Rent-to-own News - Missouri dealers gain marketing insights at annual meeting

Marketing specialist Kelly McDonald with MRDA President John Cleek Jr.

Around 85 Missouri Dealers representing some 20 different RTO companies kicked off the Missouri Rental Dealers Association annual meeting at the Hampton Inn & Suites in Columbia yesterday where they were treated to a birds eye view of marketing trends that will affect business decisions into the foreseeable future.

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MRDA meeting attendees were treated to a talk from marketing specialist Kelly McDonald who discussed as a "permanent shift" in U.S. population demographics to one that is 70 percent minority.

McDonald discussed the challenges to businesses as this shift takes place and the various differences between customer segments. 

"Those companies that have effectively tapped into various emerging markets have been richly rewarded with business growth and new, fiercely loyal customers," McDonald said.

Her presentation -- described by some as the best MRDA presentation and keynote ever -- focused on how to effectively market to Hispanics (the largest ethnic minority in the U.S) and women (the key decision-makers and influencers of most household and family purchases). The presentation was an eye opener for J.C. Cox, MRDA vice president.

"It was an excellent meeting, the best we've ever had," said Cox of Gateway Home Furnishings. "What I learned is that every store in the next few years is going to have to have bilingual employees and it's going to be important to prepare for that."

Following McDonald's talk, MRDA Boardmembers agreed to continue the highly successful product training seminars at the association's annual Heartland of America Trade Show set for June 15-17. The product trainings, added for the first time last year, were highly rated by members. MRDA is issuing a call for proposals from vendors. Six will be selected to participate in trainings at the regional show. Contact Ken Steiner for more information at 573/489-0622 or steineraa@aol.com.

"The meeting was outstanding," said MRDA President John Cleek Jr. "She (McDonald) was an excellent speaker with lots of relevant information. I would highly recommend her to any other state association."