pr checklist
tools
camera policy
tactics
the daily
Welcome
We’re excited you can join us this year and we are looking forward to the community coming together in Salt Lake City at Outdoor Retailer Snow Show 2023. The show is in person at the Salt Palace Convention Center from January 10-12 (Tuesday-Thursday this year). Expect plenty of opportunities to connect with media, buyers, nonprofits, and others throughout the outdoor community – it’s a great chance to reconnect face-to-face with long-time friends and colleagues and to build new relationships.
A few events to keep on your radar: Media Preview returns on the eve of the show, Wednesday, June 8 – contact me or your Account Executive to learn more about how to get a jump on meeting with journalists. On Night 1, Tuesday, January 10, the recipients of the 12th annual Outdoor Retailer Innovation Awards will be announced, plus join our 40th anniversary celebration after. And all three days will offer incredible education sessions, networking events, and new ways to tell the stories of your products, brands, people, and industry to media and in turn, the consumer world.
The tips and information in this toolkit will help you maximize visibility for your brand(s) before, during and after the show. Our media list includes industry trades, gear and tech gurus, consumer recreation outlets, national business news, broadcasters, influencers, and podcasters – all there to cover product launches and innovations, new trends and initiatives, and thought leaders, as well as to report on the overall industry and its accomplishments. This toolkit outlines effective tools and tactics at your disposal and includes both free and paid opportunities.
If you have any questions regarding PR and marketing opportunities outlined in this toolkit, or any other inquiries about the show or venue, please don’t hesitate to contact me at lisa.ramsperger@outdoorretailer.com or call me directly at (949) 225-3329.
Have a great show!
Lisa Ramsperger
PR & Communications, Outdoor Retailer
General show information
Date + Location
January 10-12, 2023
Salt Palace Convention Center | 700 14th St, Denver, CO 80202
Hours
Tuesday, January 10, 9 a.m. - 6 p.m.
Wednesday, January 11, 9 a.m. - 6 p.m.
Thursday, January 12, 9 a.m. - 4 p.m.
PR checklist
Media List
Upon registration, media attending Outdoor Retailer Summer can opt-in to receive information and be contacted by confirmed exhibitors. To receive the list of opt-in media, contact Lisa Ramsperger. Use this list to make appointments in advance of the show with media via email, phone and postcard, and to follow up after the show.
Online Profile
Keep your free online exhibitor profile up to date via the Exhibitor Console (your 10-digit exhibitor password is required to log-in). The listing appears on the online exhibitor list, mobile app and show Pocket Guide.
Matchmaking
Outdoor Retailer Match, a concierge-led matchmaking program, is the official communication tool for Summer 2022. Match allows you to search for registered contacts, message the contacts directly, and send meeting requests to connect at the show. This includes media, buyers, brands and more. Get started at outdoorretailer.eventnetworking.com or reach out to: outdoorretailer@eventnetworking.com, (720) 799-0043.
Press Releases
Upload press releases, event announcements and show and product news to your online profile via your Exhibitor Console at any time in the lead-up, during or after the show. The releases appear online with your exhibitor profile at outdoorretailer.com and on the mobile app.
The Daily
Submit news, events, product info and editorial pitches for consideration to The Daily, the official show daily publication for Outdoor Retailer. The Daily covers in-depth news of the show, events and new product trends during each of the tradeshows. One issue of The Daily is produced each day of the show, with pre- and post-show coverage in Outdoor Retailer Magazine.
The Workroom
At Outdoor Retailer Summer 2022, the Workroom will be a quiet workspace for media, designers, and retailers located in Meeting Room 102 on the Street Level of the Colorado Convention Center.
Health + Safety
Outdoor Retailer is excited to welcome retailers, exhibitors, and the outdoor industry back to Denver to build and strengthen relationships. Our team is committed to creating a show experience where our community, partners, staff, and the local workforce can safely and effectively conduct business.
Hotel Partner Health + Safety Information
EventSphere is our official housing partner and information on hotels may be found here.
health + safety guidelines
PR toolkit
Retail buyers and media may access the show starting at 7 a.m. by appointment only.
Join Us June 8 at the Hyatt Regency for the Mingler!
media preview
health + safety
Important Badge Designations
Working Media:
Media Sales:
tools
The Media List includes contact information for journalists who have registered to attend the show and who have opted in to receive communications from brands, including press releases, show announcements and pitches. To comply with federal anti-spam laws, the list will be sent as an Excel document and will include contact information for members of the press who have “opted in” to receive exhibitor news leading up to the show. Editors choose the information they wish to provide – email, phone, physical address – so, plan ahead to reach individuals in advance of the show (send physical mail to arrive prior to their departure for Denver). Use this list to schedule time with media during the show and to follow up after.
