Event News

Glee announces value-added plans for 2010

On the opening day of Glee 2009, organisers Emap Connect have confirmed fresh dates for next year’s show, as well as a strengthened set of exhibitor benefits including a value-driven pricing structure, turnkey stand packages, boosted marketing provision and innovative show content.

Speaking at a Press Conference held during the show, Glee show director Daniel Thurlow confirmed: “With a rich history of service stretching back 34 years, Glee is unique in being the only, full spectrum trade show for the garden, pet and leisure industries.  With the highest number of exhibitors and visitors of any other UK show, and endorsed by GIMA, the HTA, Gardenex and the Pet Care Trust, Glee delivers by far the best return on investment for suppliers and buyers alike.  Continual evolution is important, however, which is why in response to demand we are pleased to announce a number of new initiatives to make Glee 2010 even better value, well timed and brimming with business opportunities for the whole industry.”

The plans outlined for Glee 2010 by Emap Connect – the largest exhibition organisers in the UK – are the result of proactive consultation and research with Glee exhibitors, visitors, trade associations, the NEC and other partners.  Many of the new initiatives aim to help drive down the total costs of exhibiting.

Daniel Thurlow continued: “It has never been more essential that exhibitors have the strongest possible exhibition platform from which they can do profitable business.  Offering scale, relevance, timeliness and added value, Glee is that platform.  This wide reaching set of initiatives for 2010 will boost the show’s offering on a number of vital levels.”

Key announcements for Glee 2010 include:

• Monday to Wednesday trading:  Having historically taken place from Sunday to Tuesday, Glee 2010 will open on Monday 20th September and close on Wednesday 22nd September 2010 in response to exhibitor and visitor demand   
• Rate freeze – For the second year running, no exhibitor will experience a rise in the price per square metre.  Glee’s prices have also been adjusted to ensure that Glee remains highly competitive and reflects the value the show delivers.  In order to achieve this a new discounted price structure has been applied in order to reward loyalty and volume. Lapsed customers will also still qualify for loyalty discounts as their price will reflect their previous history with Glee.  
• Turnkey stand packages – In 2010 Glee will offer exhibitors a cost-effective new option to help achieve a professional, well designed stand at lower cost.  Glee’s turnkey stand packages have been created in conjunction with one of the UK’s leading exhibition and event services companies, NEC-based Melville Logistics.  Open to all exhibitors, but with a specific focus on those exhibitors who wish to achieve a more personalised stand, the new stand packages will help alleviate the increased costs often associated with the design and storage of a custom made stand. 
• Increased PR and marketing support – Opportunities will include specialised VIP programmes to include personal invites to the show; web support such as buttons, banners, logos and click-throughs; plus a presence in pre-show marketing collateral.  Complementary, ongoing PR support from Glee’s dedicated PR team to boost profile in the UK and international trade media will also be available to all exhibitors.  Additionally, the show’s website, gleebirmingham.com – which has had over half a million individual page views since January 2009 – has fast become a definitive buyers list.  Organisers are currently looking into the opportunities afforded by adding a transactional facility to the site. 
• Pre-show marketing workshops – Expanding an introductory scheme initiated in 2009 with GIMA, Glee will offer companies the option of attending pre-show marketing workshops, to help exhibitors prepare and to maximise the opportunities associated with participating at the show, plus information and advice on support facilities available to Glee exhibitors before, during and after Glee.
• Imaginative show content – Glee is increasingly introducing show content to compliment stand activity.  Providing another route for visitors to access exhibitors, each of the show features are designed to place products in wider context, provide inspiration and showcase products in imaginative and innovative ways.  Looking ahead Glee will be building on, and adding to, this year’s most successful and relevant show features; examples being Profitable Plants, The Glee Gardens and Fast Forward Sourcing. 
• Focus on design and innovation – Continuing Glee’s reputation as the champion of industry innovation, new product design will again be highlighted on the show floor with features and attractions that celebrate fresh thinking and inspirational ideas.  Examples include the Glee New Products and the Innovators Zone.
• Targeted overseas and VIP marketing campaigns – Glee’s ongoing marketing will include targeted international campaigns with the aim of attracting buyers from around the world.  Building on the Season’s Club concept, Glee will work to deliver international visitors of both quantity and quality, ensuring that the key international buyers, retailer and decision makers are at the show, ultimately boosting export potential for Glee 2010 exhibitors. 
• Measurable and effective digital opportunities for exhibitors – Via enhancements to Glee 2010’s website, www.gleebirmingham.com

Discussing the move away from Sunday opening, Thurlow added: “Our independent, annual exhibitor and visitor research continues to underline that September remains by far the best timing for the vast majority of exhibitors and buyers.  This therefore remains the month in which we will hold Glee, but this time – again in response to researched market demand and the recommendations from our Advisory Board – we have decided to hold it from Monday to Wednesday for the first time.  The retail opportunity of this day has become an even greater focus for many retailers.  We have therefore made the straightforward choice to move the show by one day, enabling buyers and retailers to not miss out on either the show itself, or a busy trading day.”

More details about Glee 2010 will be announced in the coming months.  To find out the latest news from Glee 2009 please log onto www.gleebirmingham.com.  For more details on exhibiting at Glee 2010, call 0207 728 4262

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