The European crowd took note this week of the hottest new player in the Euro airbag market: BCA. While we’ve been producing airbags in North America for three years, we only recently got coveted TUV and CE approval to sell them across the pond. At the ISPO show, which ended Wednesday in Munich, Euro retailers especially took notice when we whipped out our secret weapon: footage of our recent airbag save in Colorado. Introducing a new product in a sterile trade show environment is one thing, but showing it working in a violent, real-world avalanche is 100 times as effective. Talk about cred!
Guerilla marketing at its finest: BCA sales director Steve Christie brazenly displays our airbag save video to ISPO attendees and train passengers on the crowded Munich U-bahn.
Pro snowboarder Meesh Hyttner shows off the Float airbag that saved her life last weekend in Montezuma, Colorado.
BCA was still gloating at ISPO after winning two awards the previous week at the Outdoor Retailer Show: Safety Product of the Year (Tracker2) and New Product of the Year (Float 18). BCA’s Marketing VP celebrates with Ambassador of the Year award-winner Jeremy Jones.
Retailers were upbeat, thanks to a banner snow year in much of the Alps. Between that, a slate of new BCA products, and our bold new marketing initiative over there, we’re primed for a full-on European assault in 2012-13. Hmm, I guess that means we’re gonna have to get over to the Alps a little more often…