Creating Results: eNewsletter

SPRING 2009

WHAT'S INSIDE
Introduction
Recipes for Results
Divine Design: Shea Studio Interiors
Research Round-up
Mature Marketing News
On the Road, in the News
Our Team Travels

Ram Charan, Business Advisor
Ram Charan,
Business Advisor

INTRODUCTION

Renowned business advisor Ram Charan was asked: "What will the best companies do during the recession?"

He answered: "They'll get ahead of the curve and conserve their cash. They'll take out frills and focus on the core. And then they'll think of how the market will have changed in two or three years and what innovation they will need to have done to compete successfully, and they'll do that innovation now."

Cut and conserve is acting in the short term. It's doing what we need to do today to survive these unsettling times.

But what about moving to compete and innovate? This is the part of the economic cycle where successful businesses position for growth, acting in the short-term but considering the long-term. Marketers move from reactive to strategic. Market changes and innovation create new opportunities. How you handle those opportunities can be the difference between destroying or building a valuable brand.

At Creating Results, we began a process of innovation several years ago when we dedicated this agency to motivating mature, 40+ consumers. New research projects helped us get ahead of the curve. The result? As high-profile marketing shops such as JWT's Boom have shuttered their doors, we are proud to be working on creative projects for new clients in a variety of industries. Learn more below.

Mature consumers are going through a similar process. Take a look at this quarter's Research Roundup for insights into how 40+ers are trimming costs themselves and positioning for the long-term.

                                                                            Best regards,
                                                                           Todd Harff
                                                                           President

RECIPE FOR RESULTS

DIVINE DESIGN: Shea Studio Interiors

The Situation:
Beautiful and often playful designs are the hallmark of this interior design firm. Yet the website was weighted down with text while expensive ads were lost in competitor-filled home interiors magazine. How could we help interior designer June Shea tell her story through marketing?

Find out how Creating Results helped Shea Studio Interiors, here.

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RESEARCH ROUND-UP

LISTEN

What Boomers are feeling and saying ... What's in the headlines ... Here are some of the resources and reports our mature marketing experts are tapping into.

Silent Generation 65+ers are faring the best of any age group in our current recession, reports the Pew Research Center. Why? They'd already begun to downsize and trim expenses. And fewer 65+ers reported losing money in stocks and retirement accounts last year, while two-thirds of those 50-64 reported losses.

Finally, our team notes that 65+ers have typically had the highest participation in pension plans of any age group; therefore, their income is not being as adversely impacted as younger people. HYPERLINK "http://www.rockresearch.com/recession-consumers.php?

Changing Consumer Priorities in Tough Times – Research by Rockbridge Associates shows that the hardest hit industry is consumer electronics, the land-line telephone is on the road to extinction, and restaurants are seeing less of us. What’s up? Spending on making homes energy efficient. Oh, and plans for entrepreneurship.

Read more about Mature Marketing, here.

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ACT/INNOVATE

"If people tell me they skied all day and never fell down, I tell them to try a different mountain." – Businessman and NYC Mayor, Michael Bloomberg

To innovate, we have to be ready to fall ... or at least to try a different mountain. Here's a climber we recently spotted.

Microsoft has a new online campaign that delights and excites agelessly. It's called " The Rookies" and pits new users of technology against each other.

A 7-year-old faces off against a 70-year-old, 8 vs. 80 and so on. We like the use of rich media (video), social media (lots of easy ways to share campaign elements, interactive pieces) and smart online placements (Pandora.com among others). We love the positive, age-neutral tone. Check it out at www.microsoft.com/windows/rookies.

Find out how online video is changing the Internet, here.

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WHAT DO YOU THINK?

One way to build those critical relationships with Boomers and "seniors" is to ask for feedback and opinions, and then act on that input. In return, mature consumers will value your organization and reward you with loyalty and referrals.

So ... What do you think?
What topics would you like to learn more about? Please share your thoughts about this quarter's newsletter by email or phone (888-205-8899).

back to top

BrandWeek/AdWeek

Building for Boomers & Beyond

ON THE ROAD, IN THE NEWS

Creating Results is pleased to share a few of the places we’ve been seen in recent months, and a few of the places our team members will be going.

IN THE NEWS

"Favored Ad Photography," AdWeek and BrandWeek
"Mature Adults Gravitate to Vibrant, Single Image Ads," Marketing Charts
"Senior Marketing Expert Warns of Pestering and Discounting, Lists Best Markets for Coming Months," Selling to Seniors

Click here to find out where else we've been seen lately

ON THE ROAD

In recent months members of our team have presented at or attended several conferences, including: Building For Boomers (Philadelphia), Targeting Boomers & Beyond (DC), and the annual Virginia Association of Nonprofit Homes for the Aging event.

If would like a copy of our handouts, or to discuss updates/insights from these programs, please talk to your marketing programs manager or call Kathy East, Vice President – Client Services (703-494-7888, ext 11).

NEXT, WE'RE OFF TO...
IMMN Webinar 77 (New) Truths about Marketing to the 50+ Consumer – June 17, 2009 www.IMMN.org
DC Senior Resource Group – July 6, 2009
50+ New England – Oxford Green, Oxford CT – July 22, 2009

And, if you’re planning to attend any of the upcoming events, please let us know you're going - so we can set aside time to talk marketing or just to be sure our paths cross!

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MID ATLANTIC:
14073 Crown Ct.
Woodbridge, VA 22193
T. 703.494.7888
888.205.8899

NEW ENGLAND:
PO Box 305
Barrington, RI 02806
T. 401.289.2500
888.205.8899

©2009 Creating Results, LLC

Please feel free to forward this newsletter in its entirety to colleagues who value successful mature marketing practices.

