Expect to see several of Orange County’s surfwear makers at the Action Sports Retailer tradeshow May 28 and 29.
The event highlights brands’ holiday garb and will be held at the Orange County Fair & Exposition Center in Costa Mesa.
San Juan Capistrano-based ASR launched the show three years ago. It fills a void in the buying schedule, said Andy Tompkins, ASR show director.
“ASR Holiday has the continued support of the leading brands in action sports, and (a) number of new brands are investing” in it, he added.
The two-day show lets shop buyers preview clothes, accessories and other items they may want to sell during the holidays.
In the past, retailers got visits from brands’ representatives in their stores during the summer, when stores were more focused on hot weather surf- and skate-inspired gear.
Tompkins said the event’s simple design lets buyers focus directly on products and write orders.
Dave Hollander, owner of Torrance-based Becker Surfboards, which has several OC locations, including Corona del Mar and Huntington Beach, said last year he was busy previewing lines both days of the show.
“There were two to three new brands I saw at the show and picked up for my stores,” Hollander said.
Artistic Networking
Tustin-based WunderMarx/PR is giving graphic designers, photographers and other artsy types a place to network.
The OC public relations shop recently launched an online site called Dezumo, where advertising folks can go to share their work.
“Members can promote their business and exchange ideas about the vital roles creativity and design play in society, culture and commerce today,” said WunderMarx cofounder Jonathan Good.
WunderMarx launched the site in December and started testing it with an invite-only list.
Executives say they attracted members from the U.S. and Canada, who posted photos, videos, music, designs and more.
Web Work
Newport Beach-based Peacock Public Relations has been helping a client stay up on Web marketing.
Principal Erin Peacock said she’s been guiding The Waltos Group of Northwestern Mutual Financial Network on what Web marketing tools to use, including search engine optimization, online ad campaigns and streaming video.
“We constantly refresh content to communicate new products and services,” Peacock said.
She’s been working with the firm for five years, and has tried to stay abreast of the latest advancements with the Web.
“Social networking sites, forums, blogs and other Web-generated tools play ever-increasing roles in how companies and consumers communicate with each other,” Peacock said.
Peacock said that it’s critical that PR folks remember to stick with the basics,”sound strategy and client service.”
Instant Buzz
Who needs a fancy publicity campaign when basketball star Magic Johnson visits your bagel shop?
Talk about an instant buzz.
Johnson and his wife, Cookie, nonchalantly waited in line to buy some bagels and cream cheese at I Love Bagels in Laguna Niguel on a recent Friday.
The place was crowded with teenagers, soccer moms with tots and couples sipping java.
A group of boys spotted the 6-foot-9-inch athlete first. One passed Johnson and said: “Wow, Magic Johnson with that big slam dunk.”
The two tapped fists.
Several people then approached Johnson for a high-five or friendly fist tap.
The place was buzzing, and a few customers said they’d be back just in case there was another Johnson sighting.
Moms on the Web
Santa Ana-based Orange County Register Communications Inc. continues its online push.
The company, which publishes the Orange County Register and other newspapers and Web sites, launched OCmoms.com, which is powered by OCRegister.com.
The site includes blogs, polls, articles and more on a range of topics, including parenting, pediatricians, schools, day-care centers and kid-friendly activities.
There will also be a free newsletter sent out to people who register.
Walker led research and focus groups during the past five months to create the site.
“Our research found there are different types of moms who want to stay informed and interact with other moms, but there’s no local ‘go-to’ resource to do so,” said Theresa Walker, team leader of OCmoms.com.
OCmoms.com is selling sponsorship and targeted banner ads to local and national advertisers, including toy and clothing stores, movie theaters, amusement parks and schools.
The site is being promoted through online banners, e-mail blasts, grocery store ads and at family events.
