The UK's most valuable garden and outdoor living trade show - 10-12 September 2018 NEC Birmingham gleebirmingham.com - Glee Birmingham

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The UK's most valuable garden and outdoor living trade show - 10-12 September 2018 NEC Birmingham gleebirmingham.com - Glee Birmingham
10–12 September 2018
       NEC Birmingham

The UK’s most valuable garden
and outdoor living trade show

     gleebirmingham.com
The UK's most valuable garden and outdoor living trade show - 10-12 September 2018 NEC Birmingham gleebirmingham.com - Glee Birmingham
Glee 2018

Offering thousands of the newest and most inspirational
garden retail products, Glee is the perfect platform to
launch new products and ideas, increase brand awareness,
nurture existing relationships and grow new ones.

With a high spending, hugely influential
audience from across multiples, independents,      “The show has been really good and
builders merchants, online retailers and            a real success for us. This is our first
industry professionals, Glee is the most crucial    ever tradeshow and our first year of
garden trade event in any garden industry
                                                    trading, I think Glee gives off great
buyer’s calendar!
                                                    exposure for brands.”
Glee takes place at the NEC Birmingham and          JACK NELSON
                                                    MANAGING DIRECTOR, MUZTAG
is easily accessible for any UK or International
visitor thanks to its central location.
Boasting a train station, airport and excellent
motorway links, no matter how our visitors
travel to Glee, it doesn’t take them long!
The UK's most valuable garden and outdoor living trade show - 10-12 September 2018 NEC Birmingham gleebirmingham.com - Glee Birmingham
Who will you meet

Glee provides the perfect platform for our exhibitors
to connect with highly transactional and quality buyers,
attracting visitors from a broad range of organisations,
such as:

→ Garden Centres                       →	Landscape & Garden Designers
→ DIY Retailers                        → Growers
→ Multiple Retailers                   → High street retailers
→ Florists                             → Supermarkets
→ Online Retailers                     → Builders merchants
→	Distributors & Agent                → Multi-channel retailers

“We believe in the personal touch,
 in meeting customers face-to-
 face. It’s always the best way and
 by exhibiting at Glee, we met many
 customers and made valuable
 new contacts.”
 ANDREW MATHER
 NATIONAL SALES MANAGER, CLOVER PEAT
The UK's most valuable garden and outdoor living trade show - 10-12 September 2018 NEC Birmingham gleebirmingham.com - Glee Birmingham
A powerful buying audience

Glee brings the most exciting exhibitors together with
authoritative buyers who come to the show not only to
place orders, but to source inspiration, discover new
and innovative products and benefit from the unrivalled
networking opportunities available.

       4 in 5                                  1 in 3                81%                     83%
 visitors to Glee were               1 in 3 have not visited    of visitors are likely      of visitors in
looking to source new                  any other events in       to return to Glee          attendance
        suppliers                      the past 12 months                                having purchasing
                                                                                           responsibility

         74%                                   79%                  98%                      83%
 of visitors place/are                of exhibitors report       of Garden Centre        of visitors say Glee
  planning to place                    that orders were        Association members        is critical to their
  orders as a result                   placed with them         attended Glee 2017             business
    of visiting Glee                 at/as a result of Glee

Source: Glee post-show visitor survey, 2017.
The UK's most valuable garden and outdoor living trade show - 10-12 September 2018 NEC Birmingham gleebirmingham.com - Glee Birmingham
Top retailers who attended Glee 2017
The UK's most valuable garden and outdoor living trade show - 10-12 September 2018 NEC Birmingham gleebirmingham.com - Glee Birmingham
Diversity of buying interest

               236                               808                                                 804
                                                                                                       Clothing &
                  Outdoor                            Lighting                                          Footwear
                  Pursuits

                                               710 Toys &
                                                   Games
                                                                             1821       Plants
                                                                                                      819
  1764
   Pet & Bird Care
                                                                                                        Water
                                                                                                       Gardening

                                                                                                  262

                                              3044
                                                                                                  Stationery

 1527 Homewares
                                                                Outdoor
                                                                Leisure

                                      644                                                        1120
                                                                                                 Food &
                                      Retail Services                                            Catering

Total interest, audience selected one primary interest plus multiple secondary interests.
Sources: N200 Visitor registration data 2017. Glee post-show visitor survey, 2017.
The UK's most valuable garden and outdoor living trade show - 10-12 September 2018 NEC Birmingham gleebirmingham.com - Glee Birmingham
1227               670
 2000
                                                     Seasonal
                                   Cooking &        Decorations
                                    Dining

        Garden
       Decoration
                                                 153
                               2167
                                                 Souvenirs

1039                           Garden Sundries
                                                 1039
 Garden
Structures       511
                 Greetings
                                                     Garden
                                                    Machinery