When booking media appointments or meetings at the show, please contact each journalist individually. It is not recommended to blast press releases to the entire list. To receive the list of opt-in media, email Lisa Ramsperger. The list for Outdoor Retailer Summer is only available to those brands exhibiting at the show and their PR agencies. If you are a PR agency requesting the list, please indicate the company or brand you are representing. The Outdoor Retailer Summer 2022 Media List will be available starting in mid-April.
Media List
Each Outdoor Retailer Summer exhibitor has a free online listing/profile that appears on the show exhibitor list, floorplan, mobile app and in the printed Pocket Guide. Update your brand’s profile as soon as possible and keep all information current throughout the show. Exhibitors also have the option to upgrade listings/online profiles to an Enhanced Exhibitor Listing. Access and/or upgrade your exhibitor listing and profile (eBooth) via your Exhibitor Console and enter your 10-digit exhibitor password. Preview your profile by clicking “Preview eBooth.”
Online Profile + Enhanced Exhibitor Listing Upgrade
Outdoor Retailer Match, a concierge-led matchmaking program, is the official communication tool for Summer 2022. Get started at outdoorretailer.eventnetworking.com or reach out to: outdoorretailer@eventnetworking.com, (720) 799-0043. You'll create a personal meetings profile that allows you to build a schedule and make appointments with media, buyers, and other attendees while at the show. Block out any times for prior commitments, then begin your meeting search by looking for contacts by job title, company, business time, or use the automatic suggestions to connect with the right journalists.
Matchmaking
A combined workspace open to working media, retail buyers, and designers at Outdoor Retailer Summer 2022 will be located in Meeting Room 102 on the Street Level of the Colorado Convention Center. Equipped with table-top seating and Wi-Fi, this will be space for journalists to write, conduct interviews, and grab a coffee away from the bustle of the show floor.
The Workroom
Outdoor Retailer maintains a paperless press room. Press kits, releases and other media information can be posted online through individual exhibitor listings, which appear online at outdoorretailer.com and on the mobile app. Exhibitors can upload a digital press kit (text, html or hyperlinked with a URL) online via the Show Planner in the press release section. Additional uploads are available with upgraded listings.
Press Kits
• Press releases about the most recent product line, show features, and other company news
• Product fact sheets
• Digital images of products
• Company fact sheet
• Executive bios and headshots
• PR contact information
Build your press kit:
Upload your press release or digital press kit online via your brand’s Show Planner. Your company’s online listing and all accompanying information, including releases and press kits, can be accessed via outdoorretailer.com and the mobile app, and the information is often used by media as they plan for the show. Additional uploads are available with upgraded listings. The press releases and materials will be immediately viewable. Please only add information you are comfortable being available to media and attendees before the show. At any time, you can edit or add an updated release to replace your original. While there is no deadline for uploading material, we encourage you to upload it at least three weeks before the show.
• Log in to your Exhibitor Console and enter your 10-digit exhibitor password
• Click “Manage Press Releases”
• Add the press release title and body copy. You can use the editor to format your content or you may enter html code for more formatting freedom.
• Your Press Release will be visible immediately at outdoorretailer.com and the mobile app, and accessible through your online Exhibitor Listing. Media can easily sort to find all brands with uploaded press releases.
If you need assistance, please contact support@a2zinc.net.
Press Releases
How to Upload a Press Release:
An editor or producer will be more receptive to your story idea if you know what they typically cover. Verify each media outlet you are pitching is appropriate for your product, see what the editor writes about, and make sure they are the appropriate contact.
If you have a list of media contacts with whom you regularly communicate, send them an email pitch about the product(s) you will launch at the show. Explain how the products are newsworthy and provide them with all the information they need to cover the story. It is recommended to contact the media three weeks or more before the show to schedule a booth appointment as most media book appointments beforehand. Don’t forget to tell them which area of the Colorado Convention Center you’ll be in and your booth number.
Emailing low-res digital images (72 DPI files won’t bog down email systems) of one or two of your hottest new products is a great way to encourage media to make booth appointments. If the editor or journalist is interested in covering the product, they will ask for a hi-res image (300 DPI files). Many media outlets will not have a photographer on site, so may need the product images to accompany their story.
tactics
PREP
Do Your Homework
Communicate with Media Before the Show
Secure Digital Images of New Products
One-on-one appointments with media in your booth are a great way to tell your brand story and introduce your product. Here are some tips on booking media appointments.
APPOINTMENTS
Not all media attending Outdoor Retailer will pre-register, or opt in to be contacted pre-show, so if you already have a target media list, cross-reference it with the most recent Outdoor Retailer Summer media list. If there are media you would like to attend, contact Lisa Ramsperger, and Outdoor Retailer will be happy to reach out and invite them to the show.
