Kurt Medina Tells the Truths about Marketing to the 50+ Consumer

May 10th, 2006

A few months ago, I was fortunate enough to be in attendance when Kurt Medina spoke at a NEDMA dinner meeting, and I can’t tell you how much I enjoyed his presentation.

It wasn’t just what Kurt had to say about marketing to the 50+ consumer. It was how he said it, too. He had those of us in the audience that evening on the edge of our seats, hanging on his every word. Clearly, Kurt is an incredibly gifted speaker with a wealth of knowledge to share about the mature marketplace. Which is why we’re so excited about his appearance on Day One (June 14) of NEDMA ’06, when he’ll teach a workshop from 9 AM to 4 PM (lunch included) on his area of expertise.

Kurt Medina is President of Medina Associates, a consultancy specializing in marketing to the 50+ consumer. He brings his clients a unique blend of 20+ years of senior line direct response marketing experience with major quality companies … coupled with 15 years as an independent consultant who has worked with over 75 U.S. corporations to help them achieve their marketing goals.

He is also co-author of the book, 77 Truths About Marketing to the 50+ Consumer.

And this week he is our special guest blogger.

Ladies and gentlemen, Kurt Medina…

“Why on earth do I need to spend an entire day learning about marketing to the 50+ consumer?”

This, of course, is the question of the hour for anyone even considering participation in the NEDMA ’06 Workshop I’ll be leading on June 14 entitled 77 Truths About Marketing to the 50+ Consumer. (OK, maybe that question hasn’t been on the top of your mind yet, but read the rest of this and perhaps it will be!)

The answers to the question are two-fold. I’ll give you an initial set of answers for the left side of your brain (that’s the part of your thinking that has to convince your boss or CFO that the time and money will be well spent) … and one set of answers for the right side of your brain (that’s the part that wants to learn super new stuff you can use right away, but that also wants to have fun at the same time!).

Left-Side-of-the-Brain Reasons to Attend “77 Truths” Workshop

Any company wanting to grow in the next 5-10 years MUST master this critical market segment … or risk major stagnation or business decline.

• In the next 15 years, the number of folks under 50 will remain almost flat, while the number of folks over 50 will grow by 45%!
• Already today, the population over 50 owns 77% of the nation’s assets and possesses over half of all of the disposable income. There is more available money among 50+’ers than all other segments combined.
• So, there IS a market there! Now, all we need do is to mail some 50+ lists and we’re home free! Right? Wrong! Marketing to the 50+ mature world is totally different from marketing to younger folks. To start with, there’s not even one single market. There are at least three major sub-segments that need to be approached separately (Boomers, Active Retirees and then Seniors). And all have different lifestyles, different hot buttons,
different motivations for purchase.
• They also, by the way, look at advertising differently.
• And you need to learn how to reach them.

OK, there are some practical reasons why you should become at least 50+ knowledgeable.

Right-Side-of-the-Brain Reasons to Attend “77 Truths” Workshop

Now, let’s look at the other side.

First and foremost, you’ll have fun! The Workshop will be interactive and informal. We’ll have some PowerPoint slides, sure. But we’ll have videos, ads, DRTV clips, focus group videos and a lot more surprises that will keep you involved. You’ll see literally dozens of examples of good stuff … as well as terrible stuff. Print ads, newsletters, direct mail, television spots, websites and more. And you’ll learn WHY there’s a difference between the successful and the not-so-successful.

There’s a bunch of humor in the whole thing too! Jokes and cartoons will be used to make points.

And, I guarantee that you’ll write down AT LEAST four new action items that you can put to good use as early as the day you get back from the conference.

How can you lose? All this and a free book to boot!

So, go to the upper left-hand corner of this blog and take a look at the NEDMA ’06 conference schedule, download the brochure (but promise you’ll look at the Day One sessions first) … and register today. At the Atlanta DMA Annual Conference last fall, my one hour 50+ session was literally standing room only with people peeking in from the hall outside. Find out what they knew … and I’ll see you on June 14! You won’t be sorry!

Thanks, Kurt.  I wouldn’t be surprised if your appearance at NEDMA ‘06 is SRO, also. 

To learn more about Kurt Medina’s workshop on Day One (June 14) of NEDMA ‘06, click here. 

For more information on Kurt Medina and Medina Associates, a consultancy specializing in marketing to the 50+ consumer, click here. 

Entry Filed under: Speakers, Speakers' Books