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Graeme Smith Articles

Written by: Graeme Smith

Why mature age Australian Consumers? Because that's where the money is! - Click To Read Article
When infamous felon Willie "The Actor" Sutton was asked why he robbed banks, he replied by stating the obvious - "because that's where the money is!". That reply is equally obvious, and accurate, whenever a business owner or manager asks why their business should target mature age Australians - "because that's where the money is!".

The Justification for Online Marketing to Mature Age Consumers. - Click To Read Article
As an active and vocal proponent of internet based marketing to Australian mature age consumers, I am often questioned on the financial benefits of an increased emphasis on online, versus offline, marketing activities. What is the targeted Return on Investment (RoI) that will justify the proposed expenditure on our website, or writing blogs, or other social networking?

What is your Retirement Community business model--Hospital or Hospitality? - Click To Read Article
Does your Retirement Community seek to attract mature age consumers who “need” to move into supportive retirement accommodation, or are you seeking to attract those who “want” to move from their current housing arrangements into the alternative you offer? Based on this answer, your business model should take its lead from either best-practice Hospital or Hospitality operators.

Relocation Packages-Coming to a Retirement Village near you? - Click To Read Article
In all the marketing activities developed by operators of Australian Retirement Village and Aged Care facilities, regardless of the location or style of the facility or the financial capacity of the targeted residents, the concerns of the market segment with the highest potential RoI appear to be consistently ignored, or inadequately addressed.

Marketing and Sales Masterclass for Australian Operators of Retirement Village and Aged Care Facilities. - Click To Read Article
My job is to create business opportunities for my clients – based on my knowledge of the consumer behaviour of mature age Australians. My intention with this Article is to plant some seeds, to leave you wondering. To have you seeking answers to questions that you thought were long settled. Hopefully, some of the sacred cows of your industry, and your organization, end up as hamburgers at your next company bbq. What business are you in? If your answer is that you are in the business of developing and operating Retirement Villages, or Aged Care facilities – that may be your best answer. Or that answer may be what limits your future opportunities

Marketing Accommodation Options to Mature Age Prospects. - Click To Read Article
An Article I wrote with the provocative title "The End of Retirement Villages? Yes Please!" generated a few robust responses from Australian providers of community-style accommodation for the 55+'s - which they typically choose to market as "Retirement Villages". Those responses have confirmed I need to clarify the concerns I attempted to raise in that article - firstly the importance of selecting, and communicating, the right name and market position for your accommodation option's target, and secondly, changing the reality of the lifestyle your accommodation option offers to prospective residents.

Communicating With Mature Age Consumers - Word of Mouth Vs Word of Mouse - Click To Read Article
A truism as old as the concept of advertising itself is that "Word of Mouth" is the most effective, most credible, and therefore the most valuable form of advertising. That belief went unchallenged for all of the 19th and 20th centuries, whether applied to communications between consumers, or between supplier and consumers, particularly when the mature age market was targeted.

Trust-Paced Marketing and Sales. - Click To Read Article
The pace of progress for marketing and sales activities cannot exceed the pace of establishing an acceptable level of mutual Trust. In converting prospects to customers, a consistent contributor to the erosion of Trust is the lack of congruence between marketing and sales activities and perceived attitudes. The role of Trust-Paced Marketing is to build a reputation or a brand that inspires Trust within your target marketplace. Trust-Paced Selling is not intended to replace the activities or steps nominated within the organisation's current Sales Process, but to pervade and penetrate the existing Sales Process and to act as a set of guiding principles and a measuring stick for all future evaluation and proposed amendments. Trust-Paced Selling is not a sales tactic, it demands authentic commitment to its principles

The Reality of Encore CareersWhy the word Retired should be retired - Click To Read Article
In Australia, 75% of Baby Boomers, born between 1946 and 1964, see themselves in full or part time paid employment, including self-employment, beyond age 65. And this statistic was compiled before the impact of the current economic circumstances on superannuation balances and share market investments. The status of “Retired” is no longer regarded as the ultimate reward or destination; later life, even after age 65, is now an unfolding journey, with part time work and job sharing becoming the norm. If the vast majority of Australian mature age consumers will not consider themselves as full time, or even potential “retirees”, what marketing problems does that cause for all those concepts, products and services featuring derivations of the “R” word at the core of their marketing?

The Question of Trust -- How much business is done without it? None! - Click To Read Article
Before any business activity will commence, there must be an acceptable level of Trust in the outcome. No Trust means no progress -- No exceptions! Trust is dissected into two distinct components -- Character and Competence. People in all facets of life assess the trustworthiness of themselves , and the business they represent, by their intentions, but they assess the trustworthiness of others by their actions, and even more harshly, by their results. All businesses need to refine their ability to appropriately communicate the results they have achieved for all stakeholders. It is vital they are seen to take responsibility for their results -- not their intentions, and not just their actions. Taking responsibility for results will build trust with stakeholders -- even if the results were not what was planned or hoped for.

Housing Options for Healthy Wealthy Wise Boomers - Click To Read Article
The vast majority of today's Baby Boomers are strongly committed to "ageing-in-place", continuing to live in the conventional housing of their choice, within a community which meets their cultural and recreational needs. And their housing choice is being driven by their lifestage, including work status and their affinities, not their biological age. Importantly, the Housing Industry must solve "The Downsizing Conundrum".

Annual Trust Barometer -- the lessons for Australian business. - Click To Read Article
Every year the world's largest PR firm conducts a significant study of trust and credibility. The 2009 Edelman Trust Barometer for the first time includes Australia. 74% of Australians surveyed trust companies less than a year ago -- 4th highest of 20 countries and above the global response of 62%. Only 39% of Australians trust companies to do what is right; much less than in all of our trading partners. Global response was 49%. 53% of Australians trust government to do what is right, well above their trust of Australian business, and the global figure of 44%. "This year's Trust Barometer leaves no doubt there are tangible consequences for businesses that gain -- or lack -- the trust of their stakeholders. Trust influences consumer spending, corporate reputation, and a company's ability to navigate regulatory environment."





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