Merging Marketing Creativity with Navigating Elder Law Issues
At first glance, the fields of law and marketing seem to have little in common, but then again so did cake and frosting. The truth is these two disciplines, when combined, can have far-reaching effects. Marketing campaigns are often cited as the catalyst for achieving success. A marketing campaign is a promotional strategy that uses different channels to come up with a series of messages over time. In this article, we examine how Shaparak Marketing put together a campaign that not only created interest in their company, but also provided solutions for people who needed information on elder law issues.
Many brands and organizations are finding themselves capable of providing valuable information that can help consumers make better choices. The key to leveraged branding is to take the company’s knowledge and use it to create an image that benefits consumers. In the insurance industry, actuaries are happy to share their knowledge on topics involving safe driving, health awareness, and good living experiences, yet they know that other people may not understand the terminology or apply it to their daily lives.
When crafting a campaign, it is essential to use topics that capture the target audience, while also having the necessary details to be relatable across all demographics. For example, the average consumer may have no idea what exactly a reverse mortgage is, but most people understand that it involves taking out a loan on a house. Also, because older adults tend to spend more money than younger consumers, marketers are jumping on the bandwagon to meet their ever-increasing demand for services and products.
While delivering information on needs is critical, being able to provide solution-oriented campaigns are essential to most brand strategies. Back to the elder law example, Shaparak Marketing created content on reverse mortgages to help elaborate on this financial option and how it can benefit people. Because of the interest in this subject matter, they came up with a presentation that provided even more insight on the benefits of establishing a relationship with an elder law attorney.
The marketing campaign examples below highlight how Elder Law Solutions used elder law issues to drive traffic to their site with the click of a button: FYI: The California Department of Insurance has reports that elder abuse is prevalent, with a reported 110,827 legal documents filed regarding elder law transitions, which have been altered by fraudulent means to remove beneficiaries or assets. The above opportunities illustrate how marketing efforts can concretely impact a brand. Based on the results, Shaparak Marketing plans to continue implementing similar strategies in the future.
