NBDA Super Seminars Interbike 2013 Mandalay Bay Convention Center, Tradewinds C-F Las Vegas, Nevada
The 2013 NBDA Super Seminar series is designed to bring powerful and relevant information to help bicycle retailers become stronger and more dynamic businesses. Many retailers are responding to severe marketplace challenges by improving internal operations, reaching out to new customers, and putting systems in place to track and improve results.
The NBDA Super Seminars at Interbike provide a mixture of basic and more advanced retail topics to help dealers succeed regardless of their size, region or experience level.
The NBDA will present sessions for the first two days of the Las Vegas expo (September 18-19) as well as the day before the show opens (September 17). Seminars will be held in the Mandalay Bay Convention Center in the Tradewinds meeting room, C-F.
All Interbike attendees are invited to attend and all sessions are offered free of charge.
Pre-Show Seminars: Tuesday, September 17
10 a.m. to 11:30 a.m.
NBDA 1: How to Survive in the Amazon: A Bike Retailer’s Best Defense to Showrooming Dan Mann, President, The Mann Group
Nothing can frustrate a retailer more than customers using their phones to scan product codes in the store for price comparison and later purchasing via the Internet. In this session, retail consultant Dan Mann will discuss the trend of “showrooming” by consumers, and describe a positive in-store approach that can effectively turn a showrooming shopper into an in-store buyer. Dan will reveal new research that provides insight into customer motivations, and will show creative and effective ways to create a personal connection and become involved with shoppers in the store that can convince them of the many advantages of buying today. He will also discuss strategies for dealing with price objections from shoppers who fixate on web-retailer pricing.
Dan Mann is president of The Mann Group and is a consultant to numerous retailers in the bicycle, running and outdoor industries. He has been a top-rated and popular speaker for the NBDA Super Seminars for many years.
12 noon to 1:30 p.m. NBDA 2: Impact Pricing: Your Blueprint for Driving Profits Mark Stiving, Ph.D., Business Consultant and Author
Pricing strategist Mark Stiving draws on more than 15 years of experience in profitable pricing to deliver a practical plan to help you confidently answer the question: Am I Pricing Right?
He will cover:
1. Value: How do customers use price to make decisions. How do they value a product?
2. Segmentation: Different customers have different willingness to pay. How can you use this to make more money?
3. Portfolio pricing: How do you take advantage of the fact you offer a portfolio of products? How to use substitutes? How to use complements?
Mark Stiving is an author, business consultant and presenter. He has a Ph.D. in marketing and has worked with companies such as Cisco, Procter and Gamble, Grimes Aerospace as well as many small businesses and entrepreneurial ventures.
NBDA 3: Turning Posts Into Profit: Creating Social Media Programs To Connect With Your Customers Lynn Switanowski, President, Creative Business Consulting Group
Do your customers have fun when they are inside your store? Do they appreciate the fact that your sales associates are knowledgeable about the products you sell when they are making a purchase? For most successful retailers, the answers are yes.
But what happens when your marketing moves online? Do your Facebook, Twitter and blog posts translate the fun and knowledge you have to your customers when they interact with your brand online?
This seminar will give you tips and tactics to create social media posts that deliver the personality of your brand. Attendees will learn the keys to successful social media programs on how to engage customers on a regular basis and to successfully translate what happens in the store via social media posts. Learn how, and when, to use humor and product knowledge to create social media posts that will engage customers on a regular basis.
Lynn Switanowski is president of Creative Business Consulting Group, (CBCG) a Boston, MA based Retail Consulting firm. CBCG partners with retailers, e-tailers and manufacturers to create and implement profit improving sales, marketing and inventory management strategies. Lynn speaks frequently at retail trade shows across North America and teaches retail marketing and branding at several colleges in the Boston area. She began her career at as a buyer at Federated Department stores.
NBDA 4: Key Lessons on Generating Business by Generation Lynn Switanoswki, president, Creative Business Consulting Group
This seminar will help attendees understand today’s changing consumer landscape of 2013 and beyond. Delving in to uncover consumer purchasing motivation and shopping patterns by generation, Lynn Switanowski will explore critical business factors including how and why consumers spend money today, how and where consumers “listen” to messages about brands and how your retail business can engage customers more effectively in order to produce and deliver the best products and services in the marketplace. Walk away with a better understanding of what motivates each generation of consumers to spend money today so that your business can deliver the best in class products to the retailers selling them.
Day 1: Wednesday, September 18
9:30 a.m. to 10:30 a.m.
