I’m working at the annual AARP Life@50+ national convention in Los Angeles, promoting exercise and rehabilitation systems from sibling companies VQ ActionCare and VQ OrthoCare. Because nothing says “over 50” like bum knees and lack of exercise, our products BioniCare and Resistance Chair are right at home here!
Here are my thoughts on reaching this audience:
- Life@50+ is a lifestyle expo.It’s unlike any other trade show I’ve sponsored because these 25,000 attendees are linked solely by their era of birth. Unlike trade shows or other consumer-focused shows that lure experts and enthusiasts in a particular category, the aisles and pavilions of Life@50+ are an A-to-Z trip through life as an older American in 2011: finances, food, leisure, communication, and health. Hence, the exhibits list reads like the Yellow Pages instead of a trade association roster.
- Main Street USA. Strolling the aisles is also like a shopping trip down a traditional Main Street: travel agents, medical dispensers, clothiers, Realtors. As in medieval days when merchants posted garish, graphical signs to inform and lure shoppers, we Life@50 exhibitors must show and tell our brands’ value propositions in concise, visually arresting terms. Here, it’s especially challenging to win new customers and sell them on the spot, but really rewarding when it does happen!
Life@50+ rolls through Saturday at the Los Angeles Convention Center, with a most improbable, yet purely LA mash-up of celebrities including Spike Lee, Tim Gunn and Carol Burnett.