More than two years ago, I invited the Industry to explore the world of Green Industry communications. Since extending this invitation, I’ve researched and published articles with Green Profit and Today’s Garden Center magazines, used my ongoing Industry column to gather as well as share tips and strategies; and, combined long-term business experience with Industry specific research to publish a book as well as provide speeches, workshops and one-on-one consulting. Nevertheless, it was during a recent event, the Floriculture Expo – www.floriexpo.com, that I identified an analogy, a comparison of the Expo to modern-day travel.
During the era of my parents’ youth, a day-trip covered 40 or fewer miles. Yet, I on other hand, travelled during this event to four states covering 1000s of miles. So, my comparison is, ‘are you exploring present-day communications at the rate of a prior era or experiencing it at the pace of a globe traveler?’
As an event speaker, I challenge attendees to compare their activities to my ‘talking points’; questioning their niche market accomplishment, understanding of branding techniques and application of communication formats that work-well in a selected market. During the Expo session, some attendees readily admit their lack of knowledge and experience while others indicated various levels of accomplishment.
I deliberately walk a trade show prior to my session and use this opportunity to identify exhibitors that illustrate ‘talking points’. Then, after the session, I again, walk the show and continue to document illustrative displays. Specific to the 2010 Floriculture Expo, I’d say I agree with the assessment of Bob Callahan Show Director for the Floriculture Expo.
“What is most impressive,” says Callahan “is we continue to hear of a positive vibe and energy on the show floor that had not been experienced in prior years. Through the use of survey input, we could not be happier with the results. Although we are only in the beginning stage of expanding the show, this year’s event laid a foundation for attracting new segments. In fact, many of these exhibitors have already signed up to participate in next year’s event. . . . After the show closed at 5pm, there was a tremendous amount of networking which at times, continued for up to an hour after the show closed. We have not experienced this level of participation during past events.”
To be candid, I am not surprised by Callahan’s observation. This was an event that most certainly appealed to the ‘sensory’ – touch, taste, see, hear and smell – aspect of consumer marketing. Outstanding product and service displays entice buyers to purchase and exhibitors to explore. So, what was the difference? I’d say the Expo was formatted – communicated – in such a way as to appeal to its niche market and presented in a layout and design illustrative of effective branding techniques which were supported by communication formats that clearly stated the event’s message ‘connecting the Industry, from seed to shelf’.
Related to your exploration, are you prodding along at the rate of a prior era or pacing at the rate of a globe traveler? Are you an Industry participant who clearly communicates his/her message? To share comments, ideas or strategies related to this subject or other communication topics, contact me at Sylvia@TheWrightScoop.com or post comment below. For additional tips/strageties, acquire a copy of my book - The ABCs of Green Industry Communications: assess, brand & communicate, http://www.lulu.com/content/6083320.
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