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  • #999193
    Clinton Moore
    Member
    • Total posts: 21

    My current business is filming family history/life story interviews for seniors. The trouble I’m encountering is that as this is not a common service in Australia and my potential clients can have less computer use, I’m not receiving high levels of organic search traffic online. At the end of the day there just aren’t many people that would even think to search for such a service as it’s not something common like a wedding photographer.

    This has left me a little stumped as most of what I know marketing-wise revolves around online content marketing and SEO.

    So far I have tried dropping off pamphlets to retirement villages around Sydney, but most of these are like Fort Knox and forbid junk mail (which of course I can completely understand given that members of those communities may be more vulnerable to scams).

    I’m wondering what advice you would all have for marketing to this older population when search result visibility cannot be guaranteed and more traditional methods such as pamphlet drops may be difficult to perform.

    Cheers,
    Clinton

    #1218284
    Caauug
    Member
    • Total posts: 9

    Great Idea,
    I wish I had your service 20yrs. ago with my aunt, the last remaining member of my dad’s family.

    Maybe you are trying the wrong age group? 40’s and up?

    I was 35 when I helped my Aunt move into a retirement village, took in all I could but I know I missed heaps…

    Try for age group 30 and up. They may want to do there own also.

    #1218285
    Paul – FS Concierge
    Keymaster
    • Total posts: 3,173

    Over 50’s publications come to mind as does Facebook Advertising.

    That said, I can imagine that the children of Seniors might be the actual buyers so working out how to reach them would be important.

    Studying how firms like Snapfish market should give you some valuable insights.

    #1218286
    Clinton Moore
    Member
    • Total posts: 21
    Caauug, post: 263287, member: 99319 wrote:
    Great Idea,
    I wish I had your service 20yrs. ago with my aunt, the last remaining member of my dad’s family.

    Maybe you are trying the wrong age group? 40’s and up?

    I was 35 when I helped my Aunt move into a retirement village, took in all I could but I know I missed heaps…

    Try for age group 30 and up. They may want to do there own also.

    Yes I’ve been moving to this viewpoint as well in recent weeks. I’m also considering some guest posting on genealogy websites as this might allow contact with more proactive family history buffs. Thanks for the suggestion.

    #1218287
    Clinton Moore
    Member
    • Total posts: 21
    Paul – FS Concierge, post: 263299, member: 78928 wrote:
    Over 50’s publications come to mind as does Facebook Advertising.

    That said, I can imagine that the children of Seniors might be the actual buyers so working out how to reach them would be important.

    Studying how firms like Snapfish market should give you some valuable insights.

    Thanks for the insight Paul. I’d been putting off Facebook advertising due to budget, but it might be time to suck it up and dive in.

    Could you explain what you mean by studying Snapfish for a business like mine. I’m sure it’s just me being daft, but I’m struggling to see the connection between our businesses.

    Cheers

    #1218288
    Paul – FS Concierge
    Keymaster
    • Total posts: 3,173

    Snapfish collects your photos and puts them in a book – the book is the customers story.

    You video people – the story is told in a different format.

    In both cases, people are telling a story and preserving memories…and a story is told.

    #1218289
    ContentCreative
    Member
    • Total posts: 24

    As with [USER=78928]@Paul – FS Concierge[/USER] and [USER=99319]@Caauug[/USER] ‘s suggestions, you may find that the older generation is not your target, but their 35-50 year old children who are wanting to record the history before it disappears.

    My suggestion also would be targetted Facebook advertising. The budget need not be high, just be very specific in your targeting.

    Perhaps also try the retirement villages again, but rather than dropping off pamphlets, arrange meetings to explain your product to them and get buy-in. They may also have newsletters that go out to family members of the residents that would good to get into.

    Another option could be to do a sample video at one retirement home. You could even raffle off the opportunity. This could be a way of getting involvement from operators of the retirement homes. Having a resident watching their own video with other residents in attendance may garner considerable interest.

    #1218290
    Paul – FS Concierge
    Keymaster
    • Total posts: 3,173
    Clinton Moore, post: 263301, member: 113105 wrote:
    I’m also considering some guest posting on genealogy websites as this might allow contact with more proactive family history buffs. Thanks for the suggestion.
    Love, love love!
    #1218291
    Caauug
    Member
    • Total posts: 9

    Lots of good suggestions, I notice nothing for teens and 20’s age group… Fair enough too self centred at that age.

    30’s is when I could have used it, maybe I was not the norm… but why not start early.

    40’s and up…. parents likely +20 years older, 40’s still earning an income to pay for your service.

    Tag in with pre plan planting idea also good for the one that can afford the service.

    Local hospital and nursing home? The local Pub were the clientele is older? Start local and work out.

    The crappie part is once the person is gone there is no turning back time to get the story… Maybe use that as a selling point?

