Naivasha Horticultural Fair, one of the industry’s biggest event of the year always brings great revealations-including lots of tips and tricks for succesful business. This year, serious exhibitors must add a new layer of context to their portfolio, by examining all their products from the user point of view, or as they call it, persona.
In order to be able to answer unfulfilled needs in the market, and to bring true innovation, exhibitors must understand that they have to work outside the box. Whether it’s on the retail level, bouquet company or even the end consumer, there are different tendencies and tastes, and they need to address each and every one of them in the best possible way. Succesful exhibitors need a new framework which is based on 3 main personas: the classic, the trendy and the naïve. Each represents a type of user, a unique style and preferences. By observing the persona, not just the agronomical characteristics, they will be able to screen their product pipe-line from a different perspective, and find more, new solutions for market special needs.
This framework can be facilitated on all levels, starting from breeders, through farms, input suppliers, sales and marketing, so that they all speak in the same language.
During the NH Fair trade fair, visitors will be invited to explore the wide assortment of products, under the new “persona” context, that will, help buyers appreciate the products on a deeper level. The display should be composed of best sellers, new products and future innovations.
“We are working in all areas to ensure best quality flowers. This is a combination of breeders, propagators, growers, input suppliers and professional services. We continuously challenge ourselves to improve, to educate growers and to support the whole eco-system to achieve high quality flower at the finish point”, says Richard MacConnel, the Fair CEO.
Tradeshow dos and don’ts
One of the industry’s biggest event of the year always brings great revelations – including lots of tips and tricks for successful trade show displays. Floriculture Magazine recommends a quick pre-show breakdown now, so you can begin developing your strategy while las year’s effort is still fresh in your mind. Here are a few thoughts we picked up along the aisles.
Do a giveaway – and make it count double
As a succesful exhibitor, one should offer the chance to go home with a gift – and have growers enjoy every part of their stay in the suppliers booth. This can include some snacks and drinks as you discuss business.
Don’t settle for mundane displays
Agricultural Machines and irrigation equipments aren’t the sexiest, but they can still make a splash – as can be evidenced by some creative display idea.
Do commit to the theme
During last year’s NH Fair – Some companies had an excellent resource for magnificent merchandising tips – captured our collective hearts when they re-enacted their catalog cover setup in a mock photo shoot front and center in their booth.
Don’t stop at signs
Ceiling danglers are a great way to get your booth noticed from the other side of the trade show floor, but they’re becoming increasingly prevalent. How about strategically placed towering palm trees to really get you noticed? Don’t let that stop you Yes more people are doing ceiling danglers, but that doesn’t mean you shouldn’t. Instead, take it as a challenge for creativity. These 3D numbers catch the light and capture interest from a variety of industry segments.
Do make the move to high ground
Movement and motion are one of our key recommendations for any booth, so if you can incorporate a product demo, all the better. And if you’re an irrigation company and you’re marketing some of the industry’s best irrigation systems, why not build a custom elevated moving product demo to up attention and the wow factor?
Don’t be afraid to push the limits
If possible you can craft an award theme in your booth – and own it! The NH Fair organisers award various winners with accolades. It is important to adorn the booths with various accolades you’ve accumulated, and the staff (just visible in the background) strutted their stuff in dapper vest-pant combos. Do make your booth really work for you Yes you need a place to put your products, but consider how you adapt your booth for not just impact but functionality. Syngenta booth, for example, likes having a strategically integrated side office for private customer meetings.
Don’t pack it in early
So your flight’s schedule requires you to leave straight from the trade show floor? Don’t use your booth as a luggage rack. If you must bring your bags to your booth, hide them, or at a minimum, place them strategically out of traffic flow.
Do take it to the next level
An employee goes all in with floral shoes and a floral belt! Maybe you’re not so dedicated, but you can still let your booth uniform do the talking, beyond just a simple logo.