Trade show ready

Look before you leap

Retailers can get the most out of their trade show visits by being prepared and informed.

The benefits to attending a trade show are many; the professional connections and insights into industry trends are valuable on their own, let alone the opportunities to stock one’s business with new and unique products.

However, a successful trip to a trade show depends on preparation and attitude. Without proper planning and the right mindset, retailers can come off the show floor exhausted and discouraged by the experience.

Regardless of the field a trade show caters to — whether it’s hardware, giftware, green goods and beyond — the show floors tend to be large spaces and can be daunting to visitors. Having a plan of attack can ease the burden of navigating the sprawl. This preparation goes beyond the basic but important steps such as dressing comfortably [especially when it comes to footwear], staying fed and hydrated, bringing an abundance of business cards and being prepared to collect several catalogues and hand-outs.

Tammy Zielinski, owner of online gardenware retailer Natural Havens, LLC, has attended the IGC Show in Chicago for five years. She says what helps her is to decide what she hopes to accomplish by attending a trade show, whether it’s making connections with new suppliers or touching base with regular business partners.

“Usually when I go, it’s a combination,” Zielinski says. “It’s either looking for new items or getting a chance to touch base with my current suppliers and see what they have that might be new or different or see what kind of specials they have.”

To accomplish what they set out to do at a trade show, retailers can also consider budgeting their time and making a schedule to ensure their hours on the floor are used wisely. On the other hand, Zielinski says she often moves at whatever pace feels right.

“I more or less just go with the flow,” Zielinski says. “One tip that’s worked well for me is if you go on the last day, a lot of [vendors] will sell their booth samples. That’s one advantage to going on the last day, you can buy a couple things to take back with you, see if you like it and try it out a little.”

Another way to make good time on the show floor is to identify specific vendor booths or areas of particular importance, then plan out a route to prioritize these stops.

“I will pull up the show plans — especially as I started focusing more and more on fairy garden items — then I will figure out who has fairy garden items and circle them so I make sure that I would visit those places,” Zielinski says.

Though she identifies high-value vendors on the show floor, Zielinski says she also likes to make a quick pass through the rest of the show floor to take stock of the new trends on display and other patterns among suppliers.

“I would try to do a quick walk-through for everything just to see what’s going on, see what some of the trends are, what’s happening,” Zielinski says. “One of the other trends that has become really popular is succulents. You can see it in the types of plants that are being displayed from the plant suppliers. You can see what colors are popular by the types of things being displayed for the pottery and other types of items. It kind of gives you an idea of what trends are going on.”

A major component of trade show attendance is meeting people and scouting for new inventory. Making a connection and getting acquainted is helpful for knowing who to do business with. Zielinski says a short conversation can tell you a lot about potential compatibility with a vendor.

“Usually, I’ll talk with people at the booth and that’ll give you a pretty good idea,” Zielinski says. “It tends to give you an idea of what the representatives of a company will be like. So, if you really connect with people, it’s probably going to be a good place to work with. Occasionally, I’ll come through a booth and it almost feels like I’m bothering them, and then it won’t be somebody I’ll be as keen to follow up with.”

Making connections with new vendors can be exciting, especially if they’re offering inventory that’s fresh and ideal for a retailer’s market. However, going on a buying spree without regard to a budget can be trouble. Zielinski says retailers can set themselves up for success by going into shows with a pre-set budget and keeping an eye out for good deals.

“It’s pretty easy to get carried away,” Zielinski says. “You can get free shipping or you can get discounts on orders, so if you spend some time figuring out a budget and knowing how much you want to spend in different areas, you can really take advantage of it.”

With the right preparation, retailers can walk away from trade shows energized, encouraged and ready for success at their stores.

— Conner Howard

5 apps that can boost your trade show experience

Tools that make note-taking and networking more effective and efficient.

Independent garden center owners, managers and buyers who have attended a green industry trade show know the days are hectic whirlwinds, and often it’s difficult to remember who you met and the details of products you saw. In this fast-paced environment, your goal is to make connections and track down the latest products relevant to your store and customers. How are you keeping track of leads, new contacts, the latest products and other pertinent information? There are a range of apps that can help you better navigate trade shows, and that can help garden centers that are vendors at consumer shows manage potential customer information and leads as well.

