- Feb 19, 2014
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- 2,554
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- #16
@SL&AM Varsity wouldn't allow competing vendors any exhibit space at NCA (or any other event that they produce for that matter). Nfinity went with a remote "pop up" store idea where they set up a retail location close by a comp but outside the proximity of the Varsity event (NCA they were not far away and at Indy they rented space in the mall that was attached to convention centre but that most hotels were connected to). Customers can look at products and purchase items just like would if Nfinity had been permitted to rent exhibitor space at the comp.
Rebel took it one step further. According to the terms and agreement, the only thing permitted nearby NCA were media trucks. So Rebel created a media company and decided to convert a bus into a "pop up" store and park it right outside the NCA venue. They were interviewing people in the bus and around the bus for their documentary on bullying (irony!!!!!) and inside the bus was set up as a 1950's dressing room where customers could first-hand see the garments and their products. They also cross-promoted/partnered??? with Rock Star Hair products on the bus from what I could see (as it's in a lot of promo shots of the bag and throughout their social media feeds all weekend). So they were basically on site but not breaking any laws because they were filming and just so happened to have a store with them too. They utilized social media with numerous draws for their new bag and gave shout outs to those that stopped by. By the end of the week cheerlebrities were announcing that they were going to be at the bus at certain times. Besides launching the bag (it was out before but was really promoted over the weekend) Rebel also rolled out their Look Book and featured real cheerleaders and had them on site to help promote. In November they announced the Rebel Alliance (a cheer industry coop with gyms, EP's, clothing, and cheer related products). I love the whole idea of the Rebel Alliance and creating a coalition to fight for fair competition. Wonderful play on words too.
Sheer genius!!!!!!
I don't blame Varsity in the slightest. They saw an opportunity and went for it. That's what any good business model would do. Kudos to them. If anybody wants to enter the cheer market they're going to have to do it with disruptive innovation - using a completely different business model and cater to a niche market. Varsity has a formula (and it works for them). They can't change their business model on a whim but anybody coming into the market has that luxury to be able to do so. So to compete with Varsity they'll need to determine their own target markets and hone in on it. Essentially Varsity is like the major airlines and their competition is like Southwest or WestJet Airlines. Economy airlines have a business model that major airlines can't follow due to their sheer size. They're able to inch into the market that's being underserved by the major airlines.
For Varsity competitors to succeed they're going to have to figure out the niche markets being underserved by Varsity and focus on them - trojan horse mentality (there's a reason Varsity isn't focussing on them). Couple that with super creative marketing and brand identity, and you'll start to see start-up's succeeding. Sadly from my few years in cheer many ideas are created but nothing takes root and most things have a mom/pop or homespun feel to it. Customers want to stand out and feel apart of the process, have a say (customization), want quality, and value. Eventually the tides can change but it'll take work and beating them at their own game.
I say go for it! Stand out and dream big.
Rebel took it one step further. According to the terms and agreement, the only thing permitted nearby NCA were media trucks. So Rebel created a media company and decided to convert a bus into a "pop up" store and park it right outside the NCA venue. They were interviewing people in the bus and around the bus for their documentary on bullying (irony!!!!!) and inside the bus was set up as a 1950's dressing room where customers could first-hand see the garments and their products. They also cross-promoted/partnered??? with Rock Star Hair products on the bus from what I could see (as it's in a lot of promo shots of the bag and throughout their social media feeds all weekend). So they were basically on site but not breaking any laws because they were filming and just so happened to have a store with them too. They utilized social media with numerous draws for their new bag and gave shout outs to those that stopped by. By the end of the week cheerlebrities were announcing that they were going to be at the bus at certain times. Besides launching the bag (it was out before but was really promoted over the weekend) Rebel also rolled out their Look Book and featured real cheerleaders and had them on site to help promote. In November they announced the Rebel Alliance (a cheer industry coop with gyms, EP's, clothing, and cheer related products). I love the whole idea of the Rebel Alliance and creating a coalition to fight for fair competition. Wonderful play on words too.
Sheer genius!!!!!!
I don't blame Varsity in the slightest. They saw an opportunity and went for it. That's what any good business model would do. Kudos to them. If anybody wants to enter the cheer market they're going to have to do it with disruptive innovation - using a completely different business model and cater to a niche market. Varsity has a formula (and it works for them). They can't change their business model on a whim but anybody coming into the market has that luxury to be able to do so. So to compete with Varsity they'll need to determine their own target markets and hone in on it. Essentially Varsity is like the major airlines and their competition is like Southwest or WestJet Airlines. Economy airlines have a business model that major airlines can't follow due to their sheer size. They're able to inch into the market that's being underserved by the major airlines.
For Varsity competitors to succeed they're going to have to figure out the niche markets being underserved by Varsity and focus on them - trojan horse mentality (there's a reason Varsity isn't focussing on them). Couple that with super creative marketing and brand identity, and you'll start to see start-up's succeeding. Sadly from my few years in cheer many ideas are created but nothing takes root and most things have a mom/pop or homespun feel to it. Customers want to stand out and feel apart of the process, have a say (customization), want quality, and value. Eventually the tides can change but it'll take work and beating them at their own game.
I say go for it! Stand out and dream big.
