Word on twitter is that Interbike’s attendance was up 8 percent this year. A clear triumph for an event that nearly everyone was concerned would fall flat. We attended the bicycling conference to meet with marketing directors at several different companies, all of whom seemed very optimistic for 2010. While it was clear that 2009 has been a challenging year, we were relieved to find that many bicycling businesses are examining their current programs and looking for new strategies to implement in the upcoming year.

Historically, bicycle enthusiast marketing has dominated the business. You can see this reflected in company websites that only run news releases on how their sponsored athletes are faring in competitions–cyclocross, tris, road racing, mountain bike downhill. You name it. But for consumers who think Zabriskie and Zirbel sound like sleeping aids, this specialized bicycling tech talk is scary. And that has played a part in keeping America a country full of spandex clad riders, rather than a country of two-wheeled lifestyle commuters.

But after many conversations at Interbike, we are beginning to see a desire to shift toward a more inclusive marketing program to build a relationship with the general consumer, which we believe will help many companies expand their customer base, and ultimately, boost their business.

Here are a few bicycling marketing trends that are beginning to unfold (and that we can’t wait to lead):

1) Online advertising – We couldn’t be happier to hear the bicycling industry talk about pursuing online advertising. Not only is this a cost-effective way to spend one’s marketing dollars, it’s measurable and targeted. We enjoyed watching marketing directors dream of the possibilities as we explained how far online advertising has come. We are no longer talking about pay-per-click campaigns, but rather strategic use of retargeting, behavioral and contextual advertising models that reach very defined audiences.

2) Online sales – Shopatron is the new secret weapon, that’s not-so-secret anymore. Companies are still experimenting with how to best service the customer using this online sales system, but the transition is in place. A perfect complement to an online advertising program and also a necessity in today’s world of Internet shoppers.

3) Social media marketing strategy – What a change from last year! In 2008, we sat in on a seminar about social media and watched hundreds of confused faces. This year, Twitter and Facebook swamped Interbike. And as we talked with marketing directors, the conversation is switching from “what is twitter?” to “How do I strategically implement a social media marketing campaign?” We love social media marketing, and we can’t wait to create smart campaigns for the cycling community.

4) Lifestyle products and marketing – It’s about time because I’m getting tired of wearing spandex to client meetings! Not only do these new products give a public relations firm that specializes in consumer products more to work with, but it also gives a bicycle commuter so many more options. As I convince my coworkers to take on the pedal-powered commute, I like to offer them products that make cycling, shall we say, more hip. And after Interbike, I’m full of new product recommendations to help make the bicycle commute a reality: A Dahon for those living in small beachfront condos. A Nutcase helmet for those needing a colorful brain saver. Add in Keen’s Springwater cycling shoe (and just because we love Keen, an Alameda 15 labtop messenger bag) and put on a Shebeest NY Capri. Commuter heaven!

Did you notice any other trends at Interbike?