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The Willow Wand - exhibitor case study

How exhibiting at BBC Gardeners' World Live was a strategic success for The Willow Wand

How exhibiting at BBC Gardeners' World Live was a strategic success for The Willow Wand

In 2018, The Willow Wand exhibited at BBC Gardeners' World Live, having first exhibited at the Show in 2016. For Simon Read, MD of The Willow Wand, exhibiting at the Show was a vital part of their business strategy to be able to demonstrate their product, a relative newcomer to the market, to a large number of keen gardeners.

Simon and his team were flat out at the Show, talking to visitors and selling, from start to finish. It was a job to find a good time to speak since there was never a quiet moment on their stand, positioned just outside of the Floral Marquee. But on Sunday, as the show was coming to a close, we managed to catch up with them:

It was clear that Willow Wand had been having a great Show, which Simon happily confirmed “This has been the best Show that we’ve ever had, it’s been amazing!" Simon also commented that the visitors were displaying a really great interest in the product, with plenty of opportunity to talk about The Willow Wand, how it works and how to grow successfully. “For us, this is the one of the most important shows of the year, we know that the visitors who come here are interested in gardening but also keen to try something new, to buy a new product if they see it and like it. So we know that we will get a great interest and great sales."

Exhibiting at events offers up the unbeatable chance to have conversations with people and raise awareness of a new product or brand. Simon explained that this level of contact is of vital importance to Willow Wand as “it is a brand new product that people really haven’t seen before. They need to understand the story, that it is a hardwood stick cutting and that, if they plant it and water it, it really will grow! It's an unusual concept - it’s brand new - and we’ve got to be able to tell that story. When they hear the story, they understand the product and we know we can translate that into a sale". Simon confirms that BBC Gardeners' World Live "gives us the forum and platform to do that."

“We’ll certainly be back next year, this has been the absolute best year that we’ve ever had. We had our best day of retail sales yesterday of any show we’ve ever done since we started out. It’s been fantastic, we’re very tired but we’re very happy!”

The Willow Wand completely sold out of their Willow Wands at BBC Gardeners' World Live 2018.

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The Facts

The Facts

Objective: To raise awareness of The Willow Wand and how it can be a wonderful and easy new addition to any garden

Strategy: Exhibiting at BBC Gardeners' World Live meant that The Willow Wand could demonstrate the product and have conversations with tens of thousands of keen gardeners. Plus the added benefit of being able to reach a new audience of the visitors attending for the BBC Good Food Show Summer. Plus retailing the product at a special discounted rate at the Show to retail in good volume at the event.

Results: The Willow Wand team were able to have in depth conversations with a large number of visitors discussing growing and aftercare advice so that the show-goers could fully understand how the Willow Wands grow and look great. The Willow Wand were able to convert a great number of conversations into sales at the special Show rates, selling out of the product on the final day.

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