In the 80s and 90s we did a hell of a lot of investment marketing, often using interest rates as the ‘sizzle’. (We had investment returns of 12%pa for mortgage trusts for instance, paid monthly)! The only response data we really had was the phone ringing or a coupon clipped – and mailed in.
Guess which days the phone rang the most? Monday, followed by Tuesday then declining all the way to the lowest day, Sunday. Then off we went again.
Today with our web portals villages.com.au and agedcare101.com.au we have exactly the same. See the chart above. Monday is the peak each and every week.
Why? Retirees don’t work so every day is the same, isn’t it? Well obviously not. It is plainly evident that retirees are the same as everyone else. The back end of the week is for shopping for the weekend (that is why retailers advertise Wed/Thurs/Friday) and the weekend is for doing very little, plus being with family.
And family is the second group after retirees searching for villages and care. Like investments, it’s on the ‘To Do’ list coming out of the weekend but gets lost by Wednesday.
The message: load up your advertising activity Saturday and Sundays to get on the ‘Top Of Mind’ table. Plus Monday and Tuesday.
