CATEGORIES

  • 3 Strategies for connecting with consumers

    Curt Kaneshiro

    Consumer preferences have changed drastically since the Covid-19 pandemic, led by the twin culprits of convenience and availability. The unprecedented act of quarantining, temporarily confining ourselves to our homes for weeks on end, didn’t stop people from shopping ...

    READ MORE
  • How Engaging Healthcare Touchpoints Can Boost Insurance Member Satisfaction

    Shane Kimsey

    Most people's perceptions of their insurers are set during the first 30 to 90 days of their coverage experience. So collect and use your customer data to shape your approach to members. Since a big pain point for health consumers is confusion about industry terms and jargon, it's ...

    READ MORE
  • Members Are People — Start Talking to Them as Such to Build Greater Trust

    Shane Kimsey

    As the world slowly comes out of the pandemic, many aspects of life have forever changed. Hybrid work models, remote learning, healthier eating habits and a renewed appreciation for family and nature are just a few of the societal shifts that will likely last in the years to come. For those ...

    READ MORE
  • How much is your data worth (and would you sell it)?

    Ali Hafiz, Group Creative Director

    I’m not going to bury the lead. The answer is “yes,” you would sell your data, and in fact you already do. The more difficult and nuanced questions to answer are: Exactly how much is it worth, and do you have a choice? In the U.S., this topic is being argued among big tech, consumer advocacy groups, the federal government ...

    READ MORE
  • How COVID-19 Has Reshaped Holiday Shopping

    Savannah McGushion

    Will COVID-19 Help the Grinch Steal Christmas This Year? COVID-19 has completely reshaped the world, and those effects will continue to be felt this holiday season. With financial turmoil and fears of social interaction, it’s a holiday stage even the Grinch himself couldn’t have imagined. Both consumers and retailers will rely heavily on technology to pivot effectively and retain some ...

    READ MORE
  • Medicare Marketers: How You Communicate To Baby Boomers Is Changing

    Boni Peluso, Associate Creative Director, KERN Health

    There are approximately 79 million baby boomers in the U.S., and it’s a pretty even split between men and women. From now until 2030, roughly 10,000 of them will age into Medicare every day. Normally, when we market Medicare to this audience, we imply that retirement is a golden age. We play up to their inherent optimism and suggest that ...

    READ MORE
  • Facial Recognition in a Masked World

    Desmond Burrows, Executive Creative Director, KERN

    Remember trick-or-treating when you were a kid? Going house-to-house in a costume and a mask, with the neighbors trying to guess who you were? We never thought we’d be wearing masks around the neighborhood today (and we have to admit it’s not as fun as we remember). The COVID-19 crisis is raising new questions about identity and privacy. Now that ...

    READ MORE
  • Marketing In An Election Year

    Gabriel Gonzalez

    Consumers already have a lot to consider in 2020, what with a global pandemic and social unrest. So, adding who will be our next commander in chief will carry a lot of weight for most. More than ever, brands must be timely and relevant to ensure their messages are heard and considered. Is Your Marketing Plan Ready? As we gear ...

    READ MORE
  • The POWER of Progressive Persona Profiling

    Boni Peluso, Associate Creative Director, KERN Health

    Access deeper insights into your Medicare audience for more effective communications. It seems like once a person hits 65, they’re lumped into one stodgy category: SENIORS. It’s a most unflattering term, and one this group dislikes, by the way. The Medicare audience isn’t one big homogenous group of mature adults. There are different segments that are influenced by backgrounds, education ...

    READ MORE
  • Good-bye Big Tech?

    Denise Cruz-Castino and Ali Hafiz

    Privacy. Tax loopholes. Monopolies. Hacking. Fake news. What do they all have in common? Big Tech and its influence on current consumer mindsets, the economy and state of the media. The big question here is—do Americans care enough to do something to take away that influence? The short answer is yes. Nearly 7 in 10 Americans say it’s time to ...

    READ MORE
  • Xoomers: The Not-So-Micro-Generation

    Matt Clayman

    Say hello to Xoomers, born between 1956 and 1964, who are breaking the mold for what over-50 looks like. Making up over 38% of the over-50 population, Xoomers are a not-so-micro-generation you can’t afford to miss. Not only are they a hefty share of the U.S. older adult population, they’re also responsible for almost a quarter of consumer spending in ...

