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Licensing
Outlook:
Q&A with Dave Riley, President and CEO of Pro
Image
July 10, 2007
Licensed
sports powerhouse Pro
Image recently announced that it has chosen
to hold its annual franchisee meeting at the Sports Licensing
& Entertainment Marketplace in Las Vegas this January.
Licensing Outlook asked President and CEO Dave Riley to
share his thoughts on the event, which includes the Tailgate
• Picnic Show. According to Riley, the presence of
major licensors and vendors creates a unique buying environment.
LOGO!:
In what ways will you be preparing your
Pro Image and Capz franchisees to make the most of this
trade show?
Dave Riley: We will have our annual convention meeting at the beginning of the first day of the show. There we will prepare franchisees and have a plan of attack for getting the most out of the show, and the most out of their stores. The goal is to increase their profitability buy buying better.
LOGO!: How much of your focus will be on new products and how much will be devoted toward areas such as merchandising, advertising programs, etc.?
Dave Riley: That morning we will discuss merchandising, advertising, open to buy, accounting and so on. The entire first afternoon and second day will be devoted to product.
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LOGO!: Does the "live" environment of this show—and the presence of major licensors—offer training opportunities that you might not experience elsewhere?
Dave Riley: Absolutely. Our franchisees will have the opportunity to see many important vendors, and to do so with other franchisees or corporate mentors with them.
LOGO!: If a franchisee discovers something in Las Vegas that he believes is a can't-miss item, what is the procedure for bringing that item to retail?
Dave Riley: At our follow-up meeting after the show we will discuss all new cant-miss” items.
LOGO!: Do your franchisees benefit from the buying power of the company in ways that they might not as a traditional independents?
Dave Riley: Our franchisees are buying as if they had a hundred stores. This enables them to take advantages of special dating, make-ups, pricing and other advantages that they might not be able to negotiate on their own.
LOGO!: When a Pro Image or Capz buyer walks into a booth, what should a manufacturer know about him as a customer that might distinguish him from other buyers?
Dave Riley: That he is in the business for the long haul. He buys licensed products all year, every year—and nothing but licensed. Our buyer fills his entire store with attire and novelty items that feature professional or college team logos. The Pro Image buyer is not buying shoes or camping equipment or basketballs as the market fluctuates.
LOGO!: What do you think is the greatest value of a show like this to the licensed sports industry?
Dave Riley: It gives us the ability to see new product with our franchisees, as well as to renew ties with important vendors. We also are all looking for that “cant miss” item you mentioned—the one that our competition may not have found yet. I can only speak for Pro Image, but we would not consider missing the show. Plus, Las Vegas gives our franchisees and corporate people an opportunity to enjoy the many things offered there!
