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Interbike Expands Interbike TV with New Partners for Video Product Showcase

Partnerships with PowerReviews, Sportgenic, Cyclefilm and The FredCast allow Interbike to exponentially increase exposure of exhibitor products and services.

SAN JUAN CAPISTRANO, Calif. – Sep. 10, 2009 – Interbike today announced that a more robust Interbike video services program will be available to exhibitors, retailers and cycling enthusiasts worldwide during the upcoming 2009 Interbike Expo and OutDoor Demo.

Expanding on the video coverage of the show that Interbike has provided for the last three years via the Interbike Media Center TV studio and its roaming video crews, the new distribution and production capabilities of media partners PowerReviews, Sportgenic, Cyclefilm and The FredCast will combine to create high quality promotional and reporting opportunities for exhibitors to reach their retailers and consumers.

“Over the past several years, Interbike has seen a growing demand for video content related to the tradeshow, the Demo and of exhibitors’ innovative bikes and products they have on display,” said Rich Kelly, Interbike marketing manager. “We've been serving that need for three years now with our live Media Center coverage and on-demand features, and are excited to be able to further reach out to the booths and events at Interbike now with this partnership. Interbike TV will expand on that high quality video content and, through our partner’s expansive distribution channels, further increase recognition and exposure for our exhibitors’ products and services.”

Direct from the show floor at Interbike Expo and OutDoor Demo, Interbike and its media partners will film, edit, produce and distribute a wide variety of “Live From the Show” product features, editorial coverage of the show and content from the show. In addition to show coverage provided by a variety of cycling news outlets using the Interbike Media Center TV studio, Interbike TV videos will be available for viewing through a variety of channels including the Interbike Web site, Sportgenic’s network of more than 100 cycling enthusiast Web sites, Buzzillions.com and VeloReviews.com.

“For years, random individuals and groups have tried to cover Interbike via online media. These grass roots efforts have been of inconsistent quality and questionable reach,” said Jeff Helfand, PowerReviews senior director of business development. “What makes our effort unique is not only our direct partnership with Interbike and the high level of professionalism and production value we will provide, but also our ability to distribute this content to tens of millions of passionate consumers, each of whom has a desire to access the Interbike show floor and has a voracious appetite for all things cycling.”

The “Live From the Show” exhibitor product showcases will be available for viewing within hours of production and live on the Web sites listed above for several months thereafter, well into the 2010 model year of featured products serving the informational needs of consumers in season.

“In addition to the high quality our team will bring to these videos, exhibitors can expect to have their companies and products featured in videos whose relevance will extend well into next season, will be viewed by a potential audience of more than 20 million cycling and sports enthusiasts, and will help their retailers sell more product and drive consumers into their stores,” said T.J. Kelly, vice president of business development at Sportgenic.

The partners involved in creating Interbike TV in 2009 include: PowerReviews (www.powerreviews.com), the leading provider of customer reviews and social merchandising solutions to the cycling industry; Sportgenic (www.sportgenic.com), a leader in connecting marketers and advertisers in a wide variety of sports-related vertical markets to its network of online content producers; Cyclefilm (www.cyclefilm.com), the leading producer of DVDs, commercials, virals and online multimedia for the fast-paced world of cycling; and The FredCast Cycling Podcast (www.thefredcast.com), the Internet’s premier cycling podcast, featuring one of the cycling industry’s most experienced and trusted hosts.

Exhibitors that are interested in being featured should contact Interbike Sales Manager Andria Klinger for details at andria.klinger@nielsen.com or 949.226.5745.
 
About Interbike
Interbike (a business unit of Nielsen Business Media, the parent company of the Outdoor Retailer (OR), Action Sports Retailer (ASR), Health+Fitness Business, and Fly Fishing Retailer trade shows, is a full-service trade show company that creates, markets and produces high-quality expos and educational conferences. Producers of the OutDoor Demo and Interbike International Bicycle Expo, Interbike is the leading bicycle industry business-to-business event management company, bringing together top manufacturers, retailers, industry advocates and media to conduct the business of cycling. Now celebrating more than 25 years of successful events, Interbike (www.interbike.com) gathers more than 1,100 cycling-related brands and close to 23,000 total attendees annually.

