This summer the Southern Nursery Association introduced a radical new format for SNA’s 2008 trade show. It will start off with a 2 1/2-day trade show and wrap up with a 2 1/2-day consumer show. I caught up with SNA president Bill Turk to ask about these changes, and what to expect next year.
Bill Turk
on the new SNA trade show
Q. Describe the new format for the SNA Forum in 2008.
A. The 2008 SNA trade show will include a component that strives to connect the consumer to our industry. We believe this is the right thing to do, and research data support it.
Consumers are the ultimate decision maker. They decide not only what, when, where and how our product is planted, but also by whom.
We have a format designed to educate consumers, as well as make them better decision makers and more successful gardeners. This helps us all.
We have designed the format so the traditional trade show stays intact, separate from the consumer component. The traditional show will run Wednesday, Thursday and half of a day Friday. The traditional component will be walled off from the purely consumer portion, which opens Friday afternoon and runs through Sunday. Traditional show exhibitors can go home Friday while the consumer show gets under way.
The consumer component is a new concept to many of us. Each exhibitor has the choice to participate in the new part. More importantly, each exhibitor can choose to stay in the traditional trade show, which remains largely unchanged. The format for 2008 provides a way to continue exhibiting in all the traditional business-to-business ways.
There are many of you who will want to do both. Yes, you can do both. You will have the opportunity to be in the blended area of the trade show floor. This section will be open for all five days. A wall will be pulled shut on Friday afternoon that will close the traditional show and let those exhibitors move out.
This will allow the blended area to join in the consumer area for 2 1/2 days. Blended exhibitors will have the chance to change out literature to a consumer-oriented style, replacing the trade-only wholesale literature.
These exhibitors will also have the opportunity to change to personnel with a consumer-targeted approach.
Q. How did the SNA board come up with the idea?
A. This idea has been floated for years. We did, however, commission a marketing study last year and this concept was part of the recommendations based on the output of that study.
The most significant impact the board had on the concept was on preserving the traditional feel of the wholesale, or business-to-business component of the trade show.
A large portion of those we serve will feel little impact. Many trade shows have tried consumer days, some with success. Our concept may be unique in that one can participate as an exhibitor on the wholesale side, the retail side or both.
Q. What has been the reaction to this new format?
A. The overwhelming response has been supportive. SNA is dear to many in the industry, and the investments we make back into the industry are appreciated. Most members and exhibitors alike have expressed a desire to help make it work, and agree that the concept is right.
As with any new or innovative idea, direct benefits are measured over time. The volunteers in our system of committees are very enthusiastic about the concept.
You also have to keep in mind another major reason why we’re making this change. Of primary significance is revenue generation. SNA has historically generated revenue from our previous trade show formats.
That revenue has been plowed back into the industry in many ways including research, scholarships, publications, communications, leadership conferences and education.
Our current format makes this investment in the industry more difficult with each passing year. We need a shot in the arm to continue investing in the future of the industry -- our future.
Revenue from the consumer show will provide these investment dollars.
The second significant outflow from the consumer component of the show is market research. We will have a captive audience from which we can poll, survey, gauge, measure and extract critical data.
Q. What hurdles do your foresee?
A. Selling the consumer side of the show will be uncharted territory for us. We’re building relationships with sponsors, promoters and potential exhibitors now.
As the list of participants grows, we expect a tipping point where momentum will be gained and the exhibit space will be sold.
Q. What else will be new for the show in 2008?
A. Of course, consumer-oriented education and research. Our research conference will have new sponsorship opportunities as well.
Also look for a new best-management-practices education concept and an opportunity to promote fall planting.
Q. It’s going to be a long show for companies that choose to exhibit at both the wholesale and retail events. What do you recommend to these folks?
A. Where possible, a personnel change is logical once the walls are pulled and consumers are given admission. Some firms have a staff who is more consumer-oriented who would take over the booth at that time.
Wholesale pricing will be replaced with consumer information brochures. Five days away from one’s family is a sacrifice. With the inevitable excitement that we expect to come from this show, the halls should be bustling, and time should be flying.
Name: Bill Turk
Title: President
Firm: Southern Nursery Association, (770) 953-3311; www.sna.org;
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