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Trade Show season for the outdoor industry is starting. The big question: What is the future of tradeshows?

Tradeshows make a statement as well as keep an industry going. We need tradeshows.

No denying that tradeshows are having issues. The numbers of attendees are dropping and the numbers of people who are “buyers” are disappearing.

However, it does not matter how many people show up at a tradeshow as long as the right people show up.

I believe in National tradeshows.

They are important because they allow small new businesses to introduce themselves to the world. Jetboil and Vibram Five Finger shoes are recent examples. Those are designs or ideas that could not make it without an introduction to a national audience. You can get lucky and have a magazine or website put your product out there, but a tradeshow is your best bet. In fact, most magazines go to tradeshows to find those new great items.

Yes, there are other shows besides a national trade show, consumer shows, rep shows, etc.. However, finding and exhibiting at those shows for a new manufacturer is difficult and expensive. For the rep shows if you don’t have a rep, you can’t get a booth. Very few reps are going to pick up an unknown line. Consequently, the new manufacturer has no way to get his product introduced to the masses without a national show.

A national show gives a new product or a new company the opportunity to reach national retailers, national media and the world.

Legal & Risk Management reasons for Tradeshows

Tradeshows also allow manufacturers and retailers to exchange ideas, which make the industry better. Tradeshows allow interaction between parties, which raises the standard of care for an industry.

Risk management ideas are exchanged between everyone at tradeshows. Everyone attending learns something and sometimes one thing is enough.

Tradeshows allow “old guys” to talk about their past, how the mountain was higher and the snow was deeper on every peak we climbed.

Sales ideas are traded at tradeshows.

Retailers leave tradeshows with new ideas on how to sell new and old products. One retailer tells of their success with a marketing idea to an exhibitor, and that exhibitor passes the ideas on.

This occurs when reps are in their territories, but not as consistently, and they are sometimes forgotten in those long drives from one store to the next.

Tradeshows provide tons of benefits.

Tradeshows also make statements. A tradeshow tells the industry it is vibrant and healthy. It generates interest both in the attendees and those that do not attend and consumers. Big trade shows get consumers online because they know they can see the latest and greatest.

Money

Tradeshows cost a lot of money, to put on and to attend. That amount is relative. If it costs too much to attend you don’t go, and if it costs too much to put on, you won’t.

SIA suffered major traffic loss when the show moved to Denver. Compared to Las Vegas, Denver is a very expensive town to fly into and stay. Salt Lake City has the same reputation during OR week. I know a few retailers who have given up and just fly in and fly out the same day, if the come at all.

And those of you that argue one city is better than another to host a trade show, there is really only cost issue. Yes, Las Vegas sucks to bicycle around, but you are not spending big bucks to go cycle. Inside the tradeshow the air, the lights and the exhibits, all seem to be identical in Denver, Las Vegas and Salt Lake City. It does not matter where the tradeshow is located as long as it works for the attendees.

Not Exhibitors? If you get enough buyers, the exhibitors will show up on mars.

·         The cost for retailers has to make sense.

·         The time to register and book a trip, including lodging has to be easy.

·         The tradeshow has to occur at a time when the retailers know how much money they will have to spend next year and what sold and did not sell this year.

·         The exhibitors must have a value in attending the tradeshow and that means a bottom line they make more money than they spend.

I don’t have any answers really. I do have concerns. I believe we need trade shows for more reasons than just buying and selling. At the same time, without buying and selling there is no reason for a tradeshow.

See you at the next tradeshow.

What do you think? Leave a comment.

If you like this let your friends know or post it on FaceBook, Twitter or LinkedIn

Copyright 2015 Recreation Law (720) Edit Law

Email: blog@rec-law.us

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Interbike 2013

The Good, The Bad, The Ugly and the Confusing

Overall, I believe Interbike was a success for the exhibitors attending and indoors.

New Venue: The show moved from the Sands to the Mandalay Bay Convention center. I had been to the convention center many times for the ski show and was familiar with the venue. Everyone else seemed confused with the new venue and booth arrangement. However, that confusion had a big payoff. The smaller 10 x 10 booths that normally don’t see anyone till late the first day or later were packed from the beginning. I talked to one exhibitor who had expected to have meetings the morning of the first day and did not get to them because of the traffic. That’s great.

Overall everyone thought traffic was good and constant.

Mandalay Bay’s food court was closed so that left few options for food. 4 options actually, all with the same fare. Day 1 and 2 the food was expensive but great. Day 3 the lettuce started to wilt. $7.50 for a Gatorade was also a little tough, but I should be used to it by now at trade shows.

When the Food court is open, life will get better. More and better food options are always great at a trade show.

