AARP promotes Road Show with e-mail effort

AARP is conducting an e-mail marketing campaign to promote its series of AARP The Magazine Road Show events.

The goal of the events and overall initiative is to distribute samples, coupons and literature from sponsors, as well as prizes. AARP's goal in creating the e-mail marketing effort is to attract new members and interest existing ones. The group began the e-mail effort, created internally, July 28.

The nonprofit group is targeting consumers interested in AARP and promoting the products and services of its advertising partners. AARP The Magazine Road Show attendees can get health screenings on-site and information from brands such as Eye Net Vision Care.

The Road Show, now in its ninth year, hits large state fairs and festivals around the country that attract its core 50-plus demographic.

Shari Horowitz, associate director of marketing events and promotion at AARP Media Sales, said the group created the e-mail marketing effort to generate buzz among its existing member base for the Road Show. It is also targeting consumers who have sent their contact information to the AARP asking about the Road Show, she said. Past attendees are a main target, said Horowitz.  

The AARP sent the first e-mail blast July 28 to members in Iowa to promote the organization's appearance at the Iowa State Fair, which runs from August 12-22. The AARP The Magazine Road Show will appear there from August 13-15.

Horowitz said AARP will conduct an e-mail blast about two weeks before similar events. The group will have a presence at the Minnesota State Fair in September, as well as the Half Moon Bay Art & Pumpkin Festival in California and the Las Olas Art Festival in Florida, both in October.

The AARP is partnering with its local offices on the campaign. These offices will send e-mail blasts of their own to reach a greater number of prospective AARP members. The Iowa State office sends invitations to as many as 60,000 residents who may be interested in the Road Show, noted Horowitz.

Banner ads promoting the road show will also appear on fair and festival sites.