and posting those interviews on their site.

It’s smart because it both gets them immediate unique content, but it also flatters the CMOs to share that content through their own social media channels (like I am doing right now).

In any case, they did it well, it was a solid, respectful interview and their write up is on-point.

Here is the full interview summary:

http://co.agencyspotter.com/marketing-analytics-for-the-c-suite-an-expert-interview/

Media Mention: The Street

A few weeks ago The Street wrote a trend piece on how children are increasingly becoming responsible for their parents financial well-being when it has traditionally been the reverse. As part of the article I was quoted based on a survey we had done at A Place For Mom on how prepared families were for senior housing needs.

“Through our work with families, we find that it’s quite common for adult children to provide financially for their aging parents, but it’s not often clear if families had expected or planned to do so,” said Ed Nevraumont, chief marketing officer with A Place for Mom, a senior living referral service that co-commissioned the survey.

Here is the full article: http://www.thestreet.com/story/13179355/1/why-your-parents-retirement-could-become-your-financial-burden.html?

Media Mention: Top 10 CMOs to watch in 2015

Wealth Engine recently released their Top 10 CMOs to watch in 2015.

It’s unclear how the list was made. My guess is the SEO team at WealthEngine thought they could get some social-juice/link-juice by promoting some CMOs that have large social media followings/blogs. Well it worked. Here is their link:

http://www.wealthengine.com/resources/blogs/wealthengines-10-cmos-watch-2015

Interesting that they built my profile without speaking to me. Itwas just pulled from this blog I believe (with some errors like saying my “Marketing Is Easy” book is complete, when I think that is only about 10% true)

Media Mention: Time Magazine

It has been a couple of weeks since I have posted here. The new baby has made it hard enough. Then last week I spent the week in India talking to 15 different tech CEOs there. I was last in India in April last year (Here is the post I made based on what I learned on that trip). This was the return engagement. I was hoping to write up my summary of the trip on my flight home, but I ended up sleeping and watching the Hunger Games instead.

Expect the India Part 2 update in the next couple of weeks.

In the meantime, yesterday I did an interview with Money.com (part of the Time group). The impetus was APFM’s release of a price index for senior housing. There are lots of senior housing price index’s out there, but all of them are built on self-reported data from the communities. But APFM is the only one in the industry that knows what people actually pay.

Each method has its advantages. The self-reported data allows indexes to track changes in the asking price for care, our index allows tracking of changes in what people actually pay. If discount levels change over time, our index will catch that (the traditional indexes will not). If the average care requirements of seniors moving-in are going up  (or going down) over time that would not change list prices (traditional indexes) but it would affect our index (because actual prices paid would be going up).

Again, each method has its own advantages, but until now there has only been one method to get any data at all. I’m excited we’ve pulled together the unique data set we have to expose what people are actually paying across the country. It’s our attempt at bringing a little more transparency to the industry.

Phil Moeller at Money.com was a pleasure to talk to. What started as a discussion just about the index went much broader. We talked about the challenges people have looking for care. How it is much more expensive than many people think; How important it is to start thinking about it early; How the housing bust in 2008 is now causing prices in senior housing to increase as supply has not kept up with the recent spike in demand; How those increases in prices are causing people to wait longer, driving down demand, and increasing the average age of the seniors who move.

His full write-up on our interview can be found here: http://time.com/money/3757215/retirement-community-prices-choose/

EDIT 3/26/2015: Senior Housing News has also picked up the story. Their version is here: http://seniorhousingnews.com/2015/03/25/a-place-for-mom-launches-national-senior-living-price-index/

 

 

Media Mention: January post-Xmas and Senior Living

I was recently interviewed for Senior Housing News about how families with seniors who need care manage around the holidays. The article focused on the business side: how operators see a huge jump in volume right after Christmas every year. Post Christmas the industry sees a 40-50% increase in volume. That compares to other holidays like Thanksgiving and Labor Day which see a 5-10% bump. Post-Mother’s Day unfortunately does not see lift at all.

There were three of us interviewed for the piece. My contribution is in the middle. Here is the link:

Senior Housing News

Media Mention: Lessons Learned

I have not been good about updates recently, but I will be using some time over the holidays to get some more pieces out. To start with a few posts catching up on some recent media mentions.

Earlier this month I had a short piece published in McKights about what we have learned at APFM over the years. It is tied to the fact that we have recently passed the threshold of connected over 1 million families to senior housing communities. Obviously I wasn’t here for all of it, but the current team built off the base the founders created. Fun fact: Given recent growth rates more than 50% of those connections happened in the 3.5 years I have been here (vs the ten years before when I wasn’t)

Here is the piece: Lessons learned from helping a million families

 

Zintro recently wrote a piece on the biggest mistakes companies make when doing market research. I was quoted:

The biggest mistake is not deciding beforehand what they will do with the answers.

Most of the time Market Research is done for the sake of it and to feel good about a
decision you were going to make anyway. Good market research design helps you make decisions – by deciding before you even start how different answers will cause you to go forward with different routes. If you are going to do the same thing regardless of the result you get back you are wasting your time – and lining the pockets of the services company (who will be happy to take your money)

Here is the full article: 30 market research experts reveal 1 biggest mistake companies make contracting market research

 

CIO.com wrote a piece on which Digital Marketing Strategies one should use to target Boomers. I was quoted:

Don’t discount the power of the telephone, says Edward Nevraumont, CMO, A Place for Mom, which connects families to senior care. “Even Expedia still does 25 percent of its bookings over the phone. The internet is great for a lot of things (including keeping costs down), but it’s almost always worth it to make it easy for someone to pick up the phone and call you to help complete a transaction.”

