They always say beauty is in the eye of the beholder. What exactly does that mean? It means that different people have different ideas about what is truly beautiful. How do you know what your senior market audience will think is beautiful? How are you to know what appeals to millions of people if everyone's idea of 'attractive' is different?
The average luxury car buyer is 60 years old. Only 17 percent of older people bought cars that were less than $10,000, so the majority of their cars are also expensive. What it is about luxury cars that appeal to the senior market? Perhaps it is the sleek look. Or maybe it is the power they feel driving behind the wheel of something that is fast and powerful in its own right. Or maybe the luxury status reflects the hard work and time that the senior invested into having the financial ability to buy such a car. Maybe it makes them feel young again and exemplifies a physical beauty that that person may feel they no longer have.
Did you know that 33 percent of Baby Boomers would go out of their way to not buy a product that is clearly aimed at younger people? So, why not try and market products that make the older consumer feel 'beautiful' again?
Mind
As we age, our brain sees many changes. Verbal memory declines before emotional memory. Our brain's focus becomes more right-brained, which is extremely important, as this is where our emotions and memories reside. In fact, as we age the right brain operates so quickly we are unaware we are even processing this information. You must try to provoke a significant memory through the images you choose in your senior market campaigns. The advantage? The older viewer understands the concept of a campaign sooner. Make it good and you'll leave a lasting impression.
Body
The body of the advertisement must reflect the best ways to reach the senior market through the correct image placements and styles. Studies have shown that single image ad designs, particularly those showing a couple looking happy on a beach, were extremely effective as opposed to collage style with multiple photos included. The collage style takes away from the main image and appears messy and cluttered. Identifiable images were preferred to ones that were cropped and did not show a full view of the entire person.
It's almost as though the older market is saying, 'Enough already with the mystery, just get to the point' Sixty-six percent of people aged 75 years and older, or those in the highest-income bracket (greater than $200,000), prefer a product-only shot instead of a product-in-use shot. They want to picture themselves in the ad. The highest-ranking ads overall are the lifestyle ads, particularly ones showing a father walking his dog in the woods accompanied by his two daughters, one of which is on his shoulders. That particular image seemed to evoke a memory with most adult viewers.
Soul
Reach your senior market audience and redefine what beauty is. Family and happiness represent beauty. Images that are bright in color and highlight people smiling are met with an incredibly positive response from the senior market. Although beauty is in the eye of the beholder, and what appeals visually to people varies, overall the senior market appreciates clear, concise ads featuring family or people posed. These images are ones that everyone can relate to and all find beautiful.
Author Resource:-
The ADAM Group is a proven leader in the field of Medicare Advantage Plan marketing. We offer our Medicare Advantage Plan clients the ammunition to educate the public about their services. I'd like to invite you to get your FREE Advantage Plan Marketing Insider Report when you visit:
www.advantageplanmarketing.com/insider_report
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