Page 4 - Super Floral > May 2017
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perspective

The value of                                                                        President/Publisher Travis Rigby
floral trade                                                                         Director of Finance/Operations Darin Osterhaus
shows
                                                                                    editorial
 We are in the busy season for           this issue to trade shows and how to
           floriculture trade shows and   get the most out of them. Much             Editorial Director David Coake
events. From now through October,        of our editorial focus is on June’s        Staff Writer Fatima Oubaid
buyers and exhibitors have the op-       International Floriculture Expo            Contributing Writers Cindy Hanauer
portunity to connect at more than 50     (IFE), which bills itself as “the largest
floral-related events, including flower    floral B2B trade show in North Amer-                                      Cindy McGowan
trade shows, gift shows and conven-      ica.” With the money and time many                                       Amy Bauer
tions. (You can find a list of events at  of you invest in attending shows like                                   Bill Schaffer, AIFD, AAF, PFCI,
sourcebook.superfloral.com.)              IFE, either as a buyer or exhibitor,                                     and Kristine Kratt, AIFD, PFCI
   That impressive number tells me       it’s important to make sure you are
that buyers and exhibitors alike         getting your ROI. Here’s what you’ll       design
find exceptional value in trade           find in this issue to make sure you
shows and other events. Indeed,          do so:                                     Graphic Designer/Photographer Carrie Burgoon
results from surveys by the Center       n On Page 25, Cindy Hanauer offers         Floral Design Coordinator Lori McNorton
for Exhibition Industry Research         strategies for getting the most value
reveal attendance at these shows can     from trade shows and making the            advertising
deliver when it comes to return on       best use of your time.
investment:                              n On Page 29, we have our annu-            Advertising Sales Director Lisa Strydom
                                         al sneak peek at the new products          Account Executive Teresa Salts
n 85 percent of buyers say that at-      you’ll see at IFE. Take a look at some     Account Coordinator Ralph Granger
tending trade shows saves time and       of the most innovative products in
money because they can meet many         our industry, and see if one (or more)     circulation
of their vendors under one roof.         of them could become a breakout
                                         item for your department in the com-       Circulation Coordinator Brenda Wettengel
n 83 percent of attendees have           ing year.                                  Wholesale and Retail Florist Account Executive
buying power, and 79 percent say         n On Page 35, you’ll find our pre-
meeting suppliers at trade shows         view of this year’s IFE education                                           Mary Lou Clark
helps them decide what to buy.           program, sponsored by burton +             Circulation/Book Sales Marty Bean
                                         BURTON. The show is packed with
n 92 percent of attendees are looking    speakers and information that you                                            Judy Bent
for new products.                        won’t want to miss.                                                          Terry Snook

n 99 percent of exhibitors report           If you are attending IFE, June          technology
they receive value from trade shows      13-15 in Chicago, please make sure
that they don’t get from their other     to stop by our booth. I’d love to meet     Director of Technology Shawn Cusolito
marketing efforts. They especially       with you and hear your strategies
like the opportunity to meet with        for getting the most value from your       editorial advisers
both prospects and customers at the      trade show experience. sf
same venue.                                                                         John Agnew, Whole Foods Market, Inc.
                                         Reach Editorial Director David Coake at    Bill Byland, N.G. Heimos Specialty Plants/
   These statistics underscore the im-   dcoake@superfloral.com or (800) 367-4708.
portance of face-to-face interactions.                                                               Micky’s Minis
Despite all of the ways we can com-                                                 Debora Coleman, Albertsons LLC
municate without ever leaving our                                                   Kevin Coupe, MorningNewsBeat.com
offices — via phone calls and texts,                                                 Steve Daum, Floralife, Inc.
email and social media — nothing                                                    Debbie Loche, Roche Bros.
beats one-on-one engagement.                                                        Ben Pauley, Passion Growers
                                                                                    Rita Peters, Hy-Vee, Inc.
   That’s why we’re devoting much of                                                Stan Pohmer, Pohmer Consulting Group
                                                                                    Cindy Rapshus, The Roy Houff Company

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