On May 10, the Garden Industry Manufacturer’s Association (GIMA) – in association with PP8 Marketing – is running a special one-day interactive workshop designed to help manufacturers win valuable shelf space on the sales floor.
In an increasingly competitive market, where it is becoming harder to pitch products to garden centre buyers, manufacturers need to have a better understanding of how to get the most from their time in front of decision makers, GIMA says. Creating long-term customer loyalty also offers a significant challenge; with just 0.9 seconds to deliver key sales messages instore, it has never been harder to create true stand out.
Paula Parker of PP8 Marketing (and previously marketing director of Scotts Miracle Gro) will lead the workshop, and aims to deliver the essential facts regarding building a successful relationship with garden centre buyers. Focusing on developing a ‘seamless shopper’ strategy, the workshop will provide practical and tangible advice that can be quickly and efficiently implemented, the organisers say.
Paula will be supported by specialists in branding, point of sale, web and customer intelligence, helping to guide suppliers through the three key stages of building a go-to marketing strategy and ultimately sales.
GIMA director Vicky Nuttall said: “This workshop will be the first under the ‘GIMA Knowledge Exchange’ banner, and I’ve no doubt it’ll be an extremely well attended event. With buyers’ time being squeezed more and more, suppliers are starting to feel the effect of this. This workshop will not only help them to think differently about how they present themselves and their products to both the retailer and the consumer, but it will provide advice that can be applied quickly for instant results.”
The ‘How to win space on garden centre shelves’ workshop will be taking place on May 10 at the Stratford Garden Centre in Warwickshire. Booking can be made at www.gima.org.uk and is available to both GIMA members and non-members.