The 2009 Interbike trade-only events begin with OutDoor Demo (September 21-22 in Boulder City), followed by the Interbike Expo, September 23-25 at the Sands Expo and Convention Center in Las Vegas, and OutDoor Demo East, October 8-11 at Roger Williams Park in Providence, Rhode Island.

About PowerReviews
PowerReviews (www.PowerReviews.com) provides customer reviews and social merchandising solutions to online retailers and brands. The company's solution for collecting, organizing, structuring, and moderating relevance-based reviews helps significantly boost merchant sales, driving the highest uplift in the industry. In addition to working with more than 350 online retailers, including Staples, Toys “R” Us, REI, Smartetailing, Performance Bike, Pacific Cycle, and Trek. PowerReviews offers an on-demand review solution for small- and medium-sized businesses called PowerReviews Express (www.PowerReviewsExpress.com). PowerReviews also operates a product reviews and recommendation site for consumers, called Buzzillions.com (www.buzzillions.com). The company is headquartered in San Francisco with an international office in London.

About Sportgenic
Sportgenic is a sports marketing company with innovative patent-pending technology that connects brands to passionate sport enthusiasts. Sportgenic Torque is the world’s first software platform that openly, efficiently and dynamically connects buyers and sellers of sports media of any kind. Torque gives marketers the tools to build, buy and manage integrated media campaigns, while partners leverage the engine to manage inventory and maximize revenue. Sportgenic is recognized for its deep domain expertise, precision ad targeting and client service orientation. The company is headquartered in San Francisco. Visit www.sportgenic.com or call 415.983.2300 for more information.

About Cyclefilm
Cyclefilm is a new media agency and full service production company dedicated to cycling. Cyclefilm produces DVDs, documentaries, virals and commercials. From backstage coverage of the Tour de France to daily diaries of charity rides to event and recon films of sportives and gran fondos, our mission is to be a trusted resource for cyclists around the world. Its DVDs and online guides aim to entertain, inform and inspire riders become strong and confident. Cyclefilm also offers online media production services for small businesses and corporations, helping them build stronger customer relationships with emerging media tools. Cyclefilm can formulate a comprehensive online strategy, produce powerful, targeted content and help deploy it effectively across the web.

About The FredCast Cycling Podcast
The FredCast is the internet's premier cycling podcast, offering a weekly 45-60 minute audio program aimed at avid cyclists and fans of professional bicycle racing. The show focuses on cycling news, product reviews, upcoming events, interviews with interesting cycling personalities, on-the-scene reporting and other items of interest to so-called "Freds" (high-end cyclists who tend to spend a good deal of time and money on their equipment and training). The show—now in its third year of production—is hosted and produced by David Bernstein, an avid road cyclist, mountain biker and former bicycle industry executive. The FredCast regularly tops all competition in iTunes and other podcast aggregators and typically sees downloads in excess of 60,000 - 85,000 per month.

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MEDIA CONTACTS:
Chip Smith, SOAR Communications for Interbike, 801.523.3730(wk) / 801.597.7515(cell), csmith@soarcomm.com
Maura Lansford, SOAR Communications, 801.523.3730(wk) / 817.929.8123(cell), mlansford@soarcomm.com or
 
INTERBIKE EUROPEAN MEDIA CONTACT
Uwe Weissflog, inMotion mar.com, +49(0)714 1913131(wk) / +49(0)170 3164035(cell), uweissflog@inmotionmar.com

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Le Lance Factor

So the Tour de France is over and Alberto Contador is the winner. Or is he?

Yes , he podiumed on the Champs-Élysées on Sunday. But, the real winner is Lance again . When Lance Armstrong rides in the Tour de France next year in contention for his eighth Tour victory, it won’t be for Kazakh-based Team Astana (who?).  His new team, Team RadioShack, announced their partnership, which includes the Livestrong Foundation, early last week.