Who you are, what sets your company/product apart, what distinctive new styles/products they’ll see, and why they should visit your booth.
Many media won’t book appointments at all, but say they’ll try to stop by. Make sure to mention what area of the show floor you’ll be in and your booth number, and always have a company representative in your booth to ensure you don’t miss out on an opportunity to tell your story to those who drop-in.
These appointments should be a time for you to meet with the media one-on-one, allowing each to experience a personalized review of your line and, in turn, you can learn what products interest them. This will go a long way in developing productive relationships with media. Some editors may only need 15 minutes per meeting.
After scheduling an appointment, send the journalists a confirmation email two to three days before the show. Include your name, booth number, booth location, your mobile number and the day and time of the meeting in your correspondence. Ask for cell numbers as well, in case you need to reach them during the show.
This is simply the nature of the show – meetings run long, there is a lot to see and plenty of people to meet with, and everyone is very busy.
Each person authorized to speak to the media on behalf of your company should be prepared for media interviews and know your product line inside and out. Your representatives should be friendly, confident, enthusiastic, well-spoken and well-educated about your brand. Ideally, they should not be distracted with advertising or sales appointments or other responsibilities in the booth – make the most of the journalist’s limited time. Develop talking points for your spokespeople so they know what messages are most important to get across in any conversation or interview with media. It is recommended to focus on the benefits of your products during discussions with media.
Be sure that you and your staff are aware of media taking photos in and around your booth. Outdoor Retailer allows accredited working media to take photos in exhibitor booths only with the permission of the exhibitor.
Send thank you notes to existing and potential buyers and the media, send a recap of how successful the show was for you, and remind them of what they saw at your booth.
Start contacting media for appointments about three weeks before the show starts.
Be ready with a 15-second pitch.
Accomodate drop-in journalists.
Allow at least 30 minutes for each booth appointment and do not double book.
Follow up and confirm appointments.
Be prepared for no shows and late arrivals.
Prepare your booth staff.
Know the official Outdoor Retailer camera policy.
Follow up.
• Spread the word about your participation in Outdoor Retailer Summer. Include location and booth number on all correspondence with buyers, media and potential customers between now and the show. Mention it on social media.
• Outdoor Retailer offers advertising and sponsorship programs proven to increase brand awareness, educate buyers, heighten product visibility and generate leads. Check out sponsorship opportunities below or contact your Account Executive.
• Booth events can help create “buzz” and draw traffic to your booth. Suggestions for booth events include: product demos, mini fashion shows (depending on size of booth), raffles, contests, celebrity guests, book or poster signings, etc. Be sure your event is included in The Daily’s Schedule of Events.
• Send a media alert to the attending media once you receive the list of preregistered media for the show. (A media alert is traditionally a one-page document that tells media the Who, What, Where, When and Why of an upcoming event.) It’s best to email media alerts about a week before your scheduled event.
MARKETING IDEAS
view sponsorship directory
Reminder: Don’t send email blasts to the Outdoor Retailer attending media list.
the daily
The Daily is the official show daily publication for Outdoor Retailer. The Daily covers in-depth news of the show, events and new product trends during each of the tradeshows. One issue of The Daily is produced each day of the show, with pre- and post-show coverage in Outdoor Retailer Magazine. On-site during the show, The Daily can be found in the bins at the Colorado Convention Center and at surrounding hotels. All issues can also be found online at outdoorretailer.com.
The editorial opportunity to submit products, events, trends, and news to The Daily for potential inclusion is free to confirmed Outdoor Retailer exhibitors. For consideration for inclusion in the New Exhibitor profiles, New Product galleries, and Event Listings during the show, exhibitors should complete the respective linked forms. News suggestions and pitches will be accepted throughout the show, though coverage will depend on when received and available space.
Visit outdoorretailer.com/TheDaily for submission forms, key deadlines and more information about sending pitches and editorial content to The Daily editors. News suggestions and pitches will be accepted throughout the show, though coverage will depend on when received and available space.
The Daily highlights several first-time exhibitors during each show. The short pieces introduce attendees to new brands and drive traffic to the new booths. Outdoor Retailer Summer 2022 submission deadline: May 11, 2022.
The Daily highlights brand new products in each issue. Submit new products for the upcoming season for consideration for editorial coverage. Outdoor Retailer Summer 2022 submission deadline: May 11, 2022.
Each issue of The Daily features a Schedule of Events with information about booth events, press opportunities, notable appearances, autograph signings, prize drawings, contests, giveaways, happy hours, etc. Submissions will be accepted up until the show for in-show issues, though inclusion will depend on space. Outdoor Retailer Summer 2022 early submission deadline: May 20, 2022.
