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Are you a senior living executive looking to solve a complex marketing mystery or challenge? In this gripping podcast, you will gain tools to uncover the marketing problems killing your organization fastest, strategies that will focus you on the right clues, rather than distractions, and evidence of much more lasting marketing solutions. Real executives like you are engaged in active listening and strategic thinking to solve real marketing mysteries with facts and data. Guests include senior living executives in sales and marketing as well as select sales and marketing consultants to their organizations. Gain clarity on how you can increase ROI, generate higher quality leads and sustain long-term success. Immerse yourself in the suspense, sleuthing and satisfying endings to solve your marketing mysteries! Voiceover: Robin O'Donovan, Artwork: Stephanie Vecchiarelli, Audio Editing and Mastering: Wendy O'Donovan Phillips, Molly Waters, Melinda Gisbert, Copyediting: Evan Franklin. Your host Wendy O’Donovan Phillips is CEO of the senior living marketing agency Big Buzz, www.bigbuzzinc.com. She is the author of two marketing books available on Amazon and her firm consistently exceeds $1 million in annual revenues, which only 1% of women-owned businesses achieve, by applying the marketing solutions you will learn in this podcast. She is one of 1.5% of U.S. marketing agency owners to have sat on the Forbes Agency Council. She has dedicated her career to solving complex marketing mysteries.
33 Episodes
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Is authenticity still alive in marketing? My guest in this episode is Bethany Parker, Founder & CEO of the Cresso Collective. She and I talk about finding authenticity in leadership in the least expected ways, how the Women President Organization creates a safe space for businesswomen to be authentic, how to infuse authenticity and human connection in AI-enabled marketing efforts and how it is our civic duty to authentically seek out understanding of our political landscape regardless of ...
The Leadership Mystery In this lively discussion with my friend Dr. Jim Boyle III – a distinguished and accomplished oral and maxillofacial surgeon who is a leader with the American Dental Association, Pennsylvania Dental Association and the Pennsylvania Society of Oral & Maxillofacial Surgeons – we cover historical tidbits on leadership, athletics and leadership and music and leadership. Jim brings to light the attributes of leaders like Abraham Lincoln, Benjamin Franklin, John Woo...
The Differentiation Mystery A worry-free home. A personal living experience. Warm staff. This is Aliviya Rose Manor, headed up by Terrance Schabilion and his wife Wendy. Their small, private community is nestled in a residential neighborhood, creating a comfortable environment and providing socialization and fun. It’s different. Seth Godin Purple Cow different. In their words, “Our home is the right size where our residents feel comfortable and a part of a group.” In this episode, Terr...
The Automation Mystery Marketing automation isn’t really about the mechanization of communications, it’s about helping as many families as your community possibly can. There are two universal truths in marketing, says my guest in this episode, Sean Leonard, CEO of ActiveDEMAND: 1) We have too much information; and, 2) Everyone needs help. With that in mind, our jobs become making marketing better, infusing it with the creativity, inspiration and sense of trustworthiness that helps older adul...
In this episode, Jenni Bost, Vice President of Marketing with Radiant Senior Living, and I unpack together the proper use of AI in marketing. The story starts with technology preceding artificial intelligence. She and I both believe in first gathering survey and analytic data to identify the types of marketing that have the biggest impact on sales. This data offers guideposts as to where to focus efforts. We discuss how the right marketing automation and CRM software can further strengthen re...
Too much management, not enough leadership. That’s what my guest, Shane Ness, Regional Director of Sales at MBK Senior Living, and I believe is the root cause of low occupancies from a sales perspective. In this episode, Shane and I explore the real secret to building trust and relationships with the sales team, a two-day “Tour Development Sales Training” he swears by for improving census fast and ways to connect person to person, heart to heart, rather than getting swept up in the busy-ness ...
My guest in this episode is Niki O’Brien, Director of Sales and Marketing with Legend Senior Living and winner of 2016 Argentum Sales and Marketing Director of the Year. Niki loves solving problems with her team and is an expert on revenue growth, maintaining the highest level of occupancy and developing and executing sales strategies. In this episode, Niki and I explore sales strategy as framed “Heart Work,” a mainstay of Legend Senior Living’s culture. We discuss how strategy is different t...
After families make the decision to move an elder into a senior care community, there is a natural feeling of disconnection opposed with a deep desire for involvement. My guest in this episode is Doug Wilcox, CEO of How’s Mom, an app provided by senior care centers to help families communicate with care staff and keep up to date on loved ones in senior care. Doug and I discuss how technology can make involvement easier, care more well-rounded and families more connected. We also discuss how i...
