First impressions
I have to admit that my pencil was sharpened in anticipation of an extremely unpleasant and depressing experience: queues, crowds and inadequate toilet facilities, for example. In fact, when I arrived at 10.00 a.m. check-in was quick and efficient (if not particularly welcoming) and I was seated inside with a coffee within minutes. This enabled me to relax, plan my route, people-watch and admire the beautiful Morgan three-wheeler mysteriously parked in front of me.
I have to admit that my pencil was sharpened in anticipation of an extremely unpleasant and depressing experience: queues, crowds and inadequate toilet facilities, for example. In fact, when I arrived at 10.00 a.m. check-in was quick and efficient (if not particularly welcoming) and I was seated inside with a coffee within minutes. This enabled me to relax, plan my route, people-watch and admire the beautiful Morgan three-wheeler mysteriously parked in front of me.
Sipping my coffee,
I took stock. Perhaps my ‘first experience’ of the show could have been
improved. Could there have been some
friendly older people to meet and greet us all, instead of the usual
jobsworths? What about a Help and
Information Desk as you walk in, staffed by more of the same? And most
importantly, what happens when you take a corner at speed in that Morgan? A visit to the loo was achieved without delay
or incident and I was free to start my tour, relaxed and crowd-free.
Sense and sensibility
The crowds took some time to arrive. Perhaps my 50+ colleagues travel some distance to the show from their homes in leafy suburbia, and may quite sensibly choose to avoid the rush-hour and take advantage of cheap-day return fares. By lunchtime, the show had filled up significantly, making it much more of a scrum to walk around - in fact, the organisers claim that the show achieved a record attendance this year. Good news for exhibitors, a number of whom told me that they were very satisfied with the traffic on their stand.
The crowds took some time to arrive. Perhaps my 50+ colleagues travel some distance to the show from their homes in leafy suburbia, and may quite sensibly choose to avoid the rush-hour and take advantage of cheap-day return fares. By lunchtime, the show had filled up significantly, making it much more of a scrum to walk around - in fact, the organisers claim that the show achieved a record attendance this year. Good news for exhibitors, a number of whom told me that they were very satisfied with the traffic on their stand.
This also meant
that the facilities came under a certain amount of pressure later in the day. One female visitor told me that there was only one set of ladies
toilets, representing a lengthy hike for less sprightly visitors finding
themselves in the wrong part of the hall at the wrong time, and a permanent queue when you got there. ‘Not at
all pleasant for we ladies in their 60s’, as she put it.
Lunchtime was not quite what one might have expected. Many visitors had chosen to bring their own sandwiches, which they proceeded to eat anywhere they could. It was rather like one large picnic, but minus anything (other than food) that might make a picnic enjoyable. Could space be made available for this next year, perhaps? A Picnic Zone, sponsored by Hovis, perhaps.
Lunchtime was not quite what one might have expected. Many visitors had chosen to bring their own sandwiches, which they proceeded to eat anywhere they could. It was rather like one large picnic, but minus anything (other than food) that might make a picnic enjoyable. Could space be made available for this next year, perhaps? A Picnic Zone, sponsored by Hovis, perhaps.
Power to the people
And what about my fellow 50+ visitors? Overall, my impression was of a much more diverse group than I had expected. But although a lot of boxes were ticked, my sense was that the dominant group consisted of couples in their sixties, many of whom had ‘Middle England’, sensible shoes and ‘Marks and Spencer leisurewear’ written all over them. This is perhaps not too surprising given that the show was until recently called the Retirement Show and this is the age group most likely to be interested in retirement-related matters. The over-50s is a powerful group, in terms of both size and spending power: was its full diversity represented at this show? It would be interesting to see the visitor profile – and it I were a potential exhibitor, I would be even more interested.
And what about my fellow 50+ visitors? Overall, my impression was of a much more diverse group than I had expected. But although a lot of boxes were ticked, my sense was that the dominant group consisted of couples in their sixties, many of whom had ‘Middle England’, sensible shoes and ‘Marks and Spencer leisurewear’ written all over them. This is perhaps not too surprising given that the show was until recently called the Retirement Show and this is the age group most likely to be interested in retirement-related matters. The over-50s is a powerful group, in terms of both size and spending power: was its full diversity represented at this show? It would be interesting to see the visitor profile – and it I were a potential exhibitor, I would be even more interested.