CamCard

What is the app all about?

Any trade show veteran can attest to the stack of business cards they pick up over the course of an event. CamCard eliminates the necessity of those pesky paper rectangles by allowing users to take a picture of the card, with the app scanning and storing appropriate contact information. Card information can sync across mobile devices and PC, and shared via email, QR code or social media.

CamCard keeps a photo of the card, a convenient touch in case a mistake is made when populating data fields. When a contact is promoted or joins a new company, the app sends an update to the user. Along with eliminating the need for a bulky business card reader, the app recognizes 16 different languages and has the ability to export leads onto any mobile-based Microsoft Office program. Each business card image is in color, and the app picks up information no matter the finish or thickness of the cardstock.

Where can I find it?

CamCard is available on Android or iOS mobile devices through the Apple App Store and Google Play. A free version lets users scan up to 200 cards. More advanced versions cost $5 or $12 per month, depending on export and integration features.

Notability

What is the app all about?

Trade shows are packed with new products and data an owner, buyer or manager may want to bring back to their businesses. Enter Notability, a note-taking tool that makes it easy to write down your thoughts, record information, sketch a diagram or take a photograph. See a planter brand that could make it to your shelves? Simply position your finger to type the relevant text with different fonts or colors. A styling pane gives options for numbered lists and bulleted sections. Robust drawing tools allow for sketching and graph creation. Or, snap a photo and record your voice describing the item, the company and other essential information. You can use this tool to remember people, too. In addition, users can import images and PDFs for later editing through Notability’s handwriting and highlighting options. Recent versions of the app have been optimized for Apple Pencil and iPad Pro, while cloud storage can save notes between iOS handhelds and Mac.

Where can I find it?

Notability is available on all iOS devices for 99 cents on the Apple App Store and $5.99 on the Mac App Store.

Quick Tap Survey

What is the app all about?

Garden centers that use tablets and phones to collect data in person can employ Quick Tap Survey, an app that delivers feedback, leads and contact information by means of customizable, simple-to-design surveys. To qualify leads, the tool creates questions with scored answers, then generates reports for analysis after the event or in real time. Unreliable trade show wi-fi isn’t a problem either, as the app can be used online or off.

Quick Tap Survey utilizes large buttons and easily readable text to streamline the creation process. Procured survey information can measure the happiness and loyalty of customers, or transform a tablet into an interactive kiosk for trade-show attendees.

Where can I find it?

The app can be downloaded for iOS and Android in the Apple App Store and Google Play, respectively. Quick Tap Survey comes with four different price plans — free, $19, $49 and $99 — based on complexity of features.

Evernote

What is the app all about?

Evernote is a place to record and upload notes, photos, voice reminders and other trade show minutiae, all of which are available for future reference from anywhere you have an Internet connection.

While every note you take can be tagged manually, the app also geo-tags any notes or photos you create. Work Chat is one of Evernote’s newer features, permitting garden center associates to instant message on-site representatives with shared notes. App owners can ping employees when both parties are online, an essential feature if you’re talking to multiple vendors at a trade show and want to convey information quickly.

Where can I find it?

Evernote can be found on Android and iOS devices. The basic app is free to download from the app site. The Plus version, which offers higher monthly uploads and additional options, costs $24.99 yearly. A fully loaded Premium version costs $49.99.

iCapture

What is the app all about?

This survey and lead generation app lets users design questionnaires from either a generated list of questions or their own inquiries. iCapture’s look and feel can be modified to match your business’s identity, and harnessed for custom surveys or to build an email list. Asking a few gardening-related questions with an iCapture email can put potential patrons into different brackets based on interest and skill level.

Information captured on a mobile device must be retrieved on a computer at iCapture’s website. However, the initial data-gathering process works without an online connection.

Automatic emails, which can include a thank you letter or promotion, are sent to all survey participants. Leads for an email marketing campaign, meanwhile, are automatically forwarded to popular email services like Mailchimp or Constant Contact.

Where can I find it?

iCapture is available on iOS and Android through the app website. Monthly plans range from $10 to $49.

