ASR Blog

UPDATED Aftermath Summer OR 2011 & Review Link lineup

How about just a stream of consciousness phrase-fest of bytes I heard while in SLC this past week?  That's about all my addled brain can put forth at the moment, and I'll follow with links that can tell the story more in-depth.  Guess I'm still in 'space-efficiency' mode. 

#hyperlocal BestORShowever #notallfunandgames - O.R.D. - OutsideBestOfShow #ProjectOR Bucking the economic Trend #consolidation #rebooting Lots of Newness #allstarjam Making Things In America #novelconcept Eco-Index rising, Influencers/Thought Leaders/Top Talent #showgoeson After Hours, Sierra Nevada beer, 'Granola Disneyland', belly laughing, outdoorretailerhub.com, SLC tight fit, SLC hospitality, OPE Photo Expo, Sustainable Business, Sustainable Living Roadshow, Sustainable everything, Gear Junkie #bestinshow, Diversity initiatives (or not), OIA, OIBIZ, #outdooruniversity, See you at Rendezvous, Epic Brewery, Missed seeing you at OR, No Reported Thefts?, Reunion breakfast, Paddlesports Advisory Council, orders written, Recess is Back, #thisisntanorderwritingshow, launch successful, Guinness Book record, #SUPZilla, #actionsportsatOR, Growth strategy, #ecotone, Pavilion exhibitors - NEPV, #BSAatOR, IMBA #cyclingatOR, Uncle Archie, where's Beckey?, #fishingatOR Hey Laird, Hey Conrad, Climb Smart, TEDx-style, GearThatDoesn'tSuck Awards, New Product Preview, putthatcameradown!, Letmeshowyouthis, #justtakeasecond, Red Iguana, #Bombara, Park Cafe, Blisters On My Fingers, Curleigh-fried, No Bouldering Comp? #TimmyONeill, #Sharma, OR Daily online

SNEWS recap, with links to many OR Daily articles

http://www.snewsnet.com/cgi-bin/snews/Outdoor_Retailer_Summer_Market_2011_recap_081011.html

Get the full social media suite experience here(still jamming like the show is still on!)

http://www.netvibes.com/outdoorretailer#Outdoor_Retailer_Social_Media

And for levity...

 http://www.trailsedge.com/blog/how-to-drop-your-outdoorsiness-into-any-conversation/

 from the bike industry http://www.bicycleretailer.com/news/newsDetail/5801.html

from the Action Sports industry http://business.transworld.net/70332/features/outdoor-retailer-summer-market-day-1/

from the Fly Fishing viewpoint http://www.anglingtrade.com/2011/08/12/lively-discussions-follow-fly-retailers-visits-to-outdoor-retailer/

we'll keep updating as reviews, blogposts, image galleries and video keep rolling out to reveal the heart and soul of our industry today.  Keep up the energy, and spread it to our customers! 

The Floorplan... Deliberate Design or Mishmosh?

OK so this is what blogging is for... to shed light on previously taboo or complex topics and engage an audience in a group dialogue, to uncover new ideas and otherwise improve transparency, effectiveness and connectivity within a group.  No other subject is as contentious or crucial to the OR experience than the layout of the show floor.  So... let's have at it, shall we?  Chime in whenever, however, but please be respectful...

The description of how the process works was published in the last OR Daily round (day 3), at Winter Market 2011, and you can check that out here... https://www.snewsnet.com/snews/Trade-show-dailies/ORDaily/ORD_Day_3_WM_2011/index.html

Of course being ID'd as the 'chief architect' of the show's layout puts me at the crosshairs of many, on the 'thank you' list for a few, and is somewhat misleading in the end.  The floorplan is a collaborative effort that results from 5 people's work and hundreds of conversations about thousands of iterations with a million possibilities, only one of which can be final if we hope to actually stage the show and not endlessly plan it.  All the 'asks', whether size or location or configuration, must be compiled in advance (in writing, ideally) so that the process rolls smoothly.  Often exhibitors want to have one of those conversations mid-process, which is nearly impossible as each position is highly dependent on the surrounding booth, aisle, and traffic flow requirements.  So one conversation would require 10 or 20 others to reset the context. 

What about show history, doesn't that matter?  As one of the only truly objective measures that an exhibitor can hang their hat on, absolutely Yes it's important.  But it's not the only criteria, when designing a show that truly serves the needs of the retail buyers and media who attend.  We have to assess 'Is this an important new category?' and 'will this exhibitor bring new buyers to the show?' and the mundane 'does it even fit?' when it comes to a rare opening on the show floor.  We ask exhibitors applying for space to provide their dream size/configuration/location info, but also 'what constitutes a double, or a single?' to use the old baseball analogy.  We can rarely hit home runs or grand slams for any one exhibitor.

Ideally a show is organized by buyer category, although the Salt Palace is not a shape or size that gives us that flexibility anymore... so we create business community clusters, like around the PZ (Paddlesports Zone), the EZ (Endurance Sports Zone), and the CZ (Climbing Zone).  Also product category clusters, like Footwear and Supplier Resources (around the DC, Design Center), are in service to the attending buyer, where much relevant product can be touched/seen/experienced in a tight geographic area.   Also further complicating the issue are brands that play in multiple product categories... remember when there were apparel brands, and tent brands, and pack brands? 