 1039
   Hard & Soft
                             2159 1154
                             Garden Tools          DIY
   Landscaping               & Equipment
The UK's most valuable garden and outdoor living trade show - 10-12 September 2018 NEC Birmingham gleebirmingham.com - Glee Birmingham
Our new 2018 floorplan

                    HALL 8                                 HALL 7          HALL 6

                         HALL 8                   HALL 7          HALL 6
                       ENTRANCE                 ENTRANCE       ENTRANCE

     SEMINAR
     THEATRE

With the UK Garden Retail Market now
worth £5bn*, coupled with a sell-out show
in 2016 and further growth in 2017, Glee
in 2018 will be moving from halls 17–20 to
6–8 & 20, to help facilitate the potential for
further growth in the years to come.
*Source: Garden Retail Market Analysis Report, 2017
The UK's most valuable garden and outdoor living trade show - 10-12 September 2018 NEC Birmingham gleebirmingham.com - Glee Birmingham
GIMA BUYERS
CONNECT

                                 HALL 20

                                                               NEW PRODUCT
                                                               SHOWCASE

VIP LOUNGE            HALL 20
                     ENTRANCE

                      HALL 19
                    ENTRANCE                                   HALL 19

                  PETS AT GLEE
              SEMINAR THEATRE

                                           RETAIL LAB @ GLEE
A sector to match your business

Garden Care                            Landscaping and                       Outdoor Entartaining
Offering an extensive range of         Garden Decoration                     Showcasing exciting and unique
core products to help maintain         Jam packed with design and            ideas for buyers such as fire pits,
and care for all types of gardens,     inspiration, this growing sector      hot tubs and outdoor furniture,
encompassing GYO and products          focuses on transforming               this sector offers a fantastic array
such as fertilisers and chemicals to   landscapes, featuring decorative      of garden leisure brands and
hedge trimmers and watering cans.      pots, aggregates and paving and       products for 2018.
                                       timber products.

Plants                                 Home, Gift and Clothing               Retail Experience
Our Plants sector offers               This tailored sector offers a large   and Services
products to help bring beauty          range of garden gifts and product     Forward-thinking, practical and
and life to gardens, showcasing an     ideas from clothing to candles        innovative, this sector offers
extensive range of plants, trees       and even garden games, perfect        a platform to showcase in-
and shrubs from a host of UK           for retailers looking to diversify    store design, shop fitting and
and international suppliers.           their offerings and generate sales    technology solutions to help
                                       all year round.                       grow retail businesses.

Food and Catering
Offering advice on hardware
and kitchen solutions as well             Our newly enhanced show sector Pets at Glee will be
as products such as coffee                showcasing more brands and most importantly more
machines and industrial ovens,
                                          products than ever before including pet food, toys and
our Food and Catering sector
                                          accessories. Located in a fantastic position next to the
helps stores stand out from the
crowd while significantly                 entrance of Hall 19.
increasing profits.
Exhibitor Case Study: Terrastyle

The objective                                     The results
Test the UK market                                110 qualified contracts
opportunity for Terrastyle                        and increased brand
and Teraplast                                     profile for first-time
                                                  exhibitor Terrastyle

The Highlights
Terrastyle is one of the leading manufacturers,   The challenge for them was that they were
distributors and suppliers of planters and        not able to deliver smaller quantities at prices
ornaments in the UK. The company distributes      that small and medium sized garden centres,
in excess of 1 million pots to its customers      nurseries and flower shops require for the
yearly. Investment in Glee was driven by          product to be profitable. However their sister
Terrastyle wanting to test out the garden         company Teraplast, manufactures pots that
centre market.                                    can meet the smaller demand.

The Glee Solution                                 “We consider Glee to be a very
→ Build brand profile                              worthwhile project. We wanted
→ Build customer relationships                     to start building our profile in this
→ Gain stand presence at Glee
                                                   marketplace and to meet potential
  and be part of the market                        customers, and we achieved
                                                   both objectives.”
→ Benefit from Glee’s marketing
  opportunities and multichannel                   NILS DE VRIES
                                                   TERRASTYLE
  programme
Making the most out of Glee

New Product Showcase awards                  New exhibitor workshops
The New Product Showcase Awards are          Aimed at maximising exhibitors ROI before,
the perfect platform for building brand      during and after the show, in our free-to-
visibility and creating a buzz around your   attend workshops, retailers will be sharing more
best products. With the opportunity to win   about what inspires them when looking for
a coveted ‘Glee Award’, the categories are   suppliers and products.
judged on innovation, design, promotion
and saleability.

Buyers Connect                               International Buyers Connect
Managed by our partners GIMA, the Buyers     Run by our partners Gardenex and PetQuip,
Connect is a power networking event          the International Buyers Connect is a speed
for selected exhibitors to meet with key     networking event where international buyers
industry participants, start conversations   and UK and international sellers meet in
and connect with some of the most            pre-arranged, 10 minute business
influential brands in the business.          appointments.
The most inspirational show yet

Innovators Zone                                      Retail Lab @ Glee
This specifically designed area is home to           A significant new feature showcasing future
brand-new, start-up companies looking to             WGSN trends in products, in-store experience
break into the gardening sector, providing           and merchandising, as well as looking at how to
a platform for grassroots product design             engage consumer groups that garden centres
and one-off design ideas.                            are not currently attracting. 62% of visitors said
                                                     they will attend Glee as a result of seeing the
                                                     Retail lab.*
                                                     *Source: Glee post-show visitor survey, 2017.