NBDA 5: The Five Points of Bicycle Retail Excellence Chris Kegel, owner, Wheel and Sprocket
Wheel and Sprocket is one of the largest independent bicycle dealers in the country with multiple locations in theMidwest. Owner Chris Kegel focuses on “continuous improvement” based on five measureable Key Performance Indicators (KPIs) that can help drive the business.
In this session, Chris will talk about the “five excellences” that are in place at Wheel and Sprocket to measure performance as well as to set targets for improvement. They are sales excellence (a combination of sales dollars, margin dollars and margin percentage), inventory excellence (turn rates and target inventory levels), expense control (focusing on payroll, as well as other variable expenses), customer service excellence, and profitability excellence. The focus of the seminar is to help retailers decide on the KPIs that are important to them and to come up with a balanced scorecard to improve business performance.
NBDA 6: Emotional Marketing: How to Create Customer Evangelists for Your Company Graeme Newell, 602 Communications
The brands that really catch fire are the ones that turn everyday customers into passionate groupies. These companies don’t just brand their products; instead, their primary goal is building the egos of their customers. Emotional marketing masters like Apple, Harley and Google build deep passionate brands that simply charm their customers into spreading the word to everyone they know. Drawing from a library of more than 50,000 best-in-class commercials, Graeme Newell shows how the world’s most successful companies transform regular customers into brand evangelists, and how you can build these powerful relationships with your own customers.
Graeme Newell is a customer loyalty expert who shows organizations how to build deeper, more passionate relationships with their customers. He is a world-renowned speaker, consultant and thought leader in emotional marketing. Graeme’s company, 602 Communications, has consulted industry leaders including GE, CNN, Sony, Hearst, CBS, Time-Warner, Comcast, Disney, News Corp, CNBC, Scripps, and Universal. — and many small and medium-sized businesses.
NBDA 7: The Hottest Retail Stores: From Around the World, See What's Connecting with the Global Consumer Brian Dyches, Atmospheric Group
Get ready for an international flight of inspiration as Brian Dyches takes the audience on a tour of the 30 hottest retail designs & concepts from around the world. Brian is a noted retail experience architect who also serves as the International Chairman of the Retail Design Institute. This session is perfect for retailers and brand managers who are seeking visual ideas to take back to their own brands. This session will also cover ways to keep up with key trends including color and a drawing for the 2013 Stores of the Year book.
Brian Dyches is an prominent retail experience architect who also serves as the International Chairman of the Retail Design Institute.
NBDA 8: Growing Service Sales Through Creative Practices and Service Writing Brett Flemming, Efficient Velo Tools and The Bike Gallery
Effective service writing is a vital step for retailers to improve customer service and boost profitability. Drawing on 32 years of experiences, challenges and successes, Brett Flemming presents proven, easy-to-implement systems, ideas, concepts and perspectives that can transform your business. Using Brett’s methods, many shops have doubled service department revenues while improving mechanics’ working conditions and attitudes—all during the first year of implementation.
NBDA 9: The Digital Experience Revolution - from Physical to Digital to Mobile Brian Dyches, Atmospheric Group
What's the retail experience of 2020 going to look & feel like? Noted retail experience architect & strategist Brian Dyches will be taking the audience on a tour of the technologies now impacting the in-store & online experience. This forward looking session will cover trends in mobile, digital and the physical experience of the customer.
Day 2: Thursday, September 19
8:30 a.m. to 10 a.m.
NBDA 10: Selling Quality Cycling to the Gen-Y Economy: Brand Owners That Save the IBD Are Saving Themselves Jeff Koenig, Big Poppi’s Bicycles
In this industry you are either a Choir Singer, a Social Worker, or a member of the Peanut Gallery. Each is predisposed to different beliefs about the present and future of bicycle retailing.
But predicting the future of this business is more mathematical than philosophical. Small business economics is a multi-faceted, complex science. Most who go into business to sell something are not retail economists. A brand or IBD who does not understand price equilibrium, planned scarcity, market elasticity and the “normal model” of distribution will be reactive rather than proactive and at the market’s mercy.
In this increasingly electronic, global marketplace, many are believing that the fundamentals of retail economics have changed. But have they really? The answer is ‘yes’ and ‘no’, but not in the ways that most people think.
This seminar is aimed at all who sell quality cycling brands at all levels. Brand owners and brick & mortar retailers are particularly welcome.
