Interbike to open the show to retailer guests

by Brian Mullin on November 29, 2012

Interbike is opening its doors to the general public (i.e. the
consumer) this next year, in a restricted manner on the last day of the
show. The program is being done as a partnership between retailers and
their consumers, and the selected VIP consumers will pay $50 in advance
for the privilege to attend on Friday. Each retailer will get an
allotted number of VIP spots for the show, and the show director
anticipates around 7,000 consumers attending. Many other shows, such as
Eurobike have consumers attending the event, while Interbike has always
been an industry only extravaganza. As a media person I find it
difficult to get in enough face time with all the numerous vendors, so I
hope opening things up the last day doesn’t cause issues (tidal wave)?
They are going to increase the show hours to facilitate more
appointments and interaction time, so perhaps that might help?

Some
lucky consumers will get their Willy Wonka Golden Ticket next year, so
it will be an interesting change to the show. Good luck to the select
few.
 
Press Release

Interbike to Provide Limited Access to Bike Retailers’ Best Customers
New Initiative called Interbike by Invitation Designed To Drive Sales Activity Through Retail Channel

SAN
JUAN CAPISTRANO, Calif. – November 26, 2012 – Interbike, the largest
bicycle industry trade show in North America, today announced the launch
of a new initiative to allow select consumers into the 2013 event for
the 1st time in the show’s history. The new program’s primary intent is
to showcase the industry to some of its most loyal enthusiast customers.
Interbike’s goal is to help drive retail activity specifically through
dealers that attend the show and to increase the value equation for
exhibiting companies. The limited-access initiative, called Interbike by
Invitation, will allow registered retailers to invite their best and
most loyal customers to attend. These special invitees will be treated
as special guests of that shop and will be afforded preferential
treatment at the show. Interbike will not be adding a day for this
initiative, and instead will be extending Friday’s hours and allowing
access to both consumers and retailers on Friday, September 20, 2013.
The show will now be extended to 6:00 pm on Friday instead of the
previous 4:00 pm.

“The mystique of Interbike from a consumer
perspective has been, and still is, very strong,” said Pat Hus, Managing
Director for Interbike. “We believe we’ve found the proper way to
include the consumer, by showcasing the industry through retailers who
attend Interbike. Interbike by Invitation is not designed to open the
flood gates to consumers seeking stickers and SWAG – but rather as an
opportunity for retailers to invite their best consumers with the goal
of leaving the show with the invitee feeling closer to both the retailer
and the brands they love. If we’re successful with the model we’ve
outlined we will have created a bonding exercise for retailers and
suppliers like our industry has never seen before. Ultimately it will be
measurable as demand for 2014 product is driven into the retailers.”

Retailers
that register for Interbike will be allotted a limited number of
consumer access invitations based on their geography. Consumers invited
by retailers will be able to register on the Interbike website beginning
in April, 2013. There will be a $50 entry fee for all invitees, which
will include special access and a host of other benefits planned for the
event.

There will be no sales transactions allowed on the show
floor as part of this addition to Friday. In fact, Interbike will be
increasing security significantly throughout the show floor and will be
adding controls that will not allow customers to exit the show carrying
any product. “This is a big deal and we have to mandate the no
transaction policy in order for this to be a success” said Hus. “Our
intent is to create consumer demand for new products and generate retail
activity in stores after the event. In this scenario everybody wins.”

Interbike
by Invitation was also created as a means of strengthening the bond
between retailer and customer Kevin O’Connor, owner of Gear West Bike
& Triathlon in Long Lake, MN applauds the program.

“Interbike
should have implemented a consumer initiative years ago,” he said. “It’s
a natural next step as a way that Interbike can allow the end consumer
to join the retailer as part of the process, and is the proper way to
launch the program, in my opinion.”
A How-To Guide for retailers
and exhibitors is planned for early Spring distribution. Interbike will
be creating a guide that will include turn-key ideas and suggested tools
to maximize the effectiveness of the process.

Exhibitors will
have the opportunity to show off their latest wares to a passionate
cycling audience who crave the latest and greatest in bicycle technology
and fashion. Aside from vetting the program with many dealers over the
course of the last 6 months, and gaining support from the NBDA, the
Interbike team consulted and secured universal support with more than
100 of its top exhibitors on the initiative as well.

“SRAM is very
excited about the addition of a consumer component for Interbike,” said
David Zimberoff, Global Marketing Director at SRAM. “We’ll be
developing consumer specific promotions to welcome and engage them that
does not compete with any retailer activity. We’ll be focused on pushing
consumers to retail so it should be a win-win for everyone.”

# # #

About Interbike
The
Interbike International Bicycle Expo and OutDoor Demo are the bicycle
industry’s leading business-to-business events bringing together top
manufacturers, retailers, industry advocates and media to conduct the
business of cycling. Interbike is a business unit of Nielsen Expositions
[a division of The Nielsen Company (Nielsen: NYSE: NIEL)], the parent
company of the Outdoor Retailer (OR) and Health+Fitness Business expos.
Nielsen Expositions is a full-service trade show company that creates
market events and produces high quality expos and educational
conferences. Interbike (www.interbike.com) gathers more than 1,200
cycling-related brands and more than 25,000 total attendees annually.

Interbike
will begin at OutDoor Demo from September 16-17, 2013, in Boulder City,
NV, followed by the Interbike Expo from September 18-20, 2013, at the
Mandalay Bay Convention Center in Las Vegas, NV.

Source – Justin Gottlieb

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