Marketers – check your inbox at 9am this Thursday morning for The SHIFT

In response to repeated requests from marketers, sales and CEOs, we are bringing back our fortnightly newsletter, The SHIFT. We created The SHIFT in 2017 in response to the overnight devastation the Four Corners program rained on retirement villages, titled ‘Bleed Them Dry until They Die’. The SHIFT was designed to support marketers and to be a creative discussion platform on how to respond to the negative sentiment which hit sales dramatically. By the end of 2019 sales were back on track and reporting the Royal Commission absorbed our editorial capacity.

Confusion, competition and the changing consumer

Looking forward, marketers and salespeople have significant market challenges and opportunities. It’s nearly 2022, and the public (fed by the media) is still confused on the accommodation options being offered for ageing Australians – retirement villages are still confused with aged care homes for instance. Competition for customers across retirement living, home care and residential care is accelerating as operators jockey for survival position as each sector looks to consolidate significantly over the next five years. 800 operators in each sector are forecast to consolidate into 100. Size will matter. And the Baby Boomer is a different customer.

The SHIFT and professional marketing

In The SHIFT we will showcase how professional marketing can ‘shift’ perceptions of ageing towards optimism and positive expectations. Check your inbox on Thursday at 9am for The SHIFT. If you like what you see and want to join the conversation, do nothing and you will receive it every second Thursday morning. Equally you can unsubscribe if marketing and sales are not important to you. If you want to ensure you get The SHIFT sent to you, please update your subscription here. See you Thursday morning!