    READ MORE
  • Capturing The Unexpected Medicare Audience: The WP65 Group

    Tim Hinds

    What's your plan for marketing to people working past 65? As Medicare marketers, we generally target three groups of people. The first, called the “Age-In Group,” is made up of people who are 64 and about to turn 65. The second group is everyone currently enrolled in Medicare. During the Annual Election Period, we try to sway the 10% of ...

    READ MORE
  • How to Leverage Social Listening for Reputation or Crisis Management

    Curt Kaneshiro

    Social listening has a variety of applications to help businesses meet their business and marketing goals. It provides marketers with the ability to monitor awareness levels, the competitive landscape, consumer segments, product features and brand sentiment. Social listening also provides marketers with access to near real-time online discussions and posts to quickly address reputation or crisis management issues. As marketers, ...

    READ MORE
  • Trigger Communications in the Auto Industry

    Arturo Gutierrez

    The decision to buy, and how a brand might influence that choice, is a code we are constantly trying to crack for our clients. Lately we’ve been exploring triggered communications based on actions a prospect might take and all the factors that go into a successful triggers campaign. Today I’ll share a few trigger ideas for auto dealerships looking to ...

    READ MORE
  • Current State Of A Buyer’s Mind-Set

    Arturo Gutierrez

    Things are happening, and our strategy team would like to share two main cultural and socioeconomic events that are, or may soon be, affecting consumers’ buying habits. I think it’s important to frame what a consumer may think and feel with what’s happening around them outside of the market transaction of goods. After all, there are many factors that contribute ...

    READ MORE
  • 5 Ways to Empower the Loyalty Loop

    Nicole Riley

    In the age of the empowered consumer, buying journeys are rarely linear. This means that the traditional purchase funnel isn’t aligned with the modern customer experience, and it’s time marketers adapted their view to drive conversions.

    READ MORE
  • How to Leverage Behavior-Based Customer Segmentation

    Curt Kaneshiro

    Everyone has heard of the 80/20 rule, also known as the Pareto Principle—80% of your revenue comes from 20% of your customers—but RFM is the best way to determine the actual makeup of your customer base and gain insights to help improve your targeting, messaging and marketing ROI. RFM analysis is the first step in helping you define customer segments ...

    READ MORE
  • Driving Long-Term Functional Value in the Experience Economy

    Arturo Gutierrez

    20+ years ago, B. Joseph Pine II wrote about our entry into the experience economy—an economy in which growth strategies including the orchestration of events and experiences drive product value beyond the functional value of the product itself. But what is it about experiences that enable a company to attract and retain customers over time? This question is particularly important ...

    READ MORE
  • Push Clients Up the Loyalty Ladder

    Curt Kaneshiro

    The cost of acquiring new customers is 5 to 25 times higher than retaining existing customers. If you want loyal customers, you have to do more than sell. You need to provide them with highly relevant experiences. If consumers can’t find added value through your brand, they’ll go somewhere else. Knowing where your customers are on the ladder will help ...

    READ MORE
  • Catch Gen Z While You Can: Email Marketing Tactics to Grab their Attention

    Nicole Riley

    Marketer, meet Generation Z. Not just a Millennial spinoff, this generation born 2001 and on is a new breed of consumer, and it’s vital that marketers give them the attention they need, and want, to drive conversions. Download your free whitepaper and gain email marketing insights and tips to help catch the attention of this up-and-coming generation.

    READ MORE
  • Top 10 Loyalty Program Dos and Don’ts

    Nicole Riley

    Today, informed customers know they have choices. If your loyalty program isn’t firing on all cylinders, your customers will find something better. You don’t have to outspend the competition, you just have to outthink them. Download your free white paper.

    READ MORE
  • 5 Ideas for Program Innovation + A Bonus

    Nicole Riley

    Welcome to the Age of the Customer. The fastest-growing companies are focused on improving their customer relationships. With competitors just one click away, it’s essential to build loyalty and trust with every customer interaction. Here are five principles that will help you build better relationships with your customers. Download your free white paper.