The Daily editors are on the lookout for newsworthy information about show-relevant company trends, product and line launches, product innovations, marketing campaigns, sponsorships, advocacy efforts, promotions, etc. Relevant information can be sent to connect@outdoorretailermag.com. There is no deadline for submitting this information, however, the sooner Outdoor Retailer-related news and press releases are sent to the editors, the better.
Outdoor Retailer allows limited video and still camera use on the show floor. Exhibitors may take pictures within their own booths for purposes of company or annual reports, company media pieces, marketing materials, etc. Under no circumstances will anyone be permitted to take pictures of an exhibitor’s product without permission from the exhibitor. Many products on display at Outdoor Retailer are innovative, one-of-a-kind prototypes, or contain proprietary information. Exhibitors have the right to refuse the taking of pictures in their booths.
Outdoor Retailer allows accredited working media to capture photo and video content in exhibitor booths only with the permission of the exhibitor.
If an infraction occurs, text/call Julie Freedman at (949) 306-7709 or email Julie.Freedman@outdoorretailer.com. If possible, include a photo of the badge. Drone usage is not permitted in the City and County of Denver, including parks and open spaces. More information on special event and commercial filming in Denver can be found here.
camera policy
UNAUTHORIZED PHOTOS WILL BE CONFISCATED (along with DEVICE). THE OFFENDER’S BADGE WILL BE PULLED AND THEY WILL BE BLACKLISTED FROM ATTENDING FUTURE SHOWS.
Learn more about the media badge designations under the Media tab in our FAQ:
https://outdoorretailer.com/faq/
register for snow show 2023
lisa.ramsperger@outdoorretailer.com
(949) 225-3329
Welcome to Outdoor Retailer Snow Show 2023!
Trade and consumer-focused media outlets including print, TV, radio and online, as well as writers, photographers and editors with an editorial assignment to cover the show for a media outlet that is related to the outdoor products industry.
Advertising sales representatives, publishers, producers, marketing staff, promotion companies, social media agencies, PR agencies and advertising/branding agencies.
Media Preview
The Media Preview provides an opportunity to highlight products and build relationships with journalists attending Outdoor Retailer before the show opens, while the media have exclusive access to preview some of the latest products and newest brands in the outdoor industry. Showcase your brand and make sure your product is included! The Media Preview at Outdoor Retailer Summer 2022 will take place on Wednesday, June 8. Contact your Account Executive for more information.
email lisa ramsperger
log in to your exhibitor console
log in to your exhibitor console
email lisa ramsperger
Badge Pickup
Insider’s Tip—Pick up your badge before the show starts to skip the lines. We have a few convenient locations for you to do that:
• Colorado Convention Center Lobby A – Main Registration (14th Street Entrance)
• Satellite Badge Pickup: Hyatt Regency Lobby*
*Make sure you bring your registration confirmation email (with the scannable barcode) or photo ID. If you haven’t registered and need to do that onsite, head to the Colorado Convention Center.
You’ll need to prepare your business credentials when completing the registration form. You can find the list of credentials here.
Yes you can, but they all need badges, and you’ll need to sign a waiver to bring your pup. All other staff will need to be registered in the same way, including their credentials if they are new to the show.
You can find a list of registration FAQ here.
Tuesday, June 7 9 a.m. - 6 p.m.
Wednesday, June 8 8 a.m. - 7 p.m.
Thursday, June 9 7 a.m. - 6 p.m.
Friday, June 10 7 a.m. - 6 p.m.
Saturday, June 11 8 a.m. - 4 p.m.
Wednesday, June 8 9 a.m. - 6 p.m.
Attending for the first time?
Can you bring guests + dogs?
More questions?
Media preview
The Media Preview offers journalists exclusive, early access to preview some of the latest products and newest exhibitors before the show opens. The event is a great opportunity to launch products, share your brand story, and build relationships with media that cover the outdoor industry – lay the groundwork, then follow up later in the show. It also helps media get a jump on show coverage prior to busy days of meetings and other activities on the show floor.
Media Preview at Outdoor Retailer Summer 2022 will take place on Wednesday, June 8.
Participating brands receive:
• Pre-show exposure to attending media.
• Access to endemic and non-endemic media in a focused, intimate setting prior to the show.
• Free Online Product Showcase
• Participation in media-awarded “Best in Media Preview”
“Best in Media Preview” winner receives:
• One complimentary hotel stay during the next Outdoor Retailer show your brand attends (one room; three nights).
• “Best in Media Preview” decal displayed at your Outdoor Retailer booth during the show.
• "Best in Media Preview” digital icon to display on brand website and use in marketing materials.
• Mention in an issue of the The Daily, the official show publication, during the show.
For more details and information about this opportunity, contact your Account Executive.
general show information
Get Covered in The Daily
• New Exhibitor Profile
• New Products
• Event Listings
• General Editorial
submit event listings
submit new products
submit new exhibitors