Real Solutions - How to get the most from a show

With the trade show season beckoning, we asked four industry figures to give us their tips on how to get the most from exhibiting at a show, starting with pre-show publicity

NURSERYMAN

"Do your research. Different shows have different demographic profiles, knowing your target market should influence the theme and content of your stand.

"It sounds obvious, but make your stand as inviting as possible. Avoid cramming every bit of available space with products and paraphernalia and leave sufficient area for visitors to stand or sit.

"Your stand should communicate quickly and clearly who you are, where you are and what you do. Finally, plan and review any/all the trade shows you attend."

Brian Fraser, general manager, Oakover Nurseries

SHOW JUDGE

"Trade stands have to be immaculate. I've seen stands supposedly ready for judging yet with spilt compost on the carpet, plant labels fallen over and even a poster upside down.

"If you're entering new product or plant awards, my most important piece of advice is to follow the rules properly. If two entries receive equal votes but one fulfils the criteria perfectly and the other doesn't, it'll be the first that gets the prize.

"Most confusion seems to arise over product categories. Decide which to go for and on the entry form state clearly why it should be this and not the other."

Graham Clarke, director, HHPS, and Trade Show competition

ADJUDICATOR

Nurseryman

"I would say that novelty and quality are the most important factors. Quality should be a given, so novelty is the one that catches people. It doesn't necessarily have to be a new plant - it could be a rarity or a revival.

"The other big thing is attention to detail. Don't eat your sandwiches or send a text on the stand, don't turn your back to the crowd and don't talk to your stand mates when customers are about. Face them, look them in the eye and smile.

"The usual old stuff really. Why it is often ignored beats me."

Bill Godfrey, W Godfrey & Sons

SHOW DIRECTOR

"The main thing is taking advantage of pre-show marketing and publicity opportunities. Too few people do this.

"We offer the chance to feature in newsletters at no extra cost - organisers can do a lot for you in the lead up to the show.

"Also, prepare your show catalogue entry thoroughly with product details rather than information about the company.

"We get a lot of leads coming into the office but if your entry is not product specific we can't help. And don't forget to invite your customers to the show."

Pat Coutts, Director, Four Oaks Trade Show


Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Sign up now
Already registered?
Sign in

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Read These Next

Tree planting guide - three basic rules

Tree planting guide - three basic rules

Choosing the right plant, correct planting procedure and best aftercare are the three basic rules for sucessful tree planting, Sally Drury explains.

Tree planting - what are the benefits of planting trees?

Tree planting - what are the benefits of planting trees?

Mitigating climate change, providing windbreaks and reducing the risk of soil erosion are some of the best reasons for planting trees, says Sally Drury.

Tree and shrubs - nursery market

Tree and shrubs - nursery market

Growers are more optimistic now that garden designers and landscape architects are seeking more mature trees and shrubs, writes Sally Drury.


Opinion... Unbeatable delight of quality plants

Opinion... Unbeatable delight of quality plants

Viewing top-quality plants, both growing and on sale, always gives me pleasure.

Editorial ... More analysis and insight from bumper HW issue

Editorial ... More analysis and insight from bumper HW issue

Welcome to this bumper 72-page July edition of Horticulture Week magazine, packed with exclusive analysis, insight and expert advice on the biggest issues impacting all sectors of the UK horticulture industry right now.

Edwards: Will a weak pound and tariffs on imported stock be good for UK nursery production?

Edwards: Will a weak pound and tariffs on imported stock be good for UK nursery production?

At the time of writing - a few days after the general election - sterling has weakened and we still have no idea of what Brexit means.


Follow us on:
  • Facebook
  • LinkedIn
  • Twitter
  • Google +
Horticulture Jobs
More Horticulture Jobs

Tim Edwards

Boningales Nursery chairman Tim Edwards on the business of ornamentals production
 

Read Tim Edwards

Ornamentals ranking

Top 30 Ornamentals Nurseries by Turnover 2017

Top 30 Ornamentals Nurseries by Turnover 2017

Tough retail pricing policies and Brexit opportunities drive the top 30 growth strategies.

Pest & Disease Tracker bulletin 

The latest pest and disease alerts, how to treat them, plus EAMU updates, sent direct to your inbox.

Sign up here

Are you a landscape supplier?

Horticulture Week Landscape Project Leads

If so, you should be receiving our new service for Horticulture Week subscribers delivering landscape project leads from live, approved, planning applications across the UK.

Peter Seabrook

Inspiration and insight from travels around the horticultural world
 

Read more Peter Seabrook articles