Part of the show was outside. In theory, it was a great idea, the opportunity to test bikes, check out things what would not fit or would be hard to get into a trade show. The only problem was Mother Nature did not cooperate. It was hot. Most attendees got about 150’ out to the “paddock” and quit, returning quickly to the air-conditioned indoors. However the idea works.

The venue did bring back the crit. Having two bicycle races at a tradeshow, cyclecross and a crit are great! Two of the best reasons to attend the show is to relax after the day on the show floor and watch racing rather than crowing into a bar and not getting served (sorry started thinking about OR at SLC).

It would be nice to have a couple of straight aisles to move from one end of the show to the other. It helps with orientation also.

The overall opinion of the move to Mandalay Bay from the Sands: nicer bathrooms.

Eventually, everyone will know where everyone else is and things will settle back to the old familiarity everyone felt at the Sands. Mandalay Bay is smaller than the sands, but with the outdoor space, (weather permitting) and how much nicer the entire area is, Mandalay Bay will work.

Traffic: Traffic was down; Interbike preliminary numbers reported “Overall attendance was down 7 percent from 2012”. I think 7% is optimistic. Day two of the demo seemed that way to everyone I talked to. However, the total numbers do not matter; it only matters if the right people were there and every exhibitor I talked to accept one said they were happy with the attendance.

The one exhibitor who thought numbers were down was upstairs in the main hall and could have been downstairs in health and fitness business. That area was light, light might not be the best word, void might be better.

Walking through the health and fitness business section, it seemed like the same number of exhibitors were there. However buyers were not. Part of the problem was there was nothing on the main show floor saying where to find H&F Biz. or how to get there. I finally asked someone on how to get to the H&F Biz.

The App. The Interbike App was much better, must faster and worth downloading. Don’t go to a tradeshow and not use the app if they have one. The only problem was people walking around following their phones and having me bump into them……or maybe I was following my phone and bumping into them…..

Demo. The demo is the best part of Interbike. You get to ride bikes and figure out how bikes ride. You can compare bikes side by side or ride by ride. You get to talk to the mechanics, the people who work on the bikes and ask them questions about what works and what does not work. I’m afraid that Interbike will become like the ski show. People show up for the demo and skip the tradeshow.

Consumer Day: The major talk of the show was Consumer Day: The big talk for the entire show, instead of what was new, consumer day. Originally, Interbike tried to entice retailers to bring six of their best clients to Vegas and attend Interbike on the last day, for $50 each. That was expanded to anyone who attended Vegas Cyclecross and paid less, then anyone who rode the Vegas Fondo, then members for People for Bikes. Supposedly, the difference in what you paid was a different swag bag.

Exhibitors had three issues throughout the show: How was it going to work? Information was either hard to find or just missing as far as most exhibitors were concerned.

They’re going to steal us blind. One booth used plastic wrap on their booth each night to prevent theft when no one was in the booth. Friday morning they left the wrap on.

Can we sell to the people coming in? Many exhibitors pay for part of their costs and save shipping by selling to the exhibitors the last day. Retailers have a great deal on product and exhibitors have less to pack and ship and a little cash in their pocket at the end of the show. Exhibitors were met Friday morning with a piece of paper warning them not to sell anything on the last day. This was met with mixed reaction. Some booths that normally sold everything packed up everything and some booths were empty just as they normally were.

Consumer badges had a yellow/tan background. I started counting them when I saw them. I waited by the main door at 9:00 am expecting a rush of consumers. There was no rush of anyone. (I could have been at the wrong door…..) By 4:00 Pm I had counted 36 consumer badges. I did not search; I just counted if I saw a badge. By mid-morning, many consumers had turned their badge around so they were not identifiable as a consumer, so I’m sure there were more people than 36 consumers.

Interbike reported that “Preliminary data shows that approximately 750 verified consumers attended Interbike’s 1st consumer-access day on Friday, September 20th.” I think that is a little bit of a stretch or they reported something wrong. There were not 750 people on the show floor combined on Friday: Exhibitors, Buyers, Media and Consumers. I can’t believe I missed 714 people walking around the show floor.

The biggest tragedy of consumer day was exhibitors thought the consumers had chased buyers away. The exhibitors seemed right. There appeared to be a lot less buyers on the floor the last day. This was an open discussion on the floor throughout Friday.

The one funny thing is what the “consumers” did buy. Las Vegas has a dozen booth filler companies as I call them. I met one at an Interbike a while ago. They live in Vegas and make a living selling stuff at tradeshows. Many times they have nothing to do with the show. They are contacted by the convention center owners or the tradeshow when a tradeshow has space. They just quickly move in, set up and sell what they have. It is better to have “what are they doing here” booths than empty space according to my source.

