Aveo is staging a marketing push with 50 communities holding a Spring Open Day, with the question: “will retirement living suit you?”
In the early 2000’s the Retirement Village Association used to coordinate a national open day for retirement villages. On the Mornington Peninsular, the villages still stage an annual day, and it is catching on.
Keyton is also opening up to the public.
“Often people don’t feel they can just pop in to take a look at a retirement village and they aren’t ready to do a one-on-one tour with a sales person,” said Bridgid Allsopp, Aveo’s Head of Marketing.
“Open Day’s provide that welcoming opportunity to take a look around, meet some people who live in the community and join in some of the activities on the day.
“It is an easy way for people to explore their options and to get a feel for what life might be like living in a retirement community.”
“Open Days are an important part of our connection to customers, and a regular occurrence at Keyton. While we host many events for database members at all times throughout the year, we host a national series up to three times a year across the nation at Keyton retirement communities,” said a Keyton spokesperson.
“As our Open Day series are primarily for new customers we promote them via digital targeting, direct newsletter and social channels. We also consider the strong appeal of our communities to people already living in a locality whom we reach via press and direct mail. In some regions where we have a number of villages opening their doors, our radio campaign is tailored to promote open days.”
The SOURCE: The opportunity for the village sector is to pool marketing funds for greater media coverage.
