marketing and PR

ARTICLE: LIFE'S WHAT YOU MAKE IT

Life's what you make it - The lifestyle event of 2015

The old adage "you're only as old as you feel" couldn't be truer, and the older we get the more we think about what lays ahead.

The UK population is living longer and we are frequently told that in order to live to a good age we need to be aware of what we eat, exercise regularly and take care of ourselves. People can't be put into boxes because everyone is different, and although genes have a big part to play we need to look after ourselves much earlier than when the Government decide it's time for us to rest on our laurels.

The ripe old age of 40 used to be classed as middle-aged. It was a time to start getting out the knitting and don the cardigan - oh how times have changed! These days 40 is seen as youthful and inspiring. It's no longer the 'middle' years but a time to start new and exciting things - take on a new hobby, travel and generally enjoy life. Cardigans are now a staple fashion accessory by the way!

Studies show there are over 10 million men and women aged between 40 and 50 in the UK, who are largely ignored by marketers. The majority of advertising is aimed at the under 30's or the over 50's, with a large void in-between. With the 40+ age group having the most disposable income it's naive to ignore this important demographic. This is how the idea of a new and exciting event came about, to focus on people that fall within the iconic 40 and over age group and demonstrate to them that they haven't been overlooked and to provide opportunities that they may not have realised were available to them.

Life begins at 40 is a unique event taking place on xx-xx xxxxxx 2015 at ExCel, London. The event conveys that life after the big 40 is for living and there is so much on offer now you have the experience to understand it.

Aimed at people who are comfortable with their age and appreciate all that life has to offer, this lifestyle event is a foundation for further growth and development, and the chance to experiment, enjoy and continue to live life to the full - not about covering up your age. The event will showcase the different opportunities available including holidays, fashion, activities, exercise and good diets, skin care, fertility treatment and much more. Many people become despondent when they reach 40, but Life begins at 40 is designed to bring back their drive for life and help them take appropriate risks for the future.

The event is the first of its kind where visitors will find all the products and services are aimed at the 40 and over market, all under one roof. Many companies inadvertently overlook those in their 40s when they should be embracing them. People in their 40s have higher disposable income than those under 40 and are a highly influential age group - brands should be tripping over themselves to get their hands on them.

The event already boasts a number of top brands including Vichy, Pfizer's Imedeen skin supplement brand, and Winser London.

Kim Winser of Winser London is undoubtedly one of the most influential women in fashion retailing. The former commercial director of Marks and Spencer, Kim Winser has also taken the role of chief executive of Aquascutum and chair of Agent Provocateur. In 2006 she was presented an OBE for her services to the fashion industry, where she has worked since 1977, after joining Marks and Spencer's management training scheme. Kim quickly became Mark's first female, and youngest ever, commercial director, and moved on to become menswear executive before coming director of womenswear.

Kim says of the Life Begins at 40 event:

"Winser London is delighted to support this event. Business should not be about age but lifestyles. Our collection is to inspire every woman to feel confident and stylish whoever and wherever they are."

If ever there was a time to target this age group, it's now. Marketers need to recognise this demographic is worthy of consideration and how they can profit from this neglected yet affluent market.

Life begins at 40 is a prime opportunity for brands to demonstrate their products and services to a captured market. With thousands of visitors expected throughout the weekend this is an excellent opportunity to get a good return on marketing investment and interact with such a significant demographic. Understanding their desires, needs and outlook on life will be extremely valuable to any business.

Throughout the weekend the event will be host to an array of speakers and seminars. The unique lists of speakers, while they are well known by their profession, are not customary event speakers that everyone has seen before, will surprise, inspire and relate to this age group.

Exhibitors will be able to showcase their products in the demonstration areas and there will be free stand-up comedy and live music to entertain visitors. During the week of the exhibition there will also be several evening events taking place aimed at raising funds for various children's charities.

Ajay Ahluwalia, event creator and the fund raiser for children's charities from Life Begins at 40 said:

"This is more than just another exhibition. Life begins at 40 is very much based on using and building on the experiences and knowledge of people who have reached the iconic age of 40. It's based on living in the moment and making the most of every minute."

"If you look at the statistics for the age groups over the coming years, those aged 40-50 are going to be by far the largest. This demographic has the highest disposable income, they travel more and larger numbers of babies are being born to women in their 40's - and yet only a small number of marketing campaigns are aimed at or feature people of this age group."

Life begins at 40 is proving to be a popular event and those wanting to take part should get booked in as soon as possible. In addition to taking a stand, businesses can also make use of the demonstration areas and seminar rooms and have brand representatives handing out samples and leaflets throughout the venue. An event magazine and goody bag will also be given out free to everyone who attends the event.

Life begins at 40 takes place on xx and xx xxxx 2015 at ExCel London, One Western Gateway, Royal Victoria Dock, London, E16 1XL. Businesses wishing to book at stand, advertise in the magazine, provide samples for the goody bag or take advantage of the demonstration areas and seminar rooms should contact the event organisers on xxxxxxxx, email xxxxxxxx or visit xxxxxxxx for more information.

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