Buyers’ Power List                                   New look website
The Buyers’ Power List Awards at Glee 2018           Introducing the new Glee website; bolder,
is set to recognise the very best buyers in          brighter and more interactive than ever
the industry, and is Glee’s way of celebrating       before! The new website makes it easier
this outstanding talent and attracting them          for buyers to find brands, like yours, and
to the show.                                         enables them to find and view products
                                                     before and after the show.

                                                     “We were new to exhibiting so it’s
                                                      been a great way for us to meet
                                                      potential buyers that we wouldn’t
                                                      normally get the ability to see. It’s
Seminar theatre                                       been a really good opportunity for
                                                      us to get our name out there.”
Hear from inspirational industry figures on
the latest topics and trends relevant to your          EMILY LAMBET
                                                       CO-FOUNDER & HEAD OF SALES, SEEDBALL
business. Plus, new for this year our exciting
Pets at Glee seminar theatre for all things hairy,
fluffy and feathered.
Supporting you, all-year-round

Glee is more than just a three-day show. Discover more
opportunities and let our multi-channel marketing
campaign work to increase your reach and drive greater
exposure before, during and after the show, and the best
thing is it starts the minute you book your stand!

PR support & press coverage                  Show Catalogue
We work closely with a dedicated PR agency   Get featured in the Glee Show Catalogue which
so there are plenty of opportunities for     is available to all visitors who attend Glee. The
your company to gain exposure through        catalogue helps visitors navigate their way
leading publications, editorial pieces and   around the show and is used well after as an
news outlets.                                indispensable reference.

Marketing material                           The Show Preview
Lots of banners, logos and more – all the    Have your company details listed in
things you need to let your customers        the exhibitor A–Z of the coveted Glee
or prospective customers know that           Preview, which is distributed by post
you’ll be at the UK’s most valuable          and online to pre-registered visitors.
garden and outdoor living tradeshow.

                                             “It has been a really really good
                                              show, there are some extremely
                                              high powered supermarkets and
                                              multiples here and Glee is by far the
                                              best show we’ve been to. We think
                                              it’s a really good opportunity and
                                              one not to be missed.”
                                              KYLE DANIELS
                                              SALES, BIO-BEAN
Digital support

Glee news                                             Social media
Featuring key garden industry content as well         Our dedicated social media team will be busy
as exhibitor articles, the freshest products          throughout the year making sure the show
and even videos, visitors can discover                is promoted, and taking the opportunity to
inspirational exhibitor content across all            highlight our exhibitors across relevant social
of our gardening sectors, whilst keeping up           media channels including Twitter, Instagram,
to date with latest garden industry news.             Facebook, LindedIn and Pinterest.

Online profile                                        Exhibitor of the week
Our shiny new website is your platform to             Brands with complete and great looking
introduce your brand to visitors, allowing            profiles on the Glee website have the chance
them to browse your products and make sure            to be featured on the home page. 2017 saw
you’re top of their ‘must visit’ list at the show.    over 48,000 sessions on the Glee homepage,
                                                      so it’s a great exposure opportunity for any
                                                      brand featured.

  341,400                          581,900 357,000+ 135,000+
       Facebook                           Twitter           Web page                Web exhibitor
         reach                          impressions          views                     views

Source: Glee 2017 campaign, May – September 2017

“The Glee team are very receptive
 to new ideas and together we
 produced great results. No surprise
 that we’ve already re-booked.”
  JACKIE EADES
  MANAGING DIRECTOR, BRIERS
Get in touch and                       10-12 September 2018
secure your place                      NEC Birmingham
UK CONTACTS                            INTERNATIONAL CONTACTS

Matthew Mein                           China
T: +44 (0)20 3033 2160                 Fisher Yu
E: matthew.mein@gleebirmingham.com     T: +8621 6197 8618
                                       E: fisher.yu@ascential.com
Lara Anderson
T: +44 (0)20 3033 2162                 North America
E: lara.anderson@gleebirmingham.com    Adam Ash
                                       T: +1609 921 0222
Licia Viscito                          E: adam.ash@whitepebbleint.com
T: +44 (0)20 3033 2026
E: licia.viscito@gleebirmingham.com

James Kenton
T: +44 (0)20 3033 2325
E: james.kenton@gleebirmingham.com

Daniel Mcalpin
T: +44 (0)20 3033 2206
E: daniel.mcalpin@gleebirmingham.com

glee@ascential.com
gleebirmingham.com

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