Full article is here: 9 digital marketing strategies to woo baby boomers

 

Now I get to sit down and write something new. Stay tuned.

Media Mention – New York Times – Expedia Elite

This is an older mention from back in 2010 when we launched the VIP hotel upgrade program when I was leading Loyalty at Expedia, but since it was in the New York Times I thought I would share. The program has continued after I left and is now a key revenue driver for the company globally. I’ll talk more about how these tier-based loyalty programs work when I get to that section in the book.

Here is the excerpt:

When members of Elite Plus (www.expediaeliteplus.com), Expedia’s frequent-guest rewards program, stay at selected properties, they are automatically upgraded on arrival, if a higher-grade suite is vacant.

Since October, the online travel agency has been slowly rolling out the service, beginning at 84 hotels in Miami, Fort Lauderdale and other cities in Florida. By the end of this month, hotels in Atlanta; Charleston, S.C.; Denver; Los Angeles; Raleigh-Durham, N.C.; San Francisco; San Jose, Calif.; and Seattle will be offering the upgrades. Participating hotels display the “VIP Access” logo on their Expedia listings.

“Some hotel managers add other perks, like a bottle of Champagne,” said Edward Nevraumont, senior director of customer loyalty at Expedia.

Expedia is the first of the major online travel agencies to provide gratis hotel upgrades automatically to high-spending travelers. Customers are enrolled in Elite Plus by default after they book through the site at least 15 hotel stays in a year, or more than $10,000 in hotels and airfares annually.

Major hotel chains, like Starwood and Marriott, have long provided upgrades to the estimated one million Americans who spend about $10,000 a year or more on travel. And some independent hotels have also banded together to create loyalty programs, such as Stash Hotel Rewards and Leaders Club Rewards from the Leading Hotels of the World.

Here is the full article:

intransit.blogs.nytimes.com/2010/12/27/expedia-offers-free-room-upgrades-for-top-customers/

Media Mention – Find a Boring Industry

About a year ago I wrote a blog post for the Wharton Entrepreneurship Blog entitled, “Find a Boring Industry”. It was picked up by a few business magazines, but Wharton had the original.

Here is an excerpt:

I am often asked to take calls with friends of friends who are thinking about starting businesses. Not a single call has been about senior housing, but I have had dozens about the restaurant space. The same ideas come up again and again:

  • A booking engine for small businesses
  • A simple loyalty program for small businesses
  • A marketing tool to get more visitors into the restaurant (usually involving an iPhone app)
  • A way to get more information about diners and use analytics to market to them (usually via email or an app)

Someone once gave advice to new writers: “write what you know.” This led to an inordinate number of memoirs and loosely fictionalized angst about 20-something writer-narrators. That has a parallel with entrepreneurs trying to solve problems they see in their own life. For example half of the new mothers I know have started building businesses to solve newborn problems. Better advice for both writers and entrepreneurs is to “know what you write.” Yes that may mean writing about your life or solving a problem you already encounter. More likely it means doing research and finding an area that is less explored. It makes for a more original, interesting novel and it makes for a business that doesn’t have to be the best, luckiest and richest in order to be successful.

 

The full article is here:

beacon.wharton.upenn.edu/entrepreneurship/2013/06/find-a-boring-industry/

Media Mention: TechPageOne by Dell

I was interviewed a while back by a reporter for TechPageOne. She was trying to understand how companies could created automated personalization and keep it authentic. I countered her premise: I really believe that you shouldn’t automate personalization. You SHOULD automate anything that isn’t personalized. You should also build a great product that works for a lot of people. And you should build different products that appeal to different types of people (I refuse to use the word ‘segments’). But trying to create computer program that will create a unique product for every customer is usually a waste of time (at least until you have a lot of other stuff figured out).

Amazon has been doing this for longer than anyone. Today they recommended I buy a Microsoft Surface Tablet. They did this (I assume) because I bought Microsoft Surface Tablet about a month ago. This is a bad idea because:

  1. I bought the Tablet as a gift. I didn’t call it a gift when I checked out, but I can’t believe that’s uncommon
  2. I just bought a Microsoft Surface Tablet a month ago! Why would I want a second version of the same laptop a month later!?!

And these guys are the best in the world at this.

Don’t get caught trying to out-Amazon the stuff that Amazon isn’t even all that good at. Focus on getting your basics in order – like having a product that is good enough that it doesn’t need personalization to compete.

Here is an article excerpt:

“Before thinking about personalization, focus on making your audience’s experiences better,” says Edward Nevraumont, chief marketing officer at senior living advertisement company A Place for Mom.

This process begins with old-fashioned research. Nevraumont encourages marketing leaders to talk with their core customer segments to better understand what these audiences find valuable. This due diligence process can help businesses develop a personalization strategy without being invasive.

“A far better way to do personalization is to ask people what they want and then create a great experience to get them what they want, rather than guessing,” says Nevraumont.

Here is the link to read the full article: TechPageOne.Dell