    READ MORE
  • Medicare Marketers: Is your font the type that’s easy to read?

    Boni Peluso, Associate Creative Director, KERN Health

    What’s the point of advertising if your audience can’t see what you’re communicating? One of the biggest challenges in marketing to Boomers and Medicarians is creating materials they can actually read with their aging and low vision issues. And I’m not just talking about people in their 80s. Vision problems can crop up as early as your 50s. Think of ...

    READ MORE
  • Medicare Marketers: Write into the minds of Baby Boomers

    Boni Peluso, Associate Creative Director, KERN Health

    There are approximately 79 million baby boomers in the U.S., and it’s a pretty even split between men and women. From now until 2030, roughly 10,000 of them will age into Medicare every day. To ensure your marketing communications are as effective and persuasive as possible, it’s good to understand this target’s backstory and how to write content in a ...

    READ MORE
  • Medicare Marketers: Stop using the S-Word.

    Boni Peluso, Associate Creative Director, KERN Health

    The only time the word Senior has ever had any cachet was when we were all freshmen in high school. Or maybe when we coveted a promotion—as in Senior Management. But for those 65 and older, and especially those aging into Medicare, you might as well address them as old fogey or dinosaur, because that’s what the target audience hears ...

    READ MORE
  • Are Boomers Blind to Your Marketing?

    Boni Peluso, Associate Creative Director, KERN Health

    Boomers are my main target. So I did some research into how our vision changes as we get older to make sure the marketing I was creating was as easy to read as possible. It was eye-opening, to say the least. Not to bum you out, but as we age: Our pupils get smaller and our field of vision decreases. ...

    READ MORE
  • What to Know for CRM in 2018 from KERN’s 2017 CRM Leadership Survey

    Curt Kaneshiro

    A comprehensive look at what CRM leaders across industries experienced in 2017, what they will prioritize and how partners can help them enhance CRM program effectiveness.

    READ MORE
  • “Switching Culture” In Streaming and TV Is Now A Thing

    Arturo Gutierrez

    We’ve been entertaining the hypothesis that video viewers can and will follow preferred content wherever it goes. Regardless of platform, cable service provider or mobile device, consumers can now comfortably navigate different service providers. In the not so distant past, consumers were locked into single service providers by geographical boundaries. Entire counties could be serviced only with content from one ...

    READ MORE
  • Exclusive Offer: Medicare Marketing in Our Digital World

    Scott Levine

    The Medicare audience is more digitally oriented than you may know. Our new, comprehensive ebook will enlighten you on the latest digital marketing solutions and help you better segment and target individuals for effective results—just in time for AEP! Request your personal presentation of KERN Health’s Medicare Marketing handbook today.

    READ MORE

CATEGORIES

  • 3 Strategies for connecting with consumers

    Curt Kaneshiro

    Consumer preferences have changed drastically since the Covid-19 pandemic, led by the twin culprits of convenience and availability. The unprecedented act of quarantining, temporarily confining ourselves to our homes for weeks on end, didn’t stop people from shopping ...

    READ MORE
  • How Engaging Healthcare Touchpoints Can Boost Insurance Member Satisfaction

    Shane Kimsey

    Most people's perceptions of their insurers are set during the first 30 to 90 days of their coverage experience. So collect and use your customer data to shape your approach to members. Since a big pain point for health consumers is confusion about industry terms and jargon, it's ...

    READ MORE
  • Members Are People — Start Talking to Them as Such to Build Greater Trust

    Shane Kimsey

    As the world slowly comes out of the pandemic, many aspects of life have forever changed. Hybrid work models, remote learning, healthier eating habits and a renewed appreciation for family and nature are just a few of the societal shifts that will likely last in the years to come. For those ...

    READ MORE
  • How much is your data worth (and would you sell it)?

    Ali Hafiz, Group Creative Director

    I’m not going to bury the lead. The answer is “yes,” you would sell your data, and in fact you already do. The more difficult and nuanced questions to answer are: Exactly how much is it worth, and do you have a choice? In the U.S., this topic is being argued among big tech, consumer advocacy groups, the federal government ...

