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Leanne Milliken
Marketing Manager - ASR
Join us online for group Y TWITTER THURSDAYS! Every Thursday, we will be interviewing key Action Sports industry figures–execs, professionals & athletes on Twitter
TWITTER INTERVIEW WITH LEANNE MILLIKEN
MARKETING MANAGER FOR ASR
AUGUST 13, 2009
@groupY Your name and official title
@HurricaneLeezy Leanne Milliken, Marketing Manager – Audience & PR: Nielsen Sports Group
I not only work for ASR but also Outdoor Retailer and Fly Fishing Retailer
@groupY Before ASR what other companies and projects were you involved in?
@HurricaneLeezy Spent 3 years working for my moms publishing company, then started into tradeshows at Advanstar Communications working mainly on The largest Motorcycle B2B tradeshow and helping out at Magic, Project and Pool.
@groupY What sports and hobbies are you actively involved in?
@HurricaneLeezy Somehow I skipped playing all the traditional team sports as a kid and grew up Snowboarding, Dirt Bike Riding, Golfing and Dancing instead and am still hooked on them
@groupY What does your daily routine look like … take us through it?
@HurricaneLeezy Well my intern would tell you meetings meetings meetings, which is somewhat true. When I’m not in a meeting with one of my 3 show groups I’m writing copy, approving marketing pieces, reviewing registration lists, brainstorming with association & media partners, talking PR with our PR agency, talking to our VIP retailers, updating our facebook, twitter pages & websites up to date all while trying to keep my inbox under 25 unread emails at a time!
@groupY How many people are on the staff for ASR and what are their roles?
@HurricaneLeezy Andy Tompkins is our VP overseeing Interbike, ASR & Health and Fitness Business. He works closely with BRA, SIMA & IASC as well as handling the high level exec number crunching, forecasting. 3-year plans etc. He reports to the big boss, so we don’t have to.
We have 2 dedicated ASR Sales guys, who head up all the sales and the daunting task of plotting the floor plans.
My Marketing Counterparts, who handle all the exhibitor focused marketing messages.
A kick ass 2 man..er Woman Registration team who work across 16 of our shows.
Our operations team is 5 strong they handle all contracts/relationships with our outside vendors basically work closely with the convention center, travel planners, security and GES etc…The non glamorous stuff that makes the show happen. They also work across show groups.
An additional operations coordinator responsible for sponsorship fulfillment, our special events and making the fashion show come to life.
One Account rep logging in all the contracts as they come and handling payment, billing etc.
So 15 of us total, plus this summer I have to interns working for me who have been a HUGE life saver.
Oh and the Class team who has partnered with us to bring Class@ASR to the show.
@groupY What are some of the other trade shows your company / department runs?
@HurricaneLeezy The Sports Group is a division of our Retail Group and consists of Outdoor Retailer, Interbike, Health&Fitness Business, Fly Fishing Retailer & ASR. We all work out of the San Juan Capistrano office. The list just grows from there when you add in the retail group but I won’t bore you with that. However our Operations team works on almost 30 shows. Not sure how they do it.
@groupY What new things or changes will we see with this year’s ASR?
@HurricaneLeezy Class@ASR is our newest project for This September. In addition to our Mega lounge with the help of monster we are creating one huge area on the show floor to facilitate networking opportunities and a community vibe. I think you will see the most change in 2010 new dates…Feb 3&4 and Aug 14-16. Our Feb show is going to be a 2-day no frills format where you can just roll in racks and set up in pre-fabed stalls and really just be a straightforward buying selling format. However we feel there is important to keep ASR Marketplace (AUG) in it’s current format as a chance to highlight brand messages and showcase individuality. Both shows will bring you the best of each world.
@groupY Tell us about the new addition, CLASS
@HurricaneLeezy Class@ASR was an opportunity to bring in a huge new brand mix to the show that our ASR attendee has never been exposed to. Class@ASR is stacked with more high-end boutique brands or limited edition lines from our current brand mix. We see it as a great addition for our retailers but also it has brought us a new buying audience who don’t traditionally attend ASR. Check out the full line up but Lira, Modern Amusement, Stussy, Tigerlily, Vitamin A Swimwear, Sabre, Original Penguin, Nirve Sports Are some of the highlights see the whole list here: http://www.asrbiz.com/classatasr/exhibitor-list
@groupY With the economy how it’s been, how has this affected the trade show as a whole?
