Marketing Tips for Founders with Tricia Norton of Discover Live, Lori Beth Irvin of LBIngenuity, Ross Gray of Cloud Campaign and Bernie Borges of Life Fulfilled Podcast
In this episode of the Rethinking Aging Club Podcast, we explore how innovators are reshaping engagement, marketing, and fulfillment in the AgeTech space. From live travel experiences and emotional marketing to platform-specific content strategies and early-stage startup advice, our panel of marketing experts shares practical insights for connecting with older adults in meaningful ways. Whether you’re building a product, a brand, or a movement, these conversations offer actionable ideas for reaching the 50+ audience with purpose and clarity.
Tricia Norton emphasized the power of collaborations with non-competitors to reach shared audiences. Discover Live uses live demos in assisted living communities to create immersive experiences that showcase their product and engage local partners.
Bernie Borges is exploring the concept of fulfillment in a Udemy-backed project, focusing on its emotional and intergenerational value. He noted that helping older adults feel relevant can deepen the emotional impact of products like Discover Live.
Lori Beth of LBIngenuity emphasized the importance of early marketing, including competitor analysis and persona-specific value propositions. She encourages using early adopter feedback to continually refine your offering.
Ross Gray of Cloud Campaign explained that Facebook, YouTube, and Pinterest are ideal platforms for reaching adults over 50, with nostalgic and news-based content performing well. While TikTok is growing among older users, it’s still less relevant than the major platforms for this demographic.
Recorded on March 28, 2024, this episode is part of our Marketing Series. Speakers are listed in their order of appearance.
Tricia Norton, Co-founder and CMO, Discover Live
Discover Live is an AgeTech Collaborative from AARP portfolio company
And an Affiliate Member of World Federation of Tourist Guide Associations
Bernie Borges, Content Marketing Strategist; Host, Midlife Fulfilled Podcast at time of show (now Life Fulfilled Podcast)
Currently: CEO, Fullfilled@WorkAcademy
Lori Beth Irvin, Founder, LBIngenuity
Ross Gray, Co-founder and COO, Cloud Campaign
Debbie Howard’s summary of this show.
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