    READ MORE
  • How COVID-19 Has Reshaped Holiday Shopping

    Savannah McGushion

    Will COVID-19 Help the Grinch Steal Christmas This Year? COVID-19 has completely reshaped the world, and those effects will continue to be felt this holiday season. With financial turmoil and fears of social interaction, it’s a holiday stage even the Grinch himself couldn’t have imagined. Both consumers and retailers will rely heavily on technology to pivot effectively and retain some ...

    READ MORE
  • Medicare Marketers: How You Communicate To Baby Boomers Is Changing

    Boni Peluso, Associate Creative Director, KERN Health

    There are approximately 79 million baby boomers in the U.S., and it’s a pretty even split between men and women. From now until 2030, roughly 10,000 of them will age into Medicare every day. Normally, when we market Medicare to this audience, we imply that retirement is a golden age. We play up to their inherent optimism and suggest that ...

    READ MORE
  • Facial Recognition in a Masked World

    Desmond Burrows, Executive Creative Director, KERN

    Remember trick-or-treating when you were a kid? Going house-to-house in a costume and a mask, with the neighbors trying to guess who you were? We never thought we’d be wearing masks around the neighborhood today (and we have to admit it’s not as fun as we remember). The COVID-19 crisis is raising new questions about identity and privacy. Now that ...

    READ MORE
  • Marketing In An Election Year

    Gabriel Gonzalez

    Consumers already have a lot to consider in 2020, what with a global pandemic and social unrest. So, adding who will be our next commander in chief will carry a lot of weight for most. More than ever, brands must be timely and relevant to ensure their messages are heard and considered. Is Your Marketing Plan Ready? As we gear ...

    READ MORE
  • The POWER of Progressive Persona Profiling

    Boni Peluso, Associate Creative Director, KERN Health

    Access deeper insights into your Medicare audience for more effective communications. It seems like once a person hits 65, they’re lumped into one stodgy category: SENIORS. It’s a most unflattering term, and one this group dislikes, by the way. The Medicare audience isn’t one big homogenous group of mature adults. There are different segments that are influenced by backgrounds, education ...

    READ MORE
  • Good-bye Big Tech?

    Denise Cruz-Castino and Ali Hafiz

    Privacy. Tax loopholes. Monopolies. Hacking. Fake news. What do they all have in common? Big Tech and its influence on current consumer mindsets, the economy and state of the media. The big question here is—do Americans care enough to do something to take away that influence? The short answer is yes. Nearly 7 in 10 Americans say it’s time to ...

    READ MORE
  • Xoomers: The Not-So-Micro-Generation

    Matt Clayman

    Say hello to Xoomers, born between 1956 and 1964, who are breaking the mold for what over-50 looks like. Making up over 38% of the over-50 population, Xoomers are a not-so-micro-generation you can’t afford to miss. Not only are they a hefty share of the U.S. older adult population, they’re also responsible for almost a quarter of consumer spending in ...

    READ MORE
  • Capturing The Unexpected Medicare Audience: The WP65 Group

    Tim Hinds

    What's your plan for marketing to people working past 65? As Medicare marketers, we generally target three groups of people. The first, called the “Age-In Group,” is made up of people who are 64 and about to turn 65. The second group is everyone currently enrolled in Medicare. During the Annual Election Period, we try to sway the 10% of ...

    READ MORE
  • How to Leverage Social Listening for Reputation or Crisis Management

    Curt Kaneshiro

    Social listening has a variety of applications to help businesses meet their business and marketing goals. It provides marketers with the ability to monitor awareness levels, the competitive landscape, consumer segments, product features and brand sentiment. Social listening also provides marketers with access to near real-time online discussions and posts to quickly address reputation or crisis management issues. As marketers, ...

    READ MORE
  • Trigger Communications in the Auto Industry

    Arturo Gutierrez

    The decision to buy, and how a brand might influence that choice, is a code we are constantly trying to crack for our clients. Lately we’ve been exploring triggered communications based on actions a prospect might take and all the factors that go into a successful triggers campaign. Today I’ll share a few trigger ideas for auto dealerships looking to ...

