Webinar To Showcase How Marketers Can Turn Off -- Or On -- Boomers Through Imagery

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International Mature Marketing Network to host webinar to reveal results of research on what motivates 40+ consumers on Jan. 28 at 11 a.m. ET.

Something as simple as whether to use a candid photo or a posed photo can actually make a difference in how positively or negatively your product or company is perceived.

If a picture paints a thousand words, then it's reasonable to assume that a marketer's bad photo choice can convey enough to torpedo a multimillion-dollar marketing campaign.

That's why the International Mature Marketing Network (http://www.IMMN.org) is hosting a one-hour webinar on Wednesday, January 28, at 11 a.m. EST, to reveal for the first time the latest findings of research on the role images play in marketing to 40+ consumers.

Kevin Lavery, president of IMMN, the first and only global association to champion 40+ marketing, said, "The research reveals some surprises that will be a real wake-up call for some marketers. Baby boomers and mature consumers often see themselves differently from the way they are portrayed by marketers and the media."

In the webinar, called "Photo Finish," Todd Harff, president of strategic marketing agency Creating Results, (http://www.CreatingResults.com) will share what the proprietary research reveals about the photography preferences of baby boomers and beyond.

The webinar will cover:

  •     What photography captivates vs. what turns off prospects;
  •     How age, gender, employment status, income and more affects how viewers reactions to images; and
  •     Insights that can help strengthen communications and build relationships.

Harff noted, "Something as simple as whether to use a candid photo or a posed photo can actually make a difference in how positively or negatively your product or company is perceived."

Some of the findings Harff will share in the webinar answer:

  •     Which age group prefers an ad with multiple collage-style images over one with a single image?
  •     If you're trying to appeal to men, should you use images where the subject's face is identifiable, or go for an artistically cropped photo?
  •     What kind of imagery do the wealthiest consumers prefer?

To register for the webinar, visit http://www.IMMN.org. Non-members can participate for $50 (refundable if you join IMMN), while members can attend with no fee. Members of the media can also attend for free with proper credentials.

About IMMN
IMMN is an organization for like-minded marketers looking to grow professionally by networking to share ideas, insights and best practices as they keep up with hot topics about mature consumers, access the latest research and gain a more global understanding of the opportunities presented by the mature market. Among the additional benefits of membership in IMMN are exclusive access to research and white papers contributed by other members, discounts on select mature marketing newsletters, a "peer review" service tapping expertise across the organization and leading edge forums such as webinars and podcasts. To receive information about the goals and resources of IMMN, and/or learn more about joining, interested marketers can visit the group's Web site at http://www.IMMN.org.

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