This is big news for the sport, particularly because the U.S. has yet to fully commercialize Cycling. Not only has the sport continued to peak interest in the U.S., it only seems to do so when Lance is competing. USA Cycling has seen a 5.5% growth this year, the same as it was when Lance won seven back-to-back Tour titles. It dropped to 4% when Lance was in retirement. More large brands need to take advantage of this great audience. They are passionate and a very attractive demographic, loyal to the brands that support their THING.

I was fortunate this year to attend a stage of the tour (Thank you ASO) and I was shocked by the Lance factor. In every stop along the tour’s 21 days there is one area that is jammed with fans. Yes, it was the Astana team bus area, actually no it was the Lance area. Every other team bus was quiet. Think about that. Can anyone tell me what Astana is? Tried to Google it but couldn’t find a company tied to it. Yet the Lance factor is global and we in the United State still haven’t taken advantage of its power with exception of Nike/Livestrong.

The time is now for us to connect with this passionate audience. There are so many great U.S. events, and now with Lance and RadioShack in the mix, the opportunity is ours to grow.

In Memory of Our Great Partner and Friend, Adam Jacobs

Sportgenic is deeply saddened to hear about the tragic loss of our friend and longtime partner Adam Jacobs.  Adam was the CEO and Founder of the TFS Network which included TheFinalSprint.com, HerActiveLife.com, and several other online properties aimed at supporting the passionate runner, fitness enthusiast and athlete.

Adam Jacobs was a strong supporter of Sportgenic and our mission to connect communities, like the ones he created and nurtured, with brands seeking to participate and give a little back.  We are forever grateful for his contributions to us and his friendship.  The Sportgenic team will always remember him as a capable, dedicated, passionate and enthusiastic, driven young man with a great sense of humor. 

May all our hearts be eased by knowing that he has made such a positive impact on so many people.   

Our sincere condolences go out to his family, friends, and all those fortunate enough to have known him.

Condolences and remembrances can be sent to Jodi L. Jacobs, 22 Longbow Drive, Englishtown, NJ 07726. Mrs. Jacobs encouraged mourners to make a donation in Adam’s name to their favorite running organization.

A Big Day for Sportgenic - Torque Unveiled

Today is a big day at Sportgenic – we’re opening the Torque beta to the public.    I can’t think of one easy day leading to today (all those jobs were taken), and I know the Sportgenic team and our loved ones will agree.  However, showcasing Torque in action is a not unlike the feeling of finishing my first triathlon.    It’s knowing that the hard work (those early mornings, regimented training, discipline, among the many others) is paying off – there’s proof.  

The consistent feedback I’ve been receiving from my days on the road validate Torque’s force and potential in the marketplace:  disparate research sources, fragmented sports media, asset management, necessity to simplify, the list goes on...  

Our centralized approach demands evolution of the process for both marketers and media partners – from monetizing assets to creating authentic value for sport enthusiasts to new buying models for marketers and agencies.  I know that Torque’s full-transparency, market-ready integrated packages and commitment to performance will set a new standard in sports marketing.

 

Some argue the market isn’t ready for Torque.  I disagree.   The shift is already happening (IBM Study, Agency Collaboration, Integrated Planning & Tools)– and our most recent media integrated partnerships with IMG, GolfWeek, TetonGravity as well as long-standing partners Ironman, Tour de France (ASO) and Loop’d are proof.   Our model is relatively straightforward, and will continue to evolve in through future releases:

It’s been an amazing journey to get to this important milestone: from the tireless nights, many sacrifices, skeptics and tough decisions.  But an unyielding commitment to our mission of connecting marketers to passionate sport enthusiasts with a game-changing new technology has come to fruition, and the road ahead is bright. 

There are a lot of people who supported me along the way and some who challenged me – each person made the end result even better.  I’d be remiss if I didn’t give kudos to my passionate and dedicated team, partners and supporters that helped Sportgenic reach the public release of Torque.  Thank You!  Your passion, precision, ongoing commitment to performance have allowed us to continue to break down barriers.  

