Enhancing the shopper experience, Christmas merchandising and engaging with online audiences are just three of the topics on the agenda for the HTA Marketing Forum. This action-packed event full of top tips and marketing know how takes place at Horticulture House in Oxfordshire on Wednesday 17 October. Book now for the final few places available.
With the theme of ‘Stand out from the Crowd’ the programme, aimed at all those delivering marketing activity across the garden industry, includes the following sessions:-
Enhancing the shopper experience - the customer journey begins from arrival in the car park through to paying for goods at the tills. In this session Anthony Earl from POPAI UK & Ireland looks at the instore experience and demonstrates through examples how the customer journey can be enhanced from store navigation through to shopping from individual fixtures and displays.
The art of visual merchandising – in this session Visual Merchandiser Sarah Manning will look at key display and visual merchandising principles, creating a seasonal promotional space and top product presentation tips with a focus on Christmas and houseplants.
HTA Security Partner from B2BSG Solutions Ltd, Colin Warnock, will show how the latest customer counting technology can enable evidence-based marketing strategies by measuring turn-in, dwell time, return visits and cross-shopping as well as customer flows.
How YOU can make a difference - Carol Wright, Marketing Manager from Hozelock, and Chris Hodges, Hozelock Head of Marketing will present a case study of Hozelock's Plant a Pot campaign, in readiness for 2019, and illustrate its key points of difference in terms of marketing campaigns, and how it helps retailers to benefit from developing a linked-sales approach whilst developing a high level of engagement with their customers.
How to … create a successful blog/vlog- In this marketing Q&A session, Robbie Cumming, YouTube creator and Hornby Whitefoot PR Account Manager, answers your questions relating to producing engaging video content for social media. Drawing from over 10 years experience creating YouTube videos, Robbie will discuss how having the basic equipment and no budget can be turned into a big positive in the eyes of your customers.
Graham Thomas from Eight Days a Week Print Solutions will be using his 30+ years’ experience within the print industry to deliver effective campaigns for garden centres and other retailers. He will also demonstrate how printed marketing materials, both addressed and unaddressed, are still relevant in today’s digital world.
To ensure that your story gets noticed and featured in the media, Managing Director of online garden news website Garden Forum, George Bullivant. will providing his top tips.
Using promotions effectively- in this session HTA Marketing and Insights Manager David Denny explores the benefits of taking part in gifting promotions and initiatives such National Children’s Gardening Week and the National Garden Gift Voucher photography competition.
How to … engage and activate an audience - Social media platform algorithm changes are making it increasingly difficult for businesses to gain brand awareness and market share without spending inordinate sums of money on advertising. In this session Simone Bonnett, from The Social Managers, will demonstrate ways that are not only practical but will also open up new ways of starting the conversations that your audience will want to engage with.
How to … use facebook advertising effectively- Using the Garden Gifting campaigns as an example Josie McGhee from the HTA Marketing team demonstrates how facebook advertising can be an effective way of reaching out to new customers.
Marketing in practice
Emma Glue, Trade Marketing Manager for Farplants, highlights their marketing approach using recent examples including their award winning Small Plants for Small Spaces campaign, the launch of their new houseplants range and the way they are using video online to highlight production stories.
Many thanks to sponsors B2BSG Systems, Horticulture Week and Floramedia.For more information, updates on speakers and to book your place please visit: www.hta.org.uk/marketingforum