Excuse me, your roots are showing
The roots of the show as the Retirement Show are clearly visible and reflected by the fact that Prudential are the main sponsors. And the concept of retirement goes some way to explaining what a group of otherwise diverse people might have in common beyond their age: a major life event, with changing financial and personal circumstances to consider.
The roots of the show as the Retirement Show are clearly visible and reflected by the fact that Prudential are the main sponsors. And the concept of retirement goes some way to explaining what a group of otherwise diverse people might have in common beyond their age: a major life event, with changing financial and personal circumstances to consider.
Not surprisingly,
the nature of the exhibitors reflect this. The usual suspects were there in
force – heathcare, retirement property
and travel, for example. But with more than 150 exhibitors in all, there was a
much wider range than you might expect: did
you even know that there is such a phenomenon as health tourism, let alone a company specialising in dental
holidays? A number of areas seemed under-represented,
not least financial services companies – although this
may be explained by the fact that Prudential are the main sponsor.
Activities for life
An impressive feature of the show is the wide range of activities, demonstrations. presentations and seminars on offer. This included an activity zone, cookery demonstration, a climbing wall, a dance floor, a fashion show, live music, show homes and much more. Together, these offered a choice of information and entertainment from 10.00 in the morning to 4.30 in the afternoon. If I had one criticism it would be that there was too much going on in the space available – with the ‘noise clutter’ making it hard to concentrate on any one thing. I have to admit that the presentation called ‘Sex can last a Lifetime’ caught my attention. Impressive but ultimately frustrating, I would imagine.
An impressive feature of the show is the wide range of activities, demonstrations. presentations and seminars on offer. This included an activity zone, cookery demonstration, a climbing wall, a dance floor, a fashion show, live music, show homes and much more. Together, these offered a choice of information and entertainment from 10.00 in the morning to 4.30 in the afternoon. If I had one criticism it would be that there was too much going on in the space available – with the ‘noise clutter’ making it hard to concentrate on any one thing. I have to admit that the presentation called ‘Sex can last a Lifetime’ caught my attention. Impressive but ultimately frustrating, I would imagine.
Promotion
One area where I would suggest improvement is in the promotional activity for the show itself, which simply does not do the show or the audience justice. Just because it’s for older people does not mean that basic standards of creativity or production values should be ignored. A more focused proposition would help to convey the depth and breadth of the show, rather than depending upon an apparently random ‘shopping list’.
One area where I would suggest improvement is in the promotional activity for the show itself, which simply does not do the show or the audience justice. Just because it’s for older people does not mean that basic standards of creativity or production values should be ignored. A more focused proposition would help to convey the depth and breadth of the show, rather than depending upon an apparently random ‘shopping list’.
Walk the talk
In conclusion, my main point would be that the show needs to convince potential visitors that is more than a device to lure us into a single space where people can sell us things. Why not create more of a sense of empathy by having older people to meet and greet visitors, to provide general advice and information, and perhaps even work on the stands. One obvious area of dissonance is the stand personnel employed by some exhibitors. Too many stands seemed to be staffed by temporary staff, many of whom were quite young, who seemed to lack any obvious interest in the subject or empathy with older people. Come on exhibitors – walk the talk!
The stands with
staff of a more varied age profile stood out and maybe it was no co-incidence
that they also captured the crowds. For
example, on the ‘We are Better Together’ stand, the founder, Dr Meredith Belbin , was very
much in evidence, belying his 85 years
of age.
The management of
another stand had the interesting
(if not very PC) idea of employing a number of young women in short skirts, high
heels, red lipstick and glasses (‘secretaries’) to attract customers and
encourage them to speak with a smaller number of men in suits (‘bosses’). Even
this ploy was not quite in the same
league as I saw at an exhibition in
Barcelona recently, where a Russian telecoms firm had a team of
scantily-clad ‘pole dancers’ performing
on their stand. This was supported by a free draw to win a night in a dacha
with one of them, for a ‘business
discussion’. Now there’s an idea for the next show.
Or like me, would you rather win that Morgan
three-wheeler?
Mark Beasley
Managing Director, RHC Advantage Limited
The 50+ marketing agency