For more information about us call (703) 494-7888 or (401) 289-2500, e-mail erin@creatingresults.com, or visit us at our website at www.creatingresults.com

SPRING 2009		WHAT'S INSIDE Introduction Recipes for Results Divine Design: Shea Studio Interiors Research Round-up Mature Marketing News On the Road, in the News Our Team Travels

Ram Charan, Business Advisor	INTRODUCTION Renowned business advisor Ram Charan was asked: "What will the best companies do during the recession?" He answered: "They'll get ahead of the curve and conserve their cash. They'll take out frills and focus on the core. And then they'll think of how the market will have changed in two or three years and what innovation they will need to have done to compete successfully, and they'll do that innovation now." Cut and conserve is acting in the short term. It's doing what we need to do today to survive these unsettling times. But what about moving to compete and innovate? This is the part of the economic cycle where successful businesses position for growth, acting in the short-term but considering the long-term. Marketers move from reactive to strategic. Market changes and innovation create new opportunities. How you handle those opportunities can be the difference between destroying or building a valuable brand. At Creating Results, we began a process of innovation several years ago when we dedicated this agency to motivating mature, 40+ consumers. New research projects helped us get ahead of the curve. The result? As high-profile marketing shops such as JWT's Boom have shuttered their doors, we are proud to be working on creative projects for new clients in a variety of industries. Learn more below. Mature consumers are going through a similar process. Take a look at this quarter's Research Roundup for insights into how 40+ers are trimming costs themselves and positioning for the long-term. Best regards, Todd Harff President

	RECIPE FOR RESULTS DIVINE DESIGN: Shea Studio Interiors The Situation: Beautiful and often playful designs are the hallmark of this interior design firm. Yet the website was weighted down with text while expensive ads were lost in competitor-filled home interiors magazine. How could we help interior designer June Shea tell her story through marketing? Find out how Creating Results helped Shea Studio Interiors, here. back to top

	RESEARCH ROUND-UP LISTEN What Boomers are feeling and saying ... What's in the headlines ... Here are some of the resources and reports our mature marketing experts are tapping into. Silent Generation 65+ers are faring the best of any age group in our current recession, reports the Pew Research Center. Why? They'd already begun to downsize and trim expenses. And fewer 65+ers reported losing money in stocks and retirement accounts last year, while two-thirds of those 50-64 reported losses. Finally, our team notes that 65+ers have typically had the highest participation in pension plans of any age group; therefore, their income is not being as adversely impacted as younger people. HYPERLINK "http://www.rockresearch.com/recession-consumers.php? Changing Consumer Priorities in Tough Times – Research by Rockbridge Associates shows that the hardest hit industry is consumer electronics, the land-line telephone is on the road to extinction, and restaurants are seeing less of us. What’s up? Spending on making homes energy efficient. Oh, and plans for entrepreneurship. Read more about Mature Marketing, here. back to top

	ACT/INNOVATE "If people tell me they skied all day and never fell down, I tell them to try a different mountain." – Businessman and NYC Mayor, Michael Bloomberg To innovate, we have to be ready to fall ... or at least to try a different mountain. Here's a climber we recently spotted. Microsoft has a new online campaign that delights and excites agelessly. It's called " The Rookies" and pits new users of technology against each other. A 7-year-old faces off against a 70-year-old, 8 vs. 80 and so on. We like the use of rich media (video), social media (lots of easy ways to share campaign elements, interactive pieces) and smart online placements (Pandora.com among others). We love the positive, age-neutral tone. Check it out at www.microsoft.com/windows/rookies. Find out how online video is changing the Internet, here. back to top

	WHAT DO YOU THINK? One way to build those critical relationships with Boomers and "seniors" is to ask for feedback and opinions, and then act on that input. In return, mature consumers will value your organization and reward you with loyalty and referrals. So ... What do you think? What topics would you like to learn more about? Please share your thoughts about this quarter's newsletter by email or phone (888-205-8899). back to top

	ON THE ROAD, IN THE NEWS Creating Results is pleased to share a few of the places we’ve been seen in recent months, and a few of the places our team members will be going. IN THE NEWS "Favored Ad Photography," AdWeek and BrandWeek "Mature Adults Gravitate to Vibrant, Single Image Ads," Marketing Charts "Senior Marketing Expert Warns of Pestering and Discounting, Lists Best Markets for Coming Months," Selling to Seniors Click here to find out where else we've been seen lately ON THE ROAD In recent months members of our team have presented at or attended several conferences, including: Building For Boomers (Philadelphia), Targeting Boomers & Beyond (DC), and the annual Virginia Association of Nonprofit Homes for the Aging event. If would like a copy of our handouts, or to discuss updates/insights from these programs, please talk to your marketing programs manager or call Kathy East, Vice President – Client Services (703-494-7888, ext 11). NEXT, WE'RE OFF TO... IMMN Webinar 77 (New) Truths about Marketing to the 50+ Consumer – June 17, 2009 www.IMMN.org DC Senior Resource Group – July 6, 2009 50+ New England – Oxford Green, Oxford CT – July 22, 2009 And, if you’re planning to attend any of the upcoming events, please let us know you're going - so we can set aside time to talk marketing or just to be sure our paths cross! back to top

MID ATLANTIC: 14073 Crown Ct. Woodbridge, VA 22193 T. 703.494.7888 888.205.8899 NEW ENGLAND: PO Box 305 Barrington, RI 02806 T. 401.289.2500 888.205.8899 ©2009 Creating Results, LLC	Please feel free to forward this newsletter in its entirety to colleagues who value successful mature marketing practices. For more information about us call (703) 494-7888 or (401) 289-2500, e-mail erin@creatingresults.com, or visit us at our website at www.creatingresults.com