McDermott's talk ‘Multi-Channel Marketing & How It Could Help Your Business’ will feature as part of the future opportunities for the garden industry session.
He will share 25 years’ experience of direct to consumer marketing within the horticultural industry, and explain how to work with your existing, lapsed and potential customers, to optimise their long term value by trading with them across multiple routes to market.
McDermott will speak on traditional mail order marketing techniques, including cataloguing and press advertising, online marketing and shopping TV.
He has worked across respected brands such as Suttons, Dobbies, Unwins, Marshalls Garden Bargains and latterly YouGarden, starting in the industry in 1985 whilst working on his family nursery in South Devon.
Other speakers include: Creco managing director Graham Dunn, Thompson & Morgan wholesale head Nigel Judd, ReSharpen executive director Steve Jones and The Garden Centre Group plant buyer Nicky Roeber.
The theme for the conference, supported by headline partner Bulrush, and associate partners Floramedia and Young Plants is ‘Collaborate, innovate and succeed’.