In This Issue
Great expectations for Glee 2018
Registration for Glee 2018 now open
Glee confirm new 2019 opening days
New products, new brands, new category, new season!
Corona Tools: America's leading name in garden tools is launching in the UK
Shaping Garden Centres for the Future
The Big Cheese Ultra Power – for big pest problems
Elho increases consumer focus
The Future for Scotts is Evergreen!
Patio Black Spot gives 'Spores for Thought'
Bord na Móna set to launch 'Growing Media Academy'
Vitavia cannot wait to see you all at Glee 2018
Design and display finesse with bulb gift products reaps rewards
Apta raises money for the Royal British Legion
Johnsons look to launch world firsts at Glee
Unrivalled packaging and merchandising options
April Raven for Briers Debut Collection launches at Glee
Zest to display diverse range of timber products
New Urban Air Plants Range for Glee 2018
Primeur return to Glee after celebrating GIMA award
From Kitchen to Restaurant and Beyond...
Glee Daily News brings you all the latest Glee news - previews, live issues from the show and an omnibus edition
Get ready for Greenfingers Charity’s 20th anniversary at this year’s Glee
Still time to join the new Glee Discovery Tour
Happy Gardening comes to Retail Lab @ Glee, in association with the HTA
Hozelock return to the 2018 Retail Lab at Glee
Ivyline to return for 2018 Retail Lab at Glee
Woodlodge return to the 2018 Retail Lab at Glee
How to be a successful exhibitor and identify the buying signs
Glee introduces new Discovery Tour
Glee Green Heart update
The Great British Growing Awards come to Glee
Deco-Pak to launch ‘never before seen’ paving products at Glee
Garland/Worth Gardening will launch over 40 new products at Glee
Garden cooking and heating at Glee
Speaker to present gardening and wellbeing vision
Neudorff to reveal new product families at Glee
STIHL returns to Glee with cordless range
Glee Daily News and GDPR
Glee visitors invited to find out more about the GCA
The power of winning a Glee New Product Award
Glee Buyers Power List 2018: the shortlist
Maximise the boom in pet product sales
GIMA Innovators Seed Corn Fund
Pot of Prosecco: Woodlodge to support Greenfingers Charity at Glee with pottery raffle
ecofective’s Child and Pet safe range goes from strength to strength
New eco paints for gardens and the home
News Update
Glee Daily News brings you all the latest Glee news - previews, live issues from the show and an omnibus edition
 

The team from GTN are proud once again to be the official media partners for Glee producing the Glee Planner, the Glee Show Catalogue and the Glee Daily News...

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How to be a successful exhibitor and identify the buying signs
 

Standing out from the crowd, know your products and customer engagement were the key themes at the Glee Exhibitor Workshop, which took place at Poplars Garden Centre in Toddington.

Over 80 delegates from across the garden industry attended the event aimed at making the most out of the annual show. In a format new to the workshop, Trevor Pfeiffer of Garden Trade News interviewed leading garden retailers to learn their top tips on how to engage influential buyers and industry experts, as well as how to secure those vital sales, ahead of Glee 2018 in September.

“Exhibitors at Glee often don’t see the buying signs,” said Alastair Jackson, General Manager at Poplars Garden Centre, an experienced Glee visitor having attended the show for 24 years throughout his career.  “If I’m asking questions, I’m interested and want information.  It’s important for sales staff on the stands to understand their products, be prepared with pricing and communicate with retailers in order to secure sales.”

Alastair has seen a lot of change in Glee over the years, as it goes from strength to strength, and now regards the revitalised show as the key date in the buying calendar. Attending with his department managers and shop staff, Alastair walks every aisle of the show with his team so they can meet with existing suppliers and new ones.  As Poplars plan their ranges six months in advance, he emphasised how important it was for Glee suppliers to keep the communication channels open and follow up on any interest shown to ensure their products are stocked in store.

Simon Bourne, Managing Director at Perrywood Garden Centre, echoed this sentiment on communication and how important it is for exhibitors to ask questions, and most importantly, understand the customer they are talking to.   The large family-run, award winning independent centre sees Glee as the most important show of the year and make a significant investment in seeking out the latest products for the upcoming season.  Simon takes a dedicated team of eight from all departments, as well as members of his marketing team to spot the innovative, new gardening trends before they hit the shelves.

“The latest trends play an important part in Perrywood’s offering,” explains Simon.  “Our houseplants area already has a really large floor space and has seen a sales growth of 25% over the last 18 months.  We look for stands that have made an effort with bold, inspirational, visual displays and eye-catching merchandising that we can replicate in store.  Our stoneware, indoor living, gifting and clothing offerings are also expanding so I want to see what’s new and exciting immediately on the stand I’m visiting. That’s what makes me stop and start a conversation.”

Get in the shoes of the customer was the message from Caroline Linger, Head of Buying at Crocus. With a diverse customer offering through Waitrose, the RHS and Next, as well as its own website and garden centre which attracts designers and horticulturists, Crocus has a very intense, product specific focus and requirements.

“As we operate mainly online, we can represent ‘new’ very quickly,” explained Caroline.  “My team of seven use every minute of the show and last year saw 60 suppliers, new and existing over the three days.   We want to know price, the benefits, how it works and how it will fit on the Crocus website.  We need suppliers to sell their products with confidence and have good displays on stand to give us an idea of how we would present it ourselves. It is important to know your pricing structure depending on the time of season and know our competitors.  Being competitive online is hard, Crocus can’t compete with Amazon or the volume supermarkets so it’s important when you pitch to us, this is understood as a good trading relationship is so important.”

Caroline also emphasised the importance of the marketing of the products displayed at Glee.  She encouraged retailers to work hard before the show and utilise all marketing opportunities available from the copy in the show catalogue, videos to online representation and social media to make sure suppliers stand out from the crowd and shout about their products to guarantee a stand visit.

As well as hearing from each of the garden retailers on how they approach Glee, delegates learnt about the exciting features and opportunities from the show’s team.   Marketing Manager, Luke Murphy gave an overview of this year’s Retail Lab which will focus on the theme of ‘Happy Gardening.’  This trend will build on much of the content showcased within the Retail Lab last year but will dig deeper into the many ways that gardening can enhance our lives.  Focussing on consumer purchasing patterns, this year’s offering will be split into five key areas: Grow Your Own, Feel Good, Play, Pets and Easy Gardening, giving retailers and suppliers inspiration and take-home ideas for their own business.

Marketing and PR experts also told delegates how to increase their brand exposure at Glee with Trevor Pfeiffer outlining the opportunities in Glee Daily News, the Glee Show Catalogue and the New Product Showcase.  Kimberley Hornby, Managing Director at Hornby Whitefoot PR encouraged exhibitors to send preview news and take advantage of the PR opportunities available with UK and international media, bloggers and vloggers, as well as how to get your products into editors’ hands through the VIP goody Bag.    Rachel Cryan, Social Marketing Manager at Glee rounded off the session with an in-depth look at how to use social media to promote presence and products before, after and during the show, the best channels to use, the hashtags to use to engage in conversation as well has how to widen the reach of each post.

Find out more
Glee is the UK’s leading garden retail show, focussing on building year-round profits for buyers and suppliers within the core gardening and outdoor leisure product categories.  To keep up-to-date on the latest Glee news visit www.gleebirmingham.com.  To enquire about exhibiting at Glee 2018 call 020 3033 2160, or email daniel.mcalpin@gleebirmingham.com to find out more about sponsorship opportunities within the 2018 Retail Lab at Glee.

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