In this conversation, Bailey Beeken, the Senior Director of the Smash Conference, discusses the evolution of the conference from its inception with 125 attendees to becoming a premier event in senior living marketing.
The discussion highlights the importance of community, collaboration, and thought leadership in the industry, as well as the impact of AI and data on marketing strategies.
Bailey emphasizes the need for open sharing of ideas and experiences among industry professionals to foster growth and innovation.
Takeaways
- Prioritize community learning and surround yourself with peers.
- Experiment with new strategies and don't be afraid to test.
- Prepare for the no-click, AI-driven future.
- Focus on storytelling to connect with audiences.
- Data is becoming increasingly important in marketing strategies.
- Collaboration among industry leaders enhances knowledge sharing.
- The Smash Conference fosters a unique environment for open dialogue.
- Engaging with solution partners is crucial for success.
- Understanding consumer intent is key to effective marketing.
- The future of marketing in senior living will be shaped by AI and data.
Chapters
- 00:00 The Birth of Smash Conference
- 02:52 Building a Community of Thought Leaders
- 05:59 The Evolution of Senior Living Marketing
- 08:44 Creating a Unique Conference Experience
- 11:54 The Importance of Collaboration
- 14:50 Innovations in AI and Marketing Strategies
- 17:50 Preparing for the No-Click Environment
- 20:58 Insights from Industry Experts
- 23:58 The Role of Data in Marketing
- 26:46 Storytelling in Senior Living Marketing
- 29:52 Looking Ahead: Future of Smash Conference
Playback options
A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
Building a Tribe: The Story of SMASH and the Future of Senior Living Marketing (with Bailey Beeken)
September 24, 2025 • Episode #38
A PODCAST OF UNLOCK HEALTH
The Move In Senior Living Marketing
Building a Tribe: The Story of SMASH and the Future of Senior Living Marketing
with Bailey Beeken
Sep. 24, 2025 • Episode #38
Clip 1 (39 sec.)
AI engines are where research starts, not where clicks happen. Learn how to position your community in a no-click environment and influence decision-making before a family ever hits your website.
Want to know how Unlock generates more qualified leads with our senior living digital marketing strategies?
Unlock Health • The Move In: Senior Living Marketing Podcast
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Clip 2 (40 sec.)
In a no-click world, social media isn’t just a channel, it’s a conversation. Discover how meaningful engagement signals to algorithms (and prospects) that your brand deserves to be seen.
Clip 3 (53 sec.)
The biggest ROI from events isn’t on stage, it’s in the in-between moments. Hear why open conversation, not just content, drives real insight & value for senior living marketers.
“I think vulnerability is a strength. When I talk to leaders who are willing to say, ‘I don’t know,’ that’s when I know we’re going to have a great conversation. That’s where progress starts.”
More clips from this episode are available here.
Bailey Beeken
Senior Director
SMASH - Senior Care Marketing & Sales Summit