We’ve come a long way and we’re pumped about the road ahead. 

Sports Marketing: Heading in a new direction

Today it was reported that Wells Fargo is removing the Wachovia name from one the most successful golf tournaments on the PGA tour as a result of today’s economic climate. 

Wells Fargo acquired the tournament when it bought Wachovia. In an attempt quell negative press and address public perception, Wells Fargo will not host any clients or activate this in any manner. Similarly, last week, Northern Trust received criticism for its sponsorship of the Northern Trust Open. Both Wells Fargo and Northern Trust have received funds from the US government. 

The big question is why is Sports Marketing being called out? It’s about public perception and the media. What’s being lost in these events is critical to the economy on both sides of the equation. The brands that sponsor these events use these vehicles to engage and connect with relevant audiences. Connect in people’s passion. Sports is still one of the few events that touch our lives and that we watch (or do) live. These sponsors also create jobs, support local communities and charities. What is the message we are sending here? There are so many things to pick on in tough times, from guys taking private jets to meet government officials to wasted in-efficiencies within these large companies trying to service their customers.

Where does this leave us? In these tough times we in the sports marketing world will now be required to be more “effective” and “measurable”. We must use all technology to provide efficiency, scale and accountability to our partners. This is an opportunity to raise our game to prove the value we all know is there. Working openly and together we can all help make our businesses stronger.

 

Introducing Sportgenic Torque

As I look back 3 ½ years ago to when I started Sportgenic, we’ve certainly changed a little – our size, the sports we cover, the types of advertising and media solutions we offer.  However, our mission of connecting marketers to passionate sport enthusiasts has not changed.  When I first started talking to people about a vertical media company everyone shot it down. “Why does the market need vertical solutions?  You can’t scale to compete with the portals!”  Over time the market saw the value of vertical domain expertise and that we could achieve higher volumes. We’ve often been asked if we are going to expand into other categories such as finance, health or entertainment.  I’ve always said that our value is in being the best at sports. It’s core to our expertise and our passion and we transfer that to our clients in everything we do. 

The “vertical ad network” introduced enormous efficiencies to online advertising.  As a passionate sport enthusiast, I certainly use the internet very regularly, but I also watch TV, go to sporting events, participate in events (not as much as I used too) and read magazines (yes, I still do). The internet is only one way to connect with people like me.  There is an opportunity to challenge the limitations of the traditional ad network model in favor of more open and dynamic approach to reaching people where ever they are – at work, at home and at play.

I am very excited to announce that Sportgenic is launching a technology platform called Torque™. It is a media buying and selling platform for all sports media. Yes, all. For us to be vertical experts, we need to provide holistic media solutions to our clients.  Clients like Nike, Gatorade, Toyota and Secret utilize multiple types of media to reach their target audience.  They should be able to manage it all from one source and benefit from a streamlined planning and buying process.

The team has been working around the clock to get Torque ready for our beta launch. Our aim is to provide an open and transparent platform that makes it easy for clients to find the right solutions for their brand and do it efficiently. This is big endeavor for us, but one we’ve planning for awhile.  The system is in private beta and we are working with a number of you to get ready for public availability soon. Your input and contribution is critical for our mutual success. For our media partners this is an opportunity to showcase your stuff. The system will give you great control and provide you with market insights to better run your business.  Our self-service, branded storefront product, Torque Connect ™, will allow you to power your commerce and leverage the power of the Sportgenic right from your website.

Our goal with Torque is simple - connecting marketers to passionate sport enthusiasts.  It’s been our mission since we started and we remain committed to providing solutions that benefit our clients and media partners.

Thank you all for your continued support.

Advertising industry predictions: What to expect in 2009

As the end of the year approaches, I’ve been doing a lot of thinking about where we’ll be at this time next year.  Here are my thoughts. Comments welcome.

 

1. Audience rules. Brands want to connect with the right users at the right time in the right place.  It is about speaking to the niche audience that will help grow your brand through influence and purchase.