    READ MORE
  • Current State Of A Buyer’s Mind-Set

    Arturo Gutierrez

    Things are happening, and our strategy team would like to share two main cultural and socioeconomic events that are, or may soon be, affecting consumers’ buying habits. I think it’s important to frame what a consumer may think and feel with what’s happening around them outside of the market transaction of goods. After all, there are many factors that contribute ...

    READ MORE
  • 5 Ways to Empower the Loyalty Loop

    Nicole Riley

    In the age of the empowered consumer, buying journeys are rarely linear. This means that the traditional purchase funnel isn’t aligned with the modern customer experience, and it’s time marketers adapted their view to drive conversions.

    READ MORE
  • How to Leverage Behavior-Based Customer Segmentation

    Curt Kaneshiro

    Everyone has heard of the 80/20 rule, also known as the Pareto Principle—80% of your revenue comes from 20% of your customers—but RFM is the best way to determine the actual makeup of your customer base and gain insights to help improve your targeting, messaging and marketing ROI. RFM analysis is the first step in helping you define customer segments ...

    READ MORE
  • Driving Long-Term Functional Value in the Experience Economy

    Arturo Gutierrez

    20+ years ago, B. Joseph Pine II wrote about our entry into the experience economy—an economy in which growth strategies including the orchestration of events and experiences drive product value beyond the functional value of the product itself. But what is it about experiences that enable a company to attract and retain customers over time? This question is particularly important ...

    READ MORE
  • Push Clients Up the Loyalty Ladder

    Curt Kaneshiro

    The cost of acquiring new customers is 5 to 25 times higher than retaining existing customers. If you want loyal customers, you have to do more than sell. You need to provide them with highly relevant experiences. If consumers can’t find added value through your brand, they’ll go somewhere else. Knowing where your customers are on the ladder will help ...

    READ MORE
  • Catch Gen Z While You Can: Email Marketing Tactics to Grab their Attention

    Nicole Riley

    Marketer, meet Generation Z. Not just a Millennial spinoff, this generation born 2001 and on is a new breed of consumer, and it’s vital that marketers give them the attention they need, and want, to drive conversions. Download your free whitepaper and gain email marketing insights and tips to help catch the attention of this up-and-coming generation.

    READ MORE
  • Top 10 Loyalty Program Dos and Don’ts

    Nicole Riley

    Today, informed customers know they have choices. If your loyalty program isn’t firing on all cylinders, your customers will find something better. You don’t have to outspend the competition, you just have to outthink them. Download your free white paper.

    READ MORE
  • 5 Ideas for Program Innovation + A Bonus

    Nicole Riley

    Welcome to the Age of the Customer. The fastest-growing companies are focused on improving their customer relationships. With competitors just one click away, it’s essential to build loyalty and trust with every customer interaction. Here are five principles that will help you build better relationships with your customers. Download your free white paper.

    READ MORE
  • Medicare Marketers: Is your font the type that’s easy to read?

    Boni Peluso, Associate Creative Director, KERN Health

    What’s the point of advertising if your audience can’t see what you’re communicating? One of the biggest challenges in marketing to Boomers and Medicarians is creating materials they can actually read with their aging and low vision issues. And I’m not just talking about people in their 80s. Vision problems can crop up as early as your 50s. Think of ...

    READ MORE
  • Medicare Marketers: Write into the minds of Baby Boomers

    Boni Peluso, Associate Creative Director, KERN Health

    There are approximately 79 million baby boomers in the U.S., and it’s a pretty even split between men and women. From now until 2030, roughly 10,000 of them will age into Medicare every day. To ensure your marketing communications are as effective and persuasive as possible, it’s good to understand this target’s backstory and how to write content in a ...

    READ MORE
  • Medicare Marketers: Stop using the S-Word.

    Boni Peluso, Associate Creative Director, KERN Health

    The only time the word Senior has ever had any cachet was when we were all freshmen in high school. Or maybe when we coveted a promotion—as in Senior Management. But for those 65 and older, and especially those aging into Medicare, you might as well address them as old fogey or dinosaur, because that’s what the target audience hears ...

