Survey Sets Sights on Image Preferences of Mature Consumers

Generational Marketing Experts Find out What Works in Photography for Baby
Boomers and Beyond

WOODBRIDGE, Va., Jan. 28 /PRNewswire / -- 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 addressing what type of photography is most effective when advertising
to the mature consumer, Baby Boomers and beyond. Researchers surveyed 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%).

(Photo: http://www.newscom.com/cgi-bin/prnh/20090128/DC64015)

Snapshots: Key Findings
Results, analysis, and charts from the company's extensive and proprietary
survey have been compiled in a free eBook, available at
www.CreatingResults.com/PhotoFinish, along with insights into why imagery is
so important when marketing to the mature. PHOTO FINISH research showed:

1. Vibrant pictures featuring brighter colors and an expressive model
trumped Subdued images (cooler colors, contemplative model), 65% to 35%
2. Images in which the model's face was clearly Identifiable were
preferred to Cropped (65%)
3. The older a consumer, the stronger their positive feelings for
Identifiable photos (76% of those over 75, 75% of 65-74 year olds, and
62% of 55-64 year olds chose Identifiable)
4. Lifestyle photography was preferred to Product photos by all
respondents
(59%), and was most effective with Caregivers (71%), Gardeners (78%)
and
Volunteers (75%)
5. While 56% of all respondents preferred Product images over
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 consider the "punch" packed by each
marketing element.

"With more than 115 million Americans over 40, spending trillions of dollars
on travel, healthcare, housing and more each year, mature consumers represent
a great opportunity for lifestyle-related businesses," 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.

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 mature consumer pursuing a higher quality of life, including
Baby Boomers and the Silent Generation. In 2007, 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 began as 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 on Inc. 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 info@creatingresults.com, or visit
www.creatingresults.com.

Available Topic Expert(s): For information on the listed expert(s), click
appropriate link.
Todd Harff
https://profnet.prnewswire.com/Subscriber/ExpertProfile.aspx?ei=72791

SOURCE Creating Results, LLC

Karen Pitts Baugher of Creating Results, LLC, +1-703-494-7888, ext 34, cell:
+1-703-209-2565, Karen@creatingresults.com