A review of the principles of the small business economics of durable goods distribution with an emphasis on application in the modern global economy will be presented, with a generous amount of demonstration, audience participation and panel discussion.
Prepare to be surprised, entertained, and enlightened. Economics need not be dry, but it demands to be understood if most brands and bike shops today expect to survive the information age.
Jeff Koenig is an entrepreneurial consultant, co-owns and operates Top 100 Retailer Big Poppi Bicycle Co inManhattan,Kansas, currently serves on the board of the NBDA and KanBikeWalk, and is a regular contributor to its newsletter ‘Outspokin’.
NBDA 11: Inspect What You Expect: Creating Customer Experiences that Drive Sales and Profits Mark Hopwood, Director of Client Solutions, The Brandt Group
What makes your company special and different? Expertise and product knowledge can only take you so far in the marketplace. The way your store associates interact with your customers is the real differentiating factor in retail today. Indifference, lack of attention, poor sales and customer service skills, are turning customers away. The key is combining sales knowledge and a great customer experience with a product that has value to your customer. Align these and you have a satisfied customer.
Here are the difficult questions to ask:
• How do you create behaviors in your staff that emulate your organizational values?
• How would you rate your company’s CUSTOMER SERVICE SKILLS on a scale of 1 – 10 (10 being the best)?
• How would you rate your company’s SALES SKILLS on a scale of 1 – 10 (10 being the best)?
• How do you measure and celebrate successes?
• If you could wave a magic wand to improve the customer experience in your store, what would the top three things be?
In this seminar, The Brandt Group will reveal some of the very best retail practices with NBDA members who have been mystery shopped for the NBDA’sAmerica’s Best Bike Shops program. Mark Hopwood will present the results of approximately 200 NBDA Mystery Shops to reveal the Best of the Best. This information will help you discover new customer service and sales strategies that will help you to create a new game plan for increased profitability.
Mark has been a customer experience evangelist for his entire career. Prior to partnering with The Brandt Group, Mark was a customer of The Brandt Group utilizing their services for over 15 years.
NBDA 12: 2013 Market Trends and Forecast for 2014 Leisure Trends Group
In this presentation, Leisure Trends Group will provide analytics and insights gained from ongoing tracking of monthly point-of-sales data from independent bicycle dealers as well as consumer interviews and research conducted from over 16,000 American cyclists. Leisure Trends Group tracks retail sales for the cycling, outdoor, run, snowsports, and sporting goods industries. The perspective of cycling industry sales in relation to other human powered sporting goods industries provides great perspective on the challenges, successes, and opportunities for our market.
LTG will cover:
About Leisure Trends Group retail sales tracking data, who they are, how they do what they do, where the data come from;
Industry overview – Sales over time, size of industry, size of category, category trends;
Benchmarking – Providing perspective of what industry trends mean for the individual retailer;
Brands/Models – Identify top selling brands and models driving sales;
Consumer Insights – What are the motivators and barriers to cycling. How do consumers purchase cycling products and what are influencers of purchase decisions;
NBDA 13: Your Money, Your Business, Your Success Tom Shay, Profits Plus Seminars
Can you be more successful if you write a business plan? The answer is yes, and this session will tell you why, and how to do it. Tom Shay will describe a planning process that is easy to implement and helps you decide who you are, where you want to go, what products you want to stock and what sorts of employees you need to carry it out. A business plan allows a business owner to step back and take a look at the big picture, set a direction, and make changes to improve. Part of the process is a competitive analysis for product selection that allows you to seek out brands and products you can make money on, rather than those you can’t due to the competitive situation.
Tom Shay is a fourth generation small business owner who is living proof that “a person who has had a cat by the tail knows a lot more than the person who has read about it.” Shay has written over 400 articles on small business management which have appeared in over 70 trade publications.
NBDA 14: The 2013 Bicycle Industry Overview Jay Townley, Gluskin Townley Group
Jay Townley, an industry consultant with many years of experience in the specialty bicycle industry, will present a detailed overview of the bicycle market based on the latest research and his own observations based on work in the field with both suppliers and retailers.
He will cover the powerful forces that are at work involving manufacturing, distribution, retail and the cycling consumer including changing customer demographics, economic turmoil, transportation opportunities and new retail dynamics. He will also provide insight on how the bicycle industry can reach out beyond our traditional customer base to grow the cycling market.
Included will be:
The market overview for 2012 and 2013
What's hot and what's not in terms of product categories
Trends and developments in bicycle retailing
Strategies for attracting new customers to the cycling market