Marketing messaging can be overwhelming and confusing to senior audiences, which only leads to frustration and disengagement. When marketing to seniors, the message that is being used to deliver information should be simple, clear, straightforward and easy to understand. Seniors respond to messaging that is more authentic, genuine, credible, trustworthy and emotional. Because, based on their life stage and all …
Want To Connect With Baby Boomers? Get Your Messages Creatively Right
By Jim Gilmartin – Contrary to the perception that aging brings a calcification of shopping habits, many over-50 consumers diversify their spending habits as they grow older. That diversification, plus the narrower tactics of contemporary marketing practices, makes them much tougher to reach through advertising. As older consumers and the Baby Boomer cluster move from the crowd-think of their youth …
Designing Your Website for Customer Convenience
Previously, I blogged about web design mistakes often made by website designers (The Eyes Have It) and offered basic suggestions to improve online communications readability for older populations. I wrote that according to AIGA, the professional association for design, considerably younger people prepare much of the information intended for older eyes, and typically base their creative decisions upon how the world …
