They’re called the greatest generation or the silent generation, but they are really the story generation. In a 2019 survey with a 95% confidence level, senior Americans reported that their preference for thinking about the people they’ve lost is through stories. But it doesn’t take a survey to know how much seniors love to share stories. It’s their preferred way of talking about what’s most important. If you want to reach and win more seniors, the right approach to telling your brand story is vital.
Stories are the way that people, especially seniors, see the world.
Stories are wired into the human brain, that’s why all major advertising uses a storytelling approach. Stop and think about any of the commercials that you really remember and you’ll see that they all carry a strong storyline. Look at the way insurance companies are telling stories. Geico’s animated Gekko, Progressive’s character named Flo, Allstate’s Mayhem series, and State Farm’s series of mini-stories about humorous accidents all demonstrate this powerful reality. Big money is on a story approach to reaching people because it really works.
Effectively telling your brand story is more powerful than claims or promises.
Every senior living environment claims to have a similar set of benefits. The impact of outreach and ads diminish when seniors and their families view all these claims as similar. A story approach reaches beyond the competition by showing and demonstrating the very same benefits in a way that is both believable and memorable.
Stories reach us in ways that are powerful:
- They touch our emotions quickly and powerfully
- They stick with us and become memorable
- They connect with our hopes and dreams
- They deliver evidence that is convincing
- They create an experience that brings home the brand promise
Stories throughout your marketing
To be effective, stories should be woven into all of the communication and marketing that you do. Websites, print mailing, signage, social media and email should all communicate the stories that fit your brand. The final story is often the tour in which the prospect pictures and tries out a story about what their life would be like within your facility.
How can senior living companies tell their brand story more effectively?
- Define the key differentiators that you offer
- Define the key needs that you meet for seniors as well as their engaged family members
- Describe the ideal experiences (story) of your prospects who become customers and how they experience the unique difference you provide
- Review your print and digital material to see how it currently tells your brand story
- Align the content, imagery and video in your marketing to tell your story more effectively [5 Tips Inforgraphic]