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Feature Story

Slow
  changes to

   meet needs

Planners respond to attendees' feedback with session modifications and targeted topics of interest.
by Monica Humbard
The Super Floral Show logo
The 2007 Super Floral Show proved change can be good. Last year, event organizer Diversified Business Commu-nications of Portland, Maine, made significant alterations to the scheduling and makeup of the show, and surveys afterward showed that a majority of visitors and exhibitors were pleased. Show Director Bob Callahan reports that 83 percent of the visitors and 84 percent of the exhibitors surveyed said they preferred the new schedule, which had the show opening on Tuesday, a day earlier, and closing on Friday, rather than Saturday. Many respondents commented that the new schedule allowed them more time to participate. As a result, the 2008 Super Floral Show in Orlando, Fla., June 17-20, will once again start on Tuesday and conclude on Friday afternoon. But Mr. Callahan is clear that Diversified will continue to ask exhibitors and visitors each year if the show schedule meets their needs and will plan the following year’s schedule accordingly. “All of the changes and enhancements to the show … are a result of input from our exhibitors and visitors,” Mr. Callahan says. “This is what makes The Super Floral Show so special. Each year, more and more visitors and exhibitors are willing to get involved to improve the show with the end goal of improving the industry. I have always said The Super Floral Show is the industry’s show.” As a result of feedback, those attending the 2008 Super Floral Show will notice other changes and additions as well.
EDUCATION SESSIONS The number of education sessions will decrease this year. Mr. Callahan says surveys revealed that attendees felt there were too many sessions offered at the same time. “This year, we decided to offer only topline topics so more people can attend the sessions of their choice,” he says. This year’s education lineup is designed to address daily challenges floral buyers face in operating their businesses. Session topics cover effective hiring and training, trends, purchasing, marketing, branding, merchandising and ideas on how suppliers and retailers can work together to grow the bottom line. One of the education sessions will reveal the results of the first Super Floral Retailing/Super Floral Show Buyer Survey, conducted in March and April. Talmage McLaurin, AIFD, publisher of Super Floral Retailing, will present the findings of the survey of floral decision-makers from major mass-market chains. “It just made sense that the leading industry trade magazine and leading floral show come together for the betterment of the industry to produce a survey that deals with the daily challenges, trends, practices and opportunities facing the floral buyer,” Mr. Callahan observes. “There is no other comprehensive survey that uncovers how the industry is doing and gives a glimpse of what the future holds.”
KEYNOTE TOPICS The show will feature two keynote presentations. After soliciting ideas from the show’s education committee and advisory board and from the industry at large, Diversified discovered that attendees are most interested in learning about the economy, how to keep floral prospering, and hiring and retaining employees. Therefore, event planners asked Jim McCann, CEO of 1-800-FLOWERS.COM, to share his success story and his philosophy on how the industry can make floral thrive, at Wednesday’s Keynote Luncheon. At Thursday’s Keynote Breakfast, the Disney Institute, a professional development organization, will address “People Management.”
GROWER TOUR Although last year’s store tour was well-received, show planners decided to seize an opportunity the Orlando location presents. This year’s attendees will get a behind-the-scenes look at two top growing operations. They will have breakfast at foliage grower Hermann Engelmann Greenhouses Inc. in Apopka, Fla., and later will tour DeLeon’s Bromeliads in Mt. Dora, Fla.
IRON DESIGNER COMPETITION During Wednesday’s Welcome Breakfast, several designers will participate in a lighthearted competition to create the best floral design using exhibitor products.
“CHILDREN: FLORAL’S FUTURE” PAVILION Designed in conjunction with an education session with the same name, an area on the show floor will feature programs designed by exhibitors to inspire and teach children to love flowers.
“PRODUCT THAT SELLS ITSELF” PAVILION At the entrance to the exhibit hall and adjacent to registration, attendees will find displays of high-quality, stand-alone products designed to sell themselves.
ADDITIONS TO KEY BUYER PROGRAM Last year, Diversified added a program targeted to top floral buyers. In addition to complimentary hotel rooms, this year’s perks include access to on-site buyer meeting rooms and half-price discounts for conference registration, with no fee for those visiting the exhibition floor only. This year, they also will have access to an exclusive lounge with a host, meeting space, Internet access and coffee/tea. Another addition is the option of receiving a personal booth tracker, which gives them the ability to scan company contact information on booths visited at the show. The scanned information will be sent to the Key Buyers after the show.

  key facts

 
 
WHAT The 2008 Super Floral Show
WHEN June 17-20
WHERE Orange County Convention Center, Orlando, Fla.
SIZE 115,000 square feet of exhibits
EXHIBITORS 380; access a list of exhibitors at The Super Floral Show Web site, www.super floralshow.com
BUYERS More than 600
GIVEAWAYS Four Nintendo Wii systems, five GPS systems and a $1,000 American Express gift card
AVAILABLE Discounted tickets to Walt Disney World Theme Parks, SeaWorld and Universal Studios
INFORMATION Visit www.superfloralshow.com, or call (972) 620-3028 keynotes

 

 

we'll see you at the show
Super Floral Retailing magazine will take part in the Education Sessions, Keynote Luncheon and the exhibition at The Super Floral Show.
TUESDAY, JUNE 17
At 1 p.m., Talmage McLaurin, AIFD, publisher of Super Floral Retailing, will share the results of the Super Floral Retailing/Super Floral Show Buyer Survey.
WEDNESDAY, JUNE 18
At 11 a.m., during the Keynote Luncheon, representatives from Super Floral Retailing and Börgen Systems will announce the winners of the 2008 “Merchandising Award of Excellence” contest.
WEDNESDAY THROUGH FRIDAY, JUNE 18-20
Please stop by the Super Floral Retailing booth, No. 1267. Share ideas, visit with magazine staff and take a look at the extensive selection of publications in the Florists’ Review Enterprises, Inc. Bookstore.

education program highlights
This schedule was current as of early April. For more details and additional information, see The Super Floral Show’s Web site, www.superfloralshow.com.

