The home and garden show season is fast approaching, with the Garden Press Event and Spring Fair kicking things off in just a few weeks’ time. These shows are not only an excellent way to spot upcoming trends, creative ideas, and the latest product launches, but they’re also fantastic at positioning your brand in front of your ideal consumer audience, press and influencers!
Before frantically jumping off to book your next show, there are a few things to consider to ensure you get the most out of your money and your experience….
Find your why!
Ask yourself and your team – what do you want to achieve and why are you attending each show?Securing a stand is simple, but a brand that knows why they’re attending, and their objectives is bound to leave feeling far more accomplished than a brand who has no clear goals. These goals can be as big or small as you like, such as raising awareness of a new product launch at Gardeners’ World Live, to establishing new relationships with buyers at Glee. If you know why you’re there, you’ll come away knowing that your time and money has been well spent.
Not every show will be right for your brand, so it’s important to consider which ones are more likely to resonate with your audience and products before signing on the dotted line.
Preparation is key!
As the old saying goes, “fail to prepare, prepare to fail!” Preparation is by far the most important factor when attending shows, so consider doing this well ahead of time and not leaving it up to the few weeks leading up to the big day.
Once you have committed to a show, it’s time to set about designing an eye-catching stand that will draw visitors in, put together goody bags or samples, and check out if there are any awards you can enter. The opportunities for your brand are countless, so be sure to find out all you can in good time so you don’t miss out!
It can be tempting to bring your entire product catalogue with you, but having a smaller portfolio allows you to be clear and concise with your offering. Aim to showcase new, exciting, or innovative products that will help you to stand out against your competitors.
Are there any opportunities to further promote you and your brand?
Many shows offer some exhibitors the chance to do expert talks, and this can be a fantastic way of reaching an engaged and interested audience who want to learn from you and your brand. It’s also an effective way of being remembered as a trusted and respected expert in your field, building a great relationship with your consumers. Not all opportunities have to be this scary though! Handing out promotional leaflets, exclusive and trackable discount codes, free samples, and competitions are also an effective way of getting new and curious consumers to your stall.
Collaborating with relevant brands also exhibiting is another great way of furthering your presence. For example, if you’re a plant pot brand, joining forces with a plant nursery or garden centre could be key to a creative and buzzing stall, as well as offering customers a full shopping experience.
The power of PR…
We can help further your brand presence at shows and help you get the most from your experience, by alerting the media that you’re exhibiting and inviting key journalists to the stand to check out new products or for exclusive interviews with the team. Prior to the event, we will coordinate and submit press packs to relevant media contacts, allowing them to learn more about your brand and the products you’re bringing with you!
We can also distribute press releases outlining any new product launches or announcements, supporting your purpose for exhibiting and encouraging visitors to the stand.
But PR doesn’t end when the show is over! After the event we follow up with any opportunities generated during the day, such as organising product samples and responding to journalist enquiries about products, services, or expertise.
You’re all set!
Shows and events are an effective and impactful way to position your brand directly in front of your target demographic. There is a lot of planning and preparation involved, but when properly executed they can give brands a massive shift in presence and trust to their intended audience.
If you want to make the most out of your events this year but don’t know where to start, pop us a message. We can provide support from PR and media relations to social media and collaborations and we’d love to help maximise your opportunities before, during and after the show.