Question

Topic: Strategy

Luxury Nursing Home - How To Target Hnw People?

Posted by DuncR on 4/23/2013 at 4:52 PM ET 250 Points
Hi All

A question from the other side of the pond :)

I'm working on the SEO for a luxury nursing home, a very, very nice place indeed where clients who've been used to a high standard of living during their working life can live out their days in the luxury akin to a stately home.

I'm fine with the SEO side of things, that's my main discipline but I'd like to be able to add in some areas of offline marketing to give them a boost.

They specifically need to get in front of High Net Worth individuals (or their offspring who are often the ones doing the actual searching for a suitable residence) who would have the funds & the inclination for this level of service.

Can anyone give me a steer on how to target at this segment?

Many Thanks
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RESPONSES

  • Posted by Jay Hamilton-Roth on 4/23/2013 at 5:11 PM Accepted
    I'd start by focusing on the nursing home members - what organizations are (were) they associated with? That'll provide a warm introduction to groups of people likely to have similar demographics as you're targeting.
  • Posted by Moriarty on 4/23/2013 at 5:37 PM Accepted
    Another approach is to look at this from the customer's point of view. Why did they choose you? Why did their offspring choose you? Using that information would lead to some interesting areas to explore with online SEO strategies.

    The other thought is are you using other online advertising strategies - Google's display network is extremely powerful in the right hands. It is also very quick at determining good taglines and for split-testing ideas that can be leveraged to offline media for amazing results.

    It's a bit later this side of the English Channel, and I'm off to bed. Catch you in the morning to hear what you think. M.
  • Posted by DuncR on 4/23/2013 at 6:15 PM Author
    Thanks for the thoughts so far Gents.

    That's a great idea Jay, I'll ask if staff can tease that information out of the residents. (Asking too directly is probably not going to be permitted as the place has the ambience of a luxury hotel/stately home & resident privacy is all). That could set off on all sorts of tangents :)

    Thanks too Moriarty, I've asked if that information has been previously collected so we shall see (I suspect not).
  • Posted by Jon Hungerford on 4/23/2013 at 8:02 PM Member
    Once you've got some insight into your customers as per Jay and Moriarty's suggestions, I think it would be worth trialing a magazine advertisement strategy.

    Get a good, strong relevant message from your customer research, then identify one or two magazines that you think would reach your target audience.

    Airline magazines are full of luxury goods and services advertisements like this. Advertise with a premium carrier, not a budget airline. For instance, if I was doing this exercise in Australia I would consider Qantas, Virgin or Emirates (for potential rich tourists who decide they like the country or place so much they would move there). I wouldn't advertise in ones like Jetstar or Tiger.

    In fact, I wouldn't advertise anything in Tiger unless it was "How to get the most out of your welfare cheque" or something similar. Tiger Airlines, how I hate your low-classness...

    You could also consider some business type magazines. Business lifestyle type more than pure business magazines like HBR, perhaps.

    You could try one magazine from each of those types, see which gives the best return. And also test your ads.

    Obviously this is not a cheap strategy, which is why you would need to have a good idea of your customers before you start.

    If you do decide to try this, then I would recommend that you stick it for at least 2 or 3 advertisements. I don't really subscribe to the idea that people need to see your advert 6 or 7 times (any more, thanks for the shout-out to Perry Marshall, Moriarty), but you still need to prove it properly I think, and also test a couple of variations.

    I wonder if there's a certain time of year that would be more effective as well? When do wealthy business people think more about retirement? Could it be end of calendar year, or end of financial year? Or is it event driven, perhaps? Could there be more people teetering on the brink of retirement after the latest negative financial news?

    Just some thoughts. What sort of offline marketing do they do now, anyway?
  • Posted on 4/24/2013 at 1:32 AM Member
    Adding to Jay's ideas, how about leveraging your current residents and their adult children? Perhaps they might be able to give you leads on their friends and cohorts.

    Consider birds-of-a-feather-flock-together. Person/couple one can most likely influence their friends, etc.

    Best of luck.
  • Posted by Moriarty on 4/24/2013 at 3:11 AM Accepted
    Good morning. Firstly, you can always slip in a question in one of your newsletters. Just offer a prize or something if you feel this would go down well with the readership. What you need to know is the motivation to come to your pensioner's palace - okay?

    Because what you're likely to find is that at a certain point your strategy isn't bringing in leads any more - or that they're getting too expensive for your budget. That's when you need to consider other motivations, because one group of people will choose you for one reason. That your current advertising draws them doesn't mean that all your POTENTIAL customers have been targeted.

    Okay, that's a bit of a mouthful with your morning cuppa. I'll try and rephrase it all.

    So think that your customers chose you for a reason, and there is a motivation behind that decision. Target that motivation and you'll get some good quality leads. My point is that there will be another group of people who would equally enjoy residing with you - only would choose you for very different motivations. Let's say it's the grounds and not the house itself - or something totally different altogether (now understand that it's not for you or I to say: this needs research into your customers and those who aren't your customers but might be).

    This takes you right outside your current customer base. More to the point is that all these things can be used online at modest cost to see if they actually work.
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