 

2. Engagement will be the new metric. Cost per million, cost per click, cost per acquisition will become less important. It's about the connection a brand can make with consumers.

 

3. Video is hot. Video engagement and distribution will continue to grow. Good content (safe) will be rewarded.

 

4. Mobile is not. Apps will start to emerge, but won't become fully mainstream until 2010.

 

5. Integrated Solutions will dominate.Buyers want a 360 connection with their audience.  Commoditization, pork bellies, ad networks...the bottom line is that there is a lot of inventory out there and, although budgets are shifting online, they are not growing at the same rate as the inventory.  Publishers that want to differentiate will have to find additional ways to drive value.  While low prices are always attractive in a down market, it is up to marketers to take a close look at what types of conversions they are looking for and who they want them from.  Publishers that offer marketers the ability to connect with their audience are the ones who will prevail.

 

6. Cream rises. In a tough economy, marketers will push media partners for value and those without will die.

 

7. Digital Out of Home. Emerges as the hot new media.  Deliver the right message to the right person in the right place.

 

8. Online advertising is resilient.

 

9. Yahoo! gets acquired - shocking.

 

10. The U.S. Government opens an ad network. (kidding.)

 

Do you agree? Post your comments. Let me know what you think.

 

 

 

 

Your toughest competitor is yourself

I saw this story on ESPN about a golfer who called a penalty on himself.  In doing so, he cost himself his PGA Tour Card.  This is significant because that’s how he makes his living.  Getting the card is hard.  Hard enough without policing yourself.

 

But that’s why I love golf. It’s about honor and playing against yourself. The truth is, I am ok if my opponent beats me, but not ok if I lose to myself. When I see people cheat, even if it is the smallest thing, it bugs me. Too often, we only hear about the dark side of sports - the violence, the misbehavior, the steroids...  And that's why when I see a guy like J.P. Hayes doing the right thing, I love it. 

What blew me away was the ESPN poll that reported 50% of the audience wouldn’t have called the penalty in that situation. Wow! What does that say about our culture?  

 

For me, sport is about the personal challenge.  It is about pushing yourself to the next milestone.  Like running a business, it is about getting up every day and figuring out what you can do better than the day before.  That's what keeps me going and I applaud J.P. Hayes for doing the same.

The art and science of media planning

I read an interesting article in Ad Age yesterday about Yahoo! and its value to advertisers. 

 

One quote jumped out at me.  Rob Norman, CEO, Group M Interaction said “The dominant gene in Yahoo is to think of advertising as a math problem -- machines talking to machines," he said. "If you reduce it to a math problem, we go to Ad.com."

 

As a vertical network, I think there is a tendency to assume that we treat our campaigns similarly.  Of course, every campaign is built around the idea of efficiently reaching a target audience.  Media planning, however, is both an art and a science.  As a vertical, we have domain expertise and knowledge that helps us put together unique campaigns for our clients. 

 

I was at the OMMA Ad Nets a couple weeks ago and there was a lot of discussion over the value of networks – both vertical and horizontal.  Many of the panel participants were buyers and spoke about the value that a vertical network can bring because of its relationships with mid to long tail sites with niche content and a passionate following.  That was good to hear – we need to continue to evangelize our value and provide marketers with programs that enhance their overall campaigns and drive value for their brands.

Branding with vertical ad networks

John Battelle posted something yesterday that I think is somewhat short sighted.  He writes that vertical ad networks do not provide a solution for branded advertisers and are just a slightly more targeted version of the horizontal model.

I disagree.

Vertical Networks can help brands connect better with users. Our audience does not visit the sites in our network by accident.  They make a choice to seek out and engage with the content.  We aggregate these audiences and offer brands the ability to connect via multiple media products. As an example, we can create programs around a specific audience, such as “active women”, for a brand like Advil. The program we create will  provide numerous high impact opportunities to help Advil tap into the passion of this valuable target audience.

Yes, there are a lot of ad networks who work with only DR clients, but most verticals like Sportgenic, Jumpstart or Halogen Guides, offer intimate knowledge to help brands be more relevant and effective.