    #1218292
    Zava Design
    Participant
    • Total posts: 1,463

    From what you have written so far, it doesn’t seem you have a good idea of what your target market is, which is step 2 (step 1 being your idea) for any business. You need to work this out before wasting any more of your time and money.

    Once you have worked out who you need to target, then you can work out how to reach this target audience. For example, if it was seniors, then online SEO or Facebook may not be your best channel, you may need to get out to where seniors are, such as local fairs, community meetups and the like, and make your pitch there. SEO/online can be a bit of a copout for many segments, forgetting that for certain segments of the population ideas that worked in the past still work now.

    I’d start really, really local with this kind of idea, as mentioned above.

    #1218293
    Clinton Moore
    Member
    • Total posts: 21
    Paul – FS Concierge, post: 263316, member: 78928 wrote:
    Snapfish collects your photos and puts them in a book – the book is the customers story.

    You video people – the story is told in a different format.

    In both cases, people are telling a story and preserving memories…and a story is told.

    Ah I see where you’re coming from. Thanks Paul. I will investigate further.

    #1218294
    Clinton Moore
    Member
    • Total posts: 21

    Thanks for all the brilliant ideas everyone. I disappeared for a week and came back to so much great advice.

    I agree that I probably need to step back and refocus on the local approach a lot more. The problem continues to be getting access to the retirement homes etc, but I guess like anything that’s about networking and persistence. If anyone has any other tips on getting in for meetings I’d love to hear them. So far I’ve tried phoning the homes (can only access the general number) and LinkedIn which have both been unhelpful.

    I think online SEO is still a helpful feature as it will provide access to the 35-60 age range that might be interested in filming their parents.

    All of this is making me rethink how to deal with what is effectively two target markets i.e. the seniors and their children. Given this I don’t think it’s going to be possible to have one simple marketing approach (as if there ever is!).

    Lots to consider!

    Cheers,
    Clinton

    #1218295
    Thrive Promotional
    Member
    • Total posts: 146

    Perhaps old fashioned, but I would prepare a PR release … ideally with a backgrounder with a case study. Then I would make direct (phone) contact with all the relevant e.g. NRMA, Seniors Magazine and regional newspaper editors in your demographic target. All have digital versions as well .. so fingers crossed a double hit.

    Check out possible speaking engagements for a ‘general’ talk about sharing memories. There are many seniors groups (e.g. check out large shopping centres as they often have community group gatherings).

    As others have said, it is perhaps the 40 or 50 somethings that may be keen to record their parents stories.

    Perhaps some seniors expos ?

    Partners .. do you photographic/film as well as record? Perhaps a partnership with photographer to offer a package i.e. photo session with family history. Even contacting companies that specialise in downsizing may be a good partnership.

    All the best ..
    Morgan

    #1218296
    Clinton Moore
    Member
    • Total posts: 21
    Thrive Promotional, post: 263651, member: 1567 wrote:
    Perhaps old fashioned, but I would prepare a PR release … ideally with a backgrounder with a case study. Then I would make direct (phone) contact with all the relevant e.g. NRMA, Seniors Magazine and regional newspaper editors in your demographic target. All have digital versions as well .. so fingers crossed a double hit.

    Check out possible speaking engagements for a ‘general’ talk about sharing memories. There are many seniors groups (e.g. check out large shopping centres as they often have community group gatherings).

    As others have said, it is perhaps the 40 or 50 somethings that may be keen to record their parents stories.

    Perhaps some seniors expos ?

    Partners .. do you photographic/film as well as record? Perhaps a partnership with photographer to offer a package i.e. photo session with family history. Even contacting companies that specialise in downsizing may be a good partnership.

    All the best ..
    Morgan

    Love these ideas Morgan. I’ve looked into some speaking opportunities already, but the PR release was something I hadn’t really considered.

    The partnership idea is definitely interesting, but my experience so far has been that there is limited interest from other companies in partner. Although I had mainly focused on funeral and nursing homes.

    Cheers,
    Clinton

    #1218297
    Thrive Promotional
    Member
    • Total posts: 146

    I think you have a really appealing service Clinton.

    From recent experience funeral homes may not be the best option … families are ‘exposed’ to lots of suppliers such as caterers, flowers, printers etc. Probably too late for your service.

    I definitely think down sizing companies would be worth approaching and even real estate agents re referral opportunities (it can be traumatic leaving a long held family home, so if you can provide a memory that includes that aspect of their life)??

    Maybe also libraries … worth talking too as they often have community interest exhibitions/displays.

    The last thoughts for you would also be culturally specific organisations i.e. thinking Italian and Greek as they have strong community and family bonds .. but not exclusive!

    … and increase instagram stories/images. Ramp this up as it is inexpensive even if you are not skilled at social media (I’m claiming that status!).

    Good luck
    Morgan

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