Douglas J. Guth is a Cleveland Heights-based freelance writer and journalist. In addition to Garden Center, his work has been published by Midwest Energy News, Crain’s Cleveland Business and Fresh Water Cleveland.

Welcome mats for retailers

The summer’s largest industry trade shows are increasing and improving their offerings for independent garden centers.

Cultivate’16

July 9-12, 2016

Greater Columbus Convention Center, Columbus, Ohio

Registration open, information at cultivate16.org

Highlights: Exhibitors showcasing products for retailers specifically will be placed throughout the trade show floor, dubbed “The Solutions Marketplace,” instead of in separate areas. “Based on retail exhibitor feedback requesting to be intermingled throughout the floor, the Retail District will no longer be a separate area. The original intent of the area was to highlight companies that offered products and services for retail businesses,” says Jennifer Noble, knowledge and professional development administrator for AmericanHort. “The challenge has been that the majority of suppliers in the industry offer products for [many segments,] and thus didn’t want to be limited to one area.” Icons will help attendees determine if the exhibitor is displaying goods for growers, retailers and/or nurseries.

Cultivate’16 will also screen the documentary “Can You Dig This.” The film follows the lives of people with troubled pasts who transform their gang- and drug-ridden South Los Angeles neighborhood by planting gardens and encouraging others to join in, turning the former food desert into a food oasis.

What’s new: After releasing some of the data and insights from the research initiative SHIFT at last year’s Cultivate show, AmericanHort has scheduled dedicated education sessions for people who want to learn more about the recommendations for retailers that came out of findings from the study and how to best apply them to their own stores.

Click Image to View Gallery

Photos courtesy of AmericanHort

There will be a panel discussion featuring retailers who were part of the SHIFT focus group, including Jared Hughes of Groovy Plants Ranch, Mick Mulhall of Mulhall’s, Bill Calkins of Ball Horticultural and Tom Hilgeman of White Oak Gardens. They’ll discuss what they learned from the results and how they are applying them to their businesses and take questions from attendees. In another session, Leslie Halleck of Halleck Horticultural and contributor to Garden Center magazine, will discuss marketing strategies to remain relevant and visible to consumers, especially in light of generational shifts and changes in shopping habits. Noble will give attendees a behind-the-scenes look at the process of gathering the information for SHIFT in another session, and will share insights and recommendations from the study.

Keynote speakers: On Sunday, July 10, author and speaker Jeremy Kingsley will present his keynote, “Inspired People Produce Results.” The focus of his talk will be on a company’s most important asset — people, and how to develop quality relationships that can lead to overall success. On Monday, July 11, author and strategic consultant Scott Steinberg will present “Leading with Innovation: How to Future-Proof Yourself, Fearlessly Innovate, and Succeed in the New Normal.” Steinberg will talk about the importance of continuing to change with the times and how companies must reinvent themselves to stay ahead and drive success.

Retail tour: Most retail tours at trade shows include stops at three to five independent garden centers so attendees can get a chance to visit retailers they might not normally see and gain new insights and ideas. Cultivate’16 is instead offering a different opportunity, a “guided learning experience” to Easton Town Center, an indoor/outdoor shopping center, to see real-life examples of how retailers outside of the industry are using and applying insights discovered from SHIFT. The all-day event (9 a.m. to 5:15 p.m.) will be capped at 50 people, and attendees will be divided into small groups. (Registration is separate from general Cultivate’16 registration.)

IGC and EIGC Shows

The Eastern Show for IGCs

August 2-4, 2016

Valley Forge Casino & Resort, King of Prussia, Pa.

www.igceast.com

IGC Show

August 16-18, 2016

Navy Pier, Chicago, Ill.

www.igcshow.com

Highlights: The IGC Show in Chicago is now in its 10th year, and show founder and CEO Jeff Morey is planning events and drawing big names to mark the achievement. As many past attendees know, the show features a free concert. This year, rock band REO Speedwagon will be performing, which is of special relevance to Morey. He photographed the band on tour “during the crazy ’70s,” he says. At the Eastern Show for IGCs, which is in a new location, Gloria Gaynor, best known for her hit “I Will Survive,” will perform during a “disco-retro party” at the Valley Forge Casino & Resort.

