HTA marketing event highlights consumer trends, tools and techniques

The HTA's garden industry marketing conference in Bromsgrove on 2 July will focus on the trends behind consumer behaviour during the recession and how garden retailers and suppliers can adapt.

HTA marketing director Andrew Maxted said: "Consumers and business owners alike are being bombarded with a mass of often confusing evidence about what is actually happening in the economy at the moment.

"While the headlines may be alarmist, there are many customers out there who are, and are expected to continue, spending through the downturn and many more who will resume spending as their personal confidence levels increase."

HTA board member John Tugman of Delamore Young Plants will chair the event. Delegates will be presented with the latest Garden Industry Monitor data and hear about the latest consumer trends, including new research from the Future Foundation and the results of the HTA's latest study into consumers' intentions for spending on their gardens this summer.

Boyd Douglas Davies of Webbs Garden Centres will speak at the event, which is sponsored by HW, on building awareness of your brand and using new marketing techniques to target customers.

The event will highlight the HTA/Experian Retail Map service/Mosaic consumer targeting tool and John Connel of The Garden Works will lead a 20-minute masterclass on merchandising for advantage.

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