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.

Colin Milner

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