One last thing; we feel that deliberate design of a show is critical if one hopes to shape the experience of the attendee.  We do take great care in trying to satisfy every possible request and at the same time never take our eye off of serving the end customer, in our case the Retailer. 

Have your eyes rolled back in your head yet?  Snoring uncontrollably?  OK I'll quit here, but hopefully some dialogue will ensue about the design of the OR shows, sharing of other experiences in show design and layout, and any other floorplan related tips that can help exhibitor and attendee both. 

KH 

SXSW and the future of events

UPDATE 4-19 - Here is an article that has some concrete takeaways from the SXSW experience... and yes SXSW was, as all good events need to be, an Experience. http://bit.ly/dTkhRV

and another review of the SXSW event.

 http://www.slideshare.net/christophercarfi/an-ants-eye-view-of-sxsw-2011-7274593

 

(original article below)

With Coachella staging now in SoCal, and South By Southwest (SXSW) just concluded in Austin, TX, the question lingers 'what are these events about?' and 'why do they draw so powerfully from the consumer base? 

Both events draw hundreds of thousands of people and major attention over the web as well, with live streaming content in the form of music concerts, parties, and other festival happenings.

What could OR learn from these consumer events functioning as quasi-b2b venues?  Is the culture of the outdoor industry in play at OR, and should it be?  Does it take from the strictly business attitude we foster?

My first time attending SXSW was this year, and my eyes were popped by the throngs of iPad-toting  twenty-somethings staffing booths and appearing to network like the gaming fiends they were in a previous life.  Brands like Gowalla and Blogworld were launched at prior versions of SXSW, and Coachella is following step as the 'arts gathering' to replace the failed Woodstock revival.   I wonder what really happened there (besides arson)...

Chime in.

KH

Tsunami help

As an island nation Japan has designed brilliantly over many centuries to handle both earthquakes and tsunamis, but this latest event, unmatched in recorded history, tops any of the computer model scenarios that could be anticipated even today.  Predictions have been ongoing for a west coast U.S. monster quake for over a decade, so Be Prepared fellow Californians...

Like New Zealand, the 'ring of fire' island nations are most susceptible to this 'one-two punch' of Quake into Tsunami.   No side of the islands are safe, really...... check out this 'max energy' wave power map of NZ. 

 

All we can do at this point is help electronically to put something in play right away... pick your favorite and be generous.  They need our help.  Take Ichiro's lead and put something forward. 

Here are some vetted options beyond Red Cross (not a terrible option) from our friend Felicia.  On this blog, written by an American aid worker in Japan, there are many orgs listed that already have operations on the ground in Japan.  Check it out if interested

http://www.toddswanderings.com/2011/03/how-to-help-japan-earthquake-tsunami-survivors.html

Spread the word and keep the support rolling... as First Responders all know, the initial shock masks the full effect of having your home and life torn away suddenly.  As that shock wears off and the hard work remains, support is the crucial ingredient that can make a huge difference in outcomes for individuals. 

MASSIVE thanks to all the brands reaching out with gear and support for victims of the Quake and Tsunami in Japan.

KH 

 

White House and Sally Jewell on America's Great Outdoors

This is a worthy 16 minutes if you are interested at all in active outdoor recreation.  Funny that I just saw this while my neighbor is on a treadmill, in his garage, facing in, while it's sunny, 65 and gorgeous outside.

 

  http://www.whitehouse.gov/photos-and-video/video/2011/02/16/president-obama-americas-great-outdoors-initiative

And the Show goes on

Well the whirlwind of the OR Summer show 2010 has subsided, except for those of you road-tripping on to points N/S/E/W.  I didn't find any road trippers from the South, but certainly from every other direction and I bet there were a few willing to take highway and byway to SLC last week.
I know it's important to say, so I'll say it now that attendance at the show was up in all measured categories of buyers, stores, exhibitors, media, advocacy groups and overall attendance.  This bucks the trend in the trade show industry for sure... But is that really important, or just a sound byte for the data-starved b2b media market?   Is the show, after all, a quality play, or quantity play?  Is it a numbers game at the end of it all?

I'll let you answer that... likely a different answer depending on what your goals were going into the show.  Those numbers are important enough that I will be engaged in show stat analysis like never before in the next month (while planning Winter 11) to test Nielsen's new audience development technology called Alterian (who comes up with these names anyway?).  Store demographics, geographic profiles, attendance history patterns, success/failure with prospecting, and detailed survey results will all be part of the wrap up effort on the show.  As video, images, stories, reviews and commentary on the show stream onto YouTube/Facebook/Wordpress/Blogger/Twitter/LinkedIn over the coming weeks, can we really even say the show is over?

So instead of a post-mortem on SM10, I'll post up some of the highlights in pic form (pictures worth 1000 words each), and keep adding to it as the pieces of the overall puzzle flow into the public domain.

Kayak Polo at OAD!