What’s new: Earlier this year, Morey announced that EIGC, now in its third year, was moving to a new location and city — the Valley Forge Casino & Resort in King of Prussia, Pa. With a new venue comes new stops during the retail tour, of course, but both IGC and EIGC will also be offering a different format for the education sessions. Morey noted that more Millennials are attending the shows and were brought up in a different education setting than other generations, who received mostly lecture-like instruction. To accommodate this learning style and offer something new for all attendees, Morey has asked people hosting education sessions, who include industry experts and consultants Steve Bailey and Judy Sharpton, to modify their style and create a more interactive environment. “We’ve been trying to retool our thinking to make it much more interactive,” he says, adding that Sharpton’s workshop is titled “Judy Sharpton: Unplugged.” “Judy will be at the center instead of at front … Judy is all about merchandising displays, so bring all of your questions, challenges and photos to the [workshop.]”

Keynote speakers: Morey selected someone outside of the industry — former NFL star and coach Mike Ditka — to talk to retailers in Chicago about what he learned as a player, a coach and now as the owner of the upscale steakhouse Ditka’s. Chicago speakers also include Amanda Thomsen, who will discuss how to reach shoppers who span Generation X, Y and Z, and consultant Corey Bordine will reveal the meaning of the “PROFIT philosophy,” which isn’t just about money. Jonathan Bardzik will talk about new strategies for cooking demos at IGCs — and cook — during one of three keynotes at EIGC.

Retail tour: For this year’s Chicago retail tour, Morey rounded up some of the most popular stops in the show’s 10-year history, which includes Knupper Nursery & Landscape, Chalet and The Gardens at Ball. The Philadelphia tour will include The Rhoads Garden, Linden Hill Gardens and also Terrain, owned by URBN Brands, which also owns Anthropologie and Urban Outfitters.

Farwest

August 25-27, 2016

Registration open, information at www.farwestshow.com

Highlights: Farwest is strengthening its retail offerings in 2016, says Crystal Cady, event and member services manager. There will be more gift and hard goods vendors exhibiting in booths, and they will expand their offering of free 20-minute “mini sessions” geared toward garden centers in The Idea Center for Retailers, a casual space for learning right on the trade show floor, where attendees can walk in and out of sessions. Example topics include how to get the most out of end cap displays. Overall, there will be nearly 70 hours of education in the Idea Center, The Solution Center for Growers, and in regular seminars. Each year, Farwest picks a theme for its show that ties into its new variety and product spotlight, The Growers Showcase. This year’s theme is “Plants with a Purpose: Pollinators,” and exhibitors have the added opportunity to feature plants and products that fit the pollinator theme.

What’s new: Farwest is hoping to promote its Idea and Solution centers more than in the past, and is offering specific schedules of speakers and topics. People may remember Farwest’s promotions from last year, where hair and beards were transformed into greenery and flowers. This year, they’ve taken that idea a step further, and the keynote speakers and supporters of the show, called “Farwest Fanatics,” are getting done-up with the plant-centric treatment.

Keynote speakers: Dr. Charlie Hall, Professor and Ellison Chair in International Floriculture at Texas A&M, will be delivering this year’s keynote about how to develop future-focused, strategic marketing plans. Farwest’s lineup of speakers will also include garden center designer and landscape architect Ernest Wertheim, who is a principal of Wertheim, van der Ploeg & Klemeyer, “Growing a Greener World” correspondent Brie Arthur, Jenny Peterson, author of “The Cancer Survivor’s Garden Companion,” and Judy Sharpton, industry consultant and owner of Growing Places Marketing.

Retail tour: Farwest offers two wholesale tours and one retail garden center tour, with about four to six stops in each.

“Booth sales are way ahead of where they’ve been in years,” Cady says. “We’ve been right at about 400 exhibitors [in the past], and I’m on track to bust that now, and we have six months to go [before the show.] The number of attendees and exhibitors are growing with the economy.”

Click Image to View Gallery

Photos courtesy of Farwest Show

—Michelle Simakis