The Outdoor Group shows of Nielsen Business Media draw the buying power of the 26 Billion dollar industry of the active outdoor industry, including hiking, climbing, lifestyle apparel, skiing, adventure travel, endurance sports, footwear, paddlesports and much much more.  The industry is the fastest growing “lifestyle” category in the marketplace, with apparel and footwear driving the business in mountain, coastal and urban centers around the world.  Over 40,000 attendees come each year to both the Outdoor Summer and Winter Market tradeshows, to exhibit, attend and interact over 4 days in Salt Lake City, Utah, home of the 2002 Winter Olympic Games and one of North America’s epicenters for the active outdoor lifestyle. 

At the 2010 Outdoor Retailer Winter Market boosters of specialty products and services had a unique opportunity to participate in a conversation about the show, brands and events. Broadcast over the #ORWinter Twitter feed hosted and monitored by Channel Signal, even outdoor professionals who couldn’t attend the event were able to login and share the flow of information.

Those brands that hosted exciting industry events generated the most traffic. Teva’s live music party on the 2nd night of the show raised the conversation quotient among Tweeters with large followings, posting 29,250 social media impressions at the show. For each Tweeter who shared information about Teva, an equal number of their total followers got the word. Keen Footwear also had an impressive showing with 24,241 impressions during the show. In-booth promotions to benefit Haitian earthquake relief as well as several videos posted to YouTube were likely contributors to Keen’s success. The brand encouraged its fans to become engaged throughout OR and for a few days afterward.