Interbike to Provide Limited Access to Bike Retailers’ Best Customers
New Initiative called Interbike by Invitation Designed To Drive Sales Activity Through Retail Channel
Listen to the press announcement.
In 2013 Interbike, the largest bicycle industry trade show in North America, launched a new initiative to allow select consumers into 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.
“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 next year's 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. 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.
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Interbike By Invitation
1) What is Interbike by Invitation?
a. Interbike by Invitation is a new and innovative way of welcoming the cycling enthusiast to our annual celebration of cycling at Interbike in Las Vegas. It will be the first ever initiative that we will have to showcase our industry to some of our most loyal and passionate patrons. The intent of this new program is to have retailers that attend Interbike invite their most loyal customers to the last day of the show – Friday. These special invitees will have the opportunity to view the latest and greatest product up close and personal versus pictures on the internet. One of the key reasons this program was created was to help strengthen and build the relationships between retailers and their most loyal customers.
2) How will this benefit retailers?
a. By helping to provide access to these special invitees, retailers will be creating excitement and demand for new products while cementing their relationship and commitment to these customers. We anticipate strong retail activity the weeks following the show.
3) How will this benefit exhibitors?
a. Exhibitors will have the opportunity to create excitement and demand for new products through effective presentations and promotions. Ultimately they will be able to drive activity through their retail channel.
b. Exhibitors will be given first-hand access to feedback on new products. New trends and opportunities will be identified by talking with a very sophisticated audience of bicycle enthusiasts.
4) What days will consumers be able to access the show floor?
a. Only on the last Friday of Interbike during normal show hours.
5) Is Friday a consumer only day?
a. No, not at all. Friday will be a dual day in which retailers, their staff and the their best customers will have a full day’s access to the halls of Mandalay Bay Convention Center.
b. We will be moving some of the educational offerings to Tuesday, which will give retailers more time to focus on their B2B activity on Wednesday and Thursday.
6) Will consumers be able to purchase product on the floor?
a. NO. Absolutely not. In fact, there will be significant increases in manned security, limited entry/exit points and there will be much greater monitoring of activity on the show floor. People attempting to leave with purchased product will be sent back to the booth that made the transaction, and fines will be applied to exhibitors not adhering to this policy.
7) Will consumers be able to access OutDoor Demo?
a. No, OutDoor Demo will remain a business to business event and will not be open to consumers.
8) How can consumers register and buy their tickets?
a. Consumers interested in gaining access must go through their local bicycle retail store. Only a limited number of tickets will be allocated, and the retail stores will be able to offer access at their discretion.
9) Do all retailers get to participate?
a. All retailers that register to attend Interbike will be allocated tickets for Interbike by Invitation.
10) When can I register?
a. Registration will open in April for both retailers and their customers.
11) What if a retailer does not want to participate?
a. Retailers are not required to participate in the program.
12) Will there be an entry fee involved with getting access to the show?
a. Yes, there is a $50 fee to attend as a consumer. This fee will also include a number of special promotional opportunities only available to these invitees.
13) How are you planning to communicate with retailers and exhibitors on Interbike by Invitation moving forward?
a. We will be communicating every month with updates through our normal communication channels – e-mail, website updates, etc.
i. The best way to stay in touch with details on the program will be to register on the Interbike website at www.interbike.com
b. We also plan to create special “how to” guides for both exhibitors and retailers on how to benefit from the program. The goal is to have these guides done by early Spring.
i. Exhibitor Guide: The guide will outline security measures, suggestions for promotions/marketing materials, rules and regulations, etc.
ii. Retailer Guide: The guide will outline security measures, rules and regulations, suggestions on how to implement the program at their stores, the registration process, allocation of tickets, promotional opportunities, etc.
14) Why open the show to consumers?
a. We wanted to find a way to enhance the show experience for both retailers and exhibitors. After years of debate we felt the time was right to take the next step. The concept was vetted with more than 100 key Interbike exhibitors, multitudes of retailers, the NBDA board of Directors, the BPSA, Bikes Belong, etc and it was clear that the timing was right to launch this in 2013. The consumer access idea is not a new one and is in fact a major part of every other international tradeshow in the world. Interbike is the last to adopt such a strategy and is the first show to do it in such a manner. Our goal was to protect the sanctity of Interbike and its primary mission of being a TRADE show first and foremost. Interbike by Invitation does that and allows for an even greater celebration of cycling by embracing some of biggest fans of the sport of cycling.
Mandalay Bay – Las Vegas, NV
Interbike is excited to announce that we have signed a three-year agreement with the Mandalay Bay Convention Center (MBCC) to host the cycling industry’s premier tradeshow beginning in 2013 and continuing through 2015. The move to the MBCC will provide exhibitors and attendees with improved ROI and deliver an enhanced experience for its attendees. The 2014 Interbike show will be held from September 10-12, 2014 and the OutDoor Demo event will run September 8 and 9. We’re continuing to improve the show by adding more events, celebrations and providing more riding opportunities with the expansive outdoor areas at the MBCC.
Mandalay Bay Convention Center
The Mandalay Bay Convention Center will allow the Interbike team and its exhibitors the opportunity to create a new floor plan with product-segmented neighborhoods and better traffic flow patterns making it easier to shop the show. Exhibitors will benefit from an improved move-in and move-out experience due to the increased number of loading docks and freight doors. We will be creating new events and activities all with the idea of keeping us together and engaged more in one location
Entertainment and Dining
There are several great attractions at the Mandalay Bay Convention Center including the House of Blues, Mandalay Beach, 28 full-service restaurants, a greater hotel selection that meets every budget, casinos, and more.
Meeting Room facilities & Overall Map of Beach Level
Mandalay Bay Convention Center has a wide variety of meeting space available – from small conference rooms for such events as tech clinics, Interbike University, and private product presentations - to the expansive ballroom facilities for larger events.
The popular OutDoor Demo product testing event will be held on September 8-9 and will remain at the Bootleg Canyon venue in nearby Boulder City, NV.