Horticulture businesses continue to demonstrate positivity, resilience and determination to grow in spite of severe headwinds and the added challenges put forward by the Autumn Budget last year. With the prospect of mounting inflationary pressures, increasing energy costs, skills shortages, regulatory changes, climate (change), and low consumer confidence and spending, businesses typically cut costs and postpone new investments.
There’s no doubt, containing costs during turbulent economic times is key, but inadequately supporting brand(s) and adapting to customers’ changing needs can jeopardise business performance over the long term. According to the Harvard Business Review (HBR), when times are tough, companies should “put customer needs under the microscope, take a scalpel rather than a cleaver to the marketing budget, and nimbly adjust strategies, tactics, and product offerings in response to shifting demand” to flourish, both during and after a recession.
Horticulture marketing touchpoints
To stand out is challenging in the digital landscape which is a continually building, cacophony of content, delivered on multi-platforms, from computers to mobile devices. Pressured into constant competition to jump on trends first and weigh in on every new hot topic, it’s easy to become lost in the fight for likes, views and other such metrics, as opposed to creating meaningful content. Just as everyone else is attempting to do, audiences want original, intriguing and authentic-feeling content. Whether you’re a small or large, established multinational corporation, addressing these challenges is tricky but essential for achieving marketing success.
Compared to other industries, the UK Environmental horticulture industry has relatively few marketing touchpoints for businesses to put their brands, in front of the right audiences and convey their messages. Though, one such opportunity is taking place today in London.
The Garden Press Event (GPE), founded by Richard Jackson (Founding President of Greenfingers) and Guy Burtenshaw (Media-Events Ltd. Director) was set up to bring together suppliers of garden products with the trade and consumer media. The event, managed since 2018 by the Garden Industry Manufacturer’s Association (GIMA) and the Horticultural Trades Association (HTA) provides an opportunity to network and highlight news, stories, plants and products – early in the season, directly with established writers from the national, trade and digital press in garden & home interest, broadsheets, magazines, TV, radio and online platforms.
“We are thrilled to attend this marvellous event once again. The STIGA team looks forward to connecting with gardening and lifestyle press members to share insights about our new products for the year. The Garden Press Event truly is an exceptional showcase, offering the opportunity to meet our horticultural friends and colleagues in person,” explained Amanda Kincaid, Marketing Manager, STIGA UK.
With an expected audience of approximately 500, verified press representatives, held pre-season in an easily accessible location, it has become an increasingly important date in the horticultural calendar. Strictly trade and pre-registration only, the audience is verified and approved. “To ensure suppliers and manufacturers meet the right people, all registrations are verified to make sure that we put the right people in front exhibitors for a constructive conversation,” explained, Vicky Nuttall, Director of GIMA
With the rise of digital media and reporting, the event has developed over time to include influencers and digital content creators, attending alongside established representatives of traditional media – many of which now publish content across varied platforms. Attending in 2024, approximately 50% of the media audience were writers (of multiple platforms), 30% digital influencers, with the remaining 20% a mixture of podcasters, broadcasters, radio, publishers and researchers (GIMA).
“Historically, the event was very much focused on (trade and retail) brands looking for editorial coverage as opposed to sort of selling direct to the trade, but with the onset of the digital revolution with the growing number of influencers, content creators and writers – most with multiple platforms the event provides exhibitors with an avenue that perhaps they wouldn’t be able to get to,”added Nuttall. Harley Coles, Events Manager at the HTA, added: “The conversations between visitors and the exhibitors is evolving and it’s our job to ensure we cater for all”.
In terms of pricing, Nuttall and Coles explain that the HTA and GIMA have always worked to ensure the event is “accessible” for all. Designed as a one day event, costs can be limited – though being based in London, the costs will reflect the location. The audience like the London location, and as Coles explained the venue suits the event. “The London location makes it easily accessible, the layout is manageable for all and there is scope for expansion, ” explained Coles.
New businesses and SME’s can apply for shell schemes, providing introductory offers to encourage participation. GIMA also runs a Seed Corn Fund initiative to help bring innovative and unique products to the market, recipients of are encouraged to exhibit at the GPE to generate interest and demand for their products. Germie, the flexible propagation kits made from 100% recycled plastic was one such success story, exhibiting at the GPE for the first time in 2024.
In support of Greenfingers Charity, an award is presented at the GPE, ‘Best New Product’, which is voted for by members of the press and media, providing additional exposure opportunities, whilst raising money for a worthy, industry cause. Exhibitor efforts are also rewarded by means of ‘Best Stand’ award, also presented at the event.
Allowing for face-to-face engagement, events such as the GPE, can provide an important opportunity to increase brand visibility, recognition and engagement, whilst fostering relationships with the press across multi-platforms and media forms. According to the HBR, businesses that continue to invest in their marketing (& PR) when the economy is down are the ones that thrive when spending levels are restored.