Redefining Retirement Living Through Strategic Marketing Approaches
by Matt shankle
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What you'll discover
when watching matt's story
- Effective marketing requires understanding different customer personas and tailoring strategies to meet their specific needs and decision-making processes.
- Direct mail remains a powerful marketing channel for certain demographics, highlighting the importance of knowing your audience's preferences.
- Content creation should prioritize accuracy and responsibility, ensuring that marketing messages align with the actual product or service experience.
- Artificial intelligence can be a valuable tool in marketing, but human oversight is crucial to maintain brand consistency and quality.
- Metrics like cost per lead, qualified leads, and email engagement rates are essential for evaluating marketing campaign effectiveness and ROI.
- Overcoming branding challenges often involves shifting customer perceptions and demonstrating the value of proactive lifestyle choices.
- Successful leadership in marketing involves understanding team strengths and weaknesses, setting clear goals, and fostering an environment that encourages creativity and professional growth.
Meet Matt Shankle - VP of Marketing @ Heritage Community of Kalamazoo
Matt Shankle is the Vice President of Marketing at Heritage Community of Kalamazoo, a continuing care retirement community that helps older adults live successfully in their later years.
Matt started his career in banking but found his passion in marketing, drawn to understanding the reasoning behind advertising and messaging.
He joined Heritage Community of Kalamazoo 13 years ago, initially viewing it as a stepping stone. However, he fell in love with the industry and has since dedicated himself to improving marketing approaches in senior living.
At Heritage, Matt leads both marketing and sales efforts. He focuses on developing lifestyle-oriented branding and using data-driven strategies to reach their target audience of adults over 65.
Matt is passionate about responsible marketing and leveraging new technologies like AI to enhance their marketing efforts while maintaining a human touch.
Check out Matt Shankle's thoughts on marketing
When it comes to viewing the role of AI in marketing, Matt shares:
"We view AI as a team member. AI is an extremely powerful tool that helps us do our jobs better. Is it going to replace positions or titles or people in some ways? Possibly."
He also shares how he approached developing a go-to-market strategy:
"We're very data focused and very focus group focused as well. I think it's important to start with understanding what is the demand in the market, penetration rates, understanding how many people can be served in a particular market."
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