CANDID CAMERA: NEW RESEARCH REVEALS
WHAT WORKS AND WHAT DOESN’T WHEN ADVERTISING TO MATURE CONSUMERS
Generational Marketing Experts Set Sights on Baby Boomers and Beyond with PHOTO FINISH Survey
Woodbridge, VA – [January 28, 2009] As companies try to do more with less, generational marketing experts Creating Results today unveiled the results of PHOTO FINISH [www.CreatingResults.com/PhotoFinish], a proprietary survey which addresses what type of photography is most effective when advertising to the mature consumer, including the coveted Baby Boomer generation. The research included surveys of more than 414 Americans over 40 years old, and revealed, among other findings, that Single Image ads are significantly more effective than multi-image Collage style pieces 66% to 34%).
Snapshots: Key Findings
Key findings of the company’s extensive and proprietary survey have been compiled in a free eBook, available at www.CreatingResults.com/PhotoFinish, along with analysis, charts and insights into why imagery is so important when marketing to the mature. PHOTO FINISH research showed:
- Vibrant pictures featuring brighter colors and an expressive model trumped Subdued images (cooler colors, contemplative model) by 65% to 35%
- Images in which the model’s face was clearly Identifiable were preferred to Cropped (65%)
- The older a consumer, the stronger their positive feelings for Identifiable photography (76% of those over 75, 75% of 65-74 year olds, and 62% of 55-64 year olds chose Identifiable)
- Lifestyle photography was preferred to Product photos by all respondents (59%), and was most effective with Caregivers (71%), Gardeners (78%) and Volunteers (75%)
- While 56% of all respondents preferred Product photography to images that show the Product-in-Use, men differed from the whole – 54% chose Product-in-Use as more appealing
The free eBook offers additional detailed findings by income level, net worth, employment, gender and education.
Picturing Powerful Consumers
Todd Harff, President of strategic marketing agency Creating Results and a nationally recognized expert in multi-generational marketing, noted that as marketing budgets tighten, companies must be aware of the “punch” packed by each marketing element.
“With more than 115 Americans over 40, spending trillions of dollars on travel, healthcare, housing and more each year, mature consumers are a great opportunity for lifestyle-related business,” said Mr. Harff. “Understand their preferences, pick your pictures wisely, and you can help your product or service cut through advertising clutter and speed the purchase process.”
Creating Results has invested years in studying affluent consumers of the Boomer and Silent Generations, to better understand what urges them to leap into action. As a result, the company has won numerous national awards for their expertise in targeting and motivating these consumers. The Mature Market Resource Center recently honored the firm with two National Mature Media Awards.
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Creating Results is a full-service strategic marketing, public relations and advertising agency that drives demand from mature consumers for lifestyle-oriented products and services. Its expertise is in targeting and motivating the m,ature consumer pursuing a higher quality of life, including Baby Boomers and the Silent Generation. In 2007, Todd Harff, President of Creating Results, helped found the International Mature Marketing Network (IMMN), the first and only global organization that shares ideas on connecting with and motivating 40+ consumers. Creating Results beganas a home-based business 15 years ago, the agency now represents clients across the United States from offices outside of Washington, D.C. and Providence, RI. Creating Results earned the distinction of being onInc. magazine’s Inc. 500 List of Fastest Growing Private Companies in the country. The company has earned praise, referrals and awards for programs that motivate affluent, mature consumers to purchase. For more information, call (703) 494-7888, e-mail firstname.lastname@example.org, or visit www.creatingresults.com.