Retail Lab at Glee – 2017 sponsors interview, Primeur
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Launched at Glee 2017, the Retail Lab was a key focal point for the annual garden retail exhibition. Unlike anything before seen at Glee, it was a place to experience the beating heart of the industry, with a view to what the future holds. Combining interactive content, with inspirational product displays and tangible business advice, The Retail Lab cemented itself as a thriving hub of inspiration and knowledge at Glee. Here we catch up with one of the 2017 sponsors – Primeur, suppliers of eco-friendly and innovative garden products such as self-watering planters, hanging baskets, stepping stones, pavers, garden borders, stair treads and decking. - to find out more about the company's experience.
What made you decide to become a sponsor of the Retail Lab at Glee in 2017?
We attended the Glee Exhibitor Workshop in June 2017 and as well as gaining a lot of information about how to make the most of our stand at the show we also heard about the ‘new' Retail Lab concept. From the images and explanation given at the seminar we knew we wanted to try and take part in this new event so got in touch with the team.
What products/ ranges were included?
We showed some garden pavers and borders – part of our eco-friendly, innovative garden product collection that was launched at the show also.
How did being part of the Retail Lab benefit your business?
Being part of the Retail Lab helped us to build brand awareness at the show. Our products on display featured our branding, so made it easier for people to identify us and come to find out more. At an exhibition where you are competing against hundreds of other brands, it's great to have the opportunity to get your brand somewhere outside of your main exhibition stand.
What advice would you give any other brands thinking of getting involved in 2018?
Get involved as soon as you can and make sure the team really understands what your product is and how it is used or could be used – think outside the box, a creative use for your product is going to give a great visual at the show which will attract more attention to you. The more flexible you can be, the more chance you have to secure some good advertising for your business.
Final thoughts?
The Retail Lab works well to advertise established brands and new products – anything new and creative will do well in this environment. Make sure you get lots of photos of your products in situ, so you can use them post-show within your own marketing activity. Finally make sure you get in touch with the Glee team to ensure that you optimise all the promotional activities relating to the Retail Lab. These opportunities help to promote your involvement ahead of the exhibition, creating stand-out in a busy market.
To find out more about Primeur please visit http://www.primeur.co.uk.