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critical mass

your show strategy

Follow these tips to maximize your investment in The Super Floral Show.

by Bob Callahan

    Next month, many of you will be attending The Super Floral Show in Atlanta, Ga., June 10-12, at the Georgia World Congress Center. In a time when return on investment is more critical than ever, we want to help you get the most out of your trip. Here is a helpful preshow to post-show checklist to follow that will ensure you get the most out of The Super Floral Show.

plan ahead
This sounds basic. But often, attendees get off the plane, head to the convention center, pick up their badges and head out onto the floor without a plan. At the end of the day, they panic because they have covered only a few aisles of the show floor.

To help plan your visit, there are a variety of tools on our Web site,,  you can use to make the show productive for you.

SFS Matchmaker. A preshow online matchmaking system allows preregistered buyers to find current and new suppliers, set appointments and map their visit to the exhibit hall to find what they are looking for.

New Product Newsletter. Buyers have told us their primary purpose for attending SFS is to find new products. Our Web site and new product newsletter sort out companies offering new products.

Comprehensive exhibitor list. View exhibitors by company, product category and state.

while in atlanta
SFS provides opportunities to network, learn the latest trends, plan next year’s programs and become inspired by all the products available for you to bring back to your company.  Here are a few things to take advantage of while in Atlanta.

Whether during show hours or in the evening, networking provides you the opportunity to learn what your competitors are doing, what your suppliers are offering, what old friends and colleagues are up to, and what is selling and what is not.

Welcome Breakfast. Wednesday’s Welcome Breakfast, open to all, is a time to catch up with old friends and colleagues while enjoying floral designers participating in a lighthearted competition to create the best floral design using randomly selected exhibitor products.

Comprehensive education program. This year’s education program is designed to assist you in overcoming the challenges presented in the current economy.

Buyer Walkabout. From 8 to 9:30 a.m. Wednesday, buyers receive an exclusive opportunity to preview all the show floor has to offer before exhibitor personnel arrive at 9:30 a.m. and the floor officially opens at 10 a.m.

Private meetings with suppliers. Buyers are eligible to receive a complimentary meeting room to get together with current and potential suppliers for reviewing products and programs in a private setting.

It is important to come back to the office with a plan on how to implement the information gathered at the show. I recommend writing a post-show report you can share with upper management and your staff. Your post-show report should include the following.

Executive summary.
Executives will want a brief overview of the show that includes reasons for attending, strategy and results.

Goals and objectives. Review your goals and objectives for attending the show, and evaluate whether or not you achieved them. This analysis can be objective, such as measuring how many meetings you attended, new companies you visited or new products you saw.

New products seen. The Super Floral Show will have hundreds of new products and ideas. Highlight those you would like to see implemented in your operation.

Industry intelligence. Include a summary of any important conversations you had regarding what your competitors will be doing in the near future.

Recommendations. Design a follow-up strategy for implementing the new products and ideas picked up at the show. Recommend a timeline for vendor meetings and product rollouts.

Navigating The Super Floral Show properly can save you a year’s worth of valuable time meeting and negotiating with vendors and sourcing new products. But remember, the key to your success is proper preparation.

Critical Mass offers experts in the floral business a monthly forum to express their views on a variety of topics of importance to the industry. These viewpoints are not intended to reflect the opinions of anyone at Super Floral Retailing or Florists' Review Enterprises, Inc.

Bob Callahan is director of The Super Floral Show. Reach him at (207) 842-5592 or



Super Floral Retailing • Copyright 2009
Florists' Review Enterprises, Inc.