The unabridged, unabashed, unbelievable and uncanny story of Martino & Binzer’s story and our focus on reinventing CCRC sales, marketing and technology.
Though Martino & Binzer has been in business since 1980, it wasn’t until 1988 that the agency entered the senior living market. We were approached to lend our assistance to a CCRC being developed just down the road. It was our first foray into ageless marketing and advertising to seniors. Did we call it luck? Maybe. Serendipity? Perhaps. Fate? Back then we might have had a different answer, but looking back on it now, yeah, you might call it fate.
At the time what set us apart from the other marketing firms the community's developer had worked with was that we chose to sit down with the audience and ask questions rather than blindly follow the client’s input. We just wanted to ask them—these “people” in their 70s—a couple of questions before we put marker to paper (it’s true, we actually used to use markers back then).
What we learned, and what has been the cornerstone of our approach, is that though they were older, they didn’t see themselves as old. They didn’t see themselves as “senior citizens” or in their “Golden Years.” They were just Bob, Kate, Steve, and Robin.
"That’s when we learned that marketing communications should speak to the individual, not their age."
Today there are many ad agencies that have recognized the financial opportunity of positioning themselves as “mature market specialists.” They can spout all the facts and figures about the “age wave,” “boomer segmentation,” and the billions of dollars in discretionary spending. Spend fifteen minutes searching the Internet and you can learn the basics for yourself.
“Senior advertising” is a whole different ball of wax today. (Wax. They used to make records from it. You remember records, don’t you?) Today, we’ve learned that it’s all about the power of Sales + Marketing + Technology. That’s our story, and we’re sticking to it.