Outdoor Retailer PreShow - 2019 - 26

Ideas
N A V I G A T E

T H E

S N O W

S H O W

Expert Beta

We polled veteran manufacturers, retailers,
reps, and designers to collect inside intelligence on how they maximize the Show.
By Doug Schnitzspahn
Mark Yardley

VP of Global Sales, Darn Tough
Vermont, Northfield, Vermont
* If you're going to eat an elephant,
eat one bite at a time. You'll be
overwhelmed with the size of
the Show, so instead plan to do a
section each day. That way you're
less focused on walking and more
focused on seeing more brands.
* Carry snacks with you.
* Make sure the time zones on
your calendar are in line with the
Mountain Time Zone. It sucks getting to the Show and finding you
laid out each day based on East
Coast or West Coast time zones.

* We show our carryover and new
product in a consistent fashion and
roll out new products in an accessible way. We display our shoes,
boots, and sandals within easy
reach, and video loops capture the
essence of the positioning.
RETAILER

Rob Lane

General Manager, Ski Barn,
Paramus, New Jersey
* Set all your appointments well
in advance. Save some time for
walking the Show to prospect new
opportunities.
* Use all the available resources to
navigate your schedule effectively.
Floor plans, vendor lists, and apps
are super valuable.

MANUFACTURER

Christian Mason

VP Sales and Marketing, Oboz
Footwear, Bozeman, Montana
* Maximize the total number of
show appointments by fixing as
many appointments in advance
as possible. We set appointments
with our dealers, prospects, and
public relations firm Pale Morning
Media.
* Showcase your brand in the most
approachable manner possible. We
do our best to be inviting. The majority of our partnerships are more
friendship-based than anything.

26

/ SNOW SHOW 2019

* Stay on schedule! Prepare your
agenda for each appointment
ahead of time. Be punctual. Not
only is it a courtesy to your reps,
but you will be sure to accomplish
everything you came for.

you get to the Convention Center),
and understand the aisle layout by
using four to five large booths as
landmarks to guide you.

tance from the Convention Center
and should be open by Summer
Market. There's also a CorePower
Yoga nearby on Grant Street.

* Go into the Show with an agenda.
Whether you are a buyer, event coordinator, or athlete, develop a plan
of attack with three to four takeaways for each meeting. Stick to it.

DESIGNER/MANUFACTURER/
RETAILER

* Connect with people on a personal level before getting into the
business stuff.

* The parties are always a good
way to network and develop relationships

REP/ATHLETE

* Allow more time between meetings than you think you need.

Bobbi Bensman

President, Rincon Group, Boulder
Colorado
* If you're going to be taking
customers out to dinner, plan in
advance. There are some great
restaurants near the Convention
Center, but they book up in a hurry.
* I always carry some snacks in my
backpack. (And stop by the Darn
Tough Vermont booth for maple
ice cream.)

RETAILER

Brendan Madigan

Owner, Alpenglow Sports, Tahoe
City, California
* Go in with a complete physical
understanding of the floor layout:
Assign booth numbers to your appointments, preview their location
on the OR app (download before

* It's a nine-minute Lyft ride from
the Convention Center to Movement climbing gym. The climbing
routes are brilliant [Bensman is a
world-class climber]. It also has a
killer fitness room and yoga.
* The Spot is also finishing up a
new gym that will be walking dis-

Eric Lyon

Co-founder, Mountain Standard,
Boulder, Colorado

* Hit some of the seminars. They're
better than you may think.
DESIGNER

Emily Sears

Senior Global Designer, Volcom,
Oceanside, California
* Wander around the Show and
look at the booths. I don't have a
plan. Go to the events and seminars. At the November show, I
went to a great seminar about
diversity in the outdoor industry
that made me rethink who our
consumers might be.
* As a designer, I am there to support sales reps. A lot of buyers come
to the Show and want to speak to the
designer. It's a sales show, but I am
there for support.

A N D R E W KO R N Y L A K

MANUFACTURER
Outdoor Retailer PreShow - 2019

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