    READ MORE
  • Are Boomers Blind to Your Marketing?

    Boni Peluso, Associate Creative Director, KERN Health

    Boomers are my main target. So I did some research into how our vision changes as we get older to make sure the marketing I was creating was as easy to read as possible. It was eye-opening, to say the least. Not to bum you out, but as we age: Our pupils get smaller and our field of vision decreases. ...

    READ MORE
  • What to Know for CRM in 2018 from KERN’s 2017 CRM Leadership Survey

    Curt Kaneshiro

    A comprehensive look at what CRM leaders across industries experienced in 2017, what they will prioritize and how partners can help them enhance CRM program effectiveness.

    READ MORE
  • “Switching Culture” In Streaming and TV Is Now A Thing

    Arturo Gutierrez

    We’ve been entertaining the hypothesis that video viewers can and will follow preferred content wherever it goes. Regardless of platform, cable service provider or mobile device, consumers can now comfortably navigate different service providers. In the not so distant past, consumers were locked into single service providers by geographical boundaries. Entire counties could be serviced only with content from one ...

    READ MORE
  • Exclusive Offer: Medicare Marketing in Our Digital World

    Scott Levine

    The Medicare audience is more digitally oriented than you may know. Our new, comprehensive ebook will enlighten you on the latest digital marketing solutions and help you better segment and target individuals for effective results—just in time for AEP! Request your personal presentation of KERN Health’s Medicare Marketing handbook today.

    READ MORE
  • 3 Strategies for connecting with consumers

    Curt Kaneshiro

    Consumer preferences have changed drastically since the Covid-19 pandemic, led by the twin culprits of convenience and availability. The unprecedented act of quarantining, temporarily confining ourselves to our homes for weeks on end, didn’t stop people from shopping ...

    READ MORE
  • How Engaging Healthcare Touchpoints Can Boost Insurance Member Satisfaction

    Shane Kimsey

    Most people's perceptions of their insurers are set during the first 30 to 90 days of their coverage experience. So collect and use your customer data to shape your approach to members. Since a big pain point for health consumers is confusion about industry terms and jargon, it's ...

    READ MORE
  • Members Are People — Start Talking to Them as Such to Build Greater Trust

    Shane Kimsey

    As the world slowly comes out of the pandemic, many aspects of life have forever changed. Hybrid work models, remote learning, healthier eating habits and a renewed appreciation for family and nature are just a few of the societal shifts that will likely last in the years to come. For those ...

    READ MORE
  • How much is your data worth (and would you sell it)?

    Ali Hafiz, Group Creative Director

    I’m not going to bury the lead. The answer is “yes,” you would sell your data, and in fact you already do. The more difficult and nuanced questions to answer are: Exactly how much is it worth, and do you have a choice? In the U.S., this topic is being argued among big tech, consumer advocacy groups, the federal government ...

    READ MORE
  • How COVID-19 Has Reshaped Holiday Shopping

    Savannah McGushion

    Will COVID-19 Help the Grinch Steal Christmas This Year? COVID-19 has completely reshaped the world, and those effects will continue to be felt this holiday season. With financial turmoil and fears of social interaction, it’s a holiday stage even the Grinch himself couldn’t have imagined. Both consumers and retailers will rely heavily on technology to pivot effectively and retain some ...

    READ MORE
  • Medicare Marketers: How You Communicate To Baby Boomers Is Changing

    Boni Peluso, Associate Creative Director, KERN Health

    There are approximately 79 million baby boomers in the U.S., and it’s a pretty even split between men and women. From now until 2030, roughly 10,000 of them will age into Medicare every day. Normally, when we market Medicare to this audience, we imply that retirement is a golden age. We play up to their inherent optimism and suggest that ...

    READ MORE
  • Facial Recognition in a Masked World

    Desmond Burrows, Executive Creative Director, KERN

    Remember trick-or-treating when you were a kid? Going house-to-house in a costume and a mask, with the neighbors trying to guess who you were? We never thought we’d be wearing masks around the neighborhood today (and we have to admit it’s not as fun as we remember). The COVID-19 crisis is raising new questions about identity and privacy. Now that ...