At this year’s Interbike half of the consumers were walking around with bags from one of these booths. It was some sort of muscle stimulate selling for $60+ dollars on the show floor and available online for $5.

At least there wasn’t a personal injury law firm with a booth like last year.

Should you attend?

Yes. You should always attend your industry tradeshow.

1.   You find new things. Not in the big booths, but the next new thing that sits by your counter or in five years may occupy a large portion of your showroom floor. Small companies can’t hire reps and can’t come to see you. The next great bicycle thing only shot is the national tradeshow. That five minutes they can grab from you aisle you walk the back rows may be your profit next year.

The big booths have reps; the small booths have one shot.

2.   You need to learn. Not just from the education seminars but from everyone there. Standards change. The legal balance on how you run your store shifts with what some think is the wind. The best chance you have to stay on top of these issues is attending a trade show. Conversations in booths and in aisles can make big difference in how you run your store.

3.   Industry Support. The industry’s only real chance together is at a tradeshow. Those people, who volunteer their time and money to serve on boards for you, need to know it is worth their time and effort. You should show up to show the organizations that serve you, both as a retailer and a rider, that they are doing a good job. You need to let them know you care. The National Bicycle Dealers Association (NBDA) booth was staffed by a board member the entire show. You could walk up at any time and talk about your issues, gain their insight and let them know you appreciate their efforts.

4.   You put a face on an email or a phone number. Relationships are the key to the cycling industry. The stronger the relationship the better you and the industry. When you know who you are dealing with. When their face pops into you mind when you answer the phone the better your store or your

If nothing else you can stand around with the rest of us and watch consumers walk around…….

What do you think? Leave a comment.

If you like this let your friends know or post it on FB, Twitter or LinkedIn

Copyright 2013 Recreation Law (720) Edit Law

Email: Rec-law@recreation-law.com

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Twitter: RecreationLaw

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By Recreation Law    Rec-law@recreation-law.com      James H. Moss         #Authorrank

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What is new at the cycling trade show from a “legal/risk management” perspective?

Of course nothing dangerous, just a lot of insurance. Dangerous being a very subjective word

There are three companies on the tradeshow floor at Interbike that are selling insurance for your bike. Prices are based on the value of your bike and range from 10% to 50% of what you paid or are paying for you bike.

The difference is what is covered. The more you pay for the insurance the more you get covered if you have a loss. Some of the losses even include tacoing a wheel.

Markel Bicycle Insurance:

RIDES

Spoke Bicycle Insurance:

Prices of bikes have been climbing over the past decade and most road and mountain bikes are starting at $5,000 and many road bikes can be double that amount. (If you want to know what you bike is worth there is a new site for that too. See Bicycle Blue Book). So you do have an investment in your bike. However to have these insurance companies, that have been around for a while, now get out and in front of retailers is interesting.

I have not viewed any policies or brochures, but I find the entire issue to be quite interesting to say the least. Of course the issue is are you riding something you can’t replace no matter what and is what you are riding going to stay up in value long enough to justify the insurance.

What do you think? Leave a comment.

If you like this let your friends know or post it on FB, Twitter or LinkedIn

Copyright 2013 Recreation Law (720) Edit Law

Email: Rec-law@recreation-law.com

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Twitter: RecreationLaw

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#RecreationLaw Recreation Law     Rec-law@recreation-law.com      James H. Moss         #Authorrank

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Outdoor Retailer (and probably Interbike) new Badge Bar Codes can probably be read from your phone

The system is new so bring your paper copy until we know for sure

I was able to confirm today the possibility of paperless entry into the Nielsen Outdoor Shows Outdoor Retailer and Interbike. The system has not been fully tested yet so bring your paper copies of your badges until you know for sure.

This is pretty exciting with the possibility of dropping another layer of paper from the tradeshow industry.

Cool

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New 3 day bicycle tour in Colorado leaves more questions than answers

Where, when etc. not available on the website. Also Sponsorships is going to be tough, everyone will be in Vegas for Interbike

Seriously, doesn’t anyone have a calendar anymore? A new 3 day bicycle tour has just been announced in Colorado. However the dates are during the bicycle industry trade show; Interbike. What retailer or manufacture is going to be available?

On top of that there is nothing but a date on the webpage or press announcement. Where is the event going to be held? The name implies a flat ride, (flat as Colorado cyclists understand hills) however no other information is available. The article and the sponsors imply that the ride will be in the northeast part of the state.

See New cycling tour to roll through Colorado Eastern Plains towns

For more information about the ride, go to pedaltheplains.com.

What do you think? Leave a comment.

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