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Effective Strategies for Bicycle Tourism Merchandising and Branding

Discover key insights from the 2013 National Bicycle Tourism Conference on merchandising, marketing, and branding. Learn the fundamentals of buying, including wholesale and retail pricing, while uncovering hidden costs to consider. Understand how to create a product mix that aligns with your business goals. Explore the importance of location, customer service, and building long-term relationships in sales. Additionally, gain valuable marketing strategies to establish and nurture your brand identity in the competitive bicycle tourism market.

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Effective Strategies for Bicycle Tourism Merchandising and Branding

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Presentation Transcript

  1. WINNING at MERCHANDISING 2013 National Bicycle Tourism Conference

  2. PERSPECTIVES & OBJECTIVES Topics • Basics • Merchandising and sales • Buying • Marketing and branding • Branding & Licensing • Questions

  3. BUYING 101 Terminology and basics • Wholesale: Cost to the buyer • Retail: Price to the consumer • Hidden costs to consider • Screen charges, art charges, set-up fees… • “Per cap”: Per capital income. • Production and “lead” times

  4. BE SMART… BUY SMART. Don’t chase unicorns and rainbows! Poor planning = Poor Products= Poor Sales • When to buy? • Where to buy? • Reps. Direct. Tradeshows. • What to buy? • Product mix that makes sense for your business • Quantities that are realistic and not some “blue-sky fantasy” • Are you going to climb to the top or race to the bottom? • Design selection. Traditional versus event specific

  5. MERCHANDISING & MORE • Location, location, location… • Trailers, tents, tables, and buildings • Don’t burn bridges, work towards long-term relationships. • Presentation is everything • Grid walls vs. tables, hanging vs. folding etc. • Customer Service

  6. MARKETING“It’s all about the tootsie roll.” • Who are you? What is your identity? • Engage your constituency. Nurture relationships. Build the business one brick at a time. • Social media • Participant guides • Online store fronts • Build an e-mail distribution list.

  7. BRANDING & LICENSING BASICS • Build your own unique brand, use an expert. • Avoid copying others • Trademark infringement. • Trade dress

  8. TRADE DRESS

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