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How to maximise your time at tradeshows
The Garden Industry Manufacturer’s Association (GIMA) provides advice on making the most of tradeshow attendance
For retailers, tradeshows such as Glee can represent an unrivalled opportunity to see, try and buy thousands of new products all under one roof. For suppliers it’s oſten the most effective way of showcasing product ranges, creating new business and generating vital sales opportunities. However, as discussed at a recent GIMA
supported Glee Exhibitor workshop, it can of course be an expensive three days - so how do you ensure you’re making the most of your time?
Being prepared
Knowledge - of your products, your competition and the companies you’re dealing with - is key. Developing business relationships can take time – but much less so when both parties are on the same page from the get go. Crocus head of buying Caroline Linger says that her team use every minute of the Glee show, and suppliers that have most impressed them are the ones that have knowledge of how their business works. “We want to know price, the benefits, how it
works and how it will fit on the Crocus website,” she explains. “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. Being competitive online is hard, we can’t compete with Amazon or the volume supermarkets so it’s important to understand that when you pitch to us.”
Creating a buzz
Retailers should be scouring through the relevant trade magazines and online exhibitor lists, compiling a shortlist of new and existing customers to visit. For suppliers paying to exhibit at Glee for example, show PR director Kimberley Hornby’s advice is to be aware of all the opportunities available.
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“Glee exhibitors, for example, can preview news and take advantage of the PR opportunities available with UK and international media,” she says. “There will be bloggers and vloggers to interact with, as well as the chance to get your products into editors’ hands through the VIP goody bag. And best of all, it’s free to exhibitors so we urge everyone to take advantage of such opportunities.” Instagram and Twitter are two ways of interacting with contacts and drawing attention to new products – but many also rely on LinkedIn as a dedicated trade news source.
Catching the eye
For exhibitors, the appearance of the stand is fundamental in attracting visitors. Perrywood managing director Simon Bourne says he looks for stands that have made an effort with bold, inspirational, visual displays and eye-catching merchandising that the retailer can replicate in store. He notes: “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.”
Watching for the signs
Successfully saving time at a trade show often relies on how good you are at deciphering and reacting to often very subtle behavioural cues. Crossed arms often shows more than simply defensive posturing – it can also mean, ‘I am willing to do business, but I don’t want to seem too keen, and have to feel like you’ve impressed me first’. Retailers must make it clear that they are looking to buy – but more importantly suppliers should be able to spot the buying signs.
GIMA Buyer Connect These pre-booked 10-minute appointments
can lead to some fantastic sales opportunities. Suppliers must be prepared to wow, share inside info but most of all find out what their potential customer actually wants. Retailers should be encouraged to offer suggestions, and not miss out on a great product just because the label isn’t quite the right colour.
Break out of your comfort zone Visitors - despite your pre-show shortlist of brands you’ve chosen to see, you may also feel the urge to browse. At trade shows like Glee, veering off the main aisles can offer incredible inspiration and allow you to see small companies with big potential.
The GIMA supported innovators zone is a great place to see the newest products and prototypes – some that might even give your business the edge over your competition.
Happy not hungover
Happy gardening is one of the themes for this year’s Retail Lab showcase at Glee, as we all try to emulate that positive feeling during the long hours on stand and walking around the show. Enjoying after hours socialising is fundamental to team building and customer relationships, but often with unstructured evenings things can go awry so try to keep yourself to a schedule! Because if your evening impacts on your professional performance the next day, that could form a bad impression in the eyes of potential customers. Alternatively make sure to drink plenty of water and have access to breath mints!
• GIMA’s Business Lounge is in Hall 6 at this year’s Glee garden and outdoor living trade show. For further information please contact GIMA on (01959) 564947 or
info@gima.org.uk
GCU September 2018
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