If the cancellation of Outdoor Retailer Summer Market is another example of how COVID19 has impacted our world, the Thin Air Outdoor Media Show, which debuts virtually on September 15-17, 2020 is another example of how innovation allows us to work around it. Not intended to be a replacement for the cancelled Outdoor Retailer show, Thin Air aims to connect brands with media and consumers well within the safety confines of social distancing.
How it Works
According to Thin Air founder Eric Boles, “Media will engage with brand representatives in the form of hyper-realistic avatars, learning about trends and experiencing product launches while creating content in real time, driving millions of impressions and click-throughs. Thin Air allows brands to reach consumers while they are safe at home studying, researching, and planning their next adventure or big purchase of outdoor gear and apparel.”
For the skeptics out there, the Thin Air Outdoor Media Show’s interactive platform claims to offer the same experience of walking through the Outdoor Retailer show in Denver, minus the chances to contract a viral illness.
“Thin Air is fully immersive and interactive and allows attendees to engage with exhibitors through chat, talk, and video over the course of three days,” says Eric Boles. “By limiting the number of booths to 400, attendees can more meaningfully engage with brands, explore new products, pick up marketing collateral, and schedule post-event meetings, right from their desktop or mobile device…Brands can also get creative and engage show attendees with scavenger hunts, giveaways, contests, and more. Booths/brands can send real-time alerts to attendees for important announcements being made, and can deliver live or on-demand product overviews with a live Q & A.”
Pro’s and Con’s?
Thin Air’s scope and vision is unquestionably innovative and in line with the times. Crisis spawns change. In 2001, September 11th made us painfully aware of airport security and immigration—but also painfully exclusive to certain ethnicities and religions. Today, the COVID19 pandemic has made us painfully aware of what happens when thousands of people congregate and one of them is sick—but it also contributes to quarantine and isolation.
There is no arguing that Outdoor Retailer is an expensive show. Brands pay substantial booth fees and ship product and personnel to fill and work the booths. ROI and metrics have always been a mystery. The carbon footprint is colossal (Thin Air’s carbon footprint will be zero). Still, it fueled a residual economy. Hotel rooms were filled. Bars and restaurants overflowed after hours. Gig workers picked up extra work. People connected with each other with handshakes and hugs.
Time will tell if the Thin Air Outdoor Media Show is the new paradigm for trade shows. After all, silver linings can hold dark clouds. Personally, I’m looking forward to it. It’ll be like living in a giant Sea of Thieves game for a couple days!
