Using Visual Elements to Bring Your Marketing Message To Life
Marketing strategies and campaigns that resonate with older consumers portray people and life as they know it. Because images make such an impression, they will have a powerful impact on how people respond to your efforts.
Likewise, your choice of design elements
can produce an ad that connects with potential consumers or causes them to ignore it. Follow these guidelines to successfully navigate the visual elements of your marketing efforts:
Use Models People Can Relate To
- Keep in mind that as people age, they tend
to see themselves as 10–15 years younger than they are (David & Anderson 2013).
- Focus on people who look real, normal
and accessible. Avoid super-fit or athletic models—even if they are members of this
age group (unless you are promoting an
event for elite older athletes).
- Dress your models the way your consumers dress.
- Ensure you have a good mix of cultures and generations. Think community.
- Hire models who reflect the story you want
to tell and the message you want to convey.
To read more about how to connect with Baby Boomers and their elders, you have to target their interests and abandon stereotypes, please see “Marketing to Older Adults: Finding the Right Message” in the online IDEA Library or in the July-August 2016 print issue of IDEA Fitness Journal. If you cannot access the full article and would like to, please contact the IDEA Inspired Service Team at (800) 999-4332, ext. 7.
Dear IDEA Fitness Community, IDEA Health & Fitness Association’s staff and members are united in opposing prejudice, bigotry and racism. We denounce all acts and intents associated with these affronts to…
Updated: 4/14/2020 It is with a very heavy heart that we must cancel the 2020 IDEA World Convention, July 8-12, in Anaheim, CA. Despite making…
Editor in Chief: Sandy Todd Webster Executive Managing Editor: Katherine Watson Executive Editor: Joy Keller Production Editor: Judy Minich Publications Assistant: Sarah Kolvas Art Director:...