Next Year is Here

In the trade show business, the day an event closes generally also marks the day the next year's event begins, at least where planning is concerned. This month, Laura Kunkle, director of communications and membership at OFA (www.ofa.org), talks about how she and fellow staff members are already looking at trends to tap at the 2012 Short Course, set for July 14-17 in Columbus, Ohio.
 

GARDEN CENTER MAGAZINE: The retail horticulture industry is all about trends. Based on your experience at this year's Short Course, what areas were the focus of most of the "buzz"?

LAURA KUNKLE: The Garden Center Live! area is always popular with retailers because it encourages interaction. The Merchandising Concept Displays workshop, for example, allowed participants to combine marketing and merchandising into money-making displays.

A new feature that generated a lot of interest was the interactive sessions on the trade show floor that provided a unique learning atmosphere with retail-specific vendors. We took attendees out of the traditional classroom format and had them interact with vendors on the trade show floor on retail-specific topics.
 

GC: After a challenging past couple of years, what advice would you offer retailers hoping to turn things around in 2012?

LK: Not only are retailers having to differentiate themselves from their direct competition, they're also having to differentiate themselves from other industries competing for the same consumer dollars—entertainment, apparel, electronics, etc. All industries are trying to establish themselves in the minds of the consumer as the best way to spend one's money.

This industry sells a product that is not only beautiful but also beneficial. Retailers need to tell their story better to the consumer about the health and economic benefits of flowers, plants, and trees. There is much research that's already been done that can easily be shared with consumers. An easy place to find some of this research is on the America in Bloom website resources section at www.AmericaInBloom.org.

In addition, retailers need to ramp up their marketing efforts. There are many proven, low-cost ways to connect with the consumer. A quick Google search will give you thousands of inexpensive marketing ideas that can easily be implemented.

Of course, getting involved in an association like OFA is important. Associations build community and bring together people to collectively solve problems they could not on their own.
 

GC: Many garden centers are experiencing a "changing of the customer guard" as Baby Boomers pass the mantel to Gen Xers. How is the Short Course addressing this transition as your staff makes plans for the 2012 show?

LK: We've been addressing this "changing of the guard" in all of our year-round educational programming, but it was certainly a focus at the 2011 Short Course. For example, Kit Yarrow of Golden Gate University offered a keynote presentation about the new consumer psychology and new opportunities. It was a fascinating look at the new generation of consumers and how they connect with brands, build relationships, and make buying decisions. Everyone in the audience was feverishly taking notes because the information was so critical to their business' future success.

At the "Town Meeting" forum, a five-person panel of industry experts and trend setters shared their philosophies on why today's consumers are not embracing the horticulture industry. The answers had nothing to do with the fickle weather, by the way. It was about differentiating yourself, customer service, merchandising, connecting directly with the customer, and understanding the mindset of the next generation.

On a related note, as an association we're trying to adopt new technologies to deliver information the way younger industry professionals best respond, including mobile access, apps, QR codes, videos, social networking, and more. Like any business with varied demographics, it's difficult to find the right balance to meet the customers' needs.
 

GC: Partnering seems to be a new trend where shows and events are concerned. What kind of partnerships does OFA have in the works, and how will they benefit the industry?

LK: OFA is always looking for opportunities to partner. In fact, collaboration is becoming increasingly important as organizations look to be more efficient with resources. We currently are partnering with ANLA, PLANET, the Water Education Alliance, and others to provide programming and services to various industry segments. Since part of OFA's strategic plan is to collaborate with organizations, we should expect to see increased partnership opportunities to better serve the industry.