For the first time in Outdoor Retailer’s history, a daily live television show was broadcast on location from the Outdoor Retailer Summer Market trade show in Salt Lake City to thousands of consumers around the world.
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Introducing The mORrning Show
2. What it is:
The mORning Show is a daily, live-streamed 30-40 minute TV show broadcast live on
Backcountry.com’s Facebook page, and reaching its 470,000 Facebook fans, from
the Outdoor Retailer Summer Market 2012 (ORSM) trade show.
Hosted by industry media veteran Doug Schnitzspahn, and on the floor reporters, the
program will celebrate the movers, shakers, beacons and innovations of the outdoor
industry in a live, talk show-style TV program.
ORSM brings the outdoor industry’s athletes, icons, influencers, and gear gurus all
together in one place at one time, and The mORning Show will take advantage of the
confluence of talent to have frank, fun conversations about current events, trends,
gear and industry gossip.
Like FUEL TV for the outdoor industry, The mORning Show will celebrate the people
and products that make that outdoors a unique and dynamic community. It will also
open up the cu ing edge happenings of the trade show to a much larger
consumer audience.
Consumers are now more savvy than ever and demand to be privy to the same
information as industry insiders. This open look into the workings of the industry
is a natural progression of the way digital and social media channels have sated
consumers’ thirst for information on what is hot, trending and influential in the
industry. While most media outlets report post-show, The mORning Show puts
gear addicts and outdoor enthusiasts in the heat of the action—where they
rightfully belong.
The live show will leverage a theater-style, interactive atmosphere by encouraging
and answering questions from the studio and online audience during the live-stream
via Facebook and Twi er, ensuring the highest level of social interaction.
3. Host:
Doug Schnitzspahn - Schnitzspahn is an award-winning writer who spent five years
as editor of the Outdoor Retailer Show Daily and currently is editor-in-chief of
Elevation Outdoors. His work has appeared in Outside, Men's Journal, National
Geographic Adventure, Islands, The Chicago Tribune and High Country News.
He has reported on the outdoor industry at SNEWS and edited the Outdoor Industry
Association’s Active Outdoor Recreation Report.
Distribution:
Target Audience:
The mORning Show target audience includes the industry members who are a end-
ing the show in search of an alternative perspective on the latest industry and show
news, viewing the program while they check email and their social networks before
they head to the Salt Palace.
Additionally, live-streaming the show through Backcountry.com’s Facebook page will
reach the 470,000 fans and customers of the store. Backcountry.com customers are
some of the most influential consumers in the outdoor marketplace, providing
reviews and opinions on gear and brands that have a direct effect on
buying decisions.
4. Segments:
Each live-stream will feature at least two celebrity interview segments, one current
event discussion, one gear-related segment and one pre-produced reporter-on-the-
street segment harvested from the previous evening’s activities. There wlll be a top
pick events list as well as discussions with random (or famous) people
in the audience.
The mORning Show will also include:
The Love Seat: A spot in which people/companies product, event, or personal
announcements can get some love.
What happened to the hippies?
Metro a No-No: It’s all about lifestyle, or is it?
Dirtbagging: An athlete with a project looking for sponsors?
The Next New Thing: “See anything cool?” is the age-old OR question. The show will
answer that query and examine under-the-radar people, gear, and businesses.
Promotion:
FreeRange Media will drive awareness and viewership by promoting the program
through a variety of traditional and social media channels before, during, and a er the
show including:
Facebook ads linking to Backcountry.com tab
Facebook sponsored stories linking to Backcountry.com tab
Backcountry.com will promote The mORning Show through their Facebook page
Promoted Tweets linking to the Ustream feed
Social media influencer outreach campaign
Daily and during-the-show Tweeting with #ORShow hashtag
Industry press releases leading into and during the show
5. Cost:
$5,000 gets you:
The live-stream feed broadcast on your social media properties
Pre-roll and credit coverage
30 sec commercial spots included in the broadcast
Inclusion of your athletes in featured Q&As
Your gear featured on Gear Guru spots
Archived footage of the shows for future broadcast opportunities
On-air thank yous
In-booth broadcast availability
Category exclusive.