Senior living communities are not that different from the accounts you already have. They combine assets of colleges, real estate and corporate events, and need products to cover all of these niches (plus a few more). Here are eight markets senior living is similar to, just to give you a jumpstart on selling.
1. Real Estate
“Most [senior living] communities (particularly new ones) purchase for prospective residents when they visit for tours or as token gifts at an open houses or similar events,” explained Nancy Morrison, director of community relations for Dunwoody Village, a senior living community in Newtown Square, Pa. Mike Shulkin, president of Chicago-based A La Carte, mentioned that food is the most popular product at these open-house events. “When prospective tenants visit the [senior living] buildings, the landlords want to give them a promotional packet including some snacks,” he said.
2. Trade Shows
Trade shows give out anti-bacterial soap on badges, booths and around the convention center. Senior living residents need the same cleanliness courtesy. Shulkin noted that A La Carte’s soap has been used at senior seminars or meetings. “Because soap is a personal item, it is taken home and the client’s logo is in front of their prospect for many days,” he said.
3. Health Care
Morrison mentioned that Dunwoody Village’s health care marketing staff and HR department use the most promotional products at the community. She highlighted the most popular items at the rehab center. “Rehab has purchased blankets and pens,” she said.
4. Holidays
The trend for resident holiday gifts at senior living developments has been moving toward simple giveaways. “Now we just give a card,” Morrison said. However, she listed past holiday gifts for residents as tote bags, keyrings, flashlights, candy, holiday ornaments and umbrellas.
5. Office & Desk
In addition to cups and T-shirts, the most commonly used products at senior living communities are standard office wares. “For us it’s mostly been pens, pencils and notepads,” Morrison said.
6. Restaurants
Most communities have dining halls or full restaurants available to residents and visitors. The restaurants often host events for holidays, birthdays or just get-togethers for those who live there. “Dining Services handles resident parties and special events,” said Morrison. She added that there are not always giveaways at the events, but specific themed events often warrant promotional products, such as paper leis at a luau.
7. Retail & Storefront
Senior living communities need to offer a full life within the “campus” walls, which includes eateries, exercise classes, libraries and shops, which sort of sounds like a king-size mall. The amenities at Dunwoody Village alone will get your mind buzzing with promotion ideas. “We offer apartments and cottages with amenities such as a fitness center, two dining rooms and take-out meals, a library, pool, gift shop, arts and crafts room and more,” Morrison said.
8. Imprints, Imprints, Imprints
OK, so we know logos are not a specific market, but they are the definition of the promotional products industry. “Almost all of the products sold to [the senior living] market are imprinted,” remarked Shulkin. Morrison confirmed Shulkin’s statement. “When we buy, it usually includes the Dunwoody logo,” she said.
