Glee 2019

15-17 September 2020

NEC Birmingham, B40 1NT, UK 

Tue & Wed 9:00 - 18:00, Thu 9:00 - 16:00

 Glee 2019

15-17 September 2020
NEC Birmingham, B40 1NT, UK 

Tue & Wed 9:00 - 18:00, Thu 9:00 - 16:00

Briers

GLEE IS A CORE PART OF BRIERS LONG TERM MARKETING STRATEGY AND SUPPORTS 20% ANNUAL GROWTH ACHIEVED OVER THE LAST FEW YEARS

FOCUS AND CHALLENGES

Briers started with a range of men’s gloves that were reasonably successful. The transformational event was the insight to produce high quality, task-driven gloves specifically designed for woman. Rather than adapting a template design used for men’s gloves, Briers garden gloves are designed to meet the needs of female gardeners in terms of material, colours, designs, and shape.

The team decided to launch the first gloves – just 4 pairs – at Glee 17 years ago and Briers has been part of the show ever since. From this initial success, the company now faces the constant challenge of continuing to develop innovative new products and build new buyer relationships in order to achieve significant annual growth.

"With everyone being time poor, Glee is the best place to showcase all our products and to reach a significant number of people in just a few days. We have a successful experience every time, we build relationships, gain invaluable market feedback and learn what we need to do to get the company to the next stage."
JACKIE EADES, MANAGING DIRECTOR, BRIERS

The objective: Successfully launch new products and increase sales.

THE GLEE SOLUTION

Core brand values at Briers are innovation and collaboration. Briers works
very closely with the Glee marketing team to develop strong, clear messages that bring alive the innovative attributes and benefits of the new designs. Every year, the two teams collaborate on new ideas for the stand and the promotional programme before, during and after the show.

Briers utilised the Glee website and capitalised on the show’s social media activity. This helped with promoting strong value-added reasons for existing and potential customers to visit the stand - new products, classic designs, market favourites and new merchandising concepts and material.

BENEFITS OF EXHIBITING

Over almost two decades, Glee has consistently enabled Briers to build its brand and sales. The company uses Glee to demonstrate its understanding of the female gardener market and the talent of its people to create great sales opportunities for its retail and garden centre partners.

Build strong relationships

  • Opportunity for designers and back-office staff to meet customers face-to-face
  • Learn first-hand what customers think and feel about Briers products

Identify new stockists

  • Showcase the new designs and products
  • Highlight the proven sales and revenue opportunity Briers offers

Develop the brand

  • Reinforce the image of a major player that is passionate about customer service
  • Educate retail partners on the new merchandising techniques and
    how to increase sales

RESULTS ACHIEVED BY BRIERS

  • Insight into customer purchasing trends
  • New products are developed from visitor feedback
  • Key measurement of success is stronger relationships
  • Brings all staff closer to customers

"The Glee team are very receptive to new ideas and together we produce great results. No surprise that we’ve already re-booked."
JACKIE EADES, MANAGING DIRECTOR, BRIERS

For more information about Briers, visit www.briersltd.co.uk

Find out more about exhibiting at Glee

 

 

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