 When the 2011 OFA Short Course convenes July 9-12 in Columbus, Ohio, veteran show-goers will notice a heightened focus on the retail scene, particularly via the show’s Garden Center Live! exhibit area. This month, in an exclusive interview with Garden Center magazine, Alicia Wells, OFA’s manager of communications and membership, talks about how catering to garden center operators is both science and art these days.GC: What are the bigger challenges facing someone trying to craft educational programs for today’s retailers? AW: Most industry professionals are plant geeks—I certainly am and most of the growers and retailers are, too. So it’s tough to get a bunch of plant geeks to focus on topics like finances, marketing and customer service—which they often aren’t as interested in. On our end we work with speakers to focus on relevancy and real-world business solutions. It’s all about breaking information down into pieces, showing retailers how it benefits them, and providing a resource for information if they have questions. Garden Center Live! has been a huge success due to this concept. It’s a dynamic setting that invites and encourages interaction. The Merchandising Concept Displays are built by workshop attendees who combine marketing and merchandising into money-making displays. The Marketing Lab offers hands-on mini sessions on signage and graphic design, and easy access to speakers and other expert advice on a variety of topics. The other great part of Garden Center Live! is the free tip sheets that offer advice on merchandising and marketing topics. The tip sheets are quick take-home pieces that retailers can revisit when needed or can pass on to staff that were unable to attend the OFA Short Course. Take a look at last year’s tip sheet library at www.ofa.org/gcl. GC: Garden Center Live! has evolved dramatically over the years. Please talk a little about how the idea came about initially and how it has grown. AW: The concept started several years ago at an OFA Garden Center Committee meeting. When you get creative, passionate retailers in a room, it’s amazing—the ideas start flowing and the laughter, well, it’s an experience! As a result of that meeting we took the merchandising contest idea and ran with it. The very first year, the merchandising contest alone generated significant buzz. Then last year we kicked it up a notch by adding the Merchandising Concepts displays and interactive room and branded the area under the Garden Center Live! headline. As for this year, there’s some new excitement with the addition of the Marketing Lab and additional opportunities for garden centers to get face-to-face with the experts and get answers to their marketing and merchandising questions. The themes for the Merchandising Concepts Displays and the Merchandising Contest are all new. The themes for the contest are a secret, and I’m not spilling the beans! GC: What advice would you offer a first-time Short Course retail attendee to make sure he/she gets the most out of the show? AW: That’s a tough question! The trade show is 7 acres, so it takes time to walk it; there are 30-plus sessions just for retailers, there’s Garden Center Live!, trade show interactives, an idea exchange, buses to the OSU Annuals & Mixed Containers trial, and many networking opportunities. Because there’s so much to do the most important thing a first timer should do is to plan to be at the event for at least two days. I would recommend first timers attend at least Sunday and Monday and attend at least one of the three “Mix N’ Mingle” sessions. These sessions are a perfect way for first-timers to meet new people and learn more about what’s happening in the industry. The Merchandising Contest, marketing lab and Merchandising Concepts will feature mini-sessions and Q & A time with marketing gurus all day during the entire OFA Short Course. GC: And what tips do you have for veteran retail attendees? AW: The “industry warriors,” as we’ve dubbed them in one of the “Mix N’ Mingle” sessions, will enjoy the new Happy Hour spin and relocation of the opening reception on Sunday night. This year we’re introducing a new type of session called “Trade Show Interactive.” The goal is to help retailers find vendors, products and other solutions on the trade show floor that they often don’t know exists. For example, fairy gardens and train gardens have been a growing retail trend, but retailers often struggle with finding vendors with appropriate products. This year retailers interested in these products can participate in “Trade Show Interactive: Miniatures & Fairy Gardens” to discover numerous different vendors who offer products and swap ideas with retailers who are currently selling these types of products. In Garden Center Live! the big change for 2011 is the addition of a hands-on Marketing Lab. The Marketing Lab will focus on signage, social media, QR codes, and the “go local” trend. |
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