Feb 14, 2007 Doug Kurtis Column: Running USA Conference By Doug Kurtis :: Views- 209
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Last week, leaders of America's running community met at the annual Running USA conference in La Jolla, California. Their mission is to provide information and share ideas that can improve the sport. Two of the keynote speakers included, Tom Cove, president and CEO of Sporting Goods Manufacturing Association, and Sharon Barbano, vice president of public relations and events for Saucony.

Cove shared his thoughts on the running industry with an audience of more than three hundred people. He noted that the growth of running footwear has been steady with big jumps in 1994 and 97. Running is the seventh most popular sport in world. 48 million people run regularly on a treadmill. He said, "The sport is enhancing and enticing runners through technology."

"More and more runners will be using an iPod. Ninety percent of cyclists bring a cell phone with them and this will spill over into the running world as well."

According to Cove, "runners are more willing to use technology even when it doesn't improve their performance as compared to other sports like golf and tennis. Technology for runners is about doing it more often and more comfortable. It's about integrating it into the sport's experience."

The title of Barbano's talk was "Women: the all consuming sex". She said, "Women earn $1 trillion a year and spend $2 trillion. If the running community meets the high expectations of women they will also satisfy men."

She tied running to her 10 C's or "chick list". Connection: How running products improve women's lives. Communication: How races respond to women's needs by listening rather than talking. She recommended a book called Don't Think Pink.

Under "community" she mentioned that the first sports bra was developed in 1905. Clothing manufacturer Hind has set up clinics around the country for women to discuss bra design. Barbano encouraged races and running stores to offer more "choices" for women. She pointed out that the average woman has two dozen pairs of shoes in her closet.

Customization is important to women. They need to know that products are made just for them. It was noted that more races need to offer women's cut T-shirts.

Women identify with "cause" related activities. She said more than $1.3 billion has been spent on cause marketing. By creating an emotional bond with running products it increases purchases.

If running manufacturers want women coming back to their product they need to provide a "consistent" experience. She used Starbucks as an example of a product that consistently delights it customers.

Customer experience is important. Surveys show that shopping is becoming an increasingly stressful experience because people have less time to shop. Runners can improve their experience by doing pre shopping research or paying attention to the hang tags on clothing.

Searching for a race or running product can be enhanced by making it "convenient" to runners. Shopping and entering races on-line has helped streamline the way runners do business. And it eliminates long lines.

Successful brands, whether it’s a race or running shoe, establish credibility. They do what they say they will do. When brands meet or exceed expectations women won't hesitate spend their money on them.

Running USA is an excellent resource of information about long distance running and is available on-line at HYPERLINK "http://www.runningusa.org" www.runningusa.org. The group is devoted to improving the status of road racing and long distance running in the United States through collective marketing, services to runners and events and the development of American world-class stars. Twice a week they distribute wire media releases.

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