Columbus, Ohio — Successful garden retailers know the art and science of selling are never static. Plants and products change, retail technology advances, marketing strategies trend in and out, and most importantly, the consumer evolves. Add to this the business and human resources challenges that confront all companies, and suddenly retail operations find the need for continually updating themselves and their staff on these important topics.
The 2012 OFA Short Course, America’s largest horticulture event, is the place for garden center operations to do just that. Set for July 14-17 at the Greater Columbus Convention Center in Columbus, Ohio, the Short Course will once again offer a wealth of educational opportunities for those in retail horticulture. From customer service issues to creating can’t-miss events and merchandising displays, the industry’s top retailers and consultants will present programming that will benefit every member of a garden center’s staff.
A Sampling of Sessions
This year’s Garden Center Live! programming offers more than 30 educational sessions and workshops that specifically address the challenges facing garden centers. A sampling of sessions and speakers includes:
• 365 Days of Container Sales Ideas. Presented by Christina Salwitz (The Personal Garden Coach), 8 a.m., Saturday, July 14.
• Green Renovation: What Can Be Learned from LEED? Presented by Judy Sharpton (Growing Places Marketing) and Flinda Terteling (36th St. Garden Center & Bistro), 9:15 a.m., Sunday, July 15.
• What’s Your Sign? A two-part session with Katie Elzer-Peters (Garden of Words) tackling copywriting and Carol Serrano (Armstrong Garden Centers) addressing graphic design. 2 p.m. and 3:30 p.m., Monday, July 16.
• Capture the “Buy Local Wave. Presented by Stan Pohmer (Pohmer Consulting Group), 5 p.m., Monday, July 16.
• Hiring a Team Your Customers Will Love. Presented by Kathryn Daeger (Profitivity Inc.), 5 p.m., Monday, July 16.
• Payment Processing: Credit Cards & Mobile. Presented by Scott Norris (Merchant Services), 8 a.m., Tuesday, July 17.
See and Shop
Garden Center Live! also includes the Merchandising Concepts space filled with inspirational displays, the Marketing Lab staffed with marketing experts, and the ever-popular Iron Chef-style Merchandising Contest. All three present unlimited opportunities for garden center education and money-making, take-home tips. And while at Short Course, garden center buyers have 7 acres of trade show floor to shop, allowing them to make inventory and sales decisions a part of the total Short Course experience.
Catch the Keynotes
Two keynote presentations are not to be missed by garden retailers this year. First, Joe Lamp’l (aka joe gardener) of “Growing a Greener World” and “GardenSMART” fame, will share ways to find and influence the ever-changing consumer. His key questions: Are our products, services, and marketing messages relevant and even reaching our target markets? Catch Joe’s insights Sunday, July 15, at 8 a.m.
On Monday, July 16, at 8 a.m., Sam Kass, White House Assistant Chef and Senior Policy Advisor for Healthy Food Initiatives, will bring his passion for gardening and grow-your-own edibles to Short Course attendees in the second keynote presentation. Chef Sam is an integral voice in First Lady Michelle Obama’s national discussion of the importance of healthful eating. His message speaks directly to those on the front lines of the horticulture industry.
Register Now
Plan your experience and register for the 2012 OFA Short Course at ofa.org/shortcourse.
About the organization: OFA – The Association of Horticulture Professionals is the leading horticulture educational association in the United States. It is a not-for-profit, all-industry organization and its core purpose and mission is “to support and advance professional horticulture.” Industry segments served include: garden centers, greenhouses, nurseries, retail and wholesale florists, and interior plantscapers. OFA is especially known for its outstanding publications and its annual OFA Short Course, U.S. horticulture’s premier convention and marketplace. The next Short Course will take place on July 14-17, 2012 in Columbus, Ohio USA.
Source: OFA – The Association of Horticulture Professionals