Millions of people have spoken with a Senior Living Advisor from A Place for Mom to help find the right place for their moms (and yes, their dads too.) Relying on a sophisticated modeling system, A Place for Mom is able to correlate television ad performance to web conversions.
Our job is to get people to pick up the phone.
Having a track record with a client means being able to improve ad performance year over year. Together with A Place for Mom, Rupert has raised the bar with each new TV spot.
We spend a lot of time thinking about the so called "sandwich generation", the adult children of seniors with soon-to-be-adult children of their own. How do they feel about senior living? About their parents? It's a messy, emotional journey that most of us only do once or twice. Untangling those emotions and getting people to take action has been a lesson in the power of optimism. Our first TV spots for A Place for Mom focused on the relief of knowing that your parents were safe. Our second round of ads began with the question, "Do you worry about your parents living alone?" This time we led with a jump for joy, "Senior living is better than ever!"
On TV every second is precious. We opened with Joan and quickly got to the point.
Working closely with our research partners at Sage Projections, we measured recall and response to four new TV ad concepts featuring our spokeswoman, Joan Lunden and pitted them against the previous year's best performing spot. The results were overwhelmingly positive—all four of the new concepts proved viable directions, with our key messages (free service, 1 on 1 advice, personalized list, local advisors) coming across loud and clear. The best of the bunch featured Joan in real senior living communities, meeting with seniors and reporting on the new breed of senior living communities.
The real test for any advertisement comes in the wild. It's one thing to sit down, watch and ad and tell someone how you feel about it and what you remember. It's a totally different experience when the ad hits the airwaves across the USA and Canada. Will people stop talking long enough to notice? Will they act? Will it drive conversions? In the case of Joan Reports, the answer was most definitely a "Yes." Like its predecessor, the 60-second version of the new ad saw an overall increase in A Place for Mom conversions over the previous ads. The real lift was in the 30, which saw an improved response rate of more than 30% over the previous 30 second spot. This enhanced efficacy gave A Place for Mom the confidence to buy more of the cheaper, readily available 30 second inventory, making the media purchase more efficient, and ultimately driving more move-ins.