If we just shared our secrets and set and worked toward the right industry benchmarks, there are enough aged adults in the U.S. to get every operator in the nation to 100% occupancy. This is the philosophy of my guest in this episode, Cassie Tweten, Chief Sales Officer with Arrow Senior Living Management. Together, she and I explore seven challenges facing senior living sales teams now, we focus on the one challenge we deem “the shark closest to the boat,” and we envision a new future for sen...
Are your communities addicted to referral agencies? In this episode, my guest Angie Hildebrandt from 31-location Our House Senior Living unpacks why the industry is glued to referral agencies, what it’s costing senior care organizations like yours and steps to take to stop using them in favor of nurture marketing that earns higher and steadier returns. She laments that her company was once investing six figures with multiple referral agencies, only to find the returns were far lower than the ...
My guest in this episode is Tom Sanders, the mastermind behind Senior Stock Photos, a stock photography company that provides stock photos of seniors over the age of 55. What I love most about Tom’s work is that he creates authentic senior stock photos that truly celebrate aging – none of that run-of-the-mill stuff. Together, we uncover why stock photos from big box outfitters don’t connect: the photographer must have a connection with their subject, and it is that connection that shines thro...
Some folks are just naturally curious, creative and engaging, and Rachel Hill Creative Director for Senior Living Foresight, is one of them. In fact, Rachel is one of my favorite creatives in the senior living industry. She’s a writer, she’s a blogger, she’s a videographer, she’s a podcaster, she’s an influencer. In this episode, she and I talk about the importance of curiosity in sales and marketing, insider tips on off-the-charts social media marketing engagement and even our least favorite...
Sales and marketing outcomes are directly impacted by inputs. What inputs are mission critical? In this episode, my guests say critical inputs include research to uncover true messaging from brand to values and beyond, mutual respect for everyone on the internal and external team, dedicated and structured inter-team communications and repetition, repetition, repetition. I talk with Lisa Detweiler, VP of Sales and Marketing, and Jodie Roberts, Director of Marketing, both with Senior Services o...
There are clues lurking in your existing marketing that will reveal your preferred buyer’s journey right to your door, show you precisely what is working well that can be bolstered for stronger results and expose exactly what’s not at peak performance that can be built better. Can you see those clues? My guest in this episode is Eric Murphy from ActiveDEMAND, and he reveals ways we can find and act upon those clues to make the most of all marketing efforts, automating many marketing and sales...
You are tired. Your clients need too much from you. You are short staffed. You’re ready to quit and go work at Starbucks. My guest in this episode, Brenda Abdilla, lets us go there in our minds. Then she offers practical experience and concrete tools and strategies to come back better than ever. Brenda serves up neurological data on how the human brain processes, recovers and sets the future self in motion. We go deep on why we’re all in crazytown right now and step-by-step ways we can get ba...
Do you feel exhausted? Stressed about work and life? Like you are working harder with less fulfillment than ever? You are not alone, and there is a solution. Certified leadership coach, Sarah Ciavarri, PCC, CDTLF, CDWF-C, M.Div., joins me in this episode to discuss her book Finding Our Way the Truth: Seven Lies Leaders Believe and How to Let Go of Them. She unpacks with me the seventh lie: “I’m Responsible for it All.” We explore what’s real in that statement for senior care leaders, where it...
What if there was a senior living brand that was powered by pixie dust and sprinkled good juju for everyone it touched? It’s not that silly a notion, actually. My guest Christy Van Der WestHuizen is Vice President of Sales and Marketing at MBK Senior Living, where they practice yoi shigoto, which translates from Japanese to “the good work.” This means hiring good people and being good to those people so they can in turn be good to those they serve. So simple, yet so magical. Christy and I dis...
The Empathy Mystery Empathy is the ability to understand and share the feelings of another. Brené Brown writes in Atlas of the Heart, “If research is going to serve people, it has to reflect their experiences.” What if marketing analytics and digital efforts are only half the picture? What about the people we serve, what about their experiences? How can we collect data qualifying those experiences, acknowledge the ambivalence felt by the folks we serve and inspire them to confiden...
My dear friend and guest in this episode, Dawn Abbott, lost her business partner, husband and father of her three kids in a catastrophic boating accident. A few years later, the live events company she and her late husband had built to a multi-million-dollar business suddenly vanished in the financial crisis of 2020. 98% of revenue, the entire team – gone. And yet, she would get back to what she refers to as a “high-energy place” doing what she loves. Even more, she now works with teams of up...
When was the last time you immersed yourself in the deep work, losing track of time as you engage your creative mind? My guest in this episode is Larry Williams, Director of Sales and Marketing at L&R. He and his team understand that “every day you battle villains that want to steal your time and destroy your brand in a cruel myriad of ways: an unending stream of one-off marketing requests, printer and production confusion, lack of templates, waiting on IT resources that may never come.” ...
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