@HurricaneLeezy Absolutely it has been a rough year and the show floor was off to a slow start. We really worked with our major brands to lock In their support of the show first, even got a lot of no’s along the way but as we got closer and closer to the show the no’s started to become yes’s and no sales is trying to keep up with the overflow of interest. We understand that brands wanted to keep their marketing dollars close to their chests but it has become more evident that getting the face time with the retailers who have weathered the storm is priceless right now. We have seen the same trend in registration…slow start but the numbers are tripling each week as we get closer.
@groupY What efforts is ASR doing to help retailers and brands?
@HurricaneLeezy We have tried to ad a lot of added value to packages for the brands, including discounted web exposure and ad pages in their booth buy. In addition to offering turnkey booths that include a set up some drayage and electrical if they wanted to save on building a booth.
As for retailers well I have a full time intern managing helping bring key buyers to the show and helping offset travel expenses I think we have over 100 buyers that we are working with including some key International retailers. We also offered subsidized room back in May for the over 150 room nights if you registered in May. On those rooms we are paying $75.00 a night towards their stay. Trying to not just help the heavy hitters but the core small shops as well.
@groupY How many companies will be exhibiting this year, and expected buyers attendance?
@HurricaneLeezy About 500 brands between ASR & Class@ASR the exact number is growing by the hour. AS for retailers…this is my least favorite part of my job.. Crystal balling what I think will be the outcome. Hard to say, our Pre-reg is slight down from last year but like I mentioned it’s growing rapidly. so I think we will be in the 3K+ mark but hard to say…”
@groupY How many years has ASR been going on?
@HurricaneLeezy 27. Started in Long Beach outgrew it and came to San Diego
@groupY What are some of the challenges ASR faces on a daily basis at the show?
@HurricaneLeezy Wow…well lets see there was last shows fire marshal threat to shut down the show because Volcom’s hay they used to decorate their booth wasn’t fire retardant so we had to remove it, and the small pieces it left behind. There was also a graffiti bandit that we eventually caught, it’s crazy! We always expect the unexpected and work with a great security team to help manage things as they come up and really try and work with brands with their crazy ideas. If we know about it we can usually find away to help them execute an idea within our policy.
@groupY What are some of the associations that ASR is partnered with?
@HurricaneLeezy SIMA (Surf Industry Manufacturers Association), IASC (International Association of Skateboard Companies) and BRA (Board Retailers Association). We don’t make a big decision without running it past their boards, and I work closely with The Board Retailer Association since that is my focus. We also have a huge non-profit audience we work with and always feature the Glue Network and ASEC (Action Sports Environmental Coalition) on the show floor somehow.
Transworld Business talks with Andy Tompkins, the VP of Nielsen Sports Group regarding this year’s ASR and partnership with SIMA
@groupY What are some of the perks of your job?
@HurricaneLeezy Perks?? Well not sure there are too many but I guess to the average insurance agent my job is amazing! I get to work with people and brands that I believe in, and participate in. Being a So-Cal girl this industry is in my blood, and I enjoy the networking opportunities, events, parties who wouldn’t! I also love being on show site, seeing our hard work pay off there is something rewarding in that.
@groupY What type of music do you listen too?
@HurricaneLeezy Almost everything. At the moment Pandora is playing my Bloc Party station. But I have a ghetto girl in me that loves me some hip hop.
@groupY With your current position, do you travel much? If so where?
@HurricaneLeezy 5 shows a year, Denver, San Diego and Salt Lake City. So not too much and sometimes to a summit or 2
@groupY What do you like and don’t like about working with the action sports industry?
@HurricaneLeezy I think sometimes we are too busy trying to go against the grain that we forget to act as a family and make decisions that grow the industry as a whole instead of just our own business. But I think this economic climate has made us work together more then ever…lemonade from lemons right?
We now open the questions to @groupY twitter followers…..
@cgeorge110 Is there room in the action sports tradeshow space for multiple shows produced by multiple organizations?