    READ MORE
  • Marketing In An Election Year

    Gabriel Gonzalez

    Consumers already have a lot to consider in 2020, what with a global pandemic and social unrest. So, adding who will be our next commander in chief will carry a lot of weight for most. More than ever, brands must be timely and relevant to ensure their messages are heard and considered. Is Your Marketing Plan Ready? As we gear ...

    READ MORE
  • The POWER of Progressive Persona Profiling

    Boni Peluso, Associate Creative Director, KERN Health

    Access deeper insights into your Medicare audience for more effective communications. It seems like once a person hits 65, they’re lumped into one stodgy category: SENIORS. It’s a most unflattering term, and one this group dislikes, by the way. The Medicare audience isn’t one big homogenous group of mature adults. There are different segments that are influenced by backgrounds, education ...

    READ MORE
  • Good-bye Big Tech?

    Denise Cruz-Castino and Ali Hafiz

    Privacy. Tax loopholes. Monopolies. Hacking. Fake news. What do they all have in common? Big Tech and its influence on current consumer mindsets, the economy and state of the media. The big question here is—do Americans care enough to do something to take away that influence? The short answer is yes. Nearly 7 in 10 Americans say it’s time to ...

    READ MORE
  • Xoomers: The Not-So-Micro-Generation

    Matt Clayman

    Say hello to Xoomers, born between 1956 and 1964, who are breaking the mold for what over-50 looks like. Making up over 38% of the over-50 population, Xoomers are a not-so-micro-generation you can’t afford to miss. Not only are they a hefty share of the U.S. older adult population, they’re also responsible for almost a quarter of consumer spending in ...

    READ MORE
  • Capturing The Unexpected Medicare Audience: The WP65 Group

    Tim Hinds

    What's your plan for marketing to people working past 65? As Medicare marketers, we generally target three groups of people. The first, called the “Age-In Group,” is made up of people who are 64 and about to turn 65. The second group is everyone currently enrolled in Medicare. During the Annual Election Period, we try to sway the 10% of ...

    READ MORE
  • How to Leverage Social Listening for Reputation or Crisis Management

    Curt Kaneshiro

    Social listening has a variety of applications to help businesses meet their business and marketing goals. It provides marketers with the ability to monitor awareness levels, the competitive landscape, consumer segments, product features and brand sentiment. Social listening also provides marketers with access to near real-time online discussions and posts to quickly address reputation or crisis management issues. As marketers, ...

    READ MORE
  • Trigger Communications in the Auto Industry

    Arturo Gutierrez

    The decision to buy, and how a brand might influence that choice, is a code we are constantly trying to crack for our clients. Lately we’ve been exploring triggered communications based on actions a prospect might take and all the factors that go into a successful triggers campaign. Today I’ll share a few trigger ideas for auto dealerships looking to ...

    READ MORE
  • Current State Of A Buyer’s Mind-Set

    Arturo Gutierrez

    Things are happening, and our strategy team would like to share two main cultural and socioeconomic events that are, or may soon be, affecting consumers’ buying habits. I think it’s important to frame what a consumer may think and feel with what’s happening around them outside of the market transaction of goods. After all, there are many factors that contribute ...

    READ MORE
  • 5 Ways to Empower the Loyalty Loop

    Nicole Riley

    In the age of the empowered consumer, buying journeys are rarely linear. This means that the traditional purchase funnel isn’t aligned with the modern customer experience, and it’s time marketers adapted their view to drive conversions.

    READ MORE
  • How to Leverage Behavior-Based Customer Segmentation

    Curt Kaneshiro

    Everyone has heard of the 80/20 rule, also known as the Pareto Principle—80% of your revenue comes from 20% of your customers—but RFM is the best way to determine the actual makeup of your customer base and gain insights to help improve your targeting, messaging and marketing ROI. RFM analysis is the first step in helping you define customer segments ...

    READ MORE
  • Driving Long-Term Functional Value in the Experience Economy

    Arturo Gutierrez

    20+ years ago, B. Joseph Pine II wrote about our entry into the experience economy—an economy in which growth strategies including the orchestration of events and experiences drive product value beyond the functional value of the product itself. But what is it about experiences that enable a company to attract and retain customers over time? This question is particularly important ...