TUESDAY, JUNE 17
1-2 p.m.

SELLING TO BIG BUYERS, PART II

A follow-up to last year’s education session by the same name, this session allows you to hear firsthand what some of the nation’s top floral buyers like to see, how they like to see it and how not to approach them.
Moderator: Chris Buss, president, TotalFloral, LLC
Panelists: Michael Schrader, director of floral, Schnuck Markets; additional speakers to be announced

CHILDREN: FLORAL’S FUTURE
Today’s children are tomorrow’s buyers. Learn how programs in Holland, Italy and the United States are teaching children to love flowers.
Speakers: Becky Bush, creative merchandising manager, MasterTag; Van Lansdorp, organizer and creator, Grandparents Day, Italy; additional speaker to be announced

HAUTE HORTICULTURE
This multimedia session will present ideas for attracting upscale customers. The speakers will tackle how to make floral a distinguishing characteristic for your company and how to bring new excitement into your department.
Speakers: Sandra Hering, president, Floral Marketing Innovations; Julie Anderson, president, Julie Anderson Consulting

1-2:30 p.m.
SUPER FLORAL RETAILING REPORT

Super Floral Retailing will share results from the first Super Floral Retailing/Super Floral Show Buyer Survey.
Speaker: Talmage McLaurin, AIFD, publisher, Super Floral Retailing magazine

2:30-3:30 p.m.
HOW THE GROWER/SUPPLIER CAN HELP RETAILERS ACHIEVE GOALS

This session will discuss how growers/suppliers can work with retailers to better promote and merchandise their products.
Speaker: To be announced

FLOWER COUNCIL OF HOLLAND PRESENTATION ON TRENDS
A representative of the Flower Council of Holland will share trends for 2009 and beyond.
Speaker: Pieter Landman, Blooming Vision

4-5 p.m.
MARKET RESPONSE TO FAIR TRADE CERTIFIED FLOWERS

TransFair USA and retailers that have introduced Fair Trade Certified Flowers to their consumers will discuss how the program is working, including awareness, sales figures and the number of retailers carrying Fair Trade Certified Flowers. Speakers: To be announced

WORKING SMART
Discover innovative ideas for building the bottom line through marketing and merchandising. The presentation will focus on personal selling, relationship marketing, visually stimulating displays and money-making design techniques.
Speakers: Bobbi Ecker Blatchford, AIFD, AAF, PFCI, The Flora Pros; Michael Schrader, director of floral, Schnuck Markets

GLOBAL WARMING IN FLORICULTURE
This session will discuss the good news that the industry is carbon neutral because plants absorb carbon. It also will cover what can be done to mitigate (or replace with carbon credits) energy used in production and transportation.
Speaker: To be announced

WEDNESDAY, JUNE 18
8:30-9 a.m.

HOW TO WORK THE SHOW FLOOR (FIRST-TIME BUYERS ORIENTATION)

An industry veteran will teach first-time attendees how to navigate the floor so they have a game plan that ensures a successful show. Topics covered will include how to shop the show floor efficiently and effectively, place orders and follow up with exhibitors.
Speaker: Terry Johnson, president, Horticultural Marketing Resources

8:30-9:30 a.m.
KNOWING WHAT YOUR CUSTOMERS WANT: THE DUMMIES’ GUIDE TO RECOGNIZING AND ACTING ON TRENDS

Attendees will learn how to anticipate what customers want and what is “hot.” The program will explore how to recognize color, floral and design trends and use them in your merchandising.
Speaker: Robert DeBellis, AIFD, designer, World Class Flowers

BRANDING AND MERCHANDISING PROGRAMS: CREATING PLATFORMS FOR GROWTH
Industry experts will explain how branding and product merchandising programs can be implemented to add value to customers’ floral shopping experiences and stimulate business growth.
Speakers: Becky Bush, creative merchandising manager, MasterTag; Gerry Giorgio, creative director, MasterTag; Chris Buss, president, TotalFloral, LLC

8:30-10:45 a.m.
PEELING BACK THE LABEL: DEFINING SUSTAINABILITY AND EFFECTIVELY EVALUATING SUSTAINABILITY CLAIMS

This presentation will begin by defining sustainability and exploring it in the context of floral growing and handling operations. Next, session attendees will learn how to readily decipher between eco-labels by understanding how to evaluate a claim based on accuracy, credibility and meaningful criteria.
Speakers: Linda Brown, executive vice president, Scientific Certification Systems; Annie Gardiner, executive director, VeriFlora Sustainability Council

9:45-10:45 a.m.
TIME-SPECIFIC GUARANTEE PROGRAM: COMING TO A STORE NEAR YOU?

The session will discuss this innovative program established in the United Kingdom by retail giant Tesco. Some predict it will become a practice in U.S. supermarket chains.
Speaker: To be announced

FOLIAGE PLANTS: THE FORGOTTEN COMMODITY
An industry veteran talks about how to grow your floral operation by selling more foliage plants.
Speaker: Bisser Georgiev, vice president sales and marketing, Hermann Engelmann Greenhouses Inc.

EFFECTIVE BALLOON MERCHANDISING AND DISPLAY
Session description and speaker to be announced.

  keynotes

 
 
Look for detailed information on keynote presentations in the June issue of Super Floral Retailing.

 

 

Super Floral Retailing • Copyright 2008
Florists' Review Enterprises, Inc.