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

The Pot Company

A significant number of high quality leads, took orders on the stand, and increased brand profile in a competitive market.

"We chose a big stand to launch at Glee because we wanted to be seen by customers as a major player and one they should consider alongside companies with higher profiles. This decision proved to be a good move and has led to strong sales growth.”

Katie Weller. General Manager, The Pot Company

 

Focus and Challenges

The Pot Company is over 30 years old and, as the name suggests, is a specialist in this growth market with over 30 ranges and 150,000 pots in the warehouse. The company supplies garden designers, garden centres and wholesalers with a mix of styles – contemporary, rustic and traditional – at a range of price points.

In 2012, new owners took over and have since re-vamped the company with a new logo, new stock and a pro-active sales and marketing programme.  

The first priority has been to build the profile of the new brand and the team researched ways in which it could cost-effectively increase its market presence and drive sales. A trip to Glee 2015 identified that this was the right show for The Pot Company to start this process and a decision was made to exhibit at Glee 2016.

The objective: Increase market visibility of the product offering and brand values of The Pot Company

 

The Glee solution

Once Glee was chosen, the team at The Pot Company had to decide how to make the most of this opportunity. Talking their plans through and brainstorming ideas with the Glee team helped to build a plan that The Pot Company had real confidence in. They decided to be a major presence at the show and booked a significant stand which was split into four sections, each on a specific product type.

2016 was a successful show for The Pot Company and, in addition, valuable lessons were learnt that could be taken into its programme for 2017. This year the company used a more open design, with a focus on displaying a broad selection of products and using special offers – all designed to encourage visitors to step on to the stand and fully explore the different ranges.

A major promotional campaign was run pre-show and used the Glee website and social media campaigns together with activity driven by The Pot Company. This included its own website, print advertising and emails to its customer and prospect database – all focused on motivating people to come and talk to the team at the show.

 

Benefits of exhibiting

In 2017 The Pot Company launched a new joint range with English Heritage, a partnership opportunity that first took shape at Glee 2016. The show is now a business-critical part of the company’s go-to-market strategy.  

Increase brand visibility  

  • Present the company values – high quality products, great prices, excellent service
  • Be a strong presence at the show

Build loyalty

  • Reinforce existing customer relationships
  • Open discussions that often lead to orders when followed-up post show

Meet the right people

  • Promote the new brand and ever growing range of products
  • Engage with key influencers, designers, buyers, wholesalers and media 

 

“Glee is a good investment for the business so we’ll back next year and for many years to come.”

Katie Weller. General Manager, The Pot Company

 

Results

  • Generated significant number of high quality leads
  • Took orders on the stand, especially for the English Heritage range
  • Increased brand profile in this competitive market

 

Find out more about exhibiting at Glee

 

 

 

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