@HurricaneLeezy I think competition puts everyone on their “A” game. So having other shows pop up is part of business and pushes us to be relevant to our customers. However I think as an industry being able to accomplish an array of business objectives without having to travel back and forth from shop to show, with the expense of multiple flights and hotels ultimately, are what our retailers would prefer. That varies as you start in So. California and go east. Getting to Huntington Beach or San Diego for CA shops isn’t such a big deal. It’s the mid-west retailers we talk to that really would like to get business done at one place t one time the less time out of their shops the better.
Q: With disappointing retail sales numbers reported today, are you concerned with attrition in tradeshow visitation this year?
@HurricaneLeezy We are aware of the reality out there for retailers, lay offs, tighter budgets less open to buy dollars. it will impact all shows this year in all industries. we have really tried to get in front of that and help get retailers here. I mentioned before we have invested in subsidizing rooms, providing scholarships first time retailers as well as financially helping out the ones who come faithfully every year and need a little help this year.
We know the retailers who have decided to come to our shows that already staged have shared with us that coming this year more then any other has helped them. Their goals and agendas for the show have changed but they still accomplish positive things for their business.
Q: Why the decision to close off Class@ASR @ClassAtASR from the public?
@HurricaneLeezy you know we never really discussed making it open to the public. The current format to the show is really set up for B2B business, and allot of these brands aren’t ready to unveil their Limited Edition items to consumers.
Whenever we launch something we try not to bite off more than we can chew. We will start with this first show and see where it evolves to.
Having a consumer day for ASR in general has always been a conversation we have on the table as well, and we are testing it out with one of our Interbike shows.
If we go that route we don’t want to rush it and we want to do it right.
Q: What mix of your marketing strategy is in social media and who is your audience in the medium -public, retailers, manufacturers?
@HurricaneLeezy My philosophy for 90% of our ad placements is this: I gear them to the retail audience, if we have a super compelling retailer message brands will recognize that and say “they are convincing retailers to be there…we better be there when the retailer shows up”
That’s sorta the straight forward game plan for all the B2B placements. But social media and consumer websites is a different game…
This year we made a decision to place consumer ads (mostly digital) in an effort to keep our brand top of mind and well help support the industry with some ad buys! We see social media as an extension of PR another vehicle to post breaking news or exciting show announcements. We aren’t trying to cover news, Shop-Eat-Surf & Transworld Business covers that. We keep it focused on show related info.
@jyetownend What effects has Agenda Show changing there dates and having there show during the US Open had on the attendance of brands for ASR?
@HurricaneLeezy It’s hard to tell this year given the economic climate sort of makes this year different then most. I am sure it impacted some brands that had to choose between the two shows and during any other year they might have done both. However there is still a pretty big amount of the brands that are doing both. We don’t feel we have lost many brands to them, some just added Agenda to their show plan. Or added ASR, since we are no longer on overlapping dates.
ASR is still the place to do business with the international buyers and the core salt water and skate retailers from across the U.S. the brands that value that will be found on our show floor.
@StaceyBroadwell Has your success in a marketing career been who you know, education, experience or a combination? Is a degree important?
@HurricaneLeezy Creativity, Problem Solving, Multi-tasking, Authenticity and Logic are some key ingredients to being successful in the marketing world, Oh and patience! In my career it’s been a combination of right place right time, having some contacts and just getting out in the mix to meet people. Getting involved in the industries you serve so you can be somewhat authentic and knowledgeable about the subject can go a long way…I guess getting involved and not sticking out like a sore thumb as well! Bottomline, if you can’t deliver it doesn’t matter who you know you still need to prove your value.
@groupY What’s the best advice you were told?
@HurricaneLeezy I can be anything I want to be as long as I put my mind to it…words from my mother she told me every night when she put me to bed as a kid. Cliché I know, but it fuels me.
@groupY What do you like about group Y and it’s events?
@HurricaneLeezy I have been a huge supporter of group Y from the start! I think the events are rad…my only suggestion is getting some more retailers involved. After all brands and retailers getting face time with each other is how the magic happens!
@groupY Any parting words to the Twitter universe?
@HurricaneLeezy If you have constructive feedback about the show please Share with us, reach out we actually LISTEN. And we are thirsty for feedback. You can hit me up here or get my contact info on the website www.asrbiz.com and thanks group Y for making me feel ubercool today 
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