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Opinion leaders are important multipliers for industry, ispo
21
Nov '09
From 2010 onwards opinion leaders will now be counted among the official list of admissible trade visitors. This adjustment in the criteria governing trade visitors has been prompted by current developments within the sports equipment sector, and the resulting new definition of the term 'trade visitor'. A trade visitor today is no longer exclusively the classic specialist retailer of sports equipment and fashion. Nowadays a trade visitor is anyone who has a business connection to the sports sector and who acts as an opinion leader.

By extending the circle of admissible trade visitors, ispo is responding to this new structure and to the importance of the opinion leaders. Opinion leaders who mediate between the consumer, trade and industry play an important role in the specialist trade in sports equipment – as well as athletes and trainers, they also include heads of ski schools and institutional buyers such as hospitals, the Red Cross and the police. As the name suggests, an opinion leader influences public opinion and helps guide consumers in their purchase decisions, thereby in the end also boosting the sales of retailers and producers. The significance of these opinion leaders is seen at ispo in that a large proportion of the exhibitors already count this group among their most important visitors, and even invite them to the trade fair.

ispo is addressing this development and, following consultation with the industry, it is now including the professional group of opinion leaders among the official list of trade visitors. In order to professionally manage the communication with this group, the official invitations etc. will be directed via the respective umbrella associations and organisations, e.g. German Alpine Club DAV, the German Ski Association, the German Ski Instructors' Association, the German Wellness Association, the Austrian Federal Sports Organisation and the National Olympic Committees. Of course, the opinion leaders, like all other trade visitors, will have to furnish proof of their status and register as visitors. This group of trade visitors will only be admitted on the last day of the fair.

Ispo


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