January 24-27, Essen
IPM Essen 2017 seeks to inspire florists and floral retail trade
At the heart of the fair site in the adjacent Halls 4 and 6, it will be possible to find a wide range of products needed by florists such as cachepots, ceramics, wickerwork and decoration articles. Furthermore, a comprehensive overview of the market will be imparted in the Plants area with the focus on Halls 1 and 2. Countless new products in the fields of cut flowers and pot plants will be introduced in the Innovation Showcase of the Central Horticultural Association in Hall 1A. An extensive supporting programme will accompany the fair and will provide insights into the fields of marketing techniques, winning over target groups as well as point of sale concepts - also concentrated in the Green City in Hall 1A.
Customer-oriented marketing at FDF
Ideas about addressing customers in the correct way will be supplied by the Trend Hotspot of the Trade Association of German Florists (FDF). All-encompassing developments in society are leading to alterations in the consumption behaviour which will also be reflected in the POS designing in the long term. The consumption trends in 2017 which the Holland Flower Office has picked out will be introduced. In addition, trend experts from Europe will convert atmospherically charged scenarios into compact moodboards which will be understood as a compass for successful product marketing. In the FDF Flower Lab, attention will focus on the Generation Y, the millennials. This young target group is searching for sensible, sustainable, authentic and unique products as well as new communication channels. An inspiring showroom will tell the story which will relate to the flower and will be precisely adapted to these needs.
On the Members Advice booth, the representatives from the state associations of FDF will present the broad spectrum of services rendered by the FDF community. The helpful information available here will also relate to training and further education.
Live shows
In the FDF World, top-quality florists from all over the world will show knacks, tricks and innovative ideas. When the stars of the green scene storm the stages, there will be first-class creative fireworks: The international top-quality shows with Europe's best florists will be presented by the Trade Association of German Florists. At the European Champions Show, Tamas Mezoffy, the reigning European Champion of Florists, as well as the runner-up Roman Steinhauer and Pirjo Koppi will display their ability at IPM Essen 2017. There will be spring-fresh ideas from the hands of champions at the German Champions Show when Germany's top florist Stephan Triebe and his colleagues put the visitors in the right floral mood for the forthcoming spring. In an entertaining setting, new sales concepts and flowery creations for the coming season will be introduced to visitors.
It will be possible to retrieve the detailed programme from the official IPM app for Android and iOs.
Raising turnover by know-how
Under the motto of "Floral Living - Living and Presenting in the Workshop Look", the BLOOM's special show will offer fresh ideas for florists to be taken over into their own box of ideas immediately. The workshop-like presentation areas will take up subjects close to practice and will invite visitors to transfer the concepts presented in situ to their own specialised businesses. The special show will be flanked by a presentation of strong-selling ranges for floristic event and shop presentations: From fantastic plant ideas via enthralling floristry right up to trendy products, the entire range of the green sector will await the trade visitor. It will be possible to pick up and try out floral designing techniques in a relaxed workshop atmosphere. Here, florists will be offered the one-off possibilities of refining their knowledge and abilities and standing out from the competition in this way - raising turnover to a noticeable extent by gaining know-how.
Flowering business ideas to take away
For florists, it is a fine art to take up fashion trends in a perfect way and thus to animate the customer to purchase. Successful product presentations, concise sales displays and interesting stories relating to all aspects of the product provide assistance in this respect and help to address new target groups. In the g&v CreativCenter, florists at IPM Essen 2017 will become familiar not only with the presentation techniques necessary for this purpose but also with the colour and subject worlds appropriate to them in order to reach customers emotionally. The objective of the CreativCenter will be to equip trade visitors from the floral retail trade with inspirations for the coming season. Attention will focus on marketing concepts for everything to do with garden plants, cut flowers and the presentation of flowering classics. Emphasis will be placed on the product's story in each case - because stories awaken emotions and emotions sell products. The ideas for modern sales stories will be played through using shop window designing techniques as well as point of sale displays. As the star guest, Wally Klett, Germany's queen of wedding floristry, will introduce the design trends of the coming season. Therefore, IPM Essen will also be worthwhile for event and wedding planners in order to gain an insight into the floral trends of the coming season.
IPM Fair Cup
Turn old into new - The Federal Association of Retail Gardeners, together with the North Rhine-Westphalia Trade Association of German Florists and Messe Essen, traditionally organises the IPM Fair Cup. In 2017, the floristic and horticultural workpieces will be created under the forward-looking motto of "Upcycling" which describes a societal trend with a strong turnover: Products which are old or are no longer fashionable are upgraded creatively. In the "Bouquet", "Decorative Pot Plant" and "Tub Planting" categories, the participants will fight for the coveted marks of distinction. For the first time, the Fair Cup will be staged in the Green City in Hall 1A. Florists and other trade visitors will thus be provided with the most important and inspiring highlights in a summarised form collected in a single hall.
For more information:
www.ipm-essen.de