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.
Interbike International Bicycle Expo 2012, Las Vegas NV (Photo: Business Wire)
"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 befre. 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
"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
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."
More information on Interbike by Invitation can be found at www.interbike.com.
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.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20121126006014/en/
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