    READ MORE
  • Push Clients Up the Loyalty Ladder

    Curt Kaneshiro

    The cost of acquiring new customers is 5 to 25 times higher than retaining existing customers. If you want loyal customers, you have to do more than sell. You need to provide them with highly relevant experiences. If consumers can’t find added value through your brand, they’ll go somewhere else. Knowing where your customers are on the ladder will help ...

    READ MORE
  • Catch Gen Z While You Can: Email Marketing Tactics to Grab their Attention

    Nicole Riley

    Marketer, meet Generation Z. Not just a Millennial spinoff, this generation born 2001 and on is a new breed of consumer, and it’s vital that marketers give them the attention they need, and want, to drive conversions. Download your free whitepaper and gain email marketing insights and tips to help catch the attention of this up-and-coming generation.

    READ MORE
  • Top 10 Loyalty Program Dos and Don’ts

    Nicole Riley

    Today, informed customers know they have choices. If your loyalty program isn’t firing on all cylinders, your customers will find something better. You don’t have to outspend the competition, you just have to outthink them. Download your free white paper.

    READ MORE
  • 5 Ideas for Program Innovation + A Bonus

    Nicole Riley

    Welcome to the Age of the Customer. The fastest-growing companies are focused on improving their customer relationships. With competitors just one click away, it’s essential to build loyalty and trust with every customer interaction. Here are five principles that will help you build better relationships with your customers. Download your free white paper.

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  • Medicare Marketers: Is your font the type that’s easy to read?

    Boni Peluso, Associate Creative Director, KERN Health

    What’s the point of advertising if your audience can’t see what you’re communicating? One of the biggest challenges in marketing to Boomers and Medicarians is creating materials they can actually read with their aging and low vision issues. And I’m not just talking about people in their 80s. Vision problems can crop up as early as your 50s. Think of ...

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  • Medicare Marketers: Write into the minds of Baby Boomers

    Boni Peluso, Associate Creative Director, KERN Health

    There are approximately 79 million baby boomers in the U.S., and it’s a pretty even split between men and women. From now until 2030, roughly 10,000 of them will age into Medicare every day. To ensure your marketing communications are as effective and persuasive as possible, it’s good to understand this target’s backstory and how to write content in a ...

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  • Medicare Marketers: Stop using the S-Word.

    Boni Peluso, Associate Creative Director, KERN Health

    The only time the word Senior has ever had any cachet was when we were all freshmen in high school. Or maybe when we coveted a promotion—as in Senior Management. But for those 65 and older, and especially those aging into Medicare, you might as well address them as old fogey or dinosaur, because that’s what the target audience hears ...

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  • Are Boomers Blind to Your Marketing?

    Boni Peluso, Associate Creative Director, KERN Health

    Boomers are my main target. So I did some research into how our vision changes as we get older to make sure the marketing I was creating was as easy to read as possible. It was eye-opening, to say the least. Not to bum you out, but as we age: Our pupils get smaller and our field of vision decreases. ...

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  • What to Know for CRM in 2018 from KERN’s 2017 CRM Leadership Survey

    Curt Kaneshiro

    A comprehensive look at what CRM leaders across industries experienced in 2017, what they will prioritize and how partners can help them enhance CRM program effectiveness.

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  • “Switching Culture” In Streaming and TV Is Now A Thing

    Arturo Gutierrez

    We’ve been entertaining the hypothesis that video viewers can and will follow preferred content wherever it goes. Regardless of platform, cable service provider or mobile device, consumers can now comfortably navigate different service providers. In the not so distant past, consumers were locked into single service providers by geographical boundaries. Entire counties could be serviced only with content from one ...

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  • Exclusive Offer: Medicare Marketing in Our Digital World

    Scott Levine

    The Medicare audience is more digitally oriented than you may know. Our new, comprehensive ebook will enlighten you on the latest digital marketing solutions and help you better segment and target individuals for effective results—just in time for AEP! Request your personal presentation of KERN Health’s Medicare Marketing handbook today.

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