OFA Today: He knows shows

The 2011 OFA Short Course (www.ofa.org) will be held July 9-12 in Columbus, Ohio. For chief executive officer Michael Geary and staff, that means pedal and metal will meet almost non-stop for the next four months. During a rare break, Geary visited with Garden Center to address some of the challenges and opportunities facing OFA this year.

GARDEN CENTER: Trade shows seem to be a crossroad in that there are plenty of options available, probably too many for everyone to attend. How is OFA trying to define itself in a crowded market, so that Short Course becomes a “can’t miss” destination spot for retailers?

MICHAEL GEARY: As a national organization, our mission is to serve the entirety of the horticulture profession, retailers included. You cannot do that with just one event, even if it is the OFA Short Course. And you cannot take anything for granted. While Short Course has been offered for more than 80 years we are constantly refining it. We are also developing other strategies to benefit our members and the greater industry. In fact, we are launching a new conference this fall called the “OFA Grow & Sell for Profit Conference” in Raleigh, N.C. In order to organize “can’t miss” events you need to make them accessible, affordable, timely and rich with indispensable content.

GC: If a retailer attends the Short Course this year, what changes can he/she expect to see? And how will they benefit the attendee?

MG: We are focused on one thing: to help our members succeed. Last year at Short Course we debuted Garden Center Live!, a learning laboratory for retailers that showcased merchandising tips, hands-on learning, and a design contest. We’re building on that this year with more hands-on opportunities, including a marketing lab and workshops; interactive sessions on the trade show floor to provide a unique learning atmosphere with retail-specific vendors; and more organized retailer-to-retail networking events. I’m really excited about what we have planned for this year’s attendees. The Short Course brings together thousands of retailers from across the world. There’s no better way to swap ideas, learn from others’ successes, and get business solutions. We will also offer Garden Center Live! at some of our other conferences.

GC: What kind of marketing works best for the Short Course in the new era of social media, and what’s the “next new thing” your staff is planning to keep the show front-and-center with retailers?

MG: We’ve found that an integrated marketing plan works best because OFA members and the other attendees are at varying comfort levels with technology. Some members respond best to electronic communication such as e-mail and social media, but other members still need a piece of paper in their hands. We understand this and are prepared to deliver content the way our members want. But we are using technology to reach those that prefer to use online tools and want 24/7 access to information about our organization and events. This includes online hotel reservations and registration, online exhibitor directory and trade show map, the ability to create a personalized event schedule, a mobile-friendly website, the creation of a Short Course mobile app, and more things we’re developing. gc

GC: Where do you see the green industry going this year and in the near future?

MG: Let’s face it, these are challenging times. Our members don’t have the luxury of time to solely rely on Google for their business solutions needs. They have to be strategic and spend their resources wisely. That’s why I see the green industry further supporting the need to work cooperatively – a rising tide lifts all boats, right? Participating in associations like OFA is important and that is trending upward. Associations bring together people to collectively solve problems they could not on their own.

We are also projecting increased engagement with certification agencies, further adoption of sustainable practices, and greater concern about the global economy. The green industry is also going to be paying more attention to local and state governments due to the numerous budgetary crises and their impact on regional economies.