The sharing economy has arrived. And if the multiple ways in which it is manifesting itself in the real world (Uber, Lyft, Airbnb, Snapgoods, Rent the Runway, HomeExchange, city bicycles, carpool lanes, social media, and the list goes on) is not proof enough, we have only to look at art imitating life, as it so often does.

In a new T.V. drama called “Wisdom of the Crowd,” Jeremy Piven plays a Silicon Valley tech innovator who uses crowdsourcing to find his daughter’s killer by creating a digital platform on which the entire world can share criminal evidence. An Enterprise car rental commercial features Joel McHale donning a wool cap to appeal to the Millennials who regularly use ride sharing. A feature documentary called “Shareconomy” explores the rise of the sharing economy, which the film claims is “revolutionizing society.”

That the marketing industry would also be affected by the sharing culture should come as no surprise. According to marketing guru Jon Wuebben, it is one of the mega trends of the future of marketing. Consumers want to learn from user-generated content, and they want to be the “experts” in the process as well.

Sharing is a natural act, and everyone, no matter their age, wants to belong to a community. Psychologically and emotionally, the concept of sharing – not owning – products, services or ideas does not require much convincing. But how can marketers leverage this human instinct to share to their advantage?

Establish a robust social media presence. Social media platforms epitomize the sharing economy, and vice versa. Entire communities, often made up of total strangers (the opinions of which Millennials have been found to trust over that of friends and family), come together to share comments, experiences, advice, reviews, and more. In today’s world of interconnectedness, your business must have multiple social media platforms in place. While “possession is 9/10th of the law,” as they say, more is needed than simply having a social media presence.
Actively engage your social communities. Make comments, conversations and reviews easy to provide on your website and social media pages. True, this may invite negative commentary (which can be managed by an administrator), but try to respond to and thank these visitors anyway, because people who hear back from a business are more apt to use them again, despite an initial challenge. This may seem counterintuitive, but customers knowing that their voice is heard goes a long way, and a complaint gives you a backdoor opportunity to show how much you value their satisfaction. Inviting reviews also begets valuable insight into your business and prospects, not only by way of your own platforms, but through online review sites as well.
Tap your best customers. Don’t be afraid to ask your most satisfied customers to offer their positive feedback and experiences. This will not only improve your presence on the review sites mentioned above, it will energize your own website and social media. Ask happy customers to post their success stories, or offer to write them on their behalf (with their approval), and be sure to respond back to them for all to see your generous attitude and gratitude!
Solicit audience content. Ask questions of your audiences, invite them to share their experiences with, or opinions about, your services or industry – or provoke conversations about something unrelated to your business. Maybe audiences could offer their best remedies for the “Mundane Mondays,” for example. On your end, don’t hesitate to share something funny, entertaining, thought-provoking, or comment-worthy. Create a “buzz,” but steer clear of anything that could be construed as political. The more user-generated content you have, the better your brand’s search engine rankings and online visibility.
Use multiple sharing tools. 89 percent of consumers use search engines (which also point to social media platforms and owned media) to help them make purchasing decisions. In addition to creating engaging social media content, be sure to also have a regular blog, video uploads, white papers, case studies, e-books, etc. that can easily be found and shared.
Incentivize your audience. Offer something truly desirable in exchange for customer engagement. Incentives such as referral rewards, gift cards, discounted prices on services, complimentary lunch/dinner…there are many ways to motivate engagement, and participants of the sharing economy not only want rewards, they expect them.
Think outside the box. Really. Yes, there’s an irony in using what’s become a cliché in reference to new and creative thinking, but a team of creative professionals can help you come up with something your competitors would never envision doing. With the online world packed to the gills with boundless information, companies can’t afford to blend in and stay within the margins.
Be fresh, stay fresh. Once you’ve created and enabled multiple channels of user-engaging, sharable content, it is critical to stay on top of it with fresh, regular contributions. Outdated material and old posts say volumes about your brand, none of it good. Not only does new content help SEO (search engine optimization), putting your site above others when people browse the Internet, it also demonstrates that you’re continually alert, curious, learning, teaching, relevant and “checked in.”

While these pointers are proven tactics for success, they’re not always easy to implement. Let our marketing experts help you make the most of the sharing economy that is here to stay and certain to flourish.

IVY MARKETING GROUP. COME GROW WITH US.

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It’s addicting!  The fast-paced, ever changing world of public relations and marketing captures your interest and keeps you charged up to learn more everyday.  I love to find the best ways to tell our client’s stories and man, they have awesome stories!

It’s my job to discover our client’s goals and then match the best processes to achieve them, within their budgets, of course.  I get to explore traditional, digital and every manner of communication to determine which tactics, whether it is direct mail or TV advertising, a new website or PPC (to name just a few) will efficiently and effectively capture the attention of prospects. 

I also get to work with great people at IVY – they’re creative, fun, caring and super smart.  We’ve all been around the industry a while so there is not a novice among us.  Our clients are very cool too and totally passionate about the services they offer.  We’ve been working with most of them for years so we know they truly care about being innovative and responsible to the markets they service.  I have great admiration for all of them and look forward to every day. 

It’s true what “they” say, if you love what you do, you won’t work a day of your life!

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IVY was established in 1990 with a basic premise to offer professional, ethical and highly creative marketing, advertising and public relations services. We have successfully maintained our core values and have been part of many amazing projects, client growth and changes in the world of marketing that continue to happen at lightening speed. Most of our clients serve older adults in some capacity so we keep abreast of the opportunities and challenges they face.   Each day, we keep it real and fun and consistently deliver positive results to our clients and their markets.

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Passion for design keeps me on the lookout for new and exciting avenues for innovative digital and print visual communications. At IVY Marketing Group the diverse range of projects keeps my job challenging and rewarding. Each campaign is an exciting opportunity to effectively communicate our clients’ message. It’s what I love.

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I began working with IVY Marketing Group in June of 2013. I was hired as a writer, telling the stories of residents and staff members at the various senior living communities we serve.  It was inspiring to hear how fulfilling – and freeing – life had become for these seniors since moving from the limitations of their own homes to the quality independent and/or assisted living communities of today.

In 2016, I had an opportunity to see another side of the IVY organization when I was asked to fill in for a co-worker on maternity leave. During that time, I handled media distribution and social media, a process I found interesting and horizon-expanding. I was also given the opportunity to serve as an account manager, bringing me face-to-face with client needs and expectations.

As a frequent blogger for Ivy as well as some of our clients, I am excited to stay ahead of emerging trends and strategies so that we can offer our clients the most successful content marketing solutions for their communities.

Most fulfilling for me is working with my fellow Ivy team members. It is both inspiring and refreshing to witness their enthusiasm for their craft and unfaltering commitment to our clients and company goals.

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It all starts with one idea. Working with the Ivy creative team for over two decades has always meant taking one great idea and bringing it to life to help our clients meet their goals. We enjoy the challenges offered with every creative opportunity and try to make the design process itself enjoyable for our clients.

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Making certain that the projects IVY produces are word- and picture-perfect is my specialty. But I also love implementing marketing campaigns and programs that bring our clients success. Details are my thing, so it is a pleasure to have worked with IVY twice now, first after college four years ago and, recently, for the past two years.

The IVY Group is a terrific team of creative, positive and talented professionals that I love working with and, judging from the length of stay of our clients, I think they love our team, too!

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Rock-climbing, training for an 80-floor stair climb event, running a 5K…This is just a tiny peek into what people 20 and even 30 years older than I am, are doing on a fairly regular basis at some of the retirement communities that IVY represents.

I’m of the generation that still has reoccurring nightmares about what the next step looked like when my grandmother could no longer live by herself. The very best option at that time was living at a “facility” and  included eating rubbery chicken and playing an occasional game of BINGO. Period. That’s why my parent’s generation begged us not to ever put them into “one of those places.”

I am so proud that IVY’s clients are at the very forefront of an industry that creates opportunities, challenges, and most of all freedom for seniors, allowing them to explore hobbies, interests, passions…the next chapter of their very full lives.

I feel reassured for my own future. Even more, I feel honored to be able to share the impactful stories about this paradigm shift in the world of senior housing. What we hear and see at our clients’ communities is fascinating and inspiring!

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I am eager to bring fresh concepts and communication strategies to our retirement community clients.  Keeping up to date on new public relations strategies, online engagement, and advertising tools is my passion.

Our clients have such exciting and unique events and programs; it really makes it motivating for me to make the most of their content.  I am proud of our national press placements, secured television spots and local media relations. 

Results like increasing website visits, social media connections, and national press placements make everyday rewarding and interesting.

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I oversee, plan and implement projects and processes at IVY.  Often,  I am the conduit between our writers and designers, with printers, and other vendors to fulfill the marketing needs for our clients. I also manage media buys and coordinate production of advertisements.

Working for a flexible and fluid company that is constantly growing, changing and evolving is fun and rewarding. There is always something new to learn.

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