Laird Hamilton at OAD mixing it up with the kayaks and canoes

Secretary of Interior Ken Salazar (in cap), White House Lead Counsel on Environment Nancy Sutley along with the entourage...

Wayne Gregory!   
 
 

Park n' Pedal program providing propulsion to purveyors who paddle and peddle proactively, previewing products for procurement

  

Introducing OR2010, our new Mobile App for Smartphones

Well after much research, many meetings, passaround sessions, and revising and refining, the OR2010 Mobile App is now a reality... Whew!

Get this on your phone now, and use it in planning, navigating, and getting the most out of your show experience.  This is the base version, usable on Droid, iPhone and Blackberry, and we will be upgrading the elements each show from here on out.

It's ready to download! Go to this page http://www.outdoorretailer.com/summer-market/show/mobile to download the OR 2010 smartphone app for web-based phones.

See the full press release here http://bit.ly/a7NomK

OR Culture .... where Art inspires Activity, or vice versa

Here is a recent update from the industry on this topic, from SNEWS.  American Illustration, a nationally renowned organization centered on creative illustration, featured a great 'slideshow' type presentation that speaks to the different ways art is used, including to inspire 'new methods in retail branding'.  As brands work to resonate beyond the functional into the emotional with customers, they are moving into this art/commerce interface. 

 

The blending of art and commerce is a place I'm interested in, now that my East Culver City humdrum/ghetto-adjacent neighborhood has transformed (through the magic of urban redevelopment funding) into the 'Arts District'.  This Saturday June 5 is, in fact, the annual 'Artwalk' event where all 37 galleries in my old 'hood are open to the public. 

Action Sports (surf & skate) is particularly hot in this direction, and Outdoor is just coming around (unless you think the splotch-painted lycra tights of the early '90's constitutes 'art').

Some cool considerations - See below for great examples of art/music/film inspired by Outdoor.

http://www.dezeen.com/2007/08/02/illoiha-omotesando-climbing-wall-by-nendo/

http://www.jercollins.com/ (who may be performing at OR Rocks this Summer Market!  Stay tuned)

http://www.prana.com/blog/?p=4223  

From the River City Canoe & Kayak(Louisville, KY) shop facebook page...

 

 

This is also worthy in the art-meets-climbing scene, this time in the musical sense...

http://www.mistymurphy.com/home.html

What have you got going to show off the CULTURE of OUTDOOR?  Share it here... and open your doors to let in the creative forces in your neighborhood.  It's good for business!

 

KH

Are You Listening? ROI for Social Media

Ever feel like you are sending out the messages via your facebook or twitter accounts, but aren't getting a clear response?  Reminds one of print ads and other hard to measure promotional media (er, say Trade Shows, for instance). 

Success in Social Media means emphasizing the S.... SOCIAL.  How many of you step into a party and jump on a table to start shouting your brand story to the (astonished) crowd?  How many of you enter that same party and sit down interviewing people and taking notes feverishly?  Two wildly different approaches to the party... and equally different results from it.  Social and Listening are almost synonymous, or at least the trend positively together ("that guy is antisocial!" = "that guy didn't hear a word I said!").

As you implement or contemplate your Social Media strategy, how you process the information coming back to you will determine how hard you are listening to customers. 

Interested to hear more?  Check out this podcast I discovered... good reminder for those of you that do, and definite spur to action for those that want to.

http://www.closingbigger.net/2009/10/social-media-listening-strategy/

What's that you say?

KH

How Does Your Garden Grow?

Not exactly out of the woods yet, Specialty Outdoor retailers of today have got to be asking 'where is the next opportunity for growth?'  This is a shift from the recently heard 'will we even survive?', possibly the specialty dealer mantra in 2009... no bailout for the little guy.  In their region, on the web, with product mix, and with events and partnerships, retailers are searching for that next opportunity to grow again. 

Brands in the market have got to be asking 'where is the next opportunity?' as well, looking for new distribution channels, competitive strategies and overall market growth.  Brands and retailers who have continued investing during this steep downturn are in best position to achieve market share gains... but who can claim that level of health?

Social Media and the new online advertising paradigm is seen by many (mostly people IN the media) as a savior and reaper simultaneously.  I just got my copy of 'Advertising Age' and it is 4x thicker than any issue I've received in the past 6 months... yes, it's The Digital Issue, no surprise.  At Nielsen and across the print landscape, 35-50% revenue drops are not uncommon, if titles are surviving at all.  By all accounts, those revs aren't bouncing back anytime soon either.  They have shifted, rather permanently.  Facebook, Twitter, LinkedIn and Blogs are driving marketing at every level of the business, from startup to public company.  I recently had a discussion with an industry insider who mentioned that Sea World has 4 staff dedicated to social media outreach and analysis (I bet they areBUSY these days).  I wonder how many they have dedicated to print collateral development?

If you have some thoughts on this shift in messaging (and messengers) in media usage and how opportunities for specialty dealers might be materializing, chime in here with links, comments or suggestions.  Wistful remembrances of bygone days not necessary, but if it helps put the new opps. in context, go for it.

KH