Interbike unveiled its “Interbike by Invitation” initiative, allowing dealers to invite select consumers into the 2013 leading bicycle-industry trade show for the first time. The program’s intent, according to Interbike, is to showcase the industry to some of its most loyal customers and to help drive retail activity specifically through dealers that attend the show and increase value for exhibiting companies. Interbike will extend Friday’s hours to 6 p.m.
And while many European tradeshows already have a “consumer day” at the end of the shows, this is a unique model. “Feedback for the most part is positive. This is an opportunity to help [retailers] get closer to their best customers, help drive sales and showcase our industry,” said Interbike communications and PR director Justin Gottlieb. “We’re not aware of a show that has a model like we do. We know that some of the others open the doors completely to the general public. This is not the approach we wanted to take out of the gates we want to involve the retailer and have them involved in the process.”
But how do exhibitors feel about this new concept? “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.”
“Obviously it’s a great opportunity for us to have consumers at the show,” said John Kennedy, marketing manager for Diamondback Bicycles. “It’s an opportunity from a marketing standpoint to drive consumer awareness.” However, Kennedy says, many companies are shifting to earlier and earlier exclusive product launches every year, and Interbike has lost some of its significance as a venue for new products.
According to Five 10 founder and president Charles Cole, Interbike is becoming one of the most important shows for the company. “Most of the exhibitors dread doing it. It’s a good way to get rid of a lot of swag, and that’s about it. It requires a different level of security, and it’s kind of a chaotic situation,” Cole said. “For smaller dealers it’s probably good, but for the larger brands, it’s more of a hassle than anything else.” Cole also emphasized that the presentations, new products, and messaging are not intended for consumers. Suppliers are typically working a full year ahead at the shows, and consumers want to see what’s available now. “It’s a completely different set up than what I would do for a consumer show,” Cole said.
At least one dealer just doesn’t see the point. “To me it didn’t make a whole lot of sense,” said Turin Bicycles’ sales manager David Jacobson, Denver, CO. “My first impression was that they were just trying to get more people in the door to make money.” Jacobson also expressed the obvious concern of protecting pricing. Once a consumer finds out what wholesale pricing is on items, they may be less reluctant to pay MSRP.
“I don’t have any specific numbers here, but it’s no secret that consumers were given access by retailers or exhibitors in the past,” further explained Interbike’s Gottlieb. “We will be taking steps in 2013 to help ensure that this number is diminished significantly moving forward.”
“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 swag, but rather as an opportunity for retailers to invite their best consumers with the goal of leaving the show feeling closer to both the retailer and the brands they love.”
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 and Interbike will be adding controls that will not allow customers to exit the show carrying any product.
A How-To Guide for retailers and exhibitors is planned for early Spring distribution with ideas and suggested tools to maximize the effectiveness of the process. Aside from vetting the program with many dealers over the course of the last six months, and gaining support from the NBDA, Interbike secured support with more than 100 of its top exhibitors on the initiative.
Interbike is a business unit of Nielsen Expositions, the parent company of the Outdoor Retailer and Health+Fitness Business expos